How To Create a Standout Digital Signage Software RFP (and Avoid a Procurement Nightmare)

But first—a cautionary tale.

Once upon a time in the land of Corporate HQ, a well-meaning but unsuspecting Facilities Manager named Dave was tasked with choosing a digital signage software provider. Dave had never picked digital signage before, but hey—how hard could it be?

Enter ShinySign Co., a vendor with a website full of stock photos and vague promises of “unparalleled engagement” and “seamless content management.” Dave skimmed the flashy brochure, sat through a demo filled with buzzwords, and signed the contract without a second thought.

Then, the Nightmare Began.

• The “seamless content management”? The software claimed to support all media types but struggled with large files, complex scheduling and multi-zone layouts.
• The “robust integrations”? Turns out, that meant zero compatibility with the company’s internal systems. IT was thrilled.
• The “scalability”? Performance degraded immediately when they surpassed 500 endpoints. Ahh, the case studies they had shared didn’t include specific deployment numbers.
• The “stellar support team”? If by “stellar” they meant a chatbot that answered every question with "Please refer to our help center," then sure.
• The “enterprise-grade security”? The vendor claimed security compliance (SOC2, ISO 27001) but surprise, surprise: lacked full certification. Note to self: those are different things.

Within months, screens were stuck on outdated content, employees ignored the broken displays, and the CEO started calling the whole project a “pointless money pit.”

Moral of the story? Never choose a digital signage provider without a thorough RFP process. Ask the tough questions, compare vendors objectively, and for the love of good communication—try to envision the future use cases for your digital signage, not just the immediate project at hand. Once your team sees the dynamic visual magic you’ve created, they’re going to be asking what’s next.

Don’t be a Dave. Choose wisely.

If You’re Not Convinced Yet…

Think of your RFP as your golden ticket to filtering out subpar digital signage vendors and finding the perfect match—before you sign on the dotted line and regret everything. Key benefits include:

1. Standardized Comparison – Ensures all vendors provide information in a consistent format, making it easier to compare offerings side by side.
2. Alignment with Business Needs – Helps define and prioritize essential features, integrations, security, and scalability requirements.
3. Transparency in Pricing – Encourages vendors to provide clear cost structures, including licensing, support, and any hidden fees.
4. Risk Mitigation – Evaluates vendors based on security, compliance, and long-term viability to avoid potential pitfalls.
5. Efficiency in Decision-Making – Streamlines vendor selection by filtering out solutions that don’t meet requirements early in the process.

But First, Define Your North Star

Before you dive headfirst into writing your digital signage RFP, let’s talk about why you need a North Star—your primary success objective.

Are you trying to improve employee communication? Boost customer engagement? Reduce paper clutter and save the planet one sign at a time? Whatever it is, make sure you define it clearly. This keeps vendors from throwing every bell and whistle at you, hoping something sticks.

Don’t forget to consult other departments. Your IT team cares about security and integrations. HR wants it to engage employees. Marketing dreams of eye-catching, on-brand visuals. Facilities wants to make sure screens don’t become high-tech paperweights. Get their input early, or risk getting bombarded with “Why didn’t you ask us first?” emails later.

Having a clear success objective makes your RFP process smoother, smarter, and way less painful. It also helps vendors tailor their responses, so you don’t waste time reading proposals that miss the mark. So, before you start typing, grab a whiteboard (or a napkin), rally the troops, and figure out what success really looks like.

Practical Tips – Designing Your Request for Proposal (RFP)

In this guide, we’ll break down how to create a clear, comprehensive, and no-nonsense RFP that gets vendors to show you their best cards (and not just the shiny marketing fluff). Whether you’re a digital signage newbie or a seasoned pro, this step-by-step approach will help you cut through the noise and land the software that fits your needs—without the headache.

Here’s a breakdown of the top 7 sections to include:

Section 1: Company Information

Let’s face it—choosing a digital signage software provider isn’t just about flashy features and buzzword-packed sales pitches. You need to know who you’re actually dealing with before trusting them with your screens, data, and sanity. Including Company Information in your RFP helps you separate seasoned pros from two guys with a laptop and a dream. Here’s why it matters:

• Financial Stability: If the vendor is one bad quarter away from shutting down, so is your signage network. No one wants to wake up to a “Service No Longer Available” error.
• Experience & Expertise: Have they been around long enough to evolve with the industry, or are they still figuring out how to integrate live data?
• Customer References: If their biggest client is Joe’s Auto Shop, but you’re managing signage for a global enterprise… we have a problem.
• Support & Scalability: 10 employees running a “global” software company? Sounds like trouble when you need real support at scale.

Make sure you ask basic information up front including:

1. Vendor Name:

2. Headquarters Location:

3. Years in Business:

4. Number of Employees:

5. Customer References (provide three relevant case studies):

6. Financial Stability:

Section 2: Solution Overview

The Solution Overview section of your RFP is where vendors prove they’re more than just a slick website and a polished sales pitch. Without this section, you’re playing vendor roulette—hoping the one you pick delivers on their promises after you’ve already signed the contract. And that, my friend, is the fast track to buyer’s remorse.

Make sure your vendors lay out the following details:

1. Provide an overview of your digital signage platform, including key differentiators.

2. What industries do you primarily serve?

3. Is your solution cloud-based, on-premises, or hybrid?

4. What content formats does your platform support (video, images, HTML5, etc.)?

5. Does your platform include content creation and management tools?

Section 3: Software Features & Capabilities

This section is your BS filter, separating vendors who talk a big game from those who can actually deliver. It forces them to prove they can handle your content management, integrations, security, scalability, and all those other shiny features they casually name-dropped in the sales pitch. If it’s not in the RFP, don’t assume the vendor actually has it—or that it works the way you think. Make them spell it out and prove it before you sign on the dotted line.

Because nobody wants to explain to their boss why the company just bought a glorified PowerPoint player. Here’s a solid list to start from:

User Management & Permissions

• Role-based access control
• Granular permissions down to individual folders and playlists
• Single Sign-On (SSO) and integration with Active Directory

Content Management

• Centralized content control
• Content approval workflows
• Playlist scheduling and automated content rotation
• Integration with third-party content feeds (news, weather, social media)

Display Management

• Remote monitoring and control of displays
• Proof-of-play reporting and analytics
• Support for multi-zone screen layouts

Interactivity & Engagement

• Touchscreen support
• QR code and mobile interaction capabilities
• Audience analytics and personalization

Integrations & APIs

• Compatibility with ERP and CRM systems
• Ease of getting new integrations live
• Cost for new integrations (included, additional scope of work)

Security & Compliance

• Data encryption standards
• SOC 2, ISO 27001, GDPR compliance/certification
• Data storing and access

Section 4: Deployment & Scalability

Deployment and scalability are vital to making sure your investment doesn’t stall when it’s time to expand.The last thing you want is to find out your software is as easy to deploy as assembling Ikea furniture in the dark. A solid deployment strategy makes sure your software is set up on time, on budget, and without turning your IT team into a stress ball. Ask your vendor how they’ll handle the roll-out, what support you’ll get, and if their system can integrate seamlessly with your existing tech stack.

You need to ask how scalable the software is. Can it handle more screens when your company expands? Can it grow with your needs without leaving you stuck with a glorified slideshow? A flexible platform will scale effortlessly with you, while a rigid one will have you scrambling for an upgrade faster than you can say “system limitations.” Ensure the software you choose is not only ready for today’s needs, but also future proof when you decide to level up.

1. What is the typical deployment timeline for enterprise customers?

2. Can your platform scale to support thousands of endpoints across multiple locations?

3. What hardware requirements or recommendations do you have?

4. How does your solution handle network bandwidth and offline playback?

Section 5: Support & Training

You’re not just buying software; you’re buying a partnership. A vendor who invests in training and ongoing support is one who wants you to succeed. It’s like finding a contractor who doesn’t just build your house and leave—they show you where the light switches are and give you some home care tips. That’s what you want in a provider—someone who’s got your back.

And when you’ll inevitably experience changes in your own internal resources, or employees–a vendor with a robust professional services offering can ensure there are people able to step in and keep things running smoothly when you need them.

1. Describe your onboarding and training process for new customers.

2. What support options are available (phone, email, live chat, dedicated CSM)?

3. What are your support response times and SLAs?

4. Do you offer a knowledge base or self-service portal?

5. Do you offer professional services for full-service management?

Section 6: Pricing & Licensing

This one might seem obvious but, it’s not just about the price–it’s about the licensing model, the fine print. Some software might have per user licenses, some might go per screen, and others might even try to take a cut of the money generated from advertising displayed on your digital signage screens (hint: that’s our least favorite approach). If a vendor really wants your business, they’ll be upfront about pricing and licensing. Those who get squirrely or cagey about it? Let’s just say their commitment to full transparency might be…questionable.

So, as you craft your RFP, remember: Pricing & Licensing are the reality check that ensures your digital signage dreams stay within reach. But as in most areas of life, the lowest cost provider is not (usually) the best option. It’s all about finding a vendor who can help you achieve your north star, and meet your current and future needs, at a price point that is competitive.

1. Provide a detailed pricing breakdown (subscription, per-screen, user-based, etc.).

2. Are there volume discounts or enterprise pricing plans available?

3. What is your contract length and renewal process?

4. Are there any additional costs for integrations, or premium features?

Section 7: Evaluation & Selection Criteria

Here’s Why You Need It:

• Clarity: When you spell out what matters most, vendors will tailor their pitch to what YOU care about. No more getting lost in jargon or “features” that aren’t even on your radar.
• Fairness: Clear criteria let everyone know the game they’re playing, ensuring you evaluate everyone on the same playing field, rather than being swayed by a smooth-talking salesperson.
• Informed Decisions: Having your criteria written out means you’ll be able to judge apples to apples, not just buy the shiniest one.
• Saves Time: If a vendor can’t meet your criteria right out of the gate, you don’t waste time going back and forth. Efficiency at its finest!

Some of your non-negotiables might include:

• Feature set and alignment with business needs
• Ease of use and user experience
• Scalability and performance
• Hardware support capabilities
• Security and compliance
• Support and training options
• Total cost of ownership

Your Roadmap to a Winning Digital Signage Software RFP

Before we go, a bonus tip, because you got this far: make sure you ask about their roadmap. (See what I did there, your roadmap to a winning…oh never mind). The specifics probably matter less than getting an understanding of if and how they’re investing in their product. By asking about the product roadmap, you’re making sure that the vendor isn’t just coasting on yesterday’s success–they’re actively improving, innovating, and gearing up for the future.

Creating a solid digital signage software RFP is all about setting the right foundation for a successful partnership. It’s your chance to lay out your objectives, criteria, and expectations, making sure that you’re getting the solution that truly fits your needs today—and can evolve with you tomorrow. By asking the right questions, being clear on what success looks like, and understanding the vendor's vision for the future, you can confidently move forward with a solution that won’t just tick boxes but will genuinely elevate your digital signage experience.