How to write an RFP

It is a very sad thing that nowadays there is so little useless information.

  - Oscar Wilde

I have had some really great successes creating RFPs for event projects (and have received some great feedback from my partner companies responding to the RFPs), so I thought I'd share some of my guidelines.

My RFP template comes from an amalgamation of RFP templates provided to me by my industry friends including 3D Exhibits, Czarnowski, Jack Morton, Event Marketing Partners, and Derse, among others, and my learnings from the last half-dozen or so RFPs I've completed in the last year!

1. Cover page: I always name the project and provide the contact information necessary throughout the process, as well as the due date for the proposal.
2. An overview of the business issue: This is the place to describe the project in a brief paragraph. Be specific and concise in describing what the final product should look like.
3. Description of product and services: In a few paragraphs, describe what you are looking for the company to produce. I also like to put in this section the type of partnership I am looking for from the company (execution-only, strategic consulting, etc.)
4. Company information needed for proposal: In this section, I share all of the details of the project and about the company or department that would be helpful to the agency to know. Not a place to air dirty laundry, but be very upfront about the way the group likes to work and any challenges that the company may face.
5. Proposal format: Let the respondents know what you are expecting by way of response. If you want giant, bound books of designs, or if you want everything done in a pdf or Power Point, share that here. One of my best practices is creating a survey (even a short one in Survey Monkey) to gather the basic information from each respondent in an easily-comparable format.
6. Due date: Very important!
7. Timeline: Respondents understand that this may shift, but sharing the basic timeline for them is very helpful. For example:

• February 11, 2011: RFP sent out
• Week of February 14: Q&A calls with (Company Contact 1 & 2)
• Week of February 21: (optional) (Company Contact 1 & 2) available to pre-review proposals and make suggestions
• March 4, 2011: Proposals due
• Week of March 7: Internal core team reviews proposals. Core team made up of (list names here). Core team to set up calls with candidate companies to review proposals.
• March 11, 2011: Business awarded, planning calls begin

8.  Questions: On some of my RFPs, I let respondents know that we will answer questions at any time and all questions emailed to us will be shared with all respondents, unless the respondent requests the questions be kept confidential.
9. Estimated budget: This is a very debatable section - especially between myself and my procurement team! My procurement team believes that we should let the companies come back with their own proposals. I firmly believe that the respondents need parameters. I generally like to give a budget range, but ask for the proposal to be priced out in an a la carte format so I can understand the pricing structure (hourly, project-based, etc.)
10. Detailed Business Requirements: If not already covered in the sections above, I spend about a page here describing the details of the project and the outcomes we are seeking. If we are RFPing for booth design, there are a number of specific questions to ask... including what rush charges for graphics are!
11. Selection criteria: In this section, I clearly articulate what we are looking for in our partner and how we will evaluate the proposals. I also list the names of the selection committee and their roles as it relates to the project. I like to use a spreadsheet with weighted criteria for areas like account management, pricing, customer references, creativity, case study examples, previous relationship with our company, etc.
12. Performance Metrics: Here I describe the cadence of partner reviews and evaluations. I make sure the partner knows that they will be evaluating us as a client, as well. Partnerships do not work with the client just gets to evaluate and blame the partner - it's a two-way street!

I'm very happy to share my RFP templates with anyone in need. Ping me on Twitter @lizlathan, or drop me a note here!