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Advertising Agency RFP TemplatePurposeThe purpose of this tool is to help you design a Request for Proposal (RFP) for Ad A...
Title Page             [Insert Company Name or Logo]             Ad Agency Request for Proposal                      [Inse...
Table of Contents1. General Information                                     3    1.1 Corporate Overview    1.2 Contact inf...
4. Agency Information                                                        65. Estimated Budget & Resources Required    ...
Location for presentations: Enter Address, City, State/Province, and Country.2. Statement of Work  2.1 Purpose     The pur...
Conduct Agency Evaluations                          September 1     Award Contract to Agency                            Se...
[Insert your company name]          [Insert department name]          [Insert mailing address]3.4 Evaluation Criteria   Al...
3.8 Proposal Presentation Points     To keep the presentations focused, we ask that you focus on how you are going to     ...
Agencies must submit the following information to be considered:       o Corporate Overview – legal name; year of incorpor...
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Advertising Agency RFP Template

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Advertising Agency RFP Template

  1. 1. Advertising Agency RFP TemplatePurposeThe purpose of this tool is to help you design a Request for Proposal (RFP) for Ad AgencyServices. An RFP is a formal invitation to request vendor proposals that meet specificbusiness requirements and purchasing criteria. Agencies interested in pursuing theopportunity will respond with their approach to delivering on your requirements, provide adetailed project plan & budget, and relevant references. An RFP is useful for expeditingthe contracting process, once negotiations are complete.How to Use this TemplateComplete the following sections with your Ad Agency project team. Cut & paste thisinformation into a document that reflects your corporate image, and deliver your RFP to ashort-list of potential vendors for review and proposal submission. The ‘Scope of Work &Business Requirements’ section contains a comprehensive list of potential requirements. Besure to cut out requirements you don’t need, and add any that are particular to yourorganization.
  2. 2. Title Page [Insert Company Name or Logo] Ad Agency Request for Proposal [Insert Date]
  3. 3. Table of Contents1. General Information 3 1.1 Corporate Overview 1.2 Contact information2. Statement of Work 3 2.1 Project Purpose 2.2 Project Scope 2.3 Project Schedule3. 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. 4. Agency Information 65. Estimated Budget & Resources Required 61. 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. 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. 6. Conduct Agency Evaluations September 1 Award Contract to Agency September 303. 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. 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 Criteria3.5 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. 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  Email4. Agency Information
  9. 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.

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