An editable marketing scope of work covering channels and reporting, deliverables, exclusions and acceptance, with a filled-in example. No email required.
Campaign plan and messaging; Ads, landing page and emails.
02
Out of scope
Advertising spend (paid by the client directly); Photography and video production.
03
Client responsibilities
Access to ad accounts, analytics and CRM by invitation.
04
Milestones
Strategy → Set-up → Launch → Optimise and report.
What goes in a marketing scope of work
A scope of work turns an agreed proposal into something both sides can check delivery against. For marketing agencies, the sections that prevent most disputes are the deliverables, the exclusions and what the client must provide.
Section
What to write
Objectives
Why the project exists and what success looks like
Scope and deliverables
Specific outputs, such as campaign plan and messaging
Out of scope
What isn’t included, such as advertising spend (paid by the client directly)
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
Milestones
Strategy, Set-up, Launch, Optimise and report
Acceptance and changes
How deliverables are approved and how changes are priced
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
Strategy: [activities]
Set-up: [activities]
Launch: [activities]
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]
How to fill it in
Reference the agreement the SOW sits under, so legal terms aren’t repeated.
State the objectives in a sentence or two.
List deliverables specifically enough that two people would agree whether they were delivered.
Write the exclusions and the client’s responsibilities, and link dates to them.
Set milestones, the acceptance process and how changes are handled.
Add fees by milestone and get it signed before work starts.
Use it in Word, Google Docs or PDF
Microsoft Word
Download the Word (.docx) file and open it. If Word opens it in Protected View, select Enable Editing.
Use Find (Ctrl+F or Cmd+F) and search for “[” to jump between the placeholders you need to replace.
Save a clean copy as a Word template (File → Save As → Word Template) so every new document starts from it.
Google Docs
Upload the .docx file to Google Drive.
Right-click it and choose Open with → Google Docs, then File → Save as Google Docs to keep an editable copy.
Use File → Make a copy for each new client so your master stays clean.
PDF
Use Print or save as PDF in the template section above to print just the template, or fill it in Word or Google Docs first and export it (File → Save As → PDF in Word, File → Download → PDF document in Google Docs).
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.
Send it for signature in Angelwood
Angelwood’s proposal software builds proposals and agreements from your own templates, shows when the client has opened them and collects e-signatures, with a countersignature to execute the agreement.
Channels and activities, monthly deliverables, reporting and meetings, who pays ad spend, approval times, the assumptions behind the plan and what is out of scope.
What’s the difference between a scope of work and a statement of work?+
People use them interchangeably. Strictly, a scope of work describes the work and deliverables, while a statement of work is the wider project document that also covers timeline, fees, acceptance and sign-off.
Who writes the scope of work?+
Usually the provider drafts it, because they know what the work involves, and the client reviews and signs it. Writing it together after discovery produces the fewest surprises.
Can I edit this template in Word or Google Docs?+
Yes. Download the Word (.docx) file and open it in Microsoft Word, or upload it to Google Drive and choose Open with → Google Docs. There’s also a Markdown version for any text editor. No account or email address is needed.
How do I save it as a PDF?+
Fill it in, then export it: File → Save As → PDF in Word, or File → Download → PDF document in Google Docs. On this page you can also print just the template or save it as a PDF from your browser’s print dialog.