Choosing an agency partner has always been important. But arguably, the stakes for getting it right have never been higher. From generative AI reshaping content and new platforms changing how audiences engage, to regulations tightening, marketing and communications leaders are navigating disruption at every turn.
In this new environment, the right partner does more than execute. They accelerate market impact, shift brand perception, and drive strategic clarity across internal and external audiences. The wrong partner, on the other hand, can create drag, dilute focus, and introduce risk, especially when time and trust are in short supply.
Still, many companies are using outdated vetting systems to identify a new partner. These processes prioritize deliverables over direction, and invite tactical responses to strategic challenges.
At Highwire, we believe it’s time to take a more modern approach to the RFP.
Built for Strategy, Not Checking Boxes
The goal of a great RFP is to uncover alignment between your business priorities and an agency’s capabilities. But RFPs are rarely built to accomplish that. They ask for standard capabilities but neglect to clarify internal goals or constraints. Ultimately, they miss the nuance that defines successful agency partnerships from the start.
The Highwire Strategic RFP Toolkit reframes the process by bringing the right people to the table early and setting the stage for better questions.
Two Questions That Define the RFP You Need
While every communications challenge is unique, the answers to two primary questions inform the kind of partner you should be looking for and the kind of RFP you should use to find them.
- What is our primary business priority over the next 12–24 months?
This is the macro view — the context that will define what kind of agency relationship you need. Are you in growth mode? Facing market pressure? Reshaping perception? Readying for a funding event? The right partner will need to operate in that environment with fluency, speed, and an understanding for what’s ahead.
- What is the ideal outcome of this partnership?
This is your signal for success. Are you aiming to grow market share? Build analyst credibility? Drive pipeline or retention? Influence new stakeholders? Knowing the answer (and aligning stakeholders around it) is the difference between activity and impact.
These two questions form the foundation of our Modern RFP framework.
Four RFP Types Built Around Real Business Context
With those two questions answered, you’re ready to begin your search.
You don’t need a 25-page RFP to find the right partner. But what you do need is strategic alignment with your key stakeholders and a document that reflects the way your business operates, including the outcomes you’re expected to deliver.
We’ve created four distinct RFP templates, each built around a core business scenario and designed to help you move from strategy to action. Whether you're navigating growth, rethinking reputation, managing complexity, or modernizing operations, these templates are built to surface the right thinking — and the right partner.
Each one is fully editable, intentionally focused, and structured to invite strategic, not generic, responses. Use the guidance below to determine which RFP fits your current focus.
The Momentum RFP
Best if your business priority is:
- Rapid growth or pipeline acceleration
- Preparing for IPO or M&A
- Building analyst and investor visibility
Common desired outcomes include:
- Market share expansion
- Increased qualified pipeline
- Executive visibility with external stakeholders
The Reputation RFP
Best if your business priority is:
- Brand repositioning or narrative refresh
- Entering a new market or customer segment
Common desired outcomes include:
- Stronger brand credibility and awareness
- Engagement with new audiences
- Greater share of voice in earned media
The Repositioning RFP
Best if your business priority is:
- Managing brand reputation or risk
- Crisis planning or response
- Employee engagement or stakeholder alignment
Common desired outcomes include:
- Improved stakeholder trust
- Executive communications readiness
- Internal narrative cohesion
Download the Repositioning RFP
The Modernization RFP
Best if your business priority is:
- Updating your marketing or comms infrastructure
- AI integration or content ops overhaul
- Improving how your teams collaborate and scale
Common desired outcomes include:
- More efficient marketing execution
- Smarter performance measurement
- Innovation in channels and formats
Download the Modernization RFP
Each template includes space and guidance to clarify critical details such as:
- Agency fit & philosophy: Are you looking for a challenger, a collaborator, or a hybrid?
- Role of the partner: Do you want a long-term growth partner or a project-based specialist?
- Stakeholder structure: Who owns this process? Who influences it? Who needs to be brought in early?
- Budget and scope: Are you scoped for strategic + executional needs? Is there flexibility?
- Timeline and process readiness: Can your team move decisively and manage reviews?
These are not “nice-to-haves,” they’re deal-breakers. That’s why every RFP version includes prompts and sections to help you capture these decisions clearly so you can assess agency responses with consistency and confidence.
Built from experience. Designed for your next move.
These RFP templates are shaped by what we've learned from sitting on both sides of the table, crafting competitive pitches for high-stakes engagements and reviewing hundreds of RFPs across sectors like cybersecurity, health, enterprise tech, and energy.
They’re built to reflect the realities of B2B decision-making: multiple stakeholders, complex goals, and the pressure to move fast without missing what matters.
Choose the RFP that aligns to your current focus and use it as a smarter starting point to find the right strategic partner for what’s ahead.
- Download the Repositioning RFP
We welcome the opportunity to respond to RFPs for strategic marketing and communications partnerships across all areas of our practice, including growth acceleration, reputation strategy, brand transformation, and marketing modernization.
To connect with our team directly, please reach out at hello@teamhighwire.com or visit teamhighwire.com/contact.
