Increasingly, firms are proactively building their brand, visibility, and client base through alternate business development and marketing tactics – ones that can attract like-minded collaborators and clients interested in their distinct perspective.

Closely reading an RFP means understanding underlying motivations that may not be stated outright. Identifying these can help guide deeper research and more focused messaging that speak to the client’s priorities and vision for the project.

An RFP isn’t just a list of requirements. It holds clues about what the client’s priorities are and what institutional pressures they may be responding to.