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Advertising Agency RFP Template

Purpose

The purpose of this tool is to help you design a Request for Proposal (RFP) for Ad Agency
Services. An RFP is a formal invitation to request vendor proposals that meet specific
business requirements and purchasing criteria. Agencies interested in pursuing the
opportunity will respond with their approach to delivering on your requirements, provide a
detailed project plan & budget, and relevant references. An RFP is useful for expediting
the contracting process, once negotiations are complete.



How to Use this Template

Complete the following sections with your Ad Agency project team.       Cut & paste this
information into a document that reflects your corporate image, and deliver your RFP to a
short-list of potential vendors for review and proposal submission. The ‘Scope of Work &
Business Requirements’ section contains a comprehensive list of potential requirements. Be
sure to cut out requirements you don’t need, and add any that are particular to your
organization.
Title Page




             [Insert Company Name or Logo]




             Ad Agency Request for Proposal




                      [Insert Date]
Table of Contents



1. General Information                                     3

    1.1 Corporate Overview
    1.2 Contact information


2. Statement of Work                                       3

    2.1 Project Purpose
    2.2 Project Scope
    2.3 Project Schedule

3. Proposal Submission Procedure                           4

    3.1 Vendor RFP Reception
    3.2 Good Faith Statement
    3.3   Communication & Proposal Submission Guidelines
    3.4   Evaluation Criteria
    3.5   Short-list Selection
    3.6   Terms of Service
    3.7   Conflict of Interest
    3.8   Proposal Presentation Points
    3.9   Reference Accounts
4. Agency Information                                                        6


5. Estimated Budget & Resources Required                                     6




1. General Information
  1.1 Corporate Overview

     Provide a description of your organization including company size, locations, current
     capabilities & systems, stakeholders, expansion plans, and the business goals you are
     looking to achieve.


     INSERT OVERVIEW OF COMPANY, including target customers, verticals served,
     solutions offered.


     INSERT INDUSTRY OVERVIEW, including competitors, relative positioning, growth
     opportunities, go-to-market strategies, etc.


     ROLE OF AGENCY PARTNER: what services you expect the agency to provide.


     OVERVIEW: insert a paragraph on the key attributes you hope to find in the agency
     you are hiring, and your reason for hiring.


  1.2 Contact Information

     Primary liaison contact information: Enter Name


     Email to which questions should be addressed: Enter Email Address
Location for presentations: Enter Address, City, State/Province, and Country.




2. Statement of Work

  2.1 Purpose

     The purpose of this Request for Proposal (RFP) process is to invite vendors to
     submit their proposal to provide Ad Agency and implementation services. This
     document contains the business requirements necessary for a successful
     engagement.


  2.2 Scope

     Outline the scope of services, such as:

               Ongoing strategic planning and creative consultation
               Content creation
               Media relations – international, national, trade, business, local
               Analyst relations
               Awards
               Product reviews
               Trade show support
               Special events
               Metrics and monitoring


  2.3 Project Schedule

     This schedule is based on our current timelines, but is subject to change.


     Project Milestones                                       Deadline
     RFP Delivered to Agencies                                June 1
     RFP Question Period Ends                                 July 15
     RFP Close Date                                           July 30
Conduct Agency Evaluations                          September 1
     Award Contract to Agency                            September 30




3. Proposal Submission Procedure

  3.1 Vendor RFP Reception

    By responding to this RFP, the agency agrees to be responsible for fully
    understanding the requirements or other details of the RFP, and will ask any
    questions to ensure such understanding is gained. [Insert your company name]
    retains the right to disqualify agencies who do not demonstrate a clear
    understanding of our needs. Furthermore, the right to disqualify an agency extends
    past the contract award period and [insert your company name] will be at no fault,
    cost, or liability.

  3.2 Good Faith Statement

    All information provided by [insert your company name] is offered in good faith.
    Specific items are subject to change at anytime based on business circumstances.
    [Insert your company name] does not guarantee that any particular item is without
    error. [Insert your company name] will not be held responsible or liable for use of
    this information or for any claims asserted therefrom.

  3.3 Communication & Proposal Submission Guidelines

    Communications shall not be effective, unless a specified procurement executive
    who is responsible for managing the RFP process formally confirms these
    communications in writing.   In no case shall verbal communication govern over
    written communications.

    Please submit your proposal by [insert RFP Close Date].

    Please send questions and agency proposals to:

          [Insert contact name & title]
          [Insert phone/email/fax contact information]
[Insert your company name]
          [Insert department name]
          [Insert mailing address]


3.4 Evaluation Criteria

   All proposals will be evaluated systematically, based on the following key criterion.
   The purpose of this section is to identify agencies with the interest, capabilities, and
   financial stability to provide services as defined in the Scope of Work.

   Following is a list of our key evaluation criteria:

         Insert Criteria
         Insert Criteria
         Insert Criteria
         Insert Criteria
         Insert Criteria

3.5 Short-list Selection

   Agencies who have demonstrated their capacity to meet our needs will be contacted
   via phone and/or mail to be notified of their selection to move forward in the RFP
   process. Agencies, who have not been selected, will not be contacted.

3.6. Term of Service

   COMPANY wishes to engage agency for a/an ____-year term with a ____-day
   cancellation provision by either party.

3.7 Conflict of Interest

   Proposing agencies are asked to certify that they have no conflicts of interest in
   serving COMPANY.


   Principal competitors are: LIST COMPETITORS. Additional companies may also be
   considered competitors, and we ask that you email any questions on competitors if
   you have them.
3.8 Proposal Presentation Points

     To keep the presentations focused, we ask that you focus on how you are going to
     help us achieve the three priorities of our 2009 program, listed below:

              Priority #1
              Priority #2
              Priority #3

  3.9 Reference Accounts:

     Three client references should be provided at the time of your presentation,
     including: Current contact name, address, phone number and email.

              Client Reference #1
                  Contact Name
                  Address
                  Phone Number
                  Email
              Client Reference #2
                  Contact Name
                  Address
                  Phone Number
                  Email
              Client Reference #3
                  Contact Name
                  Address
                  Phone Number
                  Email



4. Agency Information
Agencies must submit the following information to be considered:

       o Corporate Overview – legal name; year of incorporation; number of
         employees; income statement if available.
       o Products & Services – description of all products & services supplied.
       o Markets Served – description of geographic/industry markets & % of share.
       o Partners – list of current business partners and roles in ecosystem.
       o Customer References – provide references of customers in our industry.


5. Estimated Budget & Resources Required

    All Agencies must provide a breakdown of costs related to the services provided.
    Costs include, but are not limited to, fixed pricing & deliverables, billable hours (time
    & materials based pricing), travel expenses, etc. Agencies must agree to keep the
    quoted pricing in their proposals for a minimum of 90 days after proposal
    submission.

    Finally, all proposals must include a project schedule & work breakdown structure,
    which identifies timelines, key milestones, project phases, or other project plan
    information.

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Advertising Agency RFP Template

  • 1. Advertising Agency RFP Template Purpose The purpose of this tool is to help you design a Request for Proposal (RFP) for Ad Agency Services. An RFP is a formal invitation to request vendor proposals that meet specific business requirements and purchasing criteria. Agencies interested in pursuing the opportunity will respond with their approach to delivering on your requirements, provide a detailed project plan & budget, and relevant references. An RFP is useful for expediting the contracting process, once negotiations are complete. How to Use this Template Complete the following sections with your Ad Agency project team. Cut & paste this information into a document that reflects your corporate image, and deliver your RFP to a short-list of potential vendors for review and proposal submission. The ‘Scope of Work & Business Requirements’ section contains a comprehensive list of potential requirements. Be sure to cut out requirements you don’t need, and add any that are particular to your organization.
  • 2. Title Page [Insert Company Name or Logo] Ad Agency Request for Proposal [Insert Date]
  • 3. Table of Contents 1. General Information 3 1.1 Corporate Overview 1.2 Contact information 2. Statement of Work 3 2.1 Project Purpose 2.2 Project Scope 2.3 Project Schedule 3. Proposal Submission Procedure 4 3.1 Vendor RFP Reception 3.2 Good Faith Statement 3.3 Communication & Proposal Submission Guidelines 3.4 Evaluation Criteria 3.5 Short-list Selection 3.6 Terms of Service 3.7 Conflict of Interest 3.8 Proposal Presentation Points 3.9 Reference Accounts
  • 4. 4. Agency Information 6 5. Estimated Budget & Resources Required 6 1. General Information 1.1 Corporate Overview Provide a description of your organization including company size, locations, current capabilities & systems, stakeholders, expansion plans, and the business goals you are looking to achieve. INSERT OVERVIEW OF COMPANY, including target customers, verticals served, solutions offered. INSERT INDUSTRY OVERVIEW, including competitors, relative positioning, growth opportunities, go-to-market strategies, etc. ROLE OF AGENCY PARTNER: what services you expect the agency to provide. OVERVIEW: insert a paragraph on the key attributes you hope to find in the agency you are hiring, and your reason for hiring. 1.2 Contact Information Primary liaison contact information: Enter Name Email to which questions should be addressed: Enter Email Address
  • 5. Location for presentations: Enter Address, City, State/Province, and Country. 2. Statement of Work 2.1 Purpose The purpose of this Request for Proposal (RFP) process is to invite vendors to submit their proposal to provide Ad Agency and implementation services. This document contains the business requirements necessary for a successful engagement. 2.2 Scope Outline the scope of services, such as:  Ongoing strategic planning and creative consultation  Content creation  Media relations – international, national, trade, business, local  Analyst relations  Awards  Product reviews  Trade show support  Special events  Metrics and monitoring 2.3 Project Schedule This schedule is based on our current timelines, but is subject to change. Project Milestones Deadline RFP Delivered to Agencies June 1 RFP Question Period Ends July 15 RFP Close Date July 30
  • 6. Conduct Agency Evaluations September 1 Award Contract to Agency September 30 3. Proposal Submission Procedure 3.1 Vendor RFP Reception By responding to this RFP, the agency agrees to be responsible for fully understanding the requirements or other details of the RFP, and will ask any questions to ensure such understanding is gained. [Insert your company name] retains the right to disqualify agencies who do not demonstrate a clear understanding of our needs. Furthermore, the right to disqualify an agency extends past the contract award period and [insert your company name] will be at no fault, cost, or liability. 3.2 Good Faith Statement All information provided by [insert your company name] is offered in good faith. Specific items are subject to change at anytime based on business circumstances. [Insert your company name] does not guarantee that any particular item is without error. [Insert your company name] will not be held responsible or liable for use of this information or for any claims asserted therefrom. 3.3 Communication & Proposal Submission Guidelines Communications shall not be effective, unless a specified procurement executive who is responsible for managing the RFP process formally confirms these communications in writing. In no case shall verbal communication govern over written communications. Please submit your proposal by [insert RFP Close Date]. Please send questions and agency proposals to: [Insert contact name & title] [Insert phone/email/fax contact information]
  • 7. [Insert your company name] [Insert department name] [Insert mailing address] 3.4 Evaluation Criteria All proposals will be evaluated systematically, based on the following key criterion. The purpose of this section is to identify agencies with the interest, capabilities, and financial stability to provide services as defined in the Scope of Work. Following is a list of our key evaluation criteria:  Insert Criteria  Insert Criteria  Insert Criteria  Insert Criteria  Insert Criteria 3.5 Short-list Selection Agencies who have demonstrated their capacity to meet our needs will be contacted via phone and/or mail to be notified of their selection to move forward in the RFP process. Agencies, who have not been selected, will not be contacted. 3.6. Term of Service COMPANY wishes to engage agency for a/an ____-year term with a ____-day cancellation provision by either party. 3.7 Conflict of Interest Proposing agencies are asked to certify that they have no conflicts of interest in serving COMPANY. Principal competitors are: LIST COMPETITORS. Additional companies may also be considered competitors, and we ask that you email any questions on competitors if you have them.
  • 8. 3.8 Proposal Presentation Points To keep the presentations focused, we ask that you focus on how you are going to help us achieve the three priorities of our 2009 program, listed below:  Priority #1  Priority #2  Priority #3 3.9 Reference Accounts: Three client references should be provided at the time of your presentation, including: Current contact name, address, phone number and email.  Client Reference #1  Contact Name  Address  Phone Number  Email  Client Reference #2  Contact Name  Address  Phone Number  Email  Client Reference #3  Contact Name  Address  Phone Number  Email 4. Agency Information
  • 9. Agencies must submit the following information to be considered: o Corporate Overview – legal name; year of incorporation; number of employees; income statement if available. o Products & Services – description of all products & services supplied. o Markets Served – description of geographic/industry markets & % of share. o Partners – list of current business partners and roles in ecosystem. o Customer References – provide references of customers in our industry. 5. Estimated Budget & Resources Required All Agencies must provide a breakdown of costs related to the services provided. Costs include, but are not limited to, fixed pricing & deliverables, billable hours (time & materials based pricing), travel expenses, etc. Agencies must agree to keep the quoted pricing in their proposals for a minimum of 90 days after proposal submission. Finally, all proposals must include a project schedule & work breakdown structure, which identifies timelines, key milestones, project phases, or other project plan information.