So you’ve been put in charge of a video production project. Right away, you probably know that finding the right partner is crucial. From conveying your brand’s message to keeping everything on budget, the stakes are high and it can all seem pretty overwhelming.
This is where a well-crafted Video Production RFP (Request for Proposal) comes into play. A clear, organized RFP not only defines your project needs but also attracts the right video production companies that can bring your vision to life.
Creating the perfect RFP might seem challenging, especially if you’re juggling a tight timeline. But with a clear structure, an understanding of your goals, and a few best practices, you can simplify the process and pave the way for a successful collaboration.
In this guide, we’ll walk you through the steps on how you can craft a Video Production RFP, demonstrate with examples, and share a powerful template to help you get streamlined for success.
A Video Production RFP is a document that companies use to request proposals from potential video production partners.
It acts as an invitation for qualified vendors to outline their approach to your project, including budget, timeline, team expertise, and creative direction.
This RFP allows you to compare vendors on an even playing field, ensuring you find the best fit based on your criteria.
Essentially, an RFP is your project’s roadmap—it defines your goals, timeline, budget, and any other specifics that will help potential production partners understand your needs.
A well-designed RFP should include sections like project objectives, target audience, video type, budget, and deadlines. When written effectively, it will give your prospective partners a clear sense of what you’re looking for and allow them to propose solutions that meet those needs.
Here’s a step-by-step approach to creating a Video Production RFP that attracts the right video production partners for your project.
Start with an introduction about your company and give a little background and history. What industry do you serve? What kind of customer base do you have? What are your brand values?
This gives prospective vendors an idea of who you are and where you’re coming from.
The next step is to clarify the purpose of your video.
Are you aiming to increase brand awareness, explain a complex product, or generate leads? Defining clear objectives will help prospective vendors understand your vision better, so they can formulate and recommend strategies to achieve it.
For example, if you’re a tech company needing a product explainer video, your RFP should outline specific objectives like simplifying technical information, appealing to a certain audience, or increasing conversions on product pages.
Will your video be used on social media, or on your landing page? This affects the duration, complexity, and even the dimensions of your video.
Specify your expectations regarding video length, style, and format. Are you looking for animation, live-action, or a mix of both? Are there any specific branding elements or company values you want to highlight? What are the main points you want your video to communicate with your audience?
By describing these elements in your RFP, you’ll help vendors determine if they have the necessary capabilities to execute your vision.
Check out our blog on types of video marketing or read up on different video styles that might fit your project.
Every video has an intended viewer. It’s important to define your target audience by providing details like age, gender, profession, pain points, buying behavior and more.
For example, a video aimed at healthcare professionals would differ greatly from one targeted at retail customers. It’s not just what you say, but how you say it that can make all the difference.
A well-defined audience will help vendors tailor their proposals and better meet your objectives.
Also mention how you plan on measuring the performance and success of your video. Is there an ideal figure for views/likes/shares?
Or is the video designed to get people contacting your sales team? Or drive more traffic to your website?
By having specific goals and targets in mind, you can best gauge how well your video does. Share these in your RFP too.
Include a budget range to give vendors an idea of the financial scope they’re working within. Providing a budget allows companies to propose solutions that match their financial limits, saving time for both parties.
Keep in mind that flexibility with your budget and timeline (if possible) may yield higher-quality proposals, so communicate if you’re open to negotiation.
For additional insights on setting budgets, check out our video marketing checklist.
Deadlines can make or break a project. If you have a specific launch date or campaign rollout in mind, include this in the RFP.
Share your anticipated project timeline, including any critical dates such as initial drafts or final approval deadlines.
Clear timelines will help production partners assess if they can meet your deadlines.
It’s also a good idea to ask vendors to provide samples of past work, especially projects similar to yours. If you’re looking for an animated explainer, request examples of videos in that style.
Portfolio samples can help you gauge whether a production company’s aesthetic properly aligns with your vision.
This is a great way to gauge what kind of work they do, and get a feel for what it would look like if they craft a video for you.
For more information, check out our blog on the best video marketing trends for 2024 for inspiration on the latest styles and formats.
What kind of vendors are you looking to work with?
For example, your companies may stipulate that you only want to work with a team that has been creating professional videos for a minimum certain number of years.
Or an agency that specializes in your own specific industry/sector, or has similar clients to yours.
Finally, provide instructions for submitting proposals and include any contact details for questions or follow-up.
This ensures that the RFP process is straightforward and organized. Specify deadlines for proposal submissions and let vendors know if you require any additional documents or information.
Want to know what a real RFP looks like? Here’s a quick overview.
It begins by introducing your company and related details like the industry you serve, what is your main value proposition, etc.
This is followed by giving a brief explanation on the requirements of your video project.
Once the video project requirements are outlined, you get specific in the next section:
This specificity also includes defining your target audience and outlining expectations regarding performance metrics.
Finally proposing a reasonable budget range for the entire project.
The final components of your RFP bring clarity to deliverables and what can be expected during this stage
In case you're just starting out with an RFP, we provide this template for free so you don't have to look anywhere else!
Take the first step and download this template here.
For reference, this is what a good response to a well-structured Video Production RFP looks like. Here’s one we sent to one of our clients.
It began with a clear and straightforward opening:
Followed by a project outline, confirming that we understood their requirements:
Our next section was dedicated to building credibility...
And we did that by showcasing animated videos we had made for similar clients, with their consent. Like this one from Factspread:
And Third Way.
Since their request was for an animated video with complex visual design requirements, we added a few more client examples showing our prowess for handling complex animation projects next.
Like this one from NRDC,
And Vanderbilt University.
Finally, we provided a comprehensive outline of the supposed timeline for their video production and the milestones we intended to achieve
A: A well-rounded Video Production RFP should include several key elements: a clear project overview, your goals and objectives, target audience, preferred video style (live-action, animation, etc.), project timeline, budget range, and submission guidelines. Additionally, ask for vendor portfolios and relevant past work to ensure they have experience in producing videos aligned with your needs.
A: You don’t need to provide an exact dollar amount, but offering a clear budget range helps narrow down proposals to those within your financial limits. This will save time for both you and potential vendors. Be transparent about flexibility within the budget if you're open to adjusting it based on added value or suggestions from the vendor.
A: Start by reviewing each proposal for its understanding of your project objectives. Look for creativity in their approach, alignment with your brand, and relevance of their past work. Evaluate their timeline compatibility, communication skills, and budget alignment. Don’t hesitate to reach out for clarification or follow-up questions with top contenders.
A: The time frame for the RFP process varies based on project complexity, but typically, allow 2-4 weeks from issuing the RFP to receiving and reviewing proposals. Ensure there’s enough time for potential production partners to provide thoughtful, detailed responses while still keeping the process efficient.
A: While there’s no set rule, it’s generally best to invite 3-5 qualified vendors to respond. This provides enough variety for comparison without overwhelming you with too many responses. Focus on selecting companies whose portfolio and capabilities align closely with your project’s needs.
Crafting the perfect Video Production RFP is essential for B2B or B2C businesses looking to partner with the right production company.
A well-organized RFP not only attracts high-quality vendors but also streamlines the proposal process, ensuring that every candidate understands your vision, timeline, and budget.
Following the steps above, you’ll be equipped to create a Video Production RFP that’s clear, thorough, and appealing to top production partners.
Whether you’re developing an explainer, a brand story, or a testimonial, remember that a well-constructed RFP lays the groundwork for a successful video project.
With the right partner, you’ll transform complex ideas into powerful visuals that resonate with your audience!
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