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One of the main reasons digital signage projects fail is that organizations rush into procurement without understanding what they're really buying. Aside from wasted budgets, downtime, and compliance problems can follow you for years. The stakes get higher, especially in large-scale or government projects where the system needs to integrate with emergency alerts, real-time data feeds, or existing building management systems.
Look Digital Signage has helped procurement teams across industries avoid these risks by bringing industry expertise and a signage solution that makes RFP requirements easier to meet.
If you’re responsible for procurement, this guide will walk you through a step-by-step plan used by industry leaders to build stronger RFPs.
When Do You Need a Digital Signage RFP or Tender?
Small vs. Large Projects
Small projects with 1-10 displays and basic content needs often work better with simple vendor reviews. You can handle these through demos, reference calls, and basic proposals without formal RFP paperwork.
But you need to create an RFP for digital signage when:
- Scale exceeds 50+ displays across multiple locations
- Multiple stakeholders must align on requirements (IT, marketing, operations, facilities)
- Budget exceeds $150,000 in total project costs
- Long-term contracts (3+ years) with significant ongoing costs are involved
The formal RFP process gives you important documentation for getting approvals and creates accountability that protects your organization.
Public Sector Rules
Government agencies, cities, and public transit authorities have strict rules that usually require competitive bidding for tech purchases over certain amounts. Federal rules require competitive buying for purchases over $250,000. State and city limits often start as low as $25,000.
Digital signage tender processes in government come with extra requirements such as Trade Agreement Act specs, Buy American rules, and Section 508 accessibility standards.
Complex Integrations
Projects at airports, retail chains, healthcare systems, or corporate campuses often need to connect with existing systems. That’s why it’s important to spell out needs like passenger information feeds, point-of-sale links, or building management systems upfront. Look Digital Signage supports these connections through APIs and prebuilt connectors that make these integrations straightforward, reducing the risk of expensive add-ons during implementation.
Key Components of an RFP Template for Signage
Project Overview: Establishing Foundation Elements
This is where you set the stage and explain why the project exists in the first place. What communication challenges are you trying to fix? What business problems should digital signage actually solve for you? And how will you measure whether it’s working? Leading with these helps vendors tailor their responses.
Layout the entire project scope. Are you expecting the vendor to handle installation, content creation, staff training, and ongoing maintenance, or just the software and screens? The more you outline here, the fewer “surprise” costs or service gaps you’ll run into later.
Technical Requirements: Hardware, Compatibility, and Integration Needs
When it comes to hardware, don’t get caught up in specifying exact models. Instead, think in terms of performance. For example, you might say you need commercial-grade displays, minimum 55-inch diagonal, 1920x1080 resolution, 500 nits brightness minimum, 16/7 operation rating, integrated media players with remote management capabilities. That way, vendors have room to suggest the best options without you locking yourself into gear that might already be outdated.
In the network side of things, remember to specify bandwidth requirements for content distribution, network security protocols and firewall considerations, wireless connectivity standards where applicable, and integration requirements including APIs for data sources, single sign-on capabilities, and compatibility with existing IT infrastructure.
And if you’re dealing with industry-specific systems such as FIDS, PIDS, POS systems, or GTFS feeds, provide detailed interface documentation, data format specifications, update frequency requirements, and testing procedures.
Software and Content Requirements
The software running your screens often matters more than the screens themselves. Your RFP should spell out what you need from the CMS so vendors don’t leave you with gaps later. Think about things like:
- Ease of use – the interface should work for non-technical staff, with clear roles, permissions, and approval workflows.
- Automation – scheduling, data integrations, and the ability to override content in an emergency.
- Reporting – content performance, audience engagement, system uptime, or even cost-per-impression.
Look offers a comprehensive suite of these features within its CMS so you have everything you need under one dashboard without running into locked tiers or upgrade hurdles.
Content Strategy and Media Format Support
You need to define supported media formats completely: video codecs, image specs, interactive content abilities, file size limits. Consider future content types your organization might want to use. HTML5 widgets, live streaming, social media feeds, and augmented reality experiences all need different technical abilities.
Alongside media support, specify branding tools that include pre-designed templates tailored to your industry, as well as scheduling tools that let you plan content in advance. The CMS should also enable you to group screens by location, function, or audience, so updates can be applied consistently without extra work. All of these are available in the Look CMS from day one to give teams complete creative control.
Support and Service Level Agreements
Service level agreements (SLAs) provide legal protection and performance accountability that become crucial when systems have problems. Define uptime guarantees that are realistic for your operational needs. For example, 99.9% uptime sounds impressive, but allows nearly 9 hours of downtime yearly. Can your organization handle this level of service interruption?
Response times should reflect urgency. Set up tiered support levels with specific response times: critical issues (system down) within 15 minutes, high issues (display problems) within 2 hours, routine issues within 24 hours.
Training and documentation needs ensure long-term self-sufficiency. Specify needed training levels for different user types, documentation formats, and ongoing support availability. For instance, Look provides SLA-backed support with clear response times for different issue levels along with a detailed knowledge base, step-by-step tutorials, and video training, suitable and easy to follow even for non-tech users.
Budget Framework
It helps to share a budget range in your RFP. Vendors don’t need an exact number, but a range gives them the context to propose solutions that actually fit your scope. Also, keep in mind that signage systems need ongoing software updates, tech support, content management, and hardware replacements usually every 5-7 years. Asking vendors to outline the total cost of ownership makes it easier to compare proposals fairly.
Evaluation Criteria
Set up weighted review criteria that reflect your project priorities:
- Technical ability (25-35%)
- Experience and qualifications (20-30%)
- Commercial factors (20-25%)
- Project approach (15-20%)
- Support abilities (10-15%)
Use five-point scoring scales: exceptional (5 points), good (4 points), satisfactory (3 points), marginal (2 points), unsatisfactory (1 point).
How to Write an RFP for Digital Signage That Attracts the Right Vendors
Be Clear But Not Too Restrictive
Good RFP writing is detailed, but also flexible. Focus on outcomes rather than methods whenever possible.
Key principles:
- Use performance-based language describing what needs to be accomplished rather than how
- Provide context for requirements so vendors understand your business drivers
- Encourage vendor innovation while ensuring performance needs are met
Example: Instead of "must use cloud-based hosting," specify "system must provide 99.9% uptime with automatic failover capabilities and off-site data backup."
Use "Must-Have" vs. "Nice-to-Have" Sections
Organize requirements into clearly defined priority categories, helping vendors understand your decision-making criteria and optimize their proposal pricing accordingly. This structure also provides flexibility during budget negotiations and contract discussions.
Must-Have Requirements:
- Non-negotiable features essential for basic project success and operational functionality
- Should directly align with critical business objectives defined in your project overview
- Include minimum performance standards, essential integrations, and compliance requirements
Nice-to-Have Features:
- Valuable enhancements that aren't critical for initial deployment success
- Features that provide competitive differentiation but don't justify significant cost premiums
- Useful for tie-breaking decisions between similarly qualified vendors
Future Requirements:
- Capabilities not needed immediately, but may become important during contract periods
References and Case Studies
Ask vendors for at least three recent projects (done within the last 24 months) that match your scope and complexity. Look for case studies in your industry or a similar environment, not just generic testimonials. Each reference should include client contacts (both technical and executive) plus outcome metrics that show whether the project hit its goals.
When you check references, use consistent criteria: did the project stay on time and on budget, how well were technical issues resolved, how responsive was support, and how satisfied is the client now?
Want to see how businesses in your industry are transforming their communication game with dynamic, easy-to-manage digital signage? Check out Look Digital Signage case studies.
Common Mistakes to Avoid in Digital Signage RFPs
Overly Vague Requirements Lead to Irrelevant Bids
Vague specs lead to proposals that don't match what you actually need. Requirements like "user-friendly interface" or "high-quality displays" mean different things to different vendors.
Instead, be specific enough that vendors understand what you need, but flexible enough that they can bring their best ideas to the table.
Overly Prescriptive Specs Limit Innovation
Locking into a specific brand or model can box you in and limit better options. Instead of saying "must use Microsoft Teams integration only," spell out the performance you need, for example, "system must support video conferencing with screen sharing and calendar integration." That way, vendors can suggest the best fit while still meeting your standards.
Ignoring Long-Term Costs Creates Budget Surprises
Hardware costs are usually only 40-60% of your total investment. Don't forget about ongoing software fees, support contracts, electricity, content creation, and future upgrades.
Some vendors offer cheap hardware but expensive monthly software fees. Others charge more upfront with lower ongoing costs. Calculate these expenses over your expected system lifespan to understand the real financial commitment.
Look helps you avoid these pitfalls with transparent pricing that shows you exactly the amount you pay based on the number of screens in your network. And speaking of long-term growth, the cost per screen goes down as you scale, so expanding your network becomes more affordable over time.
Focusing Only on Price Instead of Total Cost of Ownership
The lowest bid can end up costing the most once you factor in delays, downtime, or weak support. Consider vendor experience, service quality, financial stability, and long-term support when making your decision. Sometimes paying more up front saves money in the long run.
Sample Timeline for an RFP Process
Draft Development (2-3 weeks): Gather requirements from end users, IT teams, and management. Research market options and develop review criteria.
Internal Review (1 week): Conduct legal, technical, and buying reviews before release.
RFP Release and Marketing (1 week): Distribute through vendor databases, industry publications, and buying websites.
Q&A Period (7-10 days): Set clear deadlines for questions and provide timely responses.
Vendor Response Period (3-4 weeks): Allow adequate time for complete proposals addressing all requirements.
Review Process (2-3 weeks): Use predefined criteria and scoring methods with technical experts and end users.
Vendor Presentations (1-2 weeks): Allow shortlisted vendors to present solutions and demonstrate key abilities.
Final Selection and Contract Negotiation (2-4 weeks): Complete selection and negotiate contract terms.
Choosing the Right Partner
The success of your procurement depends less on technical specs and more on how well a vendor fits your culture, communication style, and long-term goals. With Look Digital Signage, you get a partner who not only complies with procurement frameworks but also ensures your signage investment keeps working for 5–10 years without hidden surprises.
Make your procurement process smoother, see how Look complies with the strictest RFP and tender requirements. Request a tailored demo today and get a proposal aligned with your procurement framework.
