Marketing Agency RFP template for Google Docs and Word

The first pages of the Marketing Agency RFP template

Every page (8)

Overview

A weak agency brief draws bids that cannot be compared: nobody knows the budget, the scope shifts between phone calls, and pitches arrive in ten formats. This RFP fixes that. It opens with who you are and what you need, sets out the brand audiences, scope in and out, the budget ceiling and the pitch format, and ends with a dated timeline.

The sample is a request from Jasperfield Works, a joinery maker, for one agency to run brand, content and paid media from 1 September 2027 with a ceiling of £240,000, scored 55% quality, 25% price and 20% delivery. Replace the company, audiences, budget blocks, weights and dates, and have your legal adviser check the terms.

Useful for

A marketing director inviting three to six agencies to bid for a 12-month brand and campaign contract
A procurement team issuing the same scope, budget and pitch rules to every bidder so scoring is fair
A small business replacing its agency and wanting priced, comparable proposals by a fixed date

What's included

A cover with the RFP reference, issue date and closing time
A company page with owner, version, status, headline figures and the three outcomes you need
A brand page with six audiences, channels and owners, plus a month calendar of sends and meetings
A scope page comparing what is in and out, with assumptions and a callout on exclusions
A budget page with a cost table, a quarterly spend chart and a contingency callout
A pitch format page, a key dates timeline and a make-it-yours guide page

How to use it

1
Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.
2
Replace Jasperfield Works with your company and rewrite the outcomes you want, without naming a preferred solution.
3
Set the scope, the budget ceiling and the cost blocks, and make sure the criteria weights add up to 100.
4
Work the timeline back from your start date, then add the question deadline, pitch day and award notice.
5
Delete the guide page, have legal check the terms, then send the RFP to every bidder at the same time.

What you need

Requirements

A Google account with access to Google Drive

Works with

Google Docs
Microsoft Word (download the .docx)

Questions

Should the RFP state the budget?

Yes. A ceiling, here £240,000, saves bidders time and stops proposals that are unusable or priced to the limit. Hold a contingency back, as the sample does with £15,000.

How should questions from bidders be handled?

Take them in writing by a set date and send every answer to all bidders. Answering one agency privately gives it an advantage and weakens your record of a fair process.

Are the company and figures real?

No. Jasperfield Works, its people and every date, budget and score are fictional sample data. Replace them with your own details before you send an RFP.

#marketing-agency-rfp
#request-for-proposal
#agency-brief
#procurement
#pitch-format
#google-docs
#marketing-director

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