Finding a Good Fit

Crafting Effective RFPs for Video Production:
A Guide for Clients

PART 2:

Whether you're new to commissioning video content or looking to refine your approach, understanding what makes an effective RFP can save everyone time, money, and frustration. [If you missed Part One, click here.]

In Part Two, we will explore what makes a good RFP, what to expect in a proposal, and the evaluation process.

What makes a Good RFP?

Essential Elements for Clients to Provide:

Project background – Brief history and context
Objective – Why you need this video?
Audience and distribution – Who will watch and where?
Budget Range - We understand the reluctance to disclose budgets, but providing a range helps vendors tailor appropriate solutions. This prevents proposals that are either underwhelming or unfeasibly ambitious. In your planning process, consider setting aside a 10-15% contingency fund for enhancements or unexpected needs.
Deadline – When do you need it? A typical project can last 2-6 months, but we’ve done things as expeditious as 10 days.

What Production Companies Should Submit:

A project understanding
Production approach and technical abilities
Company overview and qualifications
Proposed Budget
Project assumptions and deliverables
Key personnel bios
Relevant portfolio samples (links)
Client references
Terms and conditions

Evaluating Proposals: Beyond the Bottom Line

While budget constraints are real, the lowest bid isn't always the best value. Consider:

Creative Approach – Which team best understands your story and audience?

Technical Capabilities – Are you comparing similar equipment levels and production quality (HD vs. 4K/6K/8K), lens packages, support equipment (Camera Dollies, Sliders, Drones, etc.), crew sizes, and post-production capabilities?

Production Values – What quality differences exist between proposals and work samples?

Experience – Who has successfully delivered similar projects?

Choosing solely on price can lead to disappointing results—and expensive do-overs. We earned a long-term client by being the third company hired to fix what others couldn't get right.

Embrace Creative Collaboration

Allow production companies to share their creative vision rather than dictating every detail upfront. Should it be shot against green screen? In a studio? On location? Let the experts propose solutions. Their varied perspectives and approaches are precisely what makes the proposal process valuable. The goal is finding the team with the most effective strategy for connecting with your audience.

Professional Courtesy Matters

Two areas where clients frequently fall short:

Acknowledgment – A simple thank you for submitted proposals costs nothing but demonstrates respect for the effort invested.

Follow-up – Always notify unsuccessful bidders of your decision promptly. Better yet, offer a brief debrief meeting explaining your choice. Remember: these companies provided professional expertise and creative ideas at no charge. The least you can do is spend a few minutes acknowledging their effort and helping them improve future submissions.

The Bottom Line:

A well-crafted RFP respects everyone's time, focuses on essential information, and creates space for creative collaboration. By following these guidelines, you'll receive higher-quality proposals, make better-informed decisions, and build stronger relationships with production partners. The result? Better videos that truly achieve your communication goals.