Sample RFP Template: Content Management System

Transcription

1 Sample RFP Template: Content Management System BRIDGELINE WHITEPAPER SERIES Copyright 2014 Bridgeline Digital Inc. Bridgeline.com

2 Introduction: How to Use the Web Content Management RFP Template Organizations often issue a Request For Proposal (RFP) to begin a search for a new web Content Management System (CMS) to power their new enterprise-grade website. But before we dive into what good looks like in terms of RFPs, let s quickly provide an overview to the selection process what a CMS is, what questions to ask potential vendors, whether a RFP is even necessary in your search, and how to structure the document to meet your needs. What is an Enterprise-Grade Web Content Management System? In its most simplistic purpose, a top-tier, enterprise-grade Content Management System (CMS) allows users to centralize data, content creation, editing, and publishing all on a single back-end system. The primary goal is to arm non-technical business users with a solution to manage how content appears on a company s website. RFP vs. RFI Depending on who you talk to, the debate of how an organization should solicit CMS vendors to engage in a project is varied. There is a growing contingent who believe a Request For Information (RFI) will save both your organization and the software vendors you are reaching out to a considerable amount of time. While you can certainly limit your search from vendors to just 3-4 through an RFI, eventually a scope will have to occur, on both sides; consequently, developing an RFP is far from a fool s errand. Again, so long as it s understood that your team is strictly establishing a baseline. (In other words, we can all agree specifics about a vendor s ability to deliver under budget for your vague, yet-to-be discussed web project seems rather unreasonable.) The optimal outcome here is productive follow-up conversations aided by a mutual understanding forged by the RFP. And that starts here. This RFP template will help you gather information you need from vendors to determine whether or not they can meet your project s requirements. Bridgeline Digital Whitepaper Sample RFP Template: Content Management System Connect with Us: 1

3 How to Structure Your RFP Creating an effective RFP is an introspective process. Your team has a 2015 plan for growth. Start there. Look inward, across every level of your organization, in order to figure out how your new website will help achieve the goals linked to your plan. The more granular the better. Initially, the task may seem arduous, but the exercise will help establish critical Key Performance Indicators (KPIs) and results you ultimately need this project to produce. Developing Dealbreakers To reiterate, the whole point of a RFP is to eliminate vendors from the courtship process. Everyone has bells and whistles that they d like to see a vendor show off, but more pressing is the shortlist of requirements that this project needs to be a success. This is where you should dig through internal pain to showcase the primary and essential needs your new website should address. Establishing Business Goals Your selection committee must determine an optimal Return On Digital Investment (RODI) that your CMS purchase should yield to justify cost. This can be predicated a number of factors some may be intangible but your business goals should be predicated on black and white results. Examples of Business Goals may include: Increase revenue by 25% Increase up-sell conversions by 15% Increase new customer acquisition by 10% These projections are not all directly related to your project, but your team should reconcile corresponding metrics that your website must produce to support these goals. What type of traffic can a vendor assure their CMS will produce? Are there case-studies of post-launch success? How does their software cater to existing customers by personalizing the web experience? Understanding Operational Goals Remember how we stated that RODI can be measured through intangible terms? Well, more often than not, companies find themselves in a market for a new CMS because their outdated legacy system has created a great deal of headaches.talk to the marketing and IT departments to figure out what they need out of a new CMS to make their lives easier (and drive results). Put Marketing Back In Control Contemporary marketers understand that technology and software plays a critical role in making their ideas come to life. And while every member of your marketing department shouldn t have to be experts in HTML or API development, the software that powers their website should empower them to control the message without having to call IT. To that point, learning curves can exist, but CMS software should be intuitive, not a hindrance. Custom Development Marketing shouldn t have all the fun, though right? Of course not. Your organization is unique, and thus, your website requires special considerations and functionality to optimize RODI. This is where your RFP should ask for similar case studies or references of previous custom development done for customers that is similar to your needs Bridgeline Digital Whitepaper Sample RFP Template: Content Management System Connect with Us: 2

4 Creating a Timeline This is the beginning of a relationship. You re not just buying software, you re forging a partnership, and building a quick timeline will provide all parties involved with transparency. Moreover, it will help weed out the pretenders from the contenders. Milestone Distribute RFP RFPs must be returned Select Short List of Vendors Date(s) Meet with Short List of Vendors Conduct Evaluation of Short List Vendors Select and Purchase WCM Bridgeline Digital Whitepaper Sample RFP Template: Content Management System Connect with Us: 3

5 The RFP Template Now that you ve established the requirements, goals & timeline for the CMS project, you can develop your RFP. Below is the order in which you should insert these essentials in the beginning of your RFP. Following the introduction, a more granular and intensive questionnaire begins. Critical Requirements Business Goals Operational Goals RFP Timeline Roadmap to Success: Open-Ended Survey Describe how your software and services solve real-world business issues for clients. What is your overall value proposition? In terms of competitive vendor analysis, detail key differentiators that your software and services provide. Please provide your technology roadmap over the course of the next few years. Client Refrences Please list clients in our industry. Where appropriate, include at least one case study of a client within our industry. Bridgeline Digital Whitepaper Sample RFP Template: Content Management System Connect with Us: 4

6 Common Questions About Software Capabilities Capabilities and Requirements Content Creation and Editing Does the CMS support content editing, including support for rich text with HTML and style (CSS) enforcement? Does the CMS support in-line editing via a WYSIWYG editor which displays how potential edits will appear in the resulting Web page(s)? Does the CMS allow editing from Microsoft Word, including stripping of special characters and other formatting issues that typically occur with content originating in Microsoft Word? Does the CMS provide the ability to create and maintain shared assets that are used throughout one or multiple websites? Does the CMS provide a means to browse reusable content available in the content repository? Does the CMS provide common library services including revisions and versions? Which of the following content types are supported out-of-the-box? Rich Text Plain text HTML Image File (PDF/Word/etc) Calendar Events Flash Video Vendor Response 1- Out of the Box 2-Customer Implementation Additional Vendor Details Meta Data Management Does the WCM support editing of metadata by content contributors, including structured information such as publication and expiration dates, titles, and call-outs? Does the WCM provide tagging functionality to group pages, as well as site map of categories for site visitors to select from? Can these tags and categories lists be used across all site content, from blog posts, to landing pages and other pages to best promote click through from one page to the next? Does the CMS allow for meta-data tagging using the schema.org taxonomy? Bridgeline Digital Whitepaper Sample RFP Template: Content Management System Connect with Us: 5

7 Common Questions About Software Capabilities (continued) Capabilities and Requirements Vendor Response 1- Out of the Box 2-Customer Implementation Additional Vendor Details Blogging Does the CMS provide a built-in, integrated blog? Does the CMS allow multiple blogs within one website? Does the CMS allow RSS feed generation for blogs? Does the CMS allow for comments and comment moderation on any page? Does the CMS allow blog content to be intermixed with other site content, pages and related link lists? Social Media Can the CMS display external social site content? Does the CMS allow for external RSS feeds to be displayed inline? Does the CMS have social sharing widgets? Does the CMS allow for comments to be used on any site page? Does the CMS provide the ability to generate polls? SEO Does the CMS ensure that Page Title, Page Summary and other critical SEO elements can be created even by casual content contributors? Does the CMS identify pages that are missing critical SEO elements? Does the CMS provide marketers the ability to create and track URLs that are SEO-friendly? Does the CMS provide marketers the ability to retain URLs when changes are made to avoid broken links from search engines? Analytics Does the CMS provide out of the box integration to Analytics platforms? Please specify. Does the CMS allow marketers to determine how content publishing activity impacts site traffic? Does the CMS allow marketers to determine where on the site to publish new content? Does the CMS allow marketers to determine how frequently to update or create new content based on site traffic goals? Bridgeline Digital Whitepaper Sample RFP Template: Content Management System Connect with Us: 6

8 Common Questions About Software Capabilities (continued) Design and Templates Capabilities and Requirements Does the CMS provide a page building and layout environment where users can select or drag and drop from a palette of page elements (or modules) to change page designs? Does the CMS provide out-of-the-box, responsively designed templates? Does the CMS provide the ability to create a design by modeling it on an existing site or design? Can designs from third-party designers be imported? Can design changes be easily applied to existing pages across the website? Can designers preview what pages will look like on various mobile devices? Vendor Response 1- Out of the Box 2-Customer Implementation Additional Vendor Details Navigation Does the CMS provide the ability to create lists of pages based on directory, tag or category that update automatically as new content is created? Does the system provide support for mega-menus? Does the system provide support for navigation when viewed on a mobile device? Roles and Users How are users and user authentication managed? Are there limits to the number of users that can be added as content contributors? Can you create a workflow environment with custom roles and associate users to roles through an easy-to-use administrative interface? Can a given user be assigned to multiple roles? Bridgeline Digital Whitepaper Sample RFP Template: Content Management System Connect with Us: 7

9 Common Questions About Software Capabilities Capabilities and Requirements Workflow and Governance Does the system provide the ability to define workflows through an easy-to-use administrative interface? Does workflow include the ability to determine which roles have access to perform which actions at each step of the workflow? Does the CMS support multiple workflows to support multiple sites or sections of the site? Can workflow be highly granular, meaning that workflow could be as detailed as a specific page? How does the CMS automate notification to users and roles when there is content for review? Does the CMS provide a full revision history of changes made and who performed them? Does the CMS allow older versions of content to be rolled-back and promoted to the live site? Does the CMS provide validation on content and metadata, such as required fields or allowable types of content by field ( verification)? Does the CMS provide a means to bulk upload content such as files and images? Does the CMS provide a preview function so users can see page content before it is approved? Can different sites be published to different web servers? Can content be published to a database? Vendor Response 1- Out of the Box 2-Customer Implementation Additional Vendor Details Integration Does the system provide integration to marketing automation systems such as Eloqua, Marketo, Hubspot, etc? Please describe how page tracking can be implemented. Does the system provide integration to analytics platforms? Does the system provide ability to integrate third party applications on a page? Does the system provide the ability to integrate with calendaring applications? Bridgeline Digital Whitepaper Sample RFP Template: Content Management System Connect with Us: 8

10 Critical Questions About Project Implementation Processes Capabilities and Requirements Vendor Details Implementation Describe the template creation, definition, and edit process required to deploy your product for our web site(s) including skills, any code or markup languages required, tools used or required. Describe the process used to define Site Navigation or information architecture. Who can move site sections and subsections, what skill is required to rearrange sections in a site? When site sections are moved or reorganized what impact does this have on templates, design and markup or other site code? What skill is required to make changes to site functionality? Does this involve changing CMS code? What QA and deployment processes are recommended when changes to site functions are made? Describe the upgrade process for the CMS? Do all site functions continue to work on all upgrades without re-implementation? How frequently are releases? How many releases per year contain new functionality vs. patch updates? Implementation Services: Describe your implementation services offerings and typical implementation plan. If partners are used, please provide information on your partner strategy, and specifically how you view the role of partners in the successful use of your software. Implementation Time: Describe the time to implement that is typical for customers with a site or Web presence (site functions, channels, etc.) similar to ours. Implementation Budget. Describe the typical ratio or multiplier for implementation services relative to license cost for customers with a website comparable to ours. Redesign implementation. Describe what s required for a redesign post-implementation. Is new custom development required? What skills are needed to implement a redesign? How is content migration completed? System Requirements and Architecture What operating systems are required? Does the CMS ship with a content repository? What browsers and client/desktop operating systems are supported? (e.g. IE, Firefox, Windows, MAC) Do the Web Delivery and Content Management tiers share the same software? Does your Content Management software run on our Web Delivery Tier? Can other Web Delivery code and Web applications share the Web Delivery environment? Does your Content Management system become our Web server and Web application server? What Web servers are required and/or supported? How many web servers are required in a multi-tiered model? What Web application development environments are supported? (Java/JSP,.NET/ASPX, LAMP, etc.) Licensing: Is the CMS available on premise (perpetual) or cloud hosted (SaaS) or both? Bridgeline Digital Whitepaper Sample RFP Template: Content Management System Connect with Us: 9

11 Critical Questions About Project Implementation Processes Capabilities and Requirements Vendor Details Services and Support Please list all training and documentation that is offered around your system. Describe your Technical Support model, escalation procedures, communication, time zones, forums. Pricing Please describe your license methodology or structure. Do you offer additional components that incur additional cost? Please list all components whether they are relevant to our project or not. Are there maintenance and support fees associated with your system? What do customers typically spend on re-implementation of your software? How long is the renewal cycle? Bridgeline Digital Whitepaper Sample RFP Template: Content Management System Connect with Us: 10

12 About Bridgeline Digital s integrated iapps Platform End-to-End Award-Winning Web Development At Bridgeline Digital, we ve developed the iapps platform, an award-winning product suite with capabilities in content management, ecommerce, marketing, analytics, and social media. In its 2013 Vendor Landscape report, Info-Tech Research Group recognized the iapps platform as a Champion, touting its ability to equip enterprise businesses with easy-to-use tools that optimize digital assets and capitalize on growing trends in Digital Engagement. If your organization needs a marketing platform to power its website, you re undoubtedly sifting through copious amounts of research and analyst reports about various products. If your business is considering a.net-based solution and SaaS licensing options, the iapps platform should be on your shortlist. Award Winning iapps Product Platform iapps Content Manager is a part of Bridgeline s iapps platform, a Digital Marketing solution that deeply integrates Web Content Management, ecommerce, emarketing, Social Media management, and Web Analytics to help marketers deliver online experiences that attract, engage and convert their customers across all digital channels. Bridgeline provides end-to-end Digital Engagement solutions and boasts an award-winning team of interactive services professionals across our 11 offices worldwide. Stay up-to-date with trends blog.bridgeline.com bridgeline.com Contact Bridgeline Digital [email protected] Bridgeline Digital Whitepaper Sample RFP Template: Content Management System Connect with Us: 11