A video production request for proposal, or RFP, helps your team define the business goal, scope, timeline, budget, deliverables, and evaluation criteria before vendors submit proposals.
Done well, a video production RFP prevents vague bids, misaligned creative direction, surprise costs, and apples-to-oranges vendor comparisons. It gives production companies the context they need to recommend the right approach, not just price a generic video.
This guide walks through what to include in a video production RFP, what vendors need to price accurately, and how to evaluate proposals with more confidence.
Why Use a Video Production RFP?
When sourcing video production services, especially for larger or more strategic projects, an RFP helps you:
- Gather detailed proposals from qualified vendors without spending excessive time searching
- Standardize evaluation criteria so all submissions can be compared fairly
- Clarify your video objectives, expectations, deliverables, budget, and timeline
- Align internal stakeholders before creative work begins
- Reduce the risk of scope creep, missed requirements, and unexpected production costs
- Choose a video partner based on strategy, process, experience, and fit, not price alone
With thousands of video production companies in the U.S. alone, a strong RFP can save time and improve your chances of finding the right partner for your project.
Video Production RFP Additions for 2026
In 2026, a strong video production RFP should go beyond the main video deliverable. Buyers should ask vendors how they approach multi-channel deliverables, accessibility, localization, AI-assisted workflows, usage rights, raw footage ownership, and asset repurposing.
A strong production partner should be able to explain not only how they will produce the main video, but how the project can support your website, paid campaigns, social channels, sales team, recruiting efforts, internal communications, and future content needs.
If your team wants to get more value from one production, it is also worth asking vendors how they would structure the project for multiple assets. Levitate explains this approach in its guide to strategy-first, multi-asset video production.
Key Elements of a Video Production RFP
Although every project is unique, a strong video production RFP typically includes these core sections.
1. Company Overview
Start by introducing your company, what you do, who you serve, and why the video project matters. This does not need to be overly long, but it should give vendors enough context to understand your brand, audience, and business priorities.
Include:
- Company mission and vision
- Product or service overview
- Target market or customer base
- Company history and size
- Industry, vertical, or geographic focus
- Brand positioning or key differentiators
- Notable partnerships, clients, or credibility signals
- Any internal context that may influence the video strategy
This section helps vendors understand the business behind the project so they can tailor their recommendations instead of sending a generic production proposal.
2. Video Project Details
This is the heart of your RFP. It should define what you want to accomplish, who the video needs to reach, where it will be used, and what deliverables are required.
Include:
- Project overview: Briefly describe the video project and why it is needed.
- Business objective: Explain the outcome the video should support, such as brand awareness, lead generation, recruitment, product education, internal alignment, sales enablement, or customer trust.
- Target audience: Identify who will watch the video and what they need to understand, feel, or do after watching.
- Video type and style: Clarify whether you need live action, animation, mixed media, customer testimonials, product demos, explainer videos, corporate videos, event videos, training videos, or another format.
- Creative brief: Share brand guidelines, tone, style preferences, messaging priorities, and reference videos.
- Scope of work: Define the expected production responsibilities, including strategy, scripting, storyboarding, filming, animation, editing, sound design, voiceover, music, subtitles, translation, or accessibility requirements.
- Deliverables: List the final video lengths, formats, versions, aspect ratios, and channel-specific assets needed.
- Distribution plan: Explain where the video will be used, such as your website, landing pages, LinkedIn, YouTube, paid media, email, sales decks, events, broadcast, recruiting platforms, or internal communications.
- Timeline: Include desired kickoff date, production windows, review milestones, and final delivery date.
- Assets provided: Note whether you will provide scripts, brand assets, product footage, photography, customer access, locations, spokespersons, previous videos, or other materials.
- Approval process: Identify who needs to review the script, storyboard, rough cut, and final video. Include legal, compliance, executive, product, brand, or customer stakeholders early.
- Ownership and usage rights: Ask vendors to clarify who owns the final videos, raw footage, project files, licensed music, voiceover, stock assets, and any AI-assisted or third-party creative elements.
Being thorough in this section helps vendors price accurately, recommend the right creative approach, and flag potential production issues before the project begins.
3. Proposal Submission Requirements
This section tells vendors what information to include so your team can compare proposals fairly.
Request:
- Company background: Briefly describe your experience, services, and relevant capabilities.
- Team structure: Identify who will work on the project and what each person will handle.
- Relevant experience: Share similar projects, industry experience, case studies, or portfolio examples.
- Creative approach: Explain how you would approach the concept, messaging, production style, and deliverables.
- Production process: Outline the steps from kickoff through final delivery.
- Timeline: Provide a recommended schedule with key milestones.
- Pricing: Include a clear cost breakdown for pre-production, production, post-production, revisions, licensing, travel, talent, animation, and optional add-ons.
- Revision policy: Clarify how many rounds of revisions are included and what would trigger additional fees.
- Ownership and usage rights: Explain what the client owns and whether there are any restrictions on usage, raw footage, paid media, broadcast, music, stock assets, or talent.
- Testimonials and references: Provide proof of quality, communication, reliability, and results.
- Assumptions and exclusions: Identify anything not included in the proposal that could affect cost or timeline.
This section helps you compare vendors on equal footing and avoid choosing a partner based on a proposal that looks lower because key items were left out.
4. Contact and Submission Details
Make it easy for vendors to submit complete proposals and ask informed questions.
Include:
- Submission deadline
- Contact person and email address
- Preferred submission method (email, shared folder, procurement platform, online portal)
- Question deadline
- Expected decision date
- Anticipated project kickoff date
- Required proposal format
- Any procurement, insurance, legal, or vendor onboarding requirements
Clear submission details keep the process organized and reduce back-and-forth during vendor review.
How to Compare Video Production Proposals
Once proposals come in, compare vendors on more than the final price. A lower estimate may not include the same level of strategy, creative development, project management, revisions, licensing, or post-production support.
Use a consistent scoring system so your team can evaluate each vendor against the same criteria.
Consider comparing vendors on:
- Strategic understanding of your business goal
- Relevant industry or project experience
- Strength of creative approach
- Clarity of production process
- Timeline and ability to meet key deadlines
- Pricing transparency and included services
- Revision policy and communication process
- Deliverables, formats, and asset versions included
- Ownership rights, raw footage access, and usage terms
- Client references, testimonials, and case studies
The goal is not always to choose the cheapest proposal. It is to choose the partner most likely to deliver the right video, the right assets, and the least amount of production friction.
To make the evaluation easier, use the Video Production Vendor Scoring Checklist
to compare proposals side by side.
Quick Video Production RFP Outline
Use this abbreviated outline if you want a fast way to structure your RFP before building out the full document.
For a more detailed version with prompts and vendor evaluation guidance,
download the full Video Production RFP Template.
About Your Company
Background:
Mission:
Product or service overview:
Ideal Customer Profile:
Industry or market focus:
Brand positioning:
Relevant company context:
Video Project Overview
Project summary:
Business objective:
Target audience:
Video type and style:
Creative brief:
Key messages:
Deliverables:
Video specs:
Distribution plan:
Timeline:
Assets provided:
Internal reviewers:
Approval process:
Usage rights or ownership requirements:
Proposal Submission
Company overview:
Team structure:
Relevant projects:
Recommended creative approach:
Production process:
Timeline:
Pricing:
Revision policy:
Ownership and usage rights:
Testimonials:
References:
Assumptions or exclusions:
Submission Instructions
Deadline:
Contact name:
Contact email:
Submission method:
Question deadline:
Decision date:
Project kickoff date:
Video Production RFP Checklist
Before sending your RFP, make sure it answers these questions:
- What business goal should the video support?
- Who is the target audience?
- Where will the video be used?
- What action should viewers take after watching?
- What video style or format do you need?
- What deliverables are required?
- Do you need multiple versions, cutdowns, or formats?
- What is the budget range?
- What is the timeline?
- Who will review and approve the work?
- Are legal, compliance, executive, product, or customer stakeholders involved?
- Who owns the final files and raw footage?
- Are there any music, stock, voiceover, AI, talent, or usage restrictions?
- How will proposals be evaluated?
Common Video Production RFP Mistakes
Even a well-intentioned RFP can lead to weak proposals if important details are missing.
Some of the most common mistakes include:
- Asking vendors to price a video length before defining the business goal
- Leaving out the budget range
- Forgetting to include distribution channels and format requirements
- Not identifying internal reviewers early
- Bringing executives, legal, compliance, or product teams in too late
- Comparing vendors only by price
- Ignoring raw footage ownership and usage rights
- Not asking about music, talent, stock, voiceover, or paid media licensing
- Requesting one video when the project could generate multiple assets
- Giving vendors too little room to recommend a better strategic approach
A strong RFP should define what matters most while still leaving space for the production partner to recommend the best path forward.
Video RFP Tips From The Pros
After producing thousands of videos for companies across different industries, we have seen the same pattern again and again: the strongest results start before production begins.
Here are some pro tips to ensure the best results from your RFP submissions:
Be clear, but not overly restrictive
Give vendors enough detail to understand the project, but allow room for strategic and creative input. If the RFP is too rigid, you may miss better ways to approach the project.
Start with the business goal
A video should not be scoped only by length or style. Explain what the video needs to accomplish and how success will be measured.
Include your distribution plan
A video built for a homepage may need a different structure than a video built for paid ads, LinkedIn, YouTube, email, events, or sales conversations. Distribution should shape the creative plan from the beginning.
Share examples
Reference videos can help vendors understand your style preferences, but be clear about what you like. Is it the tone, pacing, visuals, structure, animation style, interview format, or overall feeling?
Be transparent about budget
A budget range helps vendors recommend realistic options. It also reduces the chance of reviewing proposals that are far above or below what your team can actually approve.
Build in review time
Video projects often slow down when too many stakeholders enter the process late. Identify reviewers upfront and build time into the schedule for feedback, approvals, and revisions.
Ask about multi-asset opportunities
A single production can often support more than one deliverable. Ask vendors how they can turn the project into additional assets for your website, paid media, sales team, social channels, recruiting, or internal communications. Learn more about Levitate Media's strategy-first, multi-asset video production approach.
Review relevant work
Look at portfolio examples and case studies that match your industry, video type, or business goal. If you are looking for company storytelling, internal communications, brand messaging, or culture content, explore Levitate Media's corporate video production services.
Final Thoughts
A well-constructed video production RFP helps vendors understand your goals, price accurately, recommend the right creative approach, and build a production plan that supports your actual business needs.
The strongest RFPs do more than request a video. They clarify the audience, message, distribution plan, approval process, usage rights, and asset needs behind the project. That clarity leads to stronger proposals, smoother production, and better final deliverables.
Need help turning your video RFP into a smarter production plan?
Whether you are still shaping the scope or already comparing vendors, Levitate can help you clarify the strategy, deliverables, timeline, and budget behind your next video project.
Contact us to talk through your project, use our video pricing calculator to estimate your budget, or download the Video Production RFP Template and Vendor Scoring Checklist to get started.
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