And, why we sometimes decline to submit
By: Jim
Walton
CEO
Brand
Acceleration, Inc.
As you
might expect, we receive numerous Requests for Proposals (RFP). Usually, they
come from communities wanting a new economic development website or branding
effort in order to help attract jobs and investment. Perfect! That fits us. We’re
all about promoting communities in order to attract jobs and investment. That’s what drives us. Sometimes, the community
wants a powerful new video or even a full-blown strategic marketing plan.
These, too, fit us, and we’re thrilled to have an opportunity to show our stuff
and partner with great economic development organizations.
First,
let’s consider the difference between an RFP (Request for Proposal) and an RFQ
(Request for Qualifications). An RFP is great if you know exactly what you want
and have written a clear Scope of Work. Sometimes an RFQ is better suited. If
you’re unclear about what your needs are, but want to identify a partner to
help develop and execute a marketing communications plan, then the better
approach might be a Request for Qualifications. Very likely, this document will not ask for pricing, but may instead ask for a price range. Look at it as the selection of
a marketing partner rather than a vendor.
Occasionally,
we decline to submit based on the way the document is written. If we can’t
understand the real needs or if the process is crazy cumbersome, we’ll likely take
a pass. Unfortunately, highly-qualified companies sometimes bow out for this
reason. At Brand Acceleration, we have a “Go-No Go” process that helps us
determine whether to invest time and resources in the development of a
proposal. Believe me, it does take time. No proposal is quick and easy to
write.
Based
on our experiences, here are a few pointers that may help you find the right
partner who will generate the results you desire:
1. Shorter
is better
It
shouldn’t take forty pages to ask for something that could be described in three.
2. Keep
the procurement officer out of the process
a The
person writing the RFP and the primary contact should be the economic
developer. Procurement people have no clue what you do or what you need.
3. Write
a clear Scope of Work
a If
you don’t know what you need, switch to a Request for Qualifications and find a
great marketing partner who can help.
4. Keep
the Legalese out of it
a Marketers
are marketers. Don’t make them fill out thirty forms and provide proof of car
insurance in order to design your new website or logo.
5. Use
plain English and avoid jargon
a Don’t
try to sound like a lawyer or a procurement officer. Just say what you want and
you'll receive better ideas.
6. Be
respectful of other people’s time
a If
you’re going to hire your old friend anyway, please don’t take advantage of
other people’s time just to reach your three-proposal requirement.
7. Send
to a short vendor list
a You’ll
get much better results by requesting proposals from a half dozen competent
professionals than thirty low-cost vendors who know nothing about economic
development. You might even be better off by having a short phone interview
before sending anything.
8. Don’t
ask the hourly rate
a True
professionals work faster, do better work, and cost more per hour. The real
question to ask is, “What is this going to cost?” FYI: We don’t have an hourly
rate.
9. Keep
the Conversation Door open
a If
I have questions, I want to be able to call the economic developer to get
answers. Without this conversation, I can’t provide the solutions needed to
assure success.
As a
team of passionate economic development marketers, our goal is to get better
every day. We do great work, we know the audiences better than anyone, you
won’t have to teach us what you do, and we’ll work with you to make great
things happen for your community, county, or region.
Isn’t
that what you really want?
Do you
have suggestions to add to my list? Feel free to chime in.
Jim
Walton
CEO
Brand
Acceleration, Inc.
Branding
// Marketing Communications // Public Relations
Indianapolis:
317.536.6255
Fax: 317.222.1425
Cell:
317.523.7380
jim@brandaccel.com
Brand
Acceleration Web Site
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Brand Acceleration is a full-service
marketing communications, brand management and website development firm with a
focus on community and economic development.
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