RFP and USP

Blog 5: RFP & USP

An RFP is a Request for Proposal.  Its often sent by non-profits, higher education institutions and government agencies and is a way to solicit competitive bids.  In theory, its meant to level the playing field and minimize bias, but it may actually undercut the creativity of creative organizations.  If companies require very specific submission guidelines, length and size limits on proposals, and overly strict rules and regulations, they may actually be restricting the character of the creative organization.  Isn’t that what they are hiring you for, to be creative?  And they will not be able to see the true creativity of the company because of the way the RFP is handled.

A USP is a Unique Selling Proposition, it’s also listed as a unique selling point.  What that basically means is what makes you different than other designers?  A USP is a combination of the skills you offer, the payment you require, the speed of your work, and your own reputation.  A USP is also sometimes called an “elevator speech” or an “elevator pitch.”  What that refers to is if you were on an elevator, how would you tell someone exactly what you do in just a few seconds, I’ve heard it should be 45 seconds or less, but the book says from the tenth floor to the ground floor.  A USP must be clear, concise, easy to understand, and just a few sentences or short phrases.  A good USP is critical in your marketing mix.  It also helps you brand yourself better because you have identified and understand exactly what makes you special and makes you stand out from the competition.

My USP would be that I help businesses create a clear, consistent, integrated brand.  And it’s a one-stop shop.  Studio 78 offers all of the creative services you need: web design, graphic design, photography, and video.