The way to approach this is to figure out what basket of services they want you to bid, and ask, "What's your budget for all of it? We can do this a variety of different ways, but I need to know your budget to give you good options." If they hedge, throw out a number (scope it at say, 1000 hours/6 months or 168 hours/one month of your time) and see how they react. Go big on the first number.
The reason they asked for choices, may be to dial in different budgets from a menu-based selection of services. $x to develop the content, $y to deliver it, $z for the desktop publishing, and so on.
Be prepared to provide transparency around your cost models. Customers who ask for choices, are sometimes searching for transparency on how you build your bids. As a buyer, I look for this myself. It helps to understand their models so I know how I can cut costs.