A beginner-safe RFP kit to select agencies with comparable pricing, clear scope, and enforceable deliverables.
Primary outcomes:
- Cost reduction: comparable bids + less scope creep after award
- Risk mitigation: clearer IP/rights and measurement expectations
- Carbon impact: not applicable
Step-by-step
- Define the brief (what outcomes you need).
- Issue the RFP with a mandatory pricing template.
- Evaluate with the scorecard.
- Draft the SOW using the SOW scaffold.
- Store contract terms + start governance.
Templates (copy/paste)
1) Agency Brief (starter)
Copyable template (TEXT)
Agency Brief
Brand/product:
Channels in scope:
Primary goals (measurable):
Target audience:
Key constraints (legal, brand, timing):
Expected deliverables:
Success metrics and reporting cadence:
Stakeholders and decision maker:
2) Pricing Template (force comparability)
Retainer model
| Workstream | Included deliverables | Included hours | Monthly retainer $ | Overage rate $/hr | Notes |
|---|
Project model
| Project | Deliverables | Timeline | Fixed fee $ | Revision policy | Notes |
|---|
T and M model (if used)
Pass-throughs
| Pass-through type | Markup % | Receipt required | Pre-approval required |
|---|
3) Evaluation Scorecard
| Category | Weight | Vendor A | Vendor B | Vendor C | Notes |
|---|
| Strategy + fit | 25 | | | | |
| Creative quality / case studies | 15 | | | | |
| Measurement + reporting | 15 | | | | |
| Price (normalized) | 25 | | | | |
| Delivery model + team | 10 | | | | |
| Contract/SOW terms | 10 | | | | |
4) SOW Scaffold (minimum sections)
Copyable template (TEXT)
Marketing Agency SOW Scaffold
1) Scope (included/excluded)
2) Deliverables list + acceptance criteria
3) Timeline and milestones
4) Revision policy
5) Pricing model and rates
6) Pass-through rules (approvals, receipts, markup caps)
7) Reporting cadence and metrics
8) IP/usage rights basics (confirm with legal)
9) Term + termination
10) Invoice requirements and dispute process
- RFP Creation + Evaluation Playbook ()
- Supplier Consolidation Decision Kit ()
- Marketing and Agency Spend Controls Kit ()
- Contract Repository and Clause Extraction Copy Pack ()
- Savings Realization Proof System ()
Definition of Done
- bids are comparable (same pricing format)
- SOW enforces deliverables, acceptance, and pass-through rules
- governance and proof plan exist before go-live