According to the RFP, law firm LeClair Ryan has never had a formal marketing program, per se, choosing instead to rely on word of mouth either about its work or its "stars" (leading lawyers with a high visibility/expertise in a particular field.) They are now seeking vendors to provide outsourced marketing support services to the firm. Even though they term this an "ROQ," the level of response matches that of most RFP's. Your response will need to address :
1 : Project Understanding:
2 : Approach and Management Plan
3 : Qualifications and Experience
4 : Conceptual Approach
5 : Required Resources
6 : References