Marketing
Thursday March 11, 2021 By David Quintanilla
How to Create Your Own (Includes a Free Template)


Social media RFPs are the beginning locations for stable social media methods, award-winning campaigns and long-lasting collaborations.

However you get out of them what you place into them. Write a sub-par request for proposals, and the proposals you obtain from digital advertising businesses will solely be so sturdy.

Depart too many questions unanswered? Count on to spend time answering the cellphone and writing prolonged responses to emails from distributors.

Don’t waste your time or anybody else’s. Study what data you must embrace in a social media RFP to draw the most effective corporations and proposals for your corporation.

What is a social media RFP?

RFP stands for “request for proposal.”

A social media RFP:

  • outlines a specific project or need your business wants to address It
  • invites agencies, management platforms or other vendors to pitch creative ideas or solutions.

The RFP process provides a way for a company to vet ideas and providers before committing to a significant collaboration or long-term agreement.

What’s the difference between RFP, RFQ, and RFI?

A request for quotation (RFQ) is focused on obtaining a quote estimate for specific services.

A request for information (RFI) is something a business may put out to understand the capabilities or solutions different vendors can provide.

An RFP should provide background, describe the project and its objectives, and spell out bidder requirements.

The art of an RFP for social media marketing services lies in providing the necessary amount of detail while leaving room for creativity. The better your RFP, the better vendor proposals will be.

What to include in a social media RFP

Still not sure what to include in your social media RFP? Every RFP is different, but these are the common elements that make for strong vendor proposals.

A social media RFP should include these 10 sections (in this order):

1. Introduction

2. Company profile

3. Social media ecosystem

4. Project purpose and description

5. Challenges

6. Key questions

7. Bidder qualifications

8. Proposal guidelines

9. Project timelines

10. Proposal evaluation

We’ve parsed out each section so you can get a better sense of what it should include.

1. Introduction

Provide a top-level summary of your social media RFP. This short section should include key details such as your company name, what you’re looking for, and your submission deadline.

Here’s an example:

Fake Company, Inc., the global leader of fake companies, is looking for a fake social media awareness campaign. We are accepting proposals in response to this fake request for proposal until [date].

2. Company profile

Share some background on your company. Try to go beyond the boilerplate and provide information that may be relevant to an RFP for social media marketing services. This may include your:

  • Mission statement
  • Core values
  • Target customers
  • Key stakeholders
  • Competitive landscape

If including any of the above in your RFP would require disclosing trade secrets, note that additional information is available upon request and/or NDA signature.

3. Social media ecosystem

Give vendors an overview of how your company uses social media. Let them know which social channels you’re most active on, or which networks you’ve chosen to avoid. Some other things you might mention in this section may include:

A key cause to supply this intel is to keep away from repetition. With out this data, chances are you’ll find yourself with social media proposals which can be too much like previous ideas, which is in the end a waste of everybody’s time. The higher a vendor can perceive your social media panorama, the higher they’ll be capable to ship a profitable idea.

4. Venture function and outline

Clarify the aim of your social media RFP. What are you on the lookout for? What targets are you hoping to realize? Be as particular as potential.

Some examples could embrace:

  • Promote consciousness of a brand new retailer opening in [location]
  • Acquire new followers on a just lately launched social media channel
  • Improve consideration for an present services or products
  • Generate extra leads through particular social media channels
  • Set up your organization as a thought chief
  • Share firm values or initiatives with a target market
  • Run a seasonal promotion or social contest

Bear in mind, social media campaigns can and may embrace a number of aims. Every objective supplies a field for a vendor’s proposal to tick off. Think about using main and secondary objective classes in order that it’s clear what issues most.

social media goals template

5. Challenges

Most corporations are properly conscious of the distinctive challenges they face on and off social media. Don’t assume that uninitiated third-parties could have the identical understanding. Establish roadblocks upfront so you’ll be able to work collectively to resolve or work round them.

Challenges could embrace:

  • Buyer sensitivities (e.g. something that will assist a vendor keep away from urgent recognized ache factors)
  • Legalese (e.g. cumbersome disclaimers and disclosures that always get in the way in which of inventive ideas)
  • Regulatory compliance (are there age or different restrictions related to advertising your product?)
  • Differentiation (is it troublesome to distinguish your services or products from rivals?)

Useful resource and funds challenges could also be related right here, too. Does your organization have sufficient employees to help crucial customer support and group administration? Be trustworthy. The perfect proposals may current invaluable options.

6. Key questions

It’s considerably frequent to seek out questions in social media RFPs used for advertising functions. They typically comply with or are included as a subsection in Challenges. In some circumstances, they merely ask: How will your proposal handle these challenges?

Together with questions is a approach to be sure that proposals present the options or solutions head-on, somewhat than dodge or skirt round them. If your organization faces important challenges, these solutions will make it simpler to guage the proposals you obtain.

7. Bidder {qualifications}

Expertise, previous tasks, staff measurement and different credentials are essential elements to think about when evaluating distributors who reply your social media RFPs. You’ve offered background in your firm. That is the place bidders share why their firm could also be uniquely certified to take your venture on.

Embody {qualifications} that can make for a profitable venture, allow you to consider proposals and which can be essential to your corporation. For instance, whereas it might not be pertinent to a social media RFP, your organization could give choice to B Corps.

Some issues to ask for:

  • Particulars on the dimensions of the seller’s staff
  • Proof of social media coaching and certification (Hootsuite’s social marketing education and certificate program, for instance)
  • Examples of labor with previous or present shoppers
  • Consumer testimonials
  • Outcomes from earlier campaigns
  • A listing of staff—and their titles—who will work on the venture
  • Venture administration method and technique
  • Sources that shall be devoted to the venture
  • Anything in regards to the vendor and their work that’s essential to you and the execution of the venture

When you disregard the bidder {qualifications} part, you would possibly find yourself with a bunch of functions that lack the data related so that you can decide. So embrace something and all the pieces you wish to see from potential distributors.

8. Proposal tips

This part ought to cowl proposal submission fundamentals: when, what, the place and the way a lot. Point out the deadline for submission, how proposals ought to be formatted and the extent of element you require for funds breakdowns.

If your organization has model tips, social media guidelines, a social media style guide or every other related assets, embrace hyperlinks or data on the place distributors can discover them.

Be sure so as to add a degree of contact as properly. Our social media RFP template places contact data within the header. It in the end doesn’t matter whether or not you place it first or final, as long as it’s out there for businesses to direct questions or clarifications.

9. Venture timelines

Each social media RFP ought to point out proposal and venture deadlines. On this part, present a structured proposal schedule that distributors can comply with. Except your venture is tied to a selected date or occasion, your venture date can depart just a little extra room for flexibility.

A social media RFP timeline could embrace:

  • Deadline to RSVP participation
  • Assembly interval with distributors for preliminary discussions
  • Deadline for businesses to submit questions
  • Proposal submission deadline
  • Finalist choice
  • Finalist shows
  • Number of successful proposal
  • Contract negotiation interval
  • When notifications shall be despatched to bidders who weren’t chosen

Embody a tough deadline or goal venture date. If key milestone and deliverable deadlines are already in place, that ought to be indicated right here as properly.

10. Proposal analysis

Each you and potential distributors ought to know forward of time how their proposals shall be evaluated. Record the factors that you’ll measure, and the way every class shall be weighted or scored.

Be as clear in regards to the course of as potential. If a rubric template or scorecard is out there, embrace it right here. If evaluators will present feedback, let bidders know whether or not they need to or shouldn’t anticipate to obtain them.

Lastly, point out the position the acknowledged funds will play in your decision-making course of. Will it’s revealed to evaluators after they’ve scored the proposal? How will value vs. worth be decided?

Social media RFP template

Want a social media RFP instance? We’ve ready a template to make issues simple for you. Use this social media RFP template as a place to begin, and tailor it in your wants.

social media RFP template with company and project name

Bonus: Get the free social media RFP template to create your personal in minutes and discover the fitting vendor that will help you obtain your targets.

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