Mobile Marketing RFP Template

1. Mobile Marketing RFP Template Mobile Marketing Services RFPPurposeThe purpose of this tool is to help you design a Request for Proposal (RFP) for MobileMarketing Consulting Services.An RFP is a formal invitation to request vendor proposals that meet specific businessrequirements and purchasing criteria. Consultants interested in pursuing the opportunitywill respond with their approach to delivering on your requirements, provide a detailedproject plan & budget, and relevant references. An RFP is useful for expediting thecontracting process, once negotiations are complete.How to Use this TemplateComplete the following sections with your project team. Cut & paste this information intoa document that reflects your corporate image, and deliver your RFP to a short-list ofpotential consultants for review and proposal submission. Be sure to cut out requirementsyou don’t need, and add any that are particular to your organization. 1

2. Title Page [Insert Company Name or Logo] Mobile Marketing Services Request for Proposal [Insert Date]Effective DateDocument Owner:Version:Version Date Revision / Description Author:Approval:Approver Title:Approval Date: 2 Title Page [Insert Company Name or Logo] Mobile Marketing Services Request for Proposal [Insert Date]Effective DateDocument Owner:Version:Version Date Revision / Description Author:Approval:Approver Title:Approval Date: 2

3. Table of Contents Page1. Company Information 4 1.1 Corporate Overview 1.2 Technology Environment2. Statement of Work 4 2.1 Purpose 2.2 Scope 2.3 Schedule3. Proposal Submission Procedure 5 3.1 Consultant RFP Reception 3.2 Good Faith Statement 3.3 Communication & Proposal Submission Guidelines 3.4 Evaluation Criteria 3.5 Short-list Selection4. Scope of Work & Business Requirements 7 4.1 Business Process Review Workshop 4.2 Mobile Media System Selection 4.3 Mobile Media System Customization 4.4 Mobile Marketing Program Implementation 4.5 Support & Training5. Consultant Information 9 3 Table of Contents Page1. Company Information 4 1.1 Corporate Overview 1.2 Technology Environment2. Statement of Work 4 2.1 Purpose 2.2 Scope 2.3 Schedule3. Proposal Submission Procedure 5 3.1 Consultant RFP Reception 3.2 Good Faith Statement 3.3 Communication & Proposal Submission Guidelines 3.4 Evaluation Criteria 3.5 Short-list Selection4. Scope of Work & Business Requirements 7 4.1 Business Process Review Workshop 4.2 Mobile Media System Selection 4.3 Mobile Media System Customization 4.4 Mobile Marketing Program Implementation 4.5 Support & Training5. Consultant Information 9 3

4. 6. Estimated Budget & Resources Required 101. Company Overview1.1 Corporate OverviewProvide a description of your organization including:  Company size  Number of locations & staff  Current mobile marketing activities & systems  Key stakeholders  System expansion plans  Business goals that you are looking to achieve1.2 Technology EnvironmentProvide a detailed description of the technological environment in which your company iscurrently operating:  CRM system  Marketing systems  Mobile operating system  Server operating system  Desktop operating system  Programming languages  Web-architecture  Applications, etc.2. Statement of Work 4 6. Estimated Budget & Resources Required 101. Company Overview1.1 Corporate OverviewProvide a description of your organization including:  Company size  Number of locations & staff  Current mobile marketing activities & systems  Key stakeholders  System expansion plans  Business goals that you are looking to achieve1.2 Technology EnvironmentProvide a detailed description of the technological environment in which your company iscurrently operating:  CRM system  Marketing systems  Mobile operating system  Server operating system  Desktop operating system  Programming languages  Web-architecture  Applications, etc.2. Statement of Work 4

5. 2.1 PurposeThe purpose of this Request for Proposal (RFP) process is to invite consultants to submittheir proposal to provide mobile marketing implementation-consulting services. Thisdocument contains business requirements that are necessary for the success of theCompany XYZ mobile marketing initiative.2.2 ScopeProvide a detailed description of how each department will be involved in the mobilemarketing initiative. Additionally, document what is in scope for this project and explicitlystate what is not in scope. If you are planning on a phased approach, provide a summaryor bulleted list of what each phase will look like from your perspective.If you have already completed a project charter, feel free to include details from yourcharter here.2.3 ScheduleThis schedule is based on our current timelines, but is subject to change.Project Milestones DeadlineRFP Delivered to Consultants July 1, 2012RFP Question Period Ends August 1, 2012RFP Close Date August 12, 2012Conduct Consultant Evaluations September 15, 2012Award Contract to Consultant October 1, 20123. Proposal Submission Procedure 5 2.1 PurposeThe purpose of this Request for Proposal (RFP) process is to invite consultants to submittheir proposal to provide mobile marketing implementation-consulting services. Thisdocument contains business requirements that are necessary for the success of theCompany XYZ mobile marketing initiative.2.2 ScopeProvide a detailed description of how each department will be involved in the mobilemarketing initiative. Additionally, document what is in scope for this project and explicitlystate what is not in scope. If you are planning on a phased approach, provide a summaryor bulleted list of what each phase will look like from your perspective.If you have already completed a project charter, feel free to include details from yourcharter here.2.3 ScheduleThis schedule is based on our current timelines, but is subject to change.Project Milestones DeadlineRFP Delivered to Consultants July 1, 2012RFP Question Period Ends August 1, 2012RFP Close Date August 12, 2012Conduct Consultant Evaluations September 15, 2012Award Contract to Consultant October 1, 20123. Proposal Submission Procedure 5

6. 3.1 Consultant RFP ReceptionBy responding to this RFP, the consultant agrees to be responsible for fully understandingthe requirements or other details of the RFP, and will ask any questions to ensure suchunderstanding is gained. [Insert your company name] retains the right to disqualifyconsultants who do not demonstrate a clear understanding of our needs. Furthermore, theright to disqualify a consultant extends past the contract award period and [insert yourcompany name] will be at no fault, cost, or liability.3.2 Good Faith StatementAll information provided by [insert your company name] is offered in good faith. Specificitems are subject to change at any time based on business circumstances.[Insert your company name] does not guarantee that any particular item is without error.[Insert your company name] will not be held responsible or liable for use of thisinformation or for any claims asserted therefrom.3.3 Communication & Proposal Submission GuidelinesCommunications shall not be effective, unless a specified procurement executive who isresponsible for managing the RFP process formally confirms these communications inwriting. In no case shall verbal communication govern over written communications.Please submit your proposal on or before August 1, 2012Please send questions related to this RFP, and proposals to:Our CompanyAttn: Jane DoeEmail: jdoe@companyxyz.comTel: 212-222-2222Fax: 212-222-2223Address: 1 Main Street 6 3.1 Consultant RFP ReceptionBy responding to this RFP, the consultant agrees to be responsible for fully understandingthe requirements or other details of the RFP, and will ask any questions to ensure suchunderstanding is gained. [Insert your company name] retains the right to disqualifyconsultants who do not demonstrate a clear understanding of our needs. Furthermore, theright to disqualify a consultant extends past the contract award period and [insert yourcompany name] will be at no fault, cost, or liability.3.2 Good Faith StatementAll information provided by [insert your company name] is offered in good faith. Specificitems are subject to change at any time based on business circumstances.[Insert your company name] does not guarantee that any particular item is without error.[Insert your company name] will not be held responsible or liable for use of thisinformation or for any claims asserted therefrom.3.3 Communication & Proposal Submission GuidelinesCommunications shall not be effective, unless a specified procurement executive who isresponsible for managing the RFP process formally confirms these communications inwriting. In no case shall verbal communication govern over written communications.Please submit your proposal on or before August 1, 2012Please send questions related to this RFP, and proposals to:Our CompanyAttn: Jane DoeEmail: jdoe@companyxyz.comTel: 212-222-2222Fax: 212-222-2223Address: 1 Main Street 6

7. Anywhere, USA 111113.4 Evaluation CriteriaThe purpose of this section is to identify consultants with the interest, capabilities, andfinancial ability to provide mobile marketing implementation-consulting services, as definedin the “Scope of Work.”All proposals will be evaluated systematically, based on the following key criterion:  Past Results  Budget  Support  Etc.3.5 Short-list SelectionConsultants who have demonstrated their capacity to meet our needs will be contacted viaphone and/or e-mail to be notified of their selection to move forward in the RFP process.Consultants who have not been selected will not be contacted.4. Scope of Work & Business RequirementsThis section will provide a categorized list of business requirements, with an associateddescription for each requirement. These requirements will provide the foundation forconsultant presentations, discussions, and negotiations.4.1 Business Process Review Workshop (2-5 days) 7 Anywhere, USA 111113.4 Evaluation CriteriaThe purpose of this section is to identify consultants with the interest, capabilities, andfinancial ability to provide mobile marketing implementation-consulting services, as definedin the “Scope of Work.”All proposals will be evaluated systematically, based on the following key criterion:  Past Results  Budget  Support  Etc.3.5 Short-list SelectionConsultants who have demonstrated their capacity to meet our needs will be contacted viaphone and/or e-mail to be notified of their selection to move forward in the RFP process.Consultants who have not been selected will not be contacted.4. Scope of Work & Business RequirementsThis section will provide a categorized list of business requirements, with an associateddescription for each requirement. These requirements will provide the foundation forconsultant presentations, discussions, and negotiations.4.1 Business Process Review Workshop (2-5 days) 7

8.  Understand Business Goals & Objectives - discussions with Senior Management to identify business goals & objectives of adopting mobile marketing. Develop internal alignment on role of mobile marketing and identify any project risks.  Analysis of Current Processes – Workshop with department leaders to identify areas of opportunity.  Develop Business Requirements – based on business process analysis, work with key stakeholders to develop requirements for marketing, sales and customer service.4.2 Mobile Media System Selection  RFP Development – provide guidance and write a request for proposal (RFP) for a Mobile Marketing System that meets the requirements from the business process workshop. This can include (but is not limited to) RPFs for the following purposes: o Website Re-Design (Mobile Friendly) o SMS Service Providers o Mobile App Design o Etc.  Consultant Analysis & Recommendations – Based on previous experience working with their systems, provide advice on which services to consider and make recommendations regarding which services to select.  Contract Negotiation – work with us to negotiate the best possible pricing.4.3 Mobile Media Systems IntegrationThis section will vary depending on the mobile marketing system that you have selected.However, you can find a few sample requirements below:  Process Mapping – customization of fields and processes within new mobile marketing system to match current workflows and business processes. 8  Understand Business Goals & Objectives - discussions with Senior Management to identify business goals & objectives of adopting mobile marketing. Develop internal alignment on role of mobile marketing and identify any project risks.  Analysis of Current Processes – Workshop with department leaders to identify areas of opportunity.  Develop Business Requirements – based on business process analysis, work with key stakeholders to develop requirements for marketing, sales and customer service.4.2 Mobile Media System Selection  RFP Development – provide guidance and write a request for proposal (RFP) for a Mobile Marketing System that meets the requirements from the business process workshop. This can include (but is not limited to) RPFs for the following purposes: o Website Re-Design (Mobile Friendly) o SMS Service Providers o Mobile App Design o Etc.  Consultant Analysis & Recommendations – Based on previous experience working with their systems, provide advice on which services to consider and make recommendations regarding which services to select.  Contract Negotiation – work with us to negotiate the best possible pricing.4.3 Mobile Media Systems IntegrationThis section will vary depending on the mobile marketing system that you have selected.However, you can find a few sample requirements below:  Process Mapping – customization of fields and processes within new mobile marketing system to match current workflows and business processes. 8

9.  Data Migration – facilitate the importing of data from CRM and Marketing systems to populate the mobile marketing system with prospect contact information.  Documentation - build a system administration and user manual to document how the system works and provide reference material to internal system administrator.4.4 Mobile Marketing Program IntegrationThis section will vary depending on the mobile marketing system that you have selected.However, you can find a sample requirement below:  Campaign Design – Integration of mobile marketing into existing marketing mix.4.5 Support & TrainingThis section will vary depending on the mobile marketing system that you have selected.However, you can find a few sample requirements below:  System Administrator Training – ensure internal system administrator is fully comfortable managing the system on a day-to-day basis.  Help Improve Adoption - explain how your consulting services package will ensure that all system users adopt the new mobile marketing program.5. Consultant InformationAll consultants must also submit the following information:  Corporate Overview – legal name; year of incorporation; number of employees.  Services – description of all services and products supplied.  Markets Served – description of geographic/industry markets served. 9  Data Migration – facilitate the importing of data from CRM and Marketing systems to populate the mobile marketing system with prospect contact information.  Documentation - build a system administration and user manual to document how the system works and provide reference material to internal system administrator.4.4 Mobile Marketing Program IntegrationThis section will vary depending on the mobile marketing system that you have selected.However, you can find a sample requirement below:  Campaign Design – Integration of mobile marketing into existing marketing mix.4.5 Support & TrainingThis section will vary depending on the mobile marketing system that you have selected.However, you can find a few sample requirements below:  System Administrator Training – ensure internal system administrator is fully comfortable managing the system on a day-to-day basis.  Help Improve Adoption - explain how your consulting services package will ensure that all system users adopt the new mobile marketing program.5. Consultant InformationAll consultants must also submit the following information:  Corporate Overview – legal name; year of incorporation; number of employees.  Services – description of all services and products supplied.  Markets Served – description of geographic/industry markets served. 9

10. .  Partners – list of current vendors and partners.  Customer References – Success stories (similar in scope and industry).6. Estimated Budget & Resources RequiredAll consultants must provide a breakdown of costs related to the mobile marketingimplementation-consulting services as outlined in the “Scope of Work.”Consultants must agree to keep the quoted pricing in their proposals for a minimum of 90days after proposal submission.Finally, all proposals must include a project schedule & work breakdown structure, whichidentifies timelines, key milestones, project phases, or other project plan information. 10