Prepare for the Request for Proposals (RFP)

Use a Request for Proposals (RFP) process to recruit creative agencies to support campaign development and implementation. The RFP process allows your team to:

• Detail the findings of the situation analysis; 
• Provide a list of what you would like the creative agency to do; and 
• Assess how agencies respond to your requests to ensure a good fit for the programme and team.

Steps in the RFP Process

1. Identify RFP selection committee members: Choose a small group of five or six people familiar with your programme to take part in the RFP process, including developing the RFP package, reviewing submitted proposals, attending pitch presentations and scoring the creative agency submissions. Consider a range of diverse perspectives, including technical experts, members of the CMT and CAC, and programme staff. The programme manager should coordinate the committee and be responsible for tallying the final RFP scores.
2. RFP development: Develop a Scope of Work (SOW), Creative Brief and RFP Document as part of the RFP Package. Each element should be completed before the RFP process begins. The package holds vital information that will help agencies respond to your programme needs. The Scope of Work (SOW) will help you define what you are looking for in an agency and the Creative Brief summarises your programme, challenges, findings from your situation analysis and creative considerations, then inform creative agencies about your programme and what they should think about when developing campaign materials.
3. RFP Package release: For agencies to respond to the RFP, it must be made public. In some cases, an RFP Package will be sent to agencies directly based on previous collaborations, agency reputation, or referrals. In other cases, the package may be publicly advertised via social media, on your organisation’s website or through other channels. How you share or advertise your RFP will depend upon your organisation’s policies and usual practices.
4. Full creative briefing (optional): When an RFP Package is being sent directly to a select list of creative agencies, teams may choose to meet with each of the agencies individually to review the RFP Document, SOW and Creative Brief. During the meeting, discuss the programme, provide details about the campaign aims, detail expected campaign timelines and answer any questions. When an RFP is released publicly, a full creative briefing with each agency may not be possible.
5. Question period: Once the RFP Package has been released, allow at least one to two weeks for creative agencies to submit questions to clarify its contents. At the end of the question period, share the questions submitted and your responses directly with the agencies you shared the RFP Package with, or publicly together with, on the RFP posting.
6. Submission of proposals: Creative agencies will submit proposals to address RFP requirements. Decide what the proposal should include and detail specifics in the RFP Document. Proposals often include an agency’s staff credentials and experience, fee proposal, timeline, previous work experience and how they would develop your campaign materials. They should also have a submission deadline set between two and four weeks after the question period closes. Once submitted, each proposal should be reviewed and assessed by all RFP Selection Committee members to determine which agencies should continue with the RFP process. Each agency who submits a proposal should be notified as to whether they will proceed with the bid process via an invitation or rejection letter. 
7. Interviews and creative pitch presentations: After proposals have been reviewed, approximately three creative agencies will be invited to take part in a one-hour interview and creative pitch presentation. Each should be provided with a set amount of time to present their work to the RFP Selection Committee, for e.g., 30 minutes. During the presentation, committee members should ask questions to clarify the information presented, but not provide any feedback. After the presentation, allow time for interview questions and discussion. Also consider asking questions about the agency’s written proposal submission contents. All the members of the RFP Selection Committee should be present for each presentation.
8. Assessing the RFP responses: After the interviews and presentations, the RFP Selection Committee should assess each agency in response to the RFP to determine who is the best fit for the campaign. In some instances, multiple creative agencies may be selected. Each agency’s strategy, creative approach and other qualifications are reviewed and scored using an assessment tool. See the example that follows: Agency Assessment Criteria. Once completed, scores from each committee member will be compiled by the programme manager to determine which agency is selected.
9. Responding to participating agencies: Reply to the each of the agencies who took part in the RFP process with either an award letter or a rejection letter, using either the: RFP Award Letter Template and RFP Rejection Letter Template. The acceptance letter includes an invitation to a kick-off meeting where deliverables and feedback on the proposal and pitch presentation are discussed. The rejection letter should include feedback on what was successful in the proposal and presentation, and what could be improved.
10. Contracting process: Organisations usually have existing legal processes to provide structure for partnerships and formalise relationships with external organisations, consultants and others. Follow your organisation’s contracting procedures to formalise the relationship between the organisation and the chosen creative agency to deliver your final SOW.