#SMRFP

@verizon facebook.com/VerizonFIOS www.verizon.com

@createdigital @kendallmorris facebook.com/createdigital www.createdigital.com

W W W. C R E AT E D I G I TA L . C O M

 Step 1: Define the Objective Step 2: Define the Requirements Step 3: Establish Timeline Step 4: Defining the Relationship Step 5: Sharing the Budget Step 6: Evaluating your Options Step 7: Success

W W W. C R E AT E D I G I TA L . C O M

 Identify core business objectives Identify key marketing initiatives

What are your core business objectives What problem are you solving for What have been the greatest pain points to date

Select the appropriate objectives social media can support

W W W. C R E AT E D I G I TA L . C O M

Details to share with agencies Internal Resources External Resources Metrics Governance

Questions to ask the brand Business needs User needs Personnel resources Original content assets Internal stakeholders

Agree to the same objectives and resources

W W W. C R E AT E D I G I TA L . C O M

 Lay out a clear timeline of due dates: 1st response due Finalists notified Sample project assigned Agency presentations Agency selection made, finalists notified

Manage resources against the RFP response Focus on demonstrating process Focus on presentation as it reflects capabilities

Clear expectations allow both sides to work to a unified goal

W W W. C R E AT E D I G I TA L . C O M

 Outline your marketing goals Prioritize your goals Share dependencies within your organization Define best practices for working relationship

Understand organization structure Discuss process preferences Assign accountability Establish work plan outside of contractual obligations

Make sure you are speaking the same language

W W W. C R E AT E D I G I TA L . C O M

 Defined marketing budget, undefined budget for social Winning ideas sometimes force reallocation of budget Tangible things are often easier to buy

Share budget range Establish a number that is beneficial to both parties Plan ahead with phased approach and percentages Highlight internal groups that can share cost/benefit of social

Show scalable solutions to win internal buy-in

W W W. C R E AT E D I G I TA L . C O M

 Create a rubric to score RFPs Select your evaluation team Require that finalists demonstrate capabilities

Understand evaluation process Ensure KPIs include long term success metrics

Share the key factors of evaluation to provide the clearest opportunities for success

W W W. C R E AT E D I G I TA L . C O M

#SMRFP

@verizon facebook.com/VerizonFIOS www.verizon.com

@createdigital @kendallmorris facebook.com/createdigital www.createdigital.com

#SMRFP

Download the presentation worksheet here:

http:/ /j.mp/create_sxsw