Let’s be honest: having to write an RFP can feel like a daunting task. Crafting a document that captures your franchise’s needs, goals, and vision while setting the stage for fruitful partnerships isn’t always easy. At CyberMark, we’ve participated in RFPs across industries and seen firsthand what works—and what doesn’t.
The good news? With a little focus and strategy, your RFP can become a powerful tool to connect your franchise with the perfect agency partner. Let’s break it down, step by step, with tips on how to write and RFP that attracts Partners vs Vendors.
Tips for Creating a Successful RFP
1. Start with a Clear Objective
What’s the real problem you need to solve? Is your franchise looking for a scalable website solution, better lead generation, or stronger SEO results? When describing your goals, the more detailed the better. Having these goals defined is key as you’ll want to be able to measure progress with whichever partner you opt to work with after your RFP.
For example:
- Instead of: “We need help with digital marketing.”
- Try: “We need to increase local lead generation across 50 franchise locations while reducing CPC in our paid ad campaigns.
The more specific you are, the better tailored the proposals will be to your needs. This eliminates the need for addendums to the RFP or unforeseen scope changes once you’re engaged with a new partner.
2. Define Success with Benchmarks
When you write an RFP, think about measurable goals you can use to evaluate success. Do you want a 20% increase in organic traffic? Leads that convert at 10% or higher? Agencies thrive on clear targets, and benchmarks help them craft realistic strategies.
Pro Tip: Include examples or past performance metrics. If you want your potential new partner to improve results, share what you’re currently working with—an average bounce rate, conversion rate, keyword targets or even seasonal trends.
3. Set Realistic Timelines
Include a realistic timeline when you write an RFP. A structured timeline ensures agencies have enough time to create thoughtful responses, and this gives you a schedule to ensure you stay on track. Here’s what to include:
- Release date of the RFP
- Deadline for vendor questions
- Submission due date
- Final decision date
It’s also helpful to outline project milestones, such as when you would like to launch a new website or campaigns.
4. Engage Potential Partners with Direct Communication
Written proposals tell part of the story but calls or meetings add depth to this important decision. Use these opportunities to:
- Clarify their approach.
- Evaluate their fit with your franchise culture and priorities.
- Ask how they’ve tackled challenges similar to yours.
These conversations will also give you a better sense of the team’s communication style and responsiveness.
5. Use a Strong RFP Template
If you’re overwhelmed at the idea of having to write an RFP, try researching some templates. You can find plenty of free RFP templates online from great sources like HubSpot.
Just make sure they align with the purpose of your RFP before selecting the right one. And remember, you can always change things up if a template doesn’t quite fit the request or objectives you’re looking for.
Common Mistakes to Avoid
1. Being Too Vague
If your RFP includes statements like “enhance website performance,” you’re inviting vague responses.
2. Focusing Solely on Cost
Budgets matter. But the cheapest bid isn’t always the smartest choice. Look for the best value.
3. Overlooking Experience and Fit
Not every agency is equipped to work with franchises. Ask about their approach to handling multi-location business clients.
Wrapping It All Up
RFPs are more than a means to an end; they’re your franchise’s chance to lay the groundwork for a key partnership. By outlining clear objectives, measurable benchmarks, realistic timelines, and creating opportunities for direct communication, you’ll elevate your RFP game and attract the right agency partner. And remember, avoid the traps of vagueness, cost-only evaluations, or skipping team involvement.
Need help clarifying your digital goals or have questions about what to include when your write an RFP? Let’s chat. At CyberMark, we’re here to help businesses like yours thrive in the digital space—one winning partnership at a time.
