# Marketing proposal

Replace everything in [brackets]. Keep it specific to this client.

---

## Cover

Proposal: [Project name] for [Client]
Prepared by: [Your name, business]
Date: [Date]
Valid until: [Date]

## 1. Your situation

[In the client’s words: where they are now, what they want to achieve and why now.]

## 2. Objectives

- [Objective, ideally measurable]
- [Objective]
- [Objective]

## 3. Our approach

1. **Strategy:** [What happens and what the client sees]
2. **Set-up:** [What happens and what the client sees]
3. **Launch:** [What happens and what the client sees]
4. **Optimise and report:** [What happens and what the client sees]

## 4. Deliverables

- [Campaign plan and messaging]
- [Ads, landing page and emails]
- [Monthly performance report]
- [Monthly review call]

## 5. Timeline

| Phase | Dates | Client input needed |
| --- | --- | --- |
| Strategy | [Dates] | [Input or approval] |
| Set-up | [Dates] | [Input or approval] |
| Launch | [Dates] | [Input or approval] |
| Optimise and report | [Dates] | [Input or approval] |

## 6. Investment

| Item | Description | Fee |
| --- | --- | --- |
| Monthly retainer | [Strategy, campaign management and reporting] | [Fee] |
| Paid media management | [Google and Meta campaigns, 12% of spend] | [Fee] |
| Landing page | [Copy and design for one campaign page] | [Fee] |
| Email campaign | [Two newsletters written, built and sent] | [Fee] |

Total: [Amount, excluding tax]
Payment schedule: [e.g. 40% to start, 30% at milestone, 30% on completion]

## 7. Not included

- [Advertising spend (paid by the client directly)]
- [Photography and video production]
- [Website development beyond landing pages]
- [Guaranteed lead or sales numbers]

## 8. What we need from you

- [Access to ad accounts, analytics and CRM by invitation]
- [Brand guidelines and product information]
- [Approval of ad copy within two working days]

## 9. Why us

[Two or three sentences and one relevant example or result. Keep it about the client’s problem.]

## 10. Next steps

1. [Sign below or reply to accept]
2. [Pay the deposit]
3. [Kickoff on date]

Accepted by: [Name, title]
Signature: [Signature]
Date: [Date]

---

## Before you send it

- [ ] The opening describes this client’s situation, not yours.
- [ ] Objectives are specific.
- [ ] Every deliverable is listed and every exclusion named.
- [ ] The price is broken down with a payment schedule.
- [ ] The validity date and next step are clear.
- [ ] Every placeholder and old client name is removed.

---

# Example: Tidewater Marketing’s proposal for Larkspur Interiors

Key sections from a proposal for a quarterly lead generation campaign. Both companies are fictional.

## Your situation

Larkspur Interiors wants a quarterly lead generation campaign. You told us the priority is getting it right first time, with clear approvals and no surprises on cost.

## Our approach

1. Strategy: Campaign plan and messaging
2. Set-up: Ads, landing page and emails
3. Launch: Monthly performance report
4. Optimise and report: Monthly review call

## Investment

| Item | Description | Qty / time | Rate | Amount |
| --- | --- | --- | --- | --- |
| Monthly retainer | Strategy, campaign management and reporting | 1 month | $3,500.00 | $3,500.00 |
| Paid media management | Google and Meta campaigns, 12% of spend | Fixed fee | $960.00 | $960.00 |
| Landing page | Copy and design for one campaign page | 1 item | $1,200.00 | $1,200.00 |
| Email campaign | Two newsletters written, built and sent | 2 items | $350.00 | $700.00 |

Total: $6,360.00 excluding tax

## What we need from you

- Access to ad accounts, analytics and CRM by invitation
- Brand guidelines and product information
- Approval of ad copy within two working days

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