# Marketing scope of work

Replace everything in [brackets]. Delete sections that don’t apply.

---

## Project details

Project: [Name]
Client: [Company]
Provider: [Your business]
Reference: [SOW-001]
Governing agreement: [Master service agreement dated … / terms attached]

## 1. Background and objectives

[Why the project exists and what success looks like.]

## 2. Scope of work

1. **Strategy:** [activities]
2. **Set-up:** [activities]
3. **Launch:** [activities]
4. **Optimise and report:** [activities]

## 3. Deliverables

| # | Deliverable | Description / format | Due |
| --- | --- | --- | --- |
| 1 | [Campaign plan and messaging] | [Detail] | [Date] |
| 2 | [Ads, landing page and emails] | [Detail] | [Date] |
| 3 | [Monthly performance report] | [Detail] | [Date] |
| 4 | [Monthly review call] | [Detail] | [Date] |

## 4. Out of scope

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

## 5. Assumptions and client responsibilities

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

If these are late, dependent dates move by the same amount of time.

## 6. Milestones

| Milestone | Target date | Depends on |
| --- | --- | --- |
| Strategy | [Date] | [Approval or input] |
| Set-up | [Date] | [Approval or input] |
| Launch | [Date] | [Approval or input] |
| Optimise and report | [Date] | [Approval or input] |

## 7. Acceptance

The client’s named approver reviews each deliverable within [5] working days. Deliverables are accepted on written approval, or when the review period passes without material issues being raised.

## 8. Changes

Changes to scope, deliverables or timeline are agreed in writing, with the effect on fees and dates, before work begins.

## 9. Fees and payment

Fee: [Amount and basis]
Schedule: [Payment by milestone]
Expenses: [At cost with approval / included]

## 10. Sign-off

Client: [Name, title, signature, date]
Provider: [Name, title, signature, date]

---

## Before it’s signed

- [ ] Every deliverable is specific and testable.
- [ ] Exclusions cover the requests you can already predict.
- [ ] Client responsibilities have dates.
- [ ] A named approver and review window are set.
- [ ] The change process is clear.
- [ ] Fees match the proposal.

---

# Example: Tidewater Marketing scope of work for Larkspur Interiors

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

## Deliverables

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

## Out of scope

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

## Client responsibilities

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

## Fees

Total: $6,360.00 excluding tax
Schedule: Invoiced at the end of each phase: Strategy, Set-up, Launch, Optimise and report

## Advertising spend

Media spend is paid by the client directly to the ad platforms and is not included in the agency fee. The agency will not exceed the approved monthly budget without written approval.

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