Aligned to win:
The value of a joined-up approach to bid writing and design

Magazines, books, websites and white papers… All depend on writers and designers collaborating. When words and visuals work together, meaning becomes clear and stories are told. Text gives meaning to design. Design influences how people read and
respond to text.

Yet all too often in the world of bids and proposals, this joined-up communication approach is missing.

THE TRADITIONAL DISJOINT

As the APMP UK highlighted at its recent Bid Writing & Design Roadshow, bid writers and designers share a goal:

“(They) are working towards the same outcome, communicating complex information in a way that evaluators can understand, trust and score highly.”

But with the two disciplines traditionally seen as distinct, siloed working remains a commonplace in our industry.

The bid is written and then handed over to a designer with insufficient context or brief. The designer then makes the text look good without really understanding what they are trying to communicate and why.

The result? A visually disjointed, confusing bid – and a loss for the client.

Creating cohesion

At Bridgehead, we have always been aware of the value of our team’s cohesive approach to bid development. Our specialist bid writers and designers have decades of experience in the industry and combine it for maximum impact.

As awareness grows of the value of this joined-up approach, we’ve been reflecting on our advice for bid and proposal teams looking to bridge the bid writing and design divide. Here are our top five tips!

1. Involve everyone in early planning and don’t treat design as an afterthought

Get the team talking and aligning on tender requirements, client brand values, key messages and win themes from the outset. We try to involve everyone in the initial bid launch and then hold weekly calls to ensure they stay up to date on the progress of the bid and any emerging issues.

2. Recognise shared challenges

Both writers and designers face challenges when they are brought in too late and feel they have limited opportunities to influence the direction and impact of a response. We find that working together as a cohesive team helps to address this – good communication and collective responsibility are key.

3. Set clear roles and workflows

Make sure it’s clear how and when your bid writer and designer are going to work together. We encourage writers to check in with designers during the writing phase and discourage designers from developing a template until they have a clear idea of the
shape of the bid.

4. Encourage collaboration and feedback

Foster a culture in which bid writers and designers give honest, clear and specific feedback to one another, and are open to constructive criticism. Regular peer reviews across our team make an important contribution to successful outcomes.

5. Have one point of contact for the bid

This prevents communication breakdowns, eliminates confusion and ensures accountability. At Bridgehead, every project has a bid manager who oversees the team’s work to streamline progress and ensure smooth delivery.

Across our team of bid writers, designers, coordinators and managers at Bridgehead, we pride ourselves on our integrated, collaborative approach to work winning.

To find out more, contact Racheal Gregory, Director of Proposals.