Professional Documents
Culture Documents
Spring 2019
thinkThin RFP
The purpose of this Request for Proposal (RFP) is to identify and select a Media Agency of Record (AOR)
for the consultation, development, and execution of strategic media planning programs. The potential
AOR must demonstrate an understanding of our business/marketing objectives and provide innovative
tactics to meet and exceed thinkThin’s goals, which are detailed within this RFP.
The AOR will take over immediately and plan media for the year 2020.
2.0: Background
thinkThin® was founded in 1999 by Lizanne Falsetto, a female entrepreneur, single mom and self-
described foodie. The brand’s philosophy is: Eating well, tasting great, and feeling good. thinkThin’s
mission is to consistently delight people with delicious, protein-rich, and healthful foods. thinkThin
provides high protein, low-to-no sugar, gluten free, and delicious nutrition. Products such as protein
bars, cakes, and oatmeal can be found both online and offline at a number of retailers across United
States (e.g., 7-11, Sam’s Club, Costco, Chevron, Speedway, Wawa, Meijer, Sheetz, HEB, and APlus at
Sunoco). This RFP is strictly for our Nutritional Supplement business. Sports Nutrition and Energy Bars
are considered a separate business.
thinkThin is discussing revamping packaging and the logo, but for this RFP, assume that the current
packaging/logo will stay in place. The focus of ads in 2020 will be similar to past campaigns, in which we
emphasize that thinkThin is delicious, protein-rich, and healthful. Our main challenge is to get individuals
to recognize that thinkThin is a great alternative to unhealthy snacks and other nutrition supplement
products. Specifically, our business - marketing objectives are as follows:
The target audience is adults 18-49 years old, but we recognize that various audiences may existing
within this broad target. Planned media should encompass our target audience while also identifying
other more specific audiences that fall within 18-49 year olds, which may also be exposed to our
advertising.
Our main competitors are included in the “Nutritional Supplements NEC” sub-category (AdSpender).
The budget will be a minimum of $8MM and a maximum of $10MM, per the AOR’s recommendation
(agency fees not included).
We are requesting two documents be uploaded to Canvas by the specified deadline: 1) an electronic
Word file containing the full proposal, 2) an Excel (not pdf) spreadsheet of the recommended 2020
media plan. In addition, each agency will make a 10-12 minute presentation at their scheduled time (the
presentation file does not need to be submitted).
Proposals not uploaded by the deadline will be an indication that the agency does not wish to pursue
our business and they will be excluded from consideration, receiving a 0.
Each proposal will be required to contain the sections listed below. Detailed expectations on each
section can be found in the rubric. There is no minimum/maximum page length, however proposals
should not be “data dumps”, and succinct writing and appropriate number of graphics are encouraged.
Background: demonstrate that your group has a firm grasp of the acne products industry and
thinkThin’s marketing and media objectives/challenges
Share of voice and overview of competitive landscape, media landscape
Media brief
Target audience insights / target profile
Evaluation plan that syncs with objectives
Media plan via Excel spreadsheet
Exemplary vehicles for each proposed medium
Innovative idea
Rationale and justifications for strategies
Proposals should be written and presented in a professional manner
6.1: Assessment (Rubric / Grading Criteria)
a practical
manner (5)
RATIONALE / The overall The overall The overall The overall No clear
JUSTIFICATION proposal proposal proposal proposal justification or
(5) and plan is corresponds corresponds loosely aligns rationale for
justified with brand with brand with the the proposed
with strong objectives with objectives (3) brand’s media
evidence, supporting objectives (2) recommendati
such as evidence (4) ons (0-1)
efficiency
metrics and
correspond
s with
brand
objectives
(5)
APPENDIX (5) Screenshots Screenshots of Some back-up Most back-up No back-up
of ALL most of the information information information is
relevant relevant proving proving included (0)
information information accurate accurate
(ratings, collected numbers is numbers is
costs, (ratings, costs, missing (2-3) missing (1)
visitors, visitors,
Simmons, Simmons,
AdSpender AdSpender…et
…etc) is c.) is included
included as (4)
proof of
accurate
numbers (5)
AOR Winning Losing AOR (0)
SELECTION AOR (2)
(ONLY THE
WINNING
GROUP WILL
RECEIVE 2
POINTS)