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How to Write an RFP for Market Research and Other Marketing Projects for Associations
The Request for Proposal (RFP) is an efficient tool for communicating the purpose and specifications of projects you wish to outsource. A well-prepared RFP provides the information bidders need to develop proposals that offer realistic approaches and affordable tactics to help you achieve your goals.
When you're ready to release your RFP, take the time to learn about the services offered by potential vendors and narrow your search to three to five firms. A bit of due diligence helps you identify qualified bidders and reduce the number of proposals you must review.
Use a variety of methods to identify qualified marketing firms, such as directories (e.g., ASAE Directory of Vendors, Suppliers, and Consultants), and referrals from colleagues.
The following outline provides categories of information commonly found in RFPs. Customize your RFP by including only the categories that reflect your specific marketing situation and goals. Each category is described in detail below.
I. Introduction and Brief Organizational Overview
Begin by summarily introducing your association, the marketing initiative and any organizational characteristics relevant to the project. For example, your introductory overview might include:
- Brief history of association
- Brief description of key products and services
- Mission, vision, overarching goals and challenges
- Overview of governance structures and volunteer networks
- Brief statement of your organization’s unique value proposition and market position relative to competitors
- Brief statement of what you hope the initiative will accomplish
II. Current Marketing Situation
Briefly state the marketing or business problem, challenge, or opportunity you wish to address. Include an overview of the primary external and internal factors and events influencing the current marketing situation and your association’s ability to achieve desired goals and objectives. Provide a list or inventory of any relevant marketing information already available and key results from previously conducted member, donor and market research. Additional details or reports, if needed, may be included as an addendum to your RFP.
Several types of information should be communicated in the scope of work:
- Specific Goals and Objectives – Clearly articulate your goals and desired outcomes. Explain what you hope to learn or accomplish as well as how staff and key constituents (e.g., board members, chapter and committee members, etc.) will use or apply the resulting information and outcomes.
- Major Areas of Work – Identify the primary activities you believe may be required, but refrain from describing specific approaches. An experienced consultant can provide insightful and creative approaches and marketing activities you may not consider.
- Target Audiences – If known, list the primary audiences to be studied and include a description of their key characteristics.
- Team Players – Identify departments, committees and individuals involved in the implementation of this project and state the role each will play.
- Services Required – Many initiatives begin with research, strategy, and planning, and ultimately require marketing project management, public relations, Internet marketing, copywriting or other marketing implementation activities. If your marketing initiative includes a combination of marketing services, describe all you believe will be needed – both short- and longer-term needs.
- Budget Parameters – Provide a budget or budget range to allow bidders an opportunity to demonstrate their ability to develop a realistic approach.
Outline the specific, tangible deliverables or outcomes you desire. For example:
- Executive summary of research findings with recommendations
- Written review of industry trends analysis
- Written target audience profiles
- Competitive analysis report
- Audit of internal marketing capabilities and practices
- Brand attribute assessment
- Marketing communications review
- Annual or multi-year marketing plans
- Presentation of project outcomes during board or committee meetings
- Six bound copies and one electronic copy of the final report
Explain any special requirements of the selected marketing consultant or firm, as well as limitations in your organization’s marketing capabilities. Some possibilities include:
- Predetermined project deadlines
- Requirements for presentations
- Requirements to attend pre-scheduled meetings or conferences
- Requirements for volunteer and/or committee involvement in the project
- Requirements for ownership of all data files and reports resulting from your project
- Limitations of your organization’s database (e.g., outdated and/or incomplete phone numbers and email addresses for target audiences)
- Limitations in your organization’s ability to develop random samples for research
- Limitations in demographic information
List the key elements each proposal must include. For example:
- Service provider’s background and areas of expertise relative to your project, organization and/or industry
- Capabilities and qualifications of individuals assigned to your project
- Examples of work performed for similar organizations and/or similar industries
- Proposed timeline and ability to meet fixed deadlines
- Overview of recommended approach(es) to achieving objectives and goals
- Overview of recommended research methodology(ies), if applicable
- Cost estimates with itemization for large segments of work
Associations and other nonprofit organizations often operate in unique marketing environments and face challenges unlike those experienced by their for-profit counterparts. Request references from bidders’ clients who addressed marketing challenges similar to your own. In addition to names, phone numbers and e-mail addresses, ask for an overview of the relationships between the references and bidder, including brief descriptions of the scope of work performed.
Contact the references of your top two or three final candidates to gain firsthand insights about the marketing consultants and firms under consideration. Notifying finalists prior to contacting their references is an appreciated courtesy that allows bidders the opportunity to introduce you and the nature of your call to their clients in advance.
VIII. Statement of Confidentiality
Contact your organization’s legal counsel to develop a confidentiality statement and/or agreement and consider requiring a signed copy from all bidders prior to releasing RFPs.
IX. Selection Criteria and Process
Provide a brief overview of the steps involved in the selection process. Include the criteria used for evaluating proposals and areas where emphasis will be placed. Identify individuals involved in the selection process (e.g., staff, committee members, board members) so bidders can develop proposals with all parties’ interests in mind. Also include key dates, such as the dates for interviews with finalists, if required.
Provide the name, phone number and e-mail address of the contact person, the required physical format of the proposal (hardcopy, MS Word, or PDF) and the submission deadline date and time.
XI. Addendum: Background Information
If additional information is required, conclude your RFP with an addendum. Examples of relevant additional information might include:
- Sales reports and multi-year trends analysis
- Member and/or donor demographics
- Target audience profiles
- Membership and/or donor statistical summaries
- Organizational charts
- Strategic goals and plans
- Annual reports
- Descriptions of the benefits and key features of relevant products and services
- Marketing collateral for products and services
- Briefs on relevant government legislation, industry trends or national events
- Competitive intelligence analysis
- Inventory of available marketing research
John Gunn is the CEO of John Gunn Marketing Partners, LLC, specialists in marketing assessments, research, strategy and plans for associations and other nonprofit organizations. For more information, please contact us at (703) 299-0774, info@GunnMarketingPartners.com.
©2004, John Gunn. All rights reserved.
John
Gunn Marketing Partners, LLC
Alexandria, Virginia
Phone: (703) 299-0774 Fax: (703) 299-1106
info@GunnMarketingPartners.com
© 2009 John Gunn Marketing Partners, LLC. All rights reserved.
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