Diagnosing the Ideal RFP Framework

Lisa Hudson

MICROSOFT/AEGIS DIGITAL DAY

Diagnosing the ideal RFP Framework

Introduction

Agenda

• What is involved in the planning process and how we develop the media strategy

• Key questions answered in the RFP briefing document and how we get there

• Review of each section of the RFP• What we are looking for in the ideal response• What not to do

Integrated Communications Planning

The Planning Process

Key Questions

• What are the objectives?• Who is the target?• What is the geography?• What is the timing?• What is the budget?• What are the pricing guidelines?• What are the KPI’s?• What is the role of media?• What is the messaging?

The Objectives

• How do we arrive at the communication objectives?• What change in consumer behavior is required?

• Increase awareness• Improve brand affinity• Increase consideration to purchase

• Can these objectives be quantified and measured?

The Target

• How do we define the target?• We identify the most valuable consumer in terms of size,

value and influence• Achieved by combining behavioral data with insights

into attitudes and motivations• Use various research tools such as PMB and CCS (Aegis

Consumer Connections Study)

The Geography

• How do we determine the geography?• Where is the biggest opportunity?• Are any markets over/under developed?• Are there any markets that don’t make sense due to a

particular situation?

The Timing

• How do we determine the timing?• What are the key sales periods?• When will the target be most receptive to the message?• When is the creative available?• When are the talent fees paid for?

The Budget

• How do we determine the budget?• What budget is available?• What budget is required to meet the objectives?• How do the allocated budgets compare to the

competition? Can we be competitive?• Are there additional production dollars available for a big

idea?• Why do we often provide more than one budget level?

• There are different ways to reach the objectives and we need to determine the optimal and most efficient ways to meet them

The Pricing

• How do we come up with cost guidelines?• Cost guides in line with industry standards• Aegis volume agreements• Costs that were guaranteed when the business was

pitched• Guaranteed costs are often tied to agency remuneration

The KPI’s

• How will we measure the success?• How do we come up with the key performance indicators• Are there metrics in place to measure the results? If not,

how do we ensure that they are? Is a test possible?• It is crucial to have everyone’s buy in before the

client signs off on the campaign/project

The Role of Media

• What is the role of each media channel within the integrated media plan?• Awareness• Recall• Consideration• Potential to Purchase• Build an emotional connection• Education

The Messaging

• What is the messaging?• How does the message fit with the environment – will

they work harmoniously together?• What creative units are available?• If not available, can a supplier produce the creative at

little to no cost?

The Ideal Response

• Concisely answer what is requested in the RFP• Provide a detailed valuation of each element of

your proposal – always requested by the client. Include costs and key measures

• Share your expertise – if you have experience that can benefit the client/agency, do share it

Do Not…

• Cut and Paste a presentation with a competitive client name included

• Send a response with typos and spelling mistakes• Stray from the budget (but do feel free to offer

other considered options)• Submit your response after the deadline• Make assumptions – always ask questions if

something is not clear

THE TEAM TRADING AND ACTIVATION THANK YOU