The Role of RFPs in Selecting a Signage Vendor: Strengths, Shortcomings, and What to Consider

When companies seek a signage vendor, especially for large-scale, multi-location, or long-term projects, they often turn to the Request for Proposal (RFP) process. An RFP is designed to solicit detailed proposals from potential vendors, allowing organizations to compare offerings in a structured and transparent manner. 

While RFPs can help narrow down options and control costs, they are not always the best tool for evaluating the qualities that truly determine the success of a signage partnership. Why? Because RFPs can sometimes fail if they're overly rigid or fail to capture creative or service-oriented aspects like design innovation, project management, or aftercare. Signage projects often require flexibility and partnership—qualities not easily conveyed through checkboxes.

When used thoughtfully, RFPs can streamline selection; when misapplied, they may prioritize cost over value or overlook vendors best suited for long-term collaboration and brand consistency.

Why RFPs Are Commonly Used
RFPs serve a variety of important purposes in vendor selection:

• Standardization: They help gather consistent information from multiple vendors, making it easier to compare capabilities, timelines, and costs.
• Accountability: The structured process supports internal auditing, which is particularly valuable for public companies or government agencies.
• Cost Control: By encouraging competitive bidding, RFPs can help drive down prices and reveal cost-effective solutions.

In fact, a 2023 survey by Loopio found that 60% of companies use RFPs to reduce risk, while 48% cited vendor transparency as a primary reason for the process.

Where RFPs Fall Short
Despite their benefits, RFPs often fail to capture the complete picture of a vendor’s capabilities, particularly in service-driven, creative, and customized industries like signage. There are several reasons for this:

1. Too Much Emphasis on Price
Many RFPs weigh cost more heavily than value. This can lead to selecting a vendor who offers the lowest bid but lacks the experience, service, or innovation needed for long-term success. Poor signage decisions can be costly; the International Sign Association reports that effective signage can increase sales by 7% to 15%, making it a strategic investment, not just an expense.

2. Lack of Insight into Culture and Partnership
An RFP does not easily measure responsiveness, problem-solving, or whether the vendor will be a proactive partner. These qualities are crucial for managing complex installations, securing permits, or providing long-term maintenance.

3. Limited Room for Creativity
Rigid RFP formats may stifle innovative thinking. Signage often involves brand storytelling and experiential design—elements that are difficult to convey through technical specifications alone.

What to Consider Beyond the RFP
To make a truly informed decision, organizations should supplement the RFP process with other evaluation strategies:

•    In-Person or Virtual Interviews: Talking directly with the vendor’s project managers or designers helps assess communication style and responsiveness.
•    Portfolio Review: A vendor’s work can provide insights into quality, innovation, and alignment with your brand aesthetic.
•    References and Case Studies: Speaking with past clients can reveal how the vendor performed under pressure, handled challenges, and managed deadlines.
•    Site Visits: Touring fabrication facilities or viewing installed signage in the field offers a hands-on understanding of quality and scale.
•    Pilot Projects: For ongoing signage programs, a test project can demonstrate capabilities before full engagement.

Conclusion
While RFPs are useful tools in the signage vendor selection process, they should not be the sole determinant. Their structured format is ideal for gathering baseline information but not for evaluating creativity, partnership quality, or strategic alignment. To ensure a successful signage outcome, companies should take a more holistic approach—one that combines RFPs with deeper vendor engagement and qualitative assessment. In doing so, they increase the likelihood of selecting a signage partner who meets specifications and elevates their brand visibility for years to come.