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If you're putting together a digital signage RFP, you probably already know what you want — screens in lobbies, hallways, or conference rooms displaying content you control. The RFP is how you make sure the vendor you pick can actually deliver it without blowing your budget or locking you into a bad contract.
Below is a practical RFP template you can copy and customize, plus guidance on what to include, what to skip, and where vendors typically hide costs.
What a Digital Signage RFP Should Cover
Most digital signage RFPs fail because they're either too vague (“we want screens”) or too bloated (40-page documents nobody reads). The sweet spot is 4-8 pages covering these core sections.
1. Project Overview
State what you need, where, and why. Two to three paragraphs max. Include your organization type (school district, hospital network, corporate campus, church, etc.), the number of locations, and a rough timeline.
Example: “We're a 12-location credit union seeking a digital signage solution for lobby and drive-through displays. We need 45 screens deployed across all branches within 6 months, with centralized content management from our marketing team.”
2. Scope of Work
This is the meat of the RFP. Break it into three categories:
Hardware requirements: Number of screens, sizes, indoor vs. outdoor, mounting style (wall, ceiling, freestanding kiosk), any touchscreen needs. Specify if you want the vendor to supply displays or if you're sourcing your own. For indoor screens, consumer-grade 55″ or 65″ TVs from Samsung or LG run $300-$500 each. Commercial displays start around $800-$1,200 for the same sizes but add brightness, durability, and warranty.
Software requirements: Cloud-based or on-premise CMS, number of user accounts, content scheduling, playlist management, remote monitoring, emergency alert capability. If you need specific integrations (calendar feeds, social media, weather, POS data), list them here.
Services: Installation, training, ongoing support, content creation (if needed). Be specific about what you expect the vendor to handle vs. what your team will do.
3. Technical Requirements
Keep this section practical, not aspirational. Only list requirements you'll actually evaluate against.
Must-haves (things that disqualify a vendor if missing): cloud-based management, remote content updates, scheduling by time/day, multi-user access with roles, uptime monitoring.
Nice-to-haves (scored but not disqualifying): API access, SSO integration, built-in content templates, analytics dashboard, emergency override capability.
Avoid listing 50 features you saw on a competitor's website. Focus on what your organization will actually use in year one.
4. Pricing Structure
Tell vendors exactly how you want pricing broken out. If you don't specify this, you'll get quotes that are impossible to compare.
Request line items for: hardware (per screen), software licensing (per screen/month or annual), installation (per screen), training (flat fee), ongoing support/maintenance (annual), and any one-time setup or configuration fees.
Ask vendors to separate recurring costs from one-time costs. A $10/screen/month software fee looks cheap until you realize you're paying $5,400/year for 45 screens — and that's on top of hardware.
5. Vendor Qualifications
Ask for: years in business, number of active deployments, client references in your industry (at least 3), case studies for similar-sized projects, and their support model (phone, email, chat, hours of operation).
Skip the generic “describe your company history” section. You can read their About page. Focus on evidence they've done what you're asking them to do.
6. Evaluation Criteria
Share how you'll score proposals. This saves everyone time. A typical weighting:
Solution fit (30%): Does the proposed solution meet your technical requirements?
Total cost of ownership (25%): Hardware + software + services over 3 years, not just year one.
Vendor experience (20%): References, case studies, industry expertise.
Support and training (15%): Responsiveness, SLA commitments, training approach.
Implementation plan (10%): Realistic timeline, phased rollout option, project management approach.
7. Submission Requirements
Deadline, format (PDF preferred), page limit (keep it reasonable — 20 pages max for the response), contact person for questions, and whether you'll hold a Q&A session or site visit.
Downloadable RFP Template
Here's a ready-to-use template. Copy it into a Word doc or Google Doc and customize the bracketed sections.
Section 1: Project Overview
[Organization name] is seeking proposals for a digital signage solution to serve [number] locations with approximately [number] screens. The primary use case is [lobby displays / wayfinding / menu boards / internal communications / etc.]. We expect the solution to be operational by [date].
Our organization is a [type: school district, hospital, church, corporate office, retail chain, etc.] with [relevant context: number of employees, visitors per day, existing AV infrastructure, etc.].
Section 2: Scope of Work
Hardware:
[Number] indoor displays, [size] inches, [wall-mounted / ceiling / freestanding]
[Number] outdoor displays, [size] inches, [weather rating needed]
[Number] touchscreen kiosks, [size] inches
Media players: [vendor-supplied / we'll source our own / recommend options]
Mounting hardware: [vendor-supplied / we'll source]
Software:
Cloud-based content management system
Minimum [number] user accounts with role-based access
Content scheduling by time, day, and location
Remote monitoring and alerts
Required integrations: [list any: calendar, social media, weather, emergency alerts, POS, etc.]
Services:
Professional installation at [all / select] locations
On-site training for [number] staff members
Ongoing technical support: [business hours / 24-7]
Content creation: [not needed / needed for initial setup / ongoing]
Section 3: Technical Requirements
Must-have: [List your non-negotiable requirements]
Nice-to-have: [List your preferred but optional requirements]
Network: [Describe your network environment: WiFi, Ethernet, firewall restrictions, VPN requirements]
Security: [Any compliance requirements: HIPAA, FERPA, SOC 2, data residency, etc.]
Section 4: Pricing
Please provide itemized pricing for:
Hardware (per unit, by type)
Software licensing (per screen, monthly and annual options)
Installation (per screen)
Training (flat fee)
Ongoing support/maintenance (annual)
One-time setup/configuration fees
3-year total cost of ownership
Section 5: Vendor Qualifications
Please include:
Years in business
Number of active deployments
Three client references in [your industry]
One case study for a project of similar scope
Description of your support model and SLA
Section 6: Evaluation Criteria
Proposals will be scored on: solution fit (30%), total cost of ownership (25%), vendor experience (20%), support and training (15%), implementation plan (10%).
Section 7: Submission
Deadline: [date]
Format: PDF, 20-page maximum
Submit to: [email / portal]
Questions due by: [date]
Q&A session: [date/time, if applicable]
Common RFP Mistakes to Avoid
Asking for too much. A 40-page RFP with 200 requirements gets copy-pasted responses. Keep it focused on what matters.
Not specifying pricing format. If you let vendors price however they want, you'll spend days trying to compare apples to oranges.
Ignoring total cost of ownership. A vendor quoting $5/screen/month with $500 installation fees per screen might cost more over 3 years than one quoting $12/screen/month with free installation.
Skipping the demo requirement. Add a line requiring your top 2-3 vendors to do a live demo before final selection. Seeing the software in action reveals more than any written response.
No pilot option. For deployments over 20 screens, request a pilot phase with 3-5 screens before full rollout. This catches integration issues early.
What to Expect on Pricing
For a mid-size deployment (20-50 screens), here are rough benchmarks:
Hardware: $300-$500 per screen (consumer indoor), $800-$1,500 per screen (commercial), $50-$150 per media player (Fire Stick to BrightSign range).
Software: $8-$25 per screen per month depending on features and scale. SignPresenter runs $10/screen/month with no contracts. Enterprise platforms like Four Winds Interactive or Scala can run $30-$50/screen/month.
Installation: $150-$400 per screen depending on mounting complexity, cabling, and location.
3-year TCO for 30 screens: Roughly $25,000-$60,000 depending on hardware quality, software tier, and installation scope.
Do You Actually Need an RFP?
If you're deploying fewer than 10 screens, an RFP is probably overkill. Sign up for free trials of 2-3 platforms — SignPresenter, Yodeck, and Rise Vision all offer them — test with one screen, and pick what works. You'll have a decision in a week instead of two months.
RFPs make sense when you need 20+ screens across multiple locations, require installation services, have compliance requirements, or need to justify the purchase through a formal procurement process.
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FAQ
How long should a digital signage RFP be?
Four to eight pages for the RFP itself. Longer documents get skimmed, not read. Attach supplementary details (floor plans, network diagrams) as appendices.
How many vendors should I send the RFP to?
Three to five is the sweet spot. Fewer than three limits your options. More than five creates an evaluation nightmare.
What's a reasonable response timeline?
Give vendors 2-3 weeks to respond. Less than two weeks signals you've already picked a winner and this is a formality.
Should I include a budget range in the RFP?
Optional but helpful. Including a range (e.g., “$30,000-$50,000 for 3-year TCO”) lets vendors right-size their proposals instead of guessing whether you want the budget option or the premium package.