negotiating

Great! So I just got an offer at a top consultancy.

So how do you approach negotiating the offer? I've heard that the annual salary is non-negotiable, but the signing bonus is. Also, does this bonus include relocation? Is there a maximum amount? or a good range to negotiate in between?

So, how should I approach the negotiation? or should I flat out not even think about it?

Additionally, what should I think about/ask when reviewing the offer? For current consultants, is there something you recommend I ask or request?

some details:
base = 65,000
bonus = 10,000
I will be working in the same city that my university is in.

Thanks to all!