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1. Executive Summary
Try for a one page abstract of key points. Two pages if you must. Something that leaves readers sufficiently intrigued to keep reading if they can; or, feel they know what you're about if they can't or won't.
2. Table of Contents
Make it easy for readers to understand what you're covering, and how to find it fast. Abandon any illusion that key decision-makers start at page one and patiently plow ahead to the end. If the RFP uses specific terms to define mandatory response areas, use the same language even if it's wrong. Be careful and consistent with your paragraph and page numbering. Should you write, "More details can be found in Appendix B" make sure there really is an Appendix B.
3. The Introduction
This can take many forms, e.g. "this opportunity to share our creative thinking with you..." "our goals and objectives for this proposal are..." "in the pages that follow you'll find our thoughts about..." Introductions are often included simply because it's always assumed that RFP responses should have introductions. Many are pro forma and add little to the overall proposal.
4. Who We Are
The obligatory credentials summary: time in business, major strengths, important clients, special facilities, relevant jobs, creativity awards, URLs you've completed, etc. And use a running header and/or footer so your company name and contact info appear on every page.
5. Management Snapshots
Most potential clients like to know who's running the place they may give their business to. Short bios on your CEO, creative director, executive producer, and key VPs go here. Punch up skill areas that compliment client products and services.
6. Staff
Often called your production team this section talks up the personnel power you're going to provide: account execs, graphic designers, writers, programmers, photographers, producers, and associated technicians.
7. Client Credits
Client names, supported by short project profiles: sometimes expanded to include case histories of one or two jobs that fit the RFP. Often a good spot for problem/solution examples.
8. Strategic Alliances
Everybody's got 'em. Clients expect them. Clarify how each will contribute to the project. Make it clear these alliances are active partnerships, not just letterhead logos.
9. Getting Creative
Okay, it's show time! One page or 20, this section could mean the job! First, address RFP specifics (if you can figure them out). Then, add whatever else you've got that will boost your shot, e.g. marketing ideas, Internet plug-ins, sound/video, database management, Flash files, whatever.
10. Redundancy
Not every potential client will read every page in the exact order you planned. Or, if they do, continuity can be broken by lunch breaks, phone calls, and weekends. So repeating (rewording) essential proposal points across several sections is often a good idea.
11. Facilities
Got some sophisticated hardware and software in the back room? Play it up. Some clients are techies at heart, and they love this stuff. Even when they don't know what it all means or does.
12. Here's How We Work
Describe the major steps in your preparation and production process – design to delivery – with frequent reference to phrases such as "client reviews," "feedback meetings," "approval stages," "beta testing," "user training" and "ongoing evaluation."
13. Closing
Many readers may not get this far, or read it if they do. Make it short! Recap key points and sign off.
14. Anticipating Resource Collection
During the final days of preparing an RFP response it often becomes painfully clear that key resources you're counting on – files, graphics, testimonials – are scattered around and have yet to be pulled into the proposal. If third-parties are involved, and you need clearances or permissions, get started as soon as you can.
15. Addenda and Transmission
Use this section for budget estimates, production timeline, graphic samples, interface repros, flowcharts, etc. Spend a few bucks on decent proposal binders. Many producers include a CD. I suggest sending at least three duplicate, bound copies.
16. Stretching Delivery Dates
RFP preparation is always late. So e-mail has given vendors additional fine-tuning time. But send the client a sample, first. You don't want to find out later they couldn't open those great graphics or PDF files you included. Then, confirm delivery by phone. Don't just rely on return-receipt notices.
- If you rely on e-mail, alone, you're assuming the client will make copies for in-house distribution. A famous final assumption!
Some vendors put (password protected) RFPs and/or PDF files on their websites. Or, they follow up with a Q&A tele-conference. By and large, however, these modes usually reinforce traditional printed proposals. A well designed print piece, in an attractive binder, has no downtime, bandwidth, or viewing location requirements.
17. They Picked Someone Else!
 And finally, don't fall on your sword if you lose the job. There could be a dozen reasons your proposal didn't make the cut; none of which have anything to do with the proposal.
- You could have been one of 10 who responded, but the client only got around to reading seven proposals.
- Some companies already know who they're going to use; but they had to get multiple estimates to make the purchasing department happy.
- Other clients want education or free ideas. While still others like to stockpile resources for futures.
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