Requesting proposals for video production can feel daunting, especially when aiming for high-quality output that aligns with marketing goals, brand identity, and budget constraints. A well-crafted video RFP (Request for Proposal) is crucial for attracting talented vendors and securing a successful partnership. Let’s explore how to create one effectively, ensuring you receive competitive, relevant proposals from capable video production teams.
Understand Your Objectives and Audience
Before drafting any document, clearly define what you want your video project to achieve. Are you creating an explainer video to boost conversions? A brand video to enhance reputation? Or a social media campaign to increase engagement?
For example, a SaaS company might seek a 2-minute animated video to simplify their complex service for prospective customers. Meanwhile, a retail brand might want lifestyle footage highlighting product use cases. Articulating these goals ensures vendors can tailor their creative and technical approach accordingly.
Execution Tip: Gather key stakeholders and brainstorm desired outcomes, such as emotional tone, messaging, and desired action from viewers. Document this vision in bullet points for easy inclusion in your RFP later. The more precise you are, the better responses you’ll receive.
Detail Your Project Scope and Deliverables
A solid RFP should outline exactly what you expect delivered. Are you requesting one long-form video or a series of shorter clips for social media? Will you need scripting, animation, voiceovers, or on-location shoots?
For instance, a digital marketing agency might ask for:
- One 3-minute main video
- Four 15-second cutdowns for social ads
- Custom motion graphics and subtitles
- Multi-language voiceover options
Including such detail avoids misunderstandings and prevents budget surprises down the road.
Execution Tip: Create a table listing all deliverables, formats (MP4, MOV, vertical or horizontal), and any specifications like maximum file size or color grading preferences. Vendors will appreciate this clarity, which helps them produce accurate quotes.
Provide Background Information and Brand Guidelines
Vendors produce better creative work when they understand your brand’s style and context. Share any existing brand guidelines, past video examples, tone of voice, and your brand’s mission or unique selling proposition (USP).
For example, if your brand voice is playful and casual, mention it. A FinTech startup might stress professionalism and simplicity. Alternatively, a sportswear brand may require high-energy visuals.
Execution Tip: Include:
- Your brand’s mission statement
- Logo files and brand colors
- References to videos you admire, with links
- Audience demographic data
This context helps vendors propose visuals, music, and messaging that align with your identity.
Outline Your Budget Range and Timeline
According to a top marketing agency, while some prefer to avoid disclosing budgets, providing at least a range helps vendors tailor realistic proposals. A video costing $5,000 will be vastly different in scope and quality from one costing $50,000.
Suppose a digital marketing team needs an animated explainer but has only $8,000 to spend. Without disclosing this, they might receive proposals exceeding $20,000, wasting everyone’s time.
Execution Tip: State:
- Preferred budget range
- Critical milestones (e.g., script approval, rough cut review)
- Final delivery deadline
This ensures the production company can confirm availability and determine if they can meet your timeline without sacrificing quality.
Specify Evaluation Criteria
Clarify how you’ll choose a vendor. Are you prioritizing creativity, cost, experience in your industry, or technical capabilities? Being transparent helps vendors tailor their responses and increases your chances of finding the best fit.
For example, if you highly value storytelling skills, explicitly say so. A software company might weight “technical animation skills” higher, while a lifestyle brand might focus on “emotional resonance and cinematography.”
Execution Tip: Provide a scoring rubric. For instance:
- 30% Creativity and concept ideas
- 25% Relevant portfolio experience
- 20% Budget fit
- 15% Production timeline
- 10% Team experience and references
This signals professionalism and makes vendor selection more objective.
Request Case Studies and Work Samples
To assess a vendor’s skills, ask for relevant examples of past work. Case studies showing results, like increased website traffic or engagement, add extra confidence in their capabilities.
For example, a healthcare brand might ask for healthcare-related video samples. A beauty brand may want to see glossy product visuals with high aesthetic appeal.
Execution Tip: In your RFP, request:
- 2-3 similar project examples
- Metrics showing results (views, conversions, engagement)
- Client references
This helps you separate vendors who talk a good game from those who deliver.
Define Submission Requirements and Next Steps
Finally, make it easy for vendors to respond correctly. List the required sections for their proposal and submission deadlines. Consider asking for:
- Creative approach summary
- Project timeline
- Cost breakdown
- Team bios
- Legal terms or limitations
For instance, you might state:
“Please submit your proposal by August 15th, 5 PM EST. Include your creative concept, estimated timeline, budget, and three work samples.”
Execution Tip: Provide a contact email and clarify when vendors can expect a response. This professionalism helps attract high-caliber partners and streamlines your review process.
Crafting a well-structured video RFP sets the stage for receiving focused, high-quality proposals. By clearly defining your objectives, deliverables, budget, and selection criteria, you ensure vendors understand your vision and can propose creative solutions that elevate your brand’s video content.