How to Write a Community Branding Request for Proposal

As a government entity, requests for proposals (RFPs) are a great way to help ensure your company procures the most competitively priced services you need to complete your project. In the marketing agency world, however, requests for proposals are often seen as a necessary evil to get work because the process is often complex and lengthy.

If you are seeking to obtain proposals from professional firms to provide services related to community branding and advertising, you will want to be sure to include the following:


An RFP should include the background on the issuing organization and its lines of business, a set of specifications that describe the sought-after solution, and the desired outcomes for the project.


Define how you would like to receive the proposal submissions. Do you prefer them in printed format or digital? Some organizations request that proposals are within a certain page count and are organized in the same manner, (for example: Section A, B, C, D, etc.) Defining the submission format gives a clear picture for the vendor and is extremely helpful during the review process, essentially allowing you to compare “apples to apples.”

Evaluation Criteria

Determine the criteria you will use to evaluate the proposal and be sure to include it in the RFP. For community branding RFPs, you’ll likely want to consider whether or not the agency has community branding experience, how long they have been in business and where they are located.


Another important component of the Request for Proposal is determining the communication strategy. The way you will receive questions from vendors and how you will provide responses should be communicated within the Request for Proposal. Let the vendor know if an in-person presentation is required. You should also include a timeline with key dates such as RFP release, when finalists are notified, and timeline for interviews, presentations and vendor selection.


It is extremely helpful for potential vendors to know the budget for the project. If you don’t have a set budget, or aren’t comfortable revealing the budget, providing at least a range is helpful to potential vendors.

Now you know what elements to include in a community branding Request for Proposal, but if you have never managed a branding project before, how do you know which questions to add? To ensure potential marketing vendors understand exactly what you are in the market for, we’ve put together this Community Branding RFP Checklist.

Still have questions? Phone a Maven! We are happy to give advice on how to best structure your community branding RFP.

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