A marketing proposal is a specific type of pitch document. It describes, in a highly-detailed manner, what you will do to help your prospective client overcome a particular marketing challenge.
The purpose of the proposal is to convince your prospect that you are the freelancer or consultant most capable of delivering an effective marketing campaign. And while you should tailor each document to the needs of an individual client, there are a few things that every successful marketing proposal should include.
To help you draft a winning template, we’ve put together a simple marketing proposal example outline below.
At a minimum, your marketing proposal should include the following:
Here's an example structure that your proposal should follow if you want to win that dream job:
This first section is designed to set the context of the proposal. It’s your opportunity to connect with the reader — and to demonstrate that you have the skills and know-how to deliver a winning marketing campaign.
Often called the “executive summary”, your project statement should do more than simply summarize the contents of the proposal. It’s the first thing your client will read (if they don’t skip straight to the investment section), and so it’s your first chance to sell yourself and your services.
To do this, include:
You’ve set the context for your client, now’s your chance to bowl them over with your solution. And the best way of structuring this is to break it down into three subsections:
Now for the part of the proposal that most clients will scroll to first. It’s only human nature to want to know how much something will cost, and you need to answer that question as quickly and as clearly as possible.
Avoid the temptation to put a total price without any explanation for how you arrived at that number. If you do that, it may look like you’ve plucked a figure from thin air. Instead, break the cost down into its composite parts, and describe each line item in detail.
Finally, outline your payment terms:
Okay, so we know how much your proposal is going to cost — but how long will it take?
In this section of our marketing proposal example, we want to outline the key project milestones and timelines.
This should act as a snapshot of the project, but that doesn’t mean it should be light on detail. Arrange each phase of the project into the following:
You can write the best, most engaging marketing proposal on the planet, but it might still fall short if you can’t offer evidence of your abilities. That’s why, if you have them, you should include some case studies and client testimonials.
But for this section to work in your favor, you need to ensure the case studies you select are closely related to the project you’re pitching for. For instance, if you’re proposing a pay-per-click marketing campaign, the successful website re-brand you led won’t carry much weight. Sure, it may look impressive, but it’s not relevant.
So, how do you write a case study? To keep it short and sweet, mimic the solution section:
And we’ve reached the most important part of the document: The Contract.
It might seem obvious, but it bears repeating — to secure a project and safeguard your livelihood, you need a signature. You simply can’t rely on a verbal agreement alone.
So, in this section, outline the terms and the fine print, and include the option for a legally-binding e-signature.
Turn our marketing proposal example outline into reality with your own custom template from Bonsai.