t you're looking for in terms of deliverables. Do you want just a plan, or are you looking for a plan, timetable, and budget for a specified numbers of years?

• Request a situation analysis (looking at what you've been doing, what's working, what's not, as well as engaging in some research with staff and constituencies) be integrated into the plan. Without this, you'll be working in a vacuum.
• Are you looking for the work to be implemented in a specific way? If so, clarify that.

When you hire a marketing firm or consultant, you're making a significant investment (in time and dollars) to advance your goal via marketing. There's no margin for error. It has to be done right – strategically and realistically – in a way that works with the culture of your organization. Here's how to make that happen:

A) PREPARE INTERNALLY AND SOLICIT ON-TARGET PROPOSALS

Make sure that your organization is clear on its goals before you speak to any outside resources. Issues to review include:

• What are you trying to achieve? In what time frame?
• What have you done to date toward that goal, via marketing or otherwise?
• Is this marketing planning project part of a broader organizational strategy or event (e.g., revision of focus, new leadership, or fundraising campaign)? If so, include details in the RFP.
• What do you think (in terms of marketing) can be done to meet this goal?

Specify the exact scope of work you want: Be clear about the services you require to ensure you get proposals that address your needs. Scope of work can include

• Plan: What's needed (e.g., new messages, new strategies), general timeframe, skills needed.
• Marketing Budget: Total budget broken out by focus (e.g. product y, service x, general organizational marketing) and type of expenditure (e.g., printing, web design, proofreading, and postage).
• Phased Workplan: A detailed timetable of what tasks must be implemented, by whom, and at what times throughout the year to ensure that marketing strategies are launched at the most appropriate moment.
• Implementation: Any or all of the following – writing (one or two drafts, one or two revisions), design, editing and proofing, project management (from finding additional resources to executing a direct mail campaign), web development and promotion, evaluation of results, and revision of plan accordingly.

Clarify what you're looking for in terms of deliverables. Do you want just a plan, or are you looking for a plan, timetable, and budget for a specified numbers of years?

• Request a situation analysis (looking at what you've been doing, what's working, what's not, as well as engaging in some research with staff and constituencies) be integrated into the plan. Without this, you'll be working in a vacuum.
• Are you looking for the work to be implemented in a specific way? If so, clarify that.

<sues to review include:

• What are you trying to achieve? In what time frame?
• What have you done to date toward that goal, via marketing or otherwise?
• Is this marketing planning project part of a broader organizational strategy or event (e.g., revision of focus, new leadership, or fundraising campaign)? If so, include details in the RFP.
• What do you think (in terms of marketing) can be done to meet this goal?

Specify the exact scope of work you want: Be clear about the services you require to ensure you get proposals that address your needs. Scope of work can include

• Plan: What's needed (e.g., new messages, new strategies), general timeframe, skills needed.
• Marketing Budget: Total budget broken out by focus (e.g. product y, service x, general organizational marketing) and type of expenditure (e.g., printing, web design, proofreading, and postage).
• Phased Workplan: A detailed timetable of what tasks must be implemented, by whom, and at what times throughout the year to ensure that marketing strategies are launched at the most appropriate moment.
• Implementation: Any or all of the following – writing (one or two drafts, one or two revisions), design, editing and proofing, project management (from finding additional resources to executing a direct mail campaign), web development and promotion, evaluation of results, and revision of plan accordingly.

Clarify what you're looking for in terms of deliverables. Do you want just a plan, or are you looking for a plan, timetable, and budget for a specified numbers of years?

• Request a situation analysis (looking at what you've been doing, what's working, what's not, as well as engaging in some research with staff and constituencies) be integrated into the plan. Without this, you'll be working in a vacuum.
• Are you looking for the work to be implemented in a specific way? If so, clarify that.

t the services you require to ensure you get proposals that address your needs. Scope of work can include

• Plan: What's needed (e.g., new messages, new strategies), general timeframe, skills needed.
• Marketing Budget: Total budget broken out by focus (e.g. product y, service x, general organizational marketing) and type of expenditure (e.g., printing, web design, proofreading, and postage).
• Phased Workplan: A detailed timetable of what tasks must be implemented, by whom, and at what times throughout the year to ensure that marketing strategies are launched at the most appropriate moment.
• Implementation: Any or all of the following – writing (one or two drafts, one or two revisions), design, editing and proofing, project management (from finding additional resources to executing a direct mail campaign), web development and promotion, evaluation of results, and revision of plan accordingly.

Clarify what you're looking for in terms of deliverables. Do you want just a plan, or are you looking for a plan, timetable, and budget for a specified numbers of years?

• Request a situation analysis (looking at what you've been doing, what's working, what's not, as well as engaging in some research with staff and constituencies) be integrated into the plan. Without this, you'll be working in a vacuum.
• Are you looking for the work to be implemented in a specific way? If so, clarify that.

tasks must be implemented, by whom, and at what times throughout the year to ensure that marketing strategies are launched at the most appropriate moment.

Implementation: Any or all of the following – writing (one or two drafts, one or two revisions), design, editing and proofing, project management (from finding additional resources to executing a direct mail campaign), web development and promotion, evaluation of results, and revision of plan accordingly.

Clarify what you're looking for in terms of deliverables. Do you want just a plan, or are you looking for a plan, timetable, and budget for a specified numbers of years?

• Request a situation analysis (looking at what you've been doing, what's working, what's not, as well as engaging in some research with staff and constituencies) be integrated into the plan. Without this, you'll be working in a vacuum.
• Are you looking for the work to be implemented in a specific way? If so, clarify that.

t you're looking for in terms of deliverables. Do you want just a plan, or are you looking for a plan, timetable, and budget for a specified numbers of years?

• Request a situation analysis (looking at what you've been doing, what's working, what's not, as well as engaging in some research with staff and constituencies) be integrated into the plan. Without this, you'll be working in a vacuum.
• Are you looking for the work to be implemented in a specific way? If so, clarify that.

Other specs to include:

• What you'll do or provide for each element (e.g., you may have an in-house writer whom you'd like to write brochure and web copy).
• Timeframe and benchmarks along the way.
• Approval process.
• Your budget for planning and implementation phases.
• Point person within your organization.

Write a comprehensive Request for Proposals (RFP), incorporating all of this information and a reasonable time-frame for receipt of proposals.

Request referrals from consultant and firm referrals from colleague organizations.

Distribute RFP.

B) REVIEW PROPOSALS THROUGHLY AND CAREFULLY BEFORE SELECTION

• Review proposals carefully, looking beyond the price. Make sure you're comparing apples to apples.

• Do the proposals address all of the issues and specifications outlined in your RFP (written or verbal)? Good listening is critical to good consulting. This is a good test.

• Once you've selected one or two finalists, work with them to fine-tune their proposals as needed. This is the time to do it. Then, re-evaluate.

• Call references.

• Select a proposal that outlines a clear working process that will work within your organizational culture. Ensure that the process includes staff members and builds understanding among them, rather than just providing a plan in which staff aren't invested and/or able to execute or evaluate well, even with outside help.

C) MOVING FORWARD

• Choose one staff member to serve as the primary point person. This is critical for project success.

• Build an advisory board of colleagues and others who will be involved in the project. The more the point person does to facilitate the work of this group, the better chance for on time, on budget project completion.

• Review the proposed working process with the advisory board. Work with the consultant or firm to revis