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Sending an advertising agency proposal to a client in PDF marks an exciting moment in the pitching process. It’s the culmination of discussions, hard work and ideas that takes you one step closer to landing the job.

But before you can click “send” on your proposal, you need to write it. And sometimes that can be as taunting a task as calculating your advertising professional tax deductions, which is why we're here to help.

Advertising Agency Proposal Template
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So, let’s take a look at how to do just that in 5 simple steps.

1. Why send an advertising agency proposal to client in PDF format?

The advertising agency proposal shouldn’t exist as a standalone document. It can’t be sent cold. It needs to be drafted following a number of in-depth meetings with your prospective client. 

The reason you need to send a proposal is to reiterate the ideas that you discussed with your prospect, and formalize those ideas into a proposed strategy. 

2. Advertising agency proposal to client: 5 steps

Follow these steps if you want to win that next big pitch:

  • Research, research, research
  • Write your executive summary
  • Gather your case studies
  • Map your client’s goals & targets
  • Make it official with your terms of engagement

Step one in creating an advertising agency proposal to client in PDF format: research, research, research

Most advertising proposals go awry when the focus lands on the aesthetics instead of the business problems you’re being asked to solve. Fancy graphics and bold ideas will always grab a prospect’s attention, but if you don’t back it up with some serious numbers, they’ll quickly tune out.

So, your first step is to research everything. Seek to understand their challenges and find a way to connect your services to what they want to achieve.

Before you put pen to paper or tap your keyboard, make sure you ask your prospect the following questions:

  • What are your goals for this year?
  • What are your revenue goals?
  • What resources do you have to meet these goals?
  • What challenges are you currently facing?
  • Why are you appointing an agency now?
  • What is the cost to your business if you don’t select an agency?
  • Are there other business priorities that may take precedence over this campaign?

Step two in creating your advertising agency proposal to client in PDF format: Write your executive summary

Armed with the answers from step one, you can start writing your executive summary. This is the part of the document where you outline your prospect’s challenges and how you plan to solve them.

It doesn’t have to be overly detailed (the detail comes later) — a high-level overview should suffice. Essentially, you want to demonstrate here that you understand the issues, and explain which of your services you believe will help. 

If you’re pitching for a retainer, you can go one step further at this stage and outline each of the projects and services that you’ll be undertaking, and in what order.

Advertising Agency Proposal Template Sample
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Step three in creating your advertising agency proposal to client in PDF format: Map your client’s goals & targets

By the time you write this section, you should have a handle on your prospect’s advertising goals. Ideally, they will be able to provide you with benchmarking data (website visits, social media numbers, email subscribers, etc.) but you can also pull as much information together as possible to bolster this part of the proposal.

From there, you can propose goals and forecast targets based on your services.

These might include:

  • Increase leads by 200%
  • Increase website visits by 70% month-on-month
  • Increase conversion rates by 10%
  • Increase email subscribers by 50%
  • Double email open rates
  • Triple Instagram followers within six months
  • Etc.

Make sure to keep your targets achievable. And be prepared to explain how you will set about meeting these numbers, and the timeline in which you plan on doing it.

Step four in creating your advertising agency proposal to client in PDF format: Gather your case studies

Using social proof is a great way to convince prospects that you do, in fact, know what you’re talking about. You can do this by selecting a handful of (relevant) case studies to demonstrate your abilities, and prove that you’ve achieved similar results to the ones you’re forecasting above.

Step five in creating your advertising agency proposal to client in PDF format: Make it official with your terms of engagement

A proposal is your opportunity to secure a solid business relationship. After meeting with your prospect, discussing their challenges and sharing your ideas, this document is your chance to turn those meetings into revenue. 

But to do that, you need to outline your terms of engagement. This should include your payment terms, termination process, IP transfer, data protection, and more. 

You could also include your final contract at the end of the document to speed things up. If the prospect likes your proposal and they’re ready to work with you going forward, all they have to do is sign. Include the option for a legally-binding e-signature to make it even easier.

Follow these steps when you send an advertising agency proposal to a client and you’ll blow the competition away.


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