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Description
Marketing Agency Request for Proposal document sample
Document Sample
Agency Logo Here 2006 Request For Proposal
Business-to-Business
Publication
Today's Date: RFP Due Date :
Agency/Client Provided Contact Information
CLIENT/PRODUCT NAME enter
REQUESTED BY: enter
TITLE: enter
COMPANY NAME enter
ADDRESS: enter
ADDRESS: enter
CITY/ST/ZIP: enter
PHONE: enter
FAX: enter
EMAIL ADDRESS: enter
Marketing Goal Information -- Agency/Client Provided
Client's marketing goals and media
strategy of the campaign: enter
Challenge/opportunity campaign is
addressing: enter
USP (unique selling proposition) of
product, and how it is used by the
end-user: enter
Target market industries (job titles
and demographics): enter
Key factors in the competitive
environment: enter
How the client and agency will
measure the success of this
campaign: enter
RFP RESPONSE - PUBLICATION PROVIDED
Recommended overall media
strategy to accomplish above
mentioned objectives: enter
Rationale: enter
General Information
PUBLICATION: enter
PUBLISHING COMPANY: enter
SALES REPRESENTATIVE: enter
ADDRESS: enter
PHONE: enter
FAX: enter
EMAIL ADDRESS: enter
PRODUCTION CONTACT: enter
SHIPPING ADDRESS: enter
PHONE: enter
FAX: enter
EMAIL ADDRESS: enter
URL LINK TO ONLINE MEDIA KIT: http://www.
482984e0-5865-4c5a-8489-5ef8ee0cd9c7.xls 1 of 4 3/21/2011 4:34 PM
PUBLICATION: enter
Close Dates
Monthly and bi-weekly publications please fill in Section A. Weekly publications please complete Section B.
Monthly/Bi-Weekly Publications: Attach a copy of your 2006 editorial calendar and provide specific information requested below. Please fill out this
section completely and accurately.
Section A:
Drop Dead Materials
Issue Date Mail Date Space Close Materials Close Extension
January enter enter enter enter
February enter enter enter enter
March enter enter enter enter
April enter enter enter enter
May enter enter enter enter
June enter enter enter enter
July enter enter enter enter
August enter enter enter enter
September enter enter enter enter
October enter enter enter enter
November enter enter enter enter
December enter enter enter enter
Section B:
Weekly Publications: Please attach a copy of your 2006 Space/Material Close/Editorial calendar to your submitted proposal.
Circulation Information
Is your publication audited? enter
If so, by whom? enter
Please attach your most recent audit statement in pdf format.
All Information requested in this section must come from the most recent audit statement.
Circulation Summary Audited Circulation Circulation Growth
2004 enter enter
2005 enter enter
2006 (est.) enter enter
Rate Information NET does not include any agency commission.
Instructions for this section: Please fill out each yellow cell with the requested information.
2005 <Client Name> Rate
Ad Unit 2005 Open Rate NET 2006 Open Rate NET NET 2006<Client Name> Rate NET
Page 4CB enter enter enter enter
2-Page Spread enter enter enter enter
Tab Page (if applicable) enter enter enter enter
Tab Spread (if applicable) enter enter enter enter
1/2 Page Spread enter enter enter enter
1/2 Page 4CB enter enter enter enter
Vertical Column enter enter enter enter
Cover 2 (Inside Front Cover) enter enter enter enter
Cover 3 (Inside Back Cover) enter enter enter enter
Cover 4 (Back Cover) enter enter enter enter
Other (specify) enter enter enter enter
CPM based on audited circulation data listed above.
<Client Name> CPM
Ad Unit 2005 <Client Name> CPM 2006 <Client Name> CPM Change Open CPM Change
Page 4CB #VALUE! #VALUE! #VALUE! #VALUE!
2-Page Spread #VALUE! #VALUE! #VALUE! #VALUE!
Tab Page (if applicable) #VALUE! #VALUE! #VALUE! #VALUE!
Tab Spread (if applicable) #VALUE! #VALUE! #VALUE! #VALUE!
1/2 Page Spread #VALUE! #VALUE! #VALUE! #VALUE!
1/2 Page 4CB #VALUE! #VALUE! #VALUE! #VALUE!
Vertical Column #VALUE! #VALUE! #VALUE! #VALUE!
Cover 2 (Inside Front Cover) #VALUE! #VALUE! #VALUE! #VALUE!
Cover 3 (Inside Back Cover) #VALUE! #VALUE! #VALUE! #VALUE!
Cover 4 (Back Cover) #VALUE! #VALUE! #VALUE! #VALUE!
Other (specify) #VALUE! #VALUE! #VALUE! #VALUE!
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PUBLICATION: enter
Proposed Client Rates
Proposed <Client
Ad Unit Name> Rate 2006 Diff from Open Net Rate % off Open Net Rate
Page 4CB enter #VALUE! #VALUE!
2-Page Spread enter #VALUE! #VALUE!
Tab Page (if applicable) enter #VALUE! #VALUE!
Tab Spread (if applicable) enter #VALUE! #VALUE!
1/2 Page Spread enter #VALUE! #VALUE!
1/2 Page 4CB enter #VALUE! #VALUE!
Vertical Column enter #VALUE! #VALUE!
Cover 2 (Inside Front Cover) enter #VALUE! #VALUE!
Cover 3 (Inside Back Cover) enter #VALUE! #VALUE!
Cover 4 (Back Cover) enter #VALUE! #VALUE!
Other (specify) enter #VALUE! #VALUE!
Note: If <Client Name> runs more than ___ insertions, an additional ____% will be taken off the above quoted rate.”
If any ad units have been omitted, please send a separate cover sheet listing them with the information requested above.
Editorial Information
What is the editorial mission statement of your publication?
enter
What industries/markets do you feel you serve best? Please use specific division/product examples if possible.
enter
Why do you think your subscribers want to requalify every year?
enter
Who do you consider your top competitor(s)? What differentiates you from them? What is your estimation of duplication with their readers?
enter
Why do you think your publication is a good fit for<Client Name>?
enter
Please list the research you plan to conduct with your readers in 2006. When will the report(s) be available? What research did you conduct in 2005?
enter
How do ou qualify your reader?
enter
How has your circulation and editorial changed?
enter
Describe the improvements & special offerings/products you expect to see from your publication moving into 2006.
enter
Are there any issues you will have in 2006 that measure ad awareness? If so, which issues?
enter
Please list any special supplements, sections, issues, buyer's guides, etc. that are sponsorable or should be considered for <Client Name> advertising.
enter
Breakdown of editorial by topics (attach pdf of TOC, etc.)
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PUBLICATION: enter
Positioning
Requirements: enter
Preferences: enter
Approx Page Location (I.e. First 10%, First
Issue Date Proposed Positioning 25%)/Description
January enter enter
February enter enter
March enter enter
April enter enter
May enter enter
June enter enter
July enter enter
August enter enter
September enter enter
October enter enter
November enter enter
December enter enter
Additional Issue <desc> enter enter
Special Request/Merchandising/Value Added
SPECIAL AD UNIT REQUESTS: INSERTS/OUTSERTS, ETC. (Detail here)
enter
MERCHANDISING PROPOSAL
enter
IMAGE RIGHTS
Does <Client Name> have the ability to secure image rights to your electronic logo for your publication? If so, at what paging level would this be able to
be included as part of merchandising?
enter
MERCHANDISING CREDITS
Please outline the parameters in which <client name> can use their merchandising credits (assuming your publication is willing to create a
merchandising program based on credits) in the box below. (i.e. a menu of merchandising options and their cost in credits, etc.)
enter
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