We have identified your agency as a potential public relations partner, and are inviting you to participate in this Digital PR Request for Proposal. We have received your signed non-disclosure agreement and are ready to disclose details that will help you respond to our request.
From the agencies that respond to this RFP, we’ll generate a shortlist of agencies that will be asked to submit a proposal for a comprehensive digital media relations program to demonstrate their qualifications for a [TWO]-year engagement.
We will provide additional detail on the program objectives, competitive landscape and industry, go-to-market strategy to the finalists.
PART 1: BACKGROUND We will begin with an outline of our business.
About Your Company (link to your website)
1. Brief History
3. Leadership Team
Capabilities and Products:
Recently Launched New Products and/or Services:
Target Audiences (Include Demographics, Psychographics, Buyer Values, how they consume information, research products and services, engage with and buy using the internet, mobile devices and other digital techniques:
Marketplace factors that represent opportunities for (company name)
Our current objective is to:
(Company name) is in the process of (e.g. expanding current product line, entering new geographies, introducing new products):
RFP Terms: Evaluation Criteria
We will evaluate agencies for their ability to meet the requirements of the goals outlined in this RFP. We will also evaluate each agency’s philosophy, related industry experience and overall “fit” with [YOUR COMPANY NAME].
Required Capabilities & Strengths
The winning agency must demonstrate abilities and strengths in the following key areas:
Relationships with the industry publications and digital influencers that are most important to our industry.
Proven examples of the intelligent integration of traditional media relations and digital marketing programs (may include social media integration with PR).
Keyword research that has helped clarify the strategic use of language that resonates with our audiences. Evidence that your keyword research drove a change in language used to describe a category, product or service for other clients (and not just for SEO benefits).
Proven experience boosting earned media coverage using digital advertising to reach highly targeted audiences who may not have seen the earned media article in its original placement/publication.
Proven experience maximizing the distribution of content across various targeted channels that maximize reach. As an example, you have taken a by-line article that was published in targeted media and adapted it to be distributed as:
An email call-to-action for the sales team
A tweet, a post or a pin linking to a landing page (for lead-gen)
A digital ad linking to a landing page (for lead-gen)
Show evidence of integrating instant-social sharing techniques (e.g. Click-to-Tweet).
Evidence of interpreting analytical data (monthly reports) with clear insights that positively impact changes in direction,
Show evidence of creativity with out-of-the-box thinking that led to surprising results.
Show evidence of great writing, both in terms of depth of technical accuracy and client satisfaction.
Have experience and resources available to address other needs including:
Social media management
Digital advertising (especially integrated with traditional PR programs)
Media training with before-and-after video results
Crisis Communications (especially social media crisis management)
The ability to interpret market research to influence the strategic direction of the program
Timeline [FILL IN DATES THAT WORK BEST FOR YOU]
Suppliers receive and review this RFP request
Suppliers to complete and return the Non-disclosure form
Friday, (3 weeks later)
Final RFP proposals due by close of business
Suppliers notified of status. Follow-up calls scheduled with selected agencies.
Direct all questions about this RFP, and your response, to this single point of contact:
Confidentiality Suppliers are required to sign the Non-Disclosure Agreement prior to receipt of this RFP.
RFP Response Format Proposals should follow the numbered questions in Part 3 and must be submitted in electronic format (Word document). All responses should be submitted to [AGENCY CONTACT].
PART 2: SCOPE
These components will make up the Statement-of-Work for the winning agency [TAILOR THIS SECTION TO YOUR COMPANY’S SPECIFIC NEEDS…THE FOLLOWING ARE EXAMPLES].
Strategic Positioning Consulting
Agency will conduct a half-day strategic positioning session with senior leadership in order to succinctly communicate the brand’s business value to its customers. This session will include:
Online research to confirm the keywords that buyers use to search for the services we sell
Online competitive research to better understand what buyers find when they search
An audit of our brand’s digital footprint across with insights to better position our company
Agency will analyze the results of this session and write a report with a recommended “positioning statement.’ This positioning statement, once finalized and approved, can be cascaded into all other marketing and sales materials in order to provide brand relevance and consistency. This document can also be used for briefing new employees, briefing investors and guiding the development of other strategic documents.
Develop and pitch our story to the most influential journalists and digital influencers (approved through collaboration). Agency will research and present a recommended list of journalists and digital influencers to pitch and present pitch ideas that represent a compelling, news-worthy story. Agency will guarantee [an average of three-to-four] media interview opportunities or stories that may appear in the media each month. Agency will also conduct bi-monthly calls and deliver a monthly report detailing activities and results.
Thought Leadership Articles
An agency writer will interview our senior executives in order to write a series of by-lined articles that will elevate awareness and build our brand equity. Each 1,500-word article tell a compelling story of innovation that will present our business as an industry innovator and leader. The agency will collaborate with our team to identify the right topic, and the perspectives that should be written into each piece. This project includes two rounds of revisions for each by-line article. These articles will be used in a variety of ways to increase our digital footprint, including as a pitch story for public relations, as ‘link bait’ for the advertising program and as the foundation for email outreach from the sales team and blog posts.
Social Media Channel Advertising Program
Earned media coverage should be advertised (boosted) in order to reach highly targeted buyers who may not have seen the original article when it appeared. Digital PR Agencies must be experienced with this technique in order to maximize the ROI of PR. The agency will design the ads, create the landing pages for each ad (lead-gen), manage the distribution strategy, optimize the ads once they’ve been distributed and report on the results. The agency will also conduct by-monthly calls to discuss the campaign optimization and the results.
Agency will liaise with and build relationships with key Analyst firms that cover our industry. This can be firms such as Forrester, Gartner, 451 Research, IDC, etc. The agency will work with Analysts whether there are paid and non-paid relationships.
Digital PR programs can be measured using a variety of available metrics, including:
Website visitors attracted by an earned media article
UVMs (Unique Visitors Monthly) for each publication where an earned media article has appeared
Analytics from a landing page that is set-up to receive visitors from an earned media article that is boosted to targeted audiences
Links from qualified websites/influencers
Reports will include strategic insights that are interpreted from the data (instead of just data reporting).
Estimated Annual Budget
The estimated budget for this program, including the components above, is [$XX,000] month.
Nothing in this RFP shall create any obligation on the part of (company name) to award an agreement to any Agency or to award any agreement at all. We reserve the right to reject any and all proposals and/or negotiate or decline to negotiate with any Agency.
3: REQUIRED RESPONSE
Name of organization
Job title of person handling this RFP for the Agency
Telephone number/mobile number)
Principle Office Address (If different than primary address)
AGENCY BACKGROUND (Please explain details of ownership of agency & affiliations)
Where do you have offices that are relevant to this opportunity
What are your core business digital PR competencies and capabilities? (Brief statement of what differentiates your organization – 500 words max)
AGENCY EXPERIENCE AND EXPERTISE
Please give brief details of what you do on each piece of business by discipline.
(e.g. B2B, B2C, digital public relations, integrated marketing, advertising, social media marketing, direct marketing, etc.)
Do you currently or have you ever provided any services to the following (competitive) companies: (list direct competitors). If so, please describe the products/services your agency promoted and when you ended your business with them.
Please identify any other potential conflicts of interest between our company and any company currently being served by your agency.
Please show how the following disciplines represent a percentage of your annual income (please provide estimates only) for all of the following:
Please detail the current mix of business as a percentage of your annual revenue (estimates).
% of Total
Social Media Marketing
Do you subcontract work to 3rd parties? If so, please give details here:
Please list any account wins or losses in the last 12 months.
Agency Experience - Please detail any recent (last 3 years) sector experience or Target Audience experience that is relevant to this brief e.g. client and brief description of the work undertaken for each brand. When did you work with them?
KEY PEOPLE EXPERIENCE
Brief description of the work (50 words per client)
When & where was the work completed (year)?
DIGITAL PR STRATEGY
Describe the biggest digital PR opportunities and challenges that you see for our business in the year ahead
Describe the digital PR approach you would take to build our brand
Describe how you would prioritize the digital PR disciplines you would employ for our company and the potential impact they could have on growing our business.
DIGITAL PR MEASUREMENT
Provide us with examples of your monthly reports showing the strategic insights gleaned from data.
How would you show the ROI for our digital PR program?