The RFP process to find a communications agency used to be simple. With all the great agencies out there, today it requires the proper time and process to identify and hire the best firm for the work you require. This presentation will help you prepare and execute an agency search that will help you succeed in all of your goals.

1. Steve Drake
Robert Udowitz
RFPAssociates.net
BEST STRATEGIES FOR RFP SUCCESS
CHOOSING WINNING AGENCIES
& WINNING MORE BUSINESS
#PRSANCC -- @RFPAssoc

2. OK, WE ALL HATE RFPS

3. WHAT ABOUT RFPS MAKES YOU ANXIOUS?

4. AGENCIES → COMPLEX, REDUNDANT, TEDIOUS?

5. AGENCIES → INCOMPLETE SCOPE OF WORK

6. CLIENT → HARD TO DIFFERENTIATE BETWEEN AGENCIES

7. AGENCY → SHORT DEADLINES, OUTSIZED EXPECTATIONS

8. CLIENT → BOILERPLATE RESPONSES

9. AGENCY → THE FIX IS IN

10. AGENCY ←→ CLIENT BUDGET !!!

11. CLIENT → BAIT & SWITCH

12. AGENCY ←→ CLIENT PROCUREMENT

13. AGENCY ←→ CLIENT
Poor RFP =
AGENCIES FROM HELL
Past Experiences =

14. WHAT WE DO
• Manage agency selection process for
clients/hiring entities.
• Improve RFP response for agencies.
• Serve as an honest broker.
• Lead with philosophy that playing field
should be level.

15. THERE NEEDS TO BE
A NEW GOLD STANDARD
FOR THE RFP AND AGENCY
SELECTION PROCESS
THE GOLD STANDARD - AGENCY ←→ CLIENT

16. OUR MODEL = IMPROVE THE PROCESS, ENSURE INTEGRITY

17. BILL OF RIGHTS - AGENCY ←→ CLIENT

18. HIRING AND WORKING WITH AN AGENCY → CLIENT

19. HIRING AND WORKING WITH AN AGENCY → CLIENT
• Infrastructure
• Departmental Cooperation
• Access
• Internal Team
• Budget
• Timeline

20. ESTABLISHING SEARCH CRITERIA → CLIENT

21. • Global
• Geography
• Industry expertise
• Relevant experience
• Work well with other
agencies
• Size/reach
• Culture/chemistry
ESTABLISHING SEARCH CRITERIA → CLIENT

22. DEVELOPING A SCOPE & BUDGET → CLIENT

23. DEVELOPING A SCOPE & BUDGET → CLIENT
• Scope of work and expectations
• Budget based on scope
D

24. FINDING CANDIDATE AGENCIES → CLIENT

25. FINDING CANDIDATE AGENCIES → CLIENT
• More difficult now
• Research ahead: Issue an RFQ

26. STREAMLINED PROCESS BENEFITS BOTH AGENCY ←→ CLIENT

27. Clients
• > 6-7 Candidates
= Overwhelming
and unnecessary Agencies
• Too many agencies
= Odds against you!
STREAMLINED PROCESS BENEFITS BOTH AGENCY ←→ CLIENT

28. VALUE OF CONFIDENTIALITY - AGENCY ←→ CLIENT

29. NDA protects and
defends both sides
of the RFP process.
VALUE OF CONFIDENTIALITY - AGENCY ←→ CLIENT

30. ELEMENTS OF THE RFP → CLIENT

31. ELEMENTS OF THE RFP → CLIENT
• Overview of organization
• Explanation of why
• Department structure
• Scope of work
• Budget
• Agency selection criteria
• Submission requirements
• Process timeline

32. DOES THE RFP PASS THE SNIFF TEST? → AGENCY

33. DOES THE RFP PASS THE SNIFF TEST? → AGENCY
You have the right to know:
q What?
q Enough?
q How much?
q Whom?
q More?

34. RECEIVING AN RFP: IF IT STINKS, FIX IT! → AGENCY
RFP
World’s Cutest
Potential Client

35. RECEIVING AN RFP: IF IT STINKS, FIX IT! → AGENCY
You have the right to:
• Ask.
• Clarify.
• Request.
Or turn it down, walk away
and never look back Another
agency’s
headache

36. THE CLIENT MINDSET: WHAT TURNS THEM OFF → AGENCY
• Lack of understanding.
• Irrelevant experience.
• Stale ideas.
• Complexity.
• Vague measurement.

37. THE CLIENT MINDSET: WHAT TURNS THEM ON → AGENCY
• Interest.
• Relevant experience.
• Understanding.
• Practical creativity.
• Accountability.
• Chemistry.

38. PREPARE A WINNING RESPONSE → AGENCY
• Be innovative.
• Be illustrative.
• Be bold.
• Be boring.

39. CREATE A SCORECARD → CLIENT

40. • Well-written RFP =
perfect scorecard
• Evaluates based on
measurable elements
• Ensures a structured
evaluation
CREATE A SCORECARD → CLIENT
• Commits and
involves evaluation
team
• Recognizes
intangible elements
– chemistry

41. • Choose 3-5
• Create final
challenge
• Allow 2-3
weeks
• Disclose other
bidders
SELECT FINALISTS – PRESENTATIONS → CLIENT

42. PRESENT AS A WINNER → AGENCY
• Be real.
• Be confident.
• Be a storyteller.
• Be prepared.

43. NO DETAIL IS TOO SMALL → AGENCY

44. A SUCCESSFUL PARTNERSHIP → CLIENT
• Make the agency part of
your team.
• 3-month review.
• Review invoices.
• Make adjustments early.
• Celebrate the successes!

45. Communicationsmatch.com
NEW TOOL FOR THE INDUSTRY→ CLIENT

46. Handouts available at
http://www.rfpassociates.net/PRSANCC

47. Steve Drake
Robert Udowitz
rfpassociates.net
@rfpassoc
BEST STRATEGIES FOR RFP SUCCESS
CHOOSING WINNING AGENCIES
& WINNING MORE BUSINESS
QUESTIONS?

48. Thank You!
Steve Drake
301.680.0585
sdrake@rfpassociates.net
Robert Udowitz
703.621.8060
rudowitz@rfpassociates.net
RFPAssociates.net
@rfpassoc