Creative Retainer Proposal Template

What is a creative retainer proposal?

A creative retainer proposal is a structured document used to pitch ongoing monthly creative or advertising services to a client. It defines the working relationship, the services you will provide, the investment required, and the terms before a formal retainer agreement is signed. In short, it turns a potential partnership into a clear plan and a tangible next step for both sides.

Definition and purpose

A creative retainer proposal is a structured document used to pitch ongoing, monthly retainer-based creative or advertising services to a client.

It outlines the working relationship, the specific services you will provide each month, the required investment, and the terms of how work will be delivered. It also states how success will be measured and how progress will be reported. The proposal design helps both sides see how a long-term partnership will run, from cadence to communication and expected outcomes, before any legal contract is signed. For a small studio, this typically includes monthly deliverables like content creation, social media management, and quarterly strategy tweaks; larger teams may add paid media optimization and channel-specific creative as part of the same monthly package.

In 2025, the market for ongoing retainers shows a wide range: roughly $2,000–$6,000 per month for small shops and $6,000–$15,000 for mid-size agencies, depending on scope, industry, and geography. The proposal then becomes the bridge to a formal retainer agreement—such as a creative agency retainer agreement template or an advertising agency retainer agreement template—by translating the deal into concrete terms that protect both client and provider and set expectations for renewal, confidentiality, and IP handling.

How a retainer proposal differs from a retainer agreement

The retainer proposal is a sales and scoping document that focuses on value, goals, scope, and pricing, and it is usually non-binding to help move negotiations forward.

It highlights outcomes, milestones, and the proposed monthly investment, giving the client a clear view of what they can expect and why continuing the relationship makes sense. This document helps both sides agree on the scope and pricing before drafting a contract, which reduces back-and-forth and scope creep.

By contrast, the retainer agreement is the legal contract. It formalizes confidentiality, intellectual property ownership, liability limits, termination rules, and renewal terms. Many agencies rely on a standard “creative agency retainer agreement template” or “advertising agency retainer agreement template” to ensure consistent language and risk management. Once the proposal is accepted, the agreement locks in the terms, service levels, and protections so work can continue with clarity and legal backing.

When to use a monthly retainer proposal template

Use a monthly retainer proposal template when you want to turn ongoing work into a predictable revenue stream and clearly set expectations from the start.

It helps you frame value, pricing, and deliverables in a consistent format, making it easy for clients to compare options and approve the plan quickly. The template also ensures you cover critical areas such as scope, milestones, response times, and escalation paths, which lowers risk for both sides.

Common situations include:

• Upselling existing project clients into ongoing work, such as moving from a one-off website redesign to ongoing content creation and site maintenance
• Pitching long-term advertising retainers that cover strategy, creative, and media optimization
• Offering maintenance and support retainers after launches, including bug fixes, updates, and performance monitoring
• Bundling recurring strategy and creative execution for a fixed monthly fee, like monthly brand direction, content calendars, design work, and reporting

Using the template to tailor each client proposal keeps you aligned with revenue goals, supports smoother sign-offs, and serves as a solid foundation for the final retainer agreement. In 2025, a polished monthly retainer proposal template can improve win rates and revenue predictability for creative teams of all sizes.

Why use a creative retainer proposal template?

Using a creative retainer proposal template helps agencies and independent creatives lock in steadier income, build trust with clients, and operate more efficiently. A structured template ensures you spell out scope, pricing, timelines, and responsibilities once, then reuse it across multiple deals. In 2025, more firms are adopting templates to stay competitive and predictable.

To secure predictable recurring revenue

By defining ongoing deliverables, monthly hours, and payment terms, you set the company on a steady revenue path.

When you replace ad-hoc projects with a monthly retainer, revenue becomes predictable. For a small creative shop, monthly retainers commonly fall in the range of $3,000 to $12,000, depending on scope. For example, a content and design package might be $4,500 per month, while a strategic retainer that covers planning, design, and reporting can run around $10,000 to $15,000 monthly. By locking this in, you replace feast-or-famine cycles with a steady line you can budget against.

A well-crafted template also improves cash flow forecasting. Instead of waiting for the next finished project, you bill at the start of each month and reconcile against deliverables. This helps you plan hiring or subcontracting months in advance. Tools like HelloBonsai Proposals and Stripe make it easy to generate the proposal, collect a signature, and set up automatic monthly billing, so you can scale without guessing.

To set clear expectations and boundaries

Templates reduce vague promises by naming exactly what is included and what isn’t.

A template forces you to specify concrete deliverables, response times, and project boundaries. For example, you can state: "Deliverables include 4 social posts per week, 2 blog posts per month, and quarterly strategy reviews; inclusive response time is 1 business day for urgent requests during weekdays; no on-site work." Specifics like these prevent scope creep and disagreements later, and they help your team avoid burnout from vague commitments.

Including exclusions and add-ons keeps control in your hands. If something isn't included, say so, with a price for add-ons—such as extra revisions or weekend work. This clarity reduces conflict, speeds decision-making, and makes it easy to explain changes to clients. A templated approach also provides a clear escalation path if priorities shift, so both sides know how to adjust without damage to the relationship.

To streamline sales and onboarding

Reusable structure shortens the path from lead to signed work.

With a reusable creative retainer proposal template, you present services clearly and compare options quickly. For many teams, the sales cycle drops from two to three weeks to five to seven days when a solid template is on hand. You can also tailor the same core structure to fit different client sectors (e.g., SaaS marketing, e-commerce, or nonprofit campaigns) without re-writing from scratch. This consistency makes it easier for prospects to understand value and choose a retainers option that fits their budget.

Onboarding becomes smoother after the signature. The proposal links directly to a retainer agreement, an onboarding checklist, and a kickoff agenda. Expect 1-week ramp-ups for smaller retainers and 2-3 weeks for larger engagements, as the team aligns on access, assets, and workflow. By using a template, you reduce back-and-forth and speed up the time-to-value for new clients, while keeping every step documented in one place—via HelloBonsai's integrated proposal and contract workflow, for example.

To protect the agency–client relationship

Clear responsibilities and collaboration expectations up front prevent misunderstandings and protect long-term partnerships.

A detailed template sets responsibilities, timelines, and communication norms from day one. Define who owns what assets, when deliverables are due, and what channels you’ll use for updates (email, Slack, weekly calls). Include a defined review cycle and success metrics so both sides can measure progress. When everyone knows the cadence, you reduce friction and prevent costly misreads that derail projects.

This clarity translates into higher client satisfaction, more renewals, and more referrals. Clients appreciate predictable turns and transparent pricing, and agencies benefit from stronger word-of-mouth. In 2025, many studios report renewal rates climbing 10-20 percentage points after implementing formal retainer templates, with referrals following suit. By protecting the relationship with clear terms, you build trust that lasts beyond a single project and into lasting partnerships.

What to include in a creative retainer proposal template

A well‑structured Creative Retainer Proposal Template helps both sides see how ongoing work will run each month. It ties practical creative work to a clear agreement, and it mirrors the sections you’ll find in a full advertising agency retainer. Use this breakdown to build proposals that are easy to read, fair, and actionable for clients of any size.

Parties and project overview

Start with the basics: agency name, client name, and a short summary of the ongoing relationship. Include a brief description of the client’s business and context, plus a one‑paragraph overview of the retainer, such as ongoing creative direction, content production, or advertising management.

In this section, you set the stage. Name the key players, identify the client’s industry and audience, and note the current marketing goals. For example, you might describe a mid‑ sized consumer brand looking to sustain a steady stream of social content while optimizing paid campaigns. This framing helps the rest of the proposal align with a real, measurable relationship rather than a one‑off project. By tying the relationship to business context, you also make it easier to reference the corresponding agency retainer agreement later.

Keep the language practical and concrete. A short paragraph about the retainer’s purpose—“to provide ongoing creative direction and monthly content production”—helps both sides envision how monthly work will flow and how performance will be reviewed.

Goals and success metrics

Frame the retainer around business outcomes, not just tasks. Outline high‑level goals such as brand awareness, lead generation, and a consistent content output, and pair them with simple metrics you will track to evaluate success.

Set practical targets that a small team can influence. For example, aim for 2–4 campaigns per quarter, a publishing cadence of 6–12 blog posts or social pieces per month, and a target engagement rate improvement of 10–20% within six months. Include a plan to review these metrics at the kickoff and adjust targets as the relationship matures. This approach keeps the work tied to real results rather than just activity, which makes the proposal more persuasive and easier to renew.

Where possible, describe how the metrics will be measured and reported. You might specify monthly dashboards, a quarterly performance review, and a concrete handoff to the client for approvals. By tying success to clearly defined outcomes, you create a straightforward path to renewals and continued collaboration.

Scope of services and deliverables

Detail how to specify exactly what is included in the monthly retainer: types of services (strategy, design, copy, ads management, maintenance), typical deliverables, and any limits such as number of revisions or campaigns per month. Encourage using bullet points or a table to distinguish core services vs. optional add‑ons that would require a separate estimate.

Describe core activities the client can expect every month, such as monthly creative direction, up to 4 design revisions per deliverable, 2 rounds of copy edits, and ongoing ads management for a set number of ad sets. Then outline add‑ons that would need a separate estimate, like video production, full website refresh, or major brand asset updates. If you use a table, keep it simple with columns for Core Services and Optional Add‑Ons so the client can see what’s included and what would cost extra. This clarity helps prevent scope creep and makes budgeting easier for the client.

In addition to the table, specify any limits such as the number of campaigns per month, the number of rounds of revisions, and expected turnaround times for approvals. Clear limits help both sides manage capacity and avoid surprises at the end of the month.

Retainer structure and fees

Describe how to present the financial model of the retainer: flat monthly fee, tiered retainers, or hybrid retainers (for example a base fee plus a performance bonus). Include how and when the retainer fee is invoiced (such as monthly in advance), how unused hours or deliverables are handled, and how overages will be billed.

Use a practical example to illustrate. A flat monthly retainer of $5,000, billed on the first of each month, with up to 20 hours of work included. If hours exceed the monthly cap, overages can be billed at a set rate (e.g., $150 per hour) or pulled from a pre‑paid pool. If there’s a tiered structure, explain what each tier includes (e.g., Tier 1 at $3,000, Tier 2 at $5,000, Tier 3 at $8,000) and what constitutes an upgrade. This clarity helps the client plan budgeting and provides a straightforward path to renewals or adjustments as needs change.

Finally, address how deliverables are invoiced, including any milestone triggers, partial month charges for new clients, and how disputes over work or delivery are handled. A well‑defined financial section reduces back‑and‑forth and keeps the relationship focused on outcomes.

Term, renewals, and cancellation

Guide the reader to outline retainer length (e.g., 3, 6, or 12 months), start date, and any minimum commitment. Include basic language on notice periods for termination or non‑renewal, and how final work and outstanding invoices will be handled at the end of the term.

Short, concrete terms help both sides plan for the future. For example, a 6‑month term with a 30‑day notice for renewal or termination after month 2, and a clear statement that any work in progress will be completed or handed off with a defined wind‑down period. Specify whether the client can pause the retainer (and under what conditions), and how unused deliverables are treated if the relationship ends early. These details protect both the agency and the client and set expectations for a clean transition at term end.

Also include how final invoices are handled and when any remaining deliverables must be delivered after termination. A transparent approach reduces potential disputes and makes the end of the relationship smoother.

Client responsibilities and collaboration

Advise including a section that clearly states what the client must provide to make the retainer effective: access to brand assets, tools, ad accounts, point‑of‑contact details, and approval timelines. Mention that defining feedback turnaround times and meeting cadences here avoids bottlenecks later.

Specify practical requirements such as brand guidelines, access to required platforms, and timely approvals. For example, set a standard feedback window of 48–72 hours for creative reviews and a recurring monthly or biweekly status meeting. Define who in the client team must sign off on creative and media plans to prevent delays. By outlining these responsibilities, you create a smooth workflow and reduce the chance of missed deadlines or unclear ownership.

Consider adding a simple client checklist at the end of this section and linking it to your onboarding process. This helps both sides track what’s missing and keeps the project moving forward on schedule.

Intellectual property and usage rights summary

Explain that while the full legal details will live in the advertising agency retainer agreement or master services agreement, the proposal should briefly summarize how ownership and usage rights work (e.g., client ownership upon full payment, agency self‑promotion rights). Use simple, non‑legal language here to keep the document accessible.

Offer a practical outline: the client will own final deliverables once payment is complete; the agency retains rights to use the work for portfolio and promotion unless restricted by the client; and a license to use the deliverables is granted to the client for their business needs. Mention any limitations, such as restrictions on third‑party sublicensing or regional use. By presenting ownership and rights plainly, you reduce confusion during onboarding and in future renewals.

This section should align with the draft language in the retainer agreement, so readers understand what rights exist beyond the proposal while knowing the full terms will be finalized in a longer contract.

Confidentiality and data considerations

Recommend a short section that reassures clients their information, campaigns, and data will be handled confidentially. Note that the binding confidentiality clause belongs in the retainer agreement, but the proposal can outline your commitment and reference that a full agreement will follow.

In practice, you can note that the agency will keep client data secure, limit access to authorized personnel, and protect sensitive materials. Mention any relevant data practices, such as compliant handling of personal data, access controls for ad accounts, and secure file transfers. A concise confidentiality note helps establish trust and demonstrates that data protection is a core part of the relationship.

Next steps and acceptance

Show how to close the proposal with a clear call to action: how the client can approve, what happens after acceptance (kickoff meeting, onboarding, asset collection), and how the creative retainer proposal will be converted into a signed retainer agreement. Suggest including signature lines or e‑sign fields if the proposal itself can be accepted.

Provide a straightforward path to move forward. Include a visible approval method (e.g., “Approve Proposal” button or linked form) and outline the onboarding steps: kickoff meeting, access provisioning, asset collection, and the initial deliverables calendar. Clarify how the proposal becomes a signed agreement, whether through e‑signature or a follow‑up contract, and include simple signature lines to make acceptance quick and easy for the client.

To keep momentum, offer a brief checklist for acceptance: confirm client name and contact, confirm start date, confirm base retainer amount, and confirm preferred signature method. A clean close with clear steps encourages faster decisions and smoother onboarding.

How to tailor the template for different creative and advertising retainers

Using a single Creative Retainer Proposal Template across multiple service lines helps you move faster, close deals sooner, and keep clients clear about expectations. In this guide, you’ll learn how to adapt the template for advertising retainers, web, branding, and content retainers, plus how to handle different pricing models while staying aligned with your existing agreements. The goal is a proposal that’s specific enough to win the job, but flexible enough to apply across industries and engagement styles.

To adapt the template for advertising retainers

Advertising retainers require clarity on media planning, campaign cycles, spend management, and reporting cadence. Start by adding a dedicated Media & Campaign section that defines planning steps, decision rights, and approval timelines. Separate the client’s media budget from your agency fee to avoid confusion, and specify who tracks impressions, clicks, and conversions. Clarify data ownership, account access, and compliance with platform policies to prevent ambiguity later.

Next, set a realistic reporting rhythm that supports decision-making. For many SMBs in 2025, monthly dashboards in Looker Studio (formerly Data Studio) or Google Data Studio plus quarterly business reviews work well. Include a sample timeline: performance review within five business days after month-end, with optional weekly check-ins during high-velocity campaigns. Be explicit about responsibilities for tracking, optimization, and creative approvals so everyone knows who handles what.

To help you implement this cleanly, include these sections for advertising retainers:

• Media Planning & Buyin sections to cover strategy, channels, and approvals
• Campaign cycles and milestones that define sprints and reviews
• Ad spend management and reconciliation with separate media budgets
• Reporting cadence and dashboards, plus data ownership details
• Roles, responsibilities, and account access for transparency
• Compliance and brand guardrails to protect your client and you

By separating media spend from agency fees and detailing roles up front, you create a transparent, scalable retainer that reduces back-and-forth during onboarding and ongoing work.

To tailor for web, branding, and content retainers

Web, branding, and content retainers require different deliverables and monthly output targets. For website maintenance, the scope should include updates, backups, security fixes, uptime goals, and pre-launch testing. For branding retainers, emphasize ongoing design support, asset creation, version control, and updates to brand guidelines. For content retainers, define a predictable monthly output for blogs, emails, and social posts, plus a clear review and approval workflow.

To put these ideas into practice, consider this aligned approach: set clear, measurable deliverables for each specialization and tie them to a consistent monthly output. For example, a website maintenance retainer might promise “updates and backups twice a month with a quarterly security audit,” while a branding retainer could commit to “two new assets per month and ongoing visual refreshes.” For content, commit to a fixed cadence such as “3 blog posts, 4 emails, and 12 social posts per month,” with a defined approval window.

These examples help you tailor the scope to the client’s industry and operations while keeping the template predictable and scalable.

• Website maintenance and support retainers (updates, backups, fixes)
• Branding retainers (ongoing design support, asset creation)
• Content retainers (blogs, emails, social posts)

Encourage defining a predictable monthly output for each specialization and pairing it with a clear approval calendar to prevent bottlenecks and delays.

To support different pricing models

Your proposal should clearly present multiple pricing options so clients can compare and choose the model that fits their needs. Start with a simple table that lays out each option side by side and explains what’s included, the typical monthly range, and who it’s best for. This makes it easy for clients to evaluate trade-offs without rereading the entire document.

Common options include fixed deliverable packages, hours-based retainers with monthly caps, and blended models. Fixed packages are easy to understand and scale well with clearly defined outputs. Hours-based retainers offer flexibility for ongoing work with a cap to control spend. Blended models combine fixed deliverables with a bundled hourly allowance to cover unexpected requests. In 2025, many firms use a mix of fixed deliverables for core services plus hours-based add-ons for emergencies or strategic work, all presented in a single comparative table.

To help clients compare easily, include this table in the Fees section. It should show the model, included deliverables, typical monthly range, and notes on overages or adjustments.

Presenting these options side by side helps clients compare value, scope, and risk. It also makes it easier for you to upsell or adjust as needs evolve, without starting from scratch each time.

When using this approach, document how you handle overages, how time is tracked, and how scope changes are approved to avoid disputes later.

To align with your existing retainer agreement

Consistency with your current retainer agreement language is essential. Begin by making sure the proposal’s term, scope, IP rights, and cancellation language align with your standard template. If your agency uses a master agreement, reference the applicable clauses in the proposal and note any exceptions or additions for the client’s project.

To keep things aligned, create internal notes or a checklist that cross-references the proposal language with contract clauses. This helps ensure there is no misalignment once the client moves to the contract stage. Consider storing these notes in a shared document or a project space in Notion, Google Docs, or your CRM so the sales and legal teams stay in sync.

• Term length and renewal terms
• Scope and change control processes
• IP ownership and usage rights
• Confidentiality and data handling
• Cancellation, termination, and exit clauses
• Asset delivery, onboarding, and transition support

Keeping a simple internal checklist ensures the proposal wording mirrors your legal clauses, reducing confusion for the client and speeding contract signing.

Best practices for using a creative retainer proposal template

A reusable Creative Retainer Proposal Template can save time, improve consistency, and increase your win rate. In day-to-day agency operations, a well-maintained template helps teams stay accurate and persuasive, even when workloads spike. Here are practical tips for using the template effectively in 2025.

To keep the template clear and client-friendly

Keep the template clear by using plain language and short sections that busy decision-makers can skim. Avoid heavy legal jargon in the proposal itself; save the formal clauses for the retainer agreement. Use clear headings, concise sentences, and brief paragraphs so readers understand the offer at a glance.

Structure also matters. Start with a one-paragraph executive summary, then a What We’ll Do section, a How We’ll Work section, and a simple timeline. When you mention numbers, choose round figures like "up to 8 social posts per month" or "two rounds of edits" to keep the page readable and credible.

Make the template easy to reuse by including placeholders for client name, services, hours, and estimated fees. Maintain a consistent branding style across projects and run a quick readability check before sending. If you test the template with a peer, you’ll catch jargon and formatting gaps early.

To prevent scope creep and misunderstandings

To prevent scope creep and misunderstandings, outline inclusions and exclusions clearly. A simple rule is to describe what’s included in the retainer and what would require a separate project or a change order. This upfront clarity reduces back-and-forth and helps protect profitability.

Describe practical examples in the document: the retainer covers ongoing strategy, monthly content planning, and production up to a defined hour cap. Exclusions might include a major website redesign or a new feature outside the agreed scope—these would trigger a separate project with its own timeline and fees.

Make the change-order process straightforward. State how changes are requested, how pricing is updated, and how timelines shift. This clear process minimizes disputes and sets expectations for both your team and the client.

To present value before price

To present value before price, frame client challenges, goals, and your strategic approach before revealing the retainer fee. Start with a quick diagnosis of the client’s needs, then map three clear goals and a two-to-four step plan to reach them.

Include a short "why us" or "our approach" section that highlights your expertise, process, and likely results. Use a four-step process—discovery, strategy, execution, and reporting—and connect each step to measurable outcomes such as faster delivery or higher engagement to justify the price.

Close by showing how the retainer aligns with the client’s success. By linking outcomes to the retainer’s ongoing work, you create a compelling value case that makes the fee feel fair. If possible, include a simple before/after example or a KPI target to anchor the discussion.

To align internal teams around the retainer

To align internal teams around the retainer, treat the signed proposal as the single source of truth for what’s included. Make sure project managers, account managers, and creative leads refer to it regularly to confirm commitments and expectations.

Store the accepted Creative Retainer Proposal alongside the signed agreement in a shared system, like Google Drive or Notion, so every team member can access the deliverables, timelines, and reporting expectations. Link the doc to your project management tools to ensure visibility for everyone.

Finally, set up a kickoff meeting, weekly status updates, and monthly reporting. Schedule a quarterly review to refresh scope and metrics, and keep a simple dashboard that tracks deliverables and outcomes. When teams line up behind the same document, handoffs are smoother and client satisfaction rises.

How Bonsai helps manage creative retainer proposals

Bonsai turns a static Creative Retainer Proposal Template into a flexible, reusable, and trackable workflow that covers drafting, approvals, and ongoing management of monthly retainers. It combines templates, centralized tracking, and automation to scale proposals across many clients while preserving branding and clear terms. This approach reduces duplication of effort and helps you maintain a consistent client experience from first draft to signed agreement.

To create reusable creative retainer proposal templates

Set up a layout once and save it as a template you can clone for any client or service line. In Bonsai, design the proposal with sections for Goals, Scope, Deliverables, Retainer Fees, Payment Terms, and Term & Termination, then save it as a reusable template. Add your branding—logo, color palette, and preferred fonts—so every new proposal looks consistent without extra work. Use placeholders for client name, project duration, and fee ranges so you can fill them in quickly when you clone.

Once saved, you can clone the template for different clients, services, or advertising retainers in minutes. For example, a freelancer managing three services—creative strategy, video production, and paid media—can maintain three templates that cover common scopes for each service. When you clone, you only update the client name, scope details, and numbers; the structure and branding stay intact, ensuring a professional look every time.

This approach saves time and reduces mistakes. It also makes on-boarding new team members simpler because everyone uses the same proven framework for every proposal.

To track and manage creative retainer proposals in one place

Bonsai stores all proposals in a single, searchable hub, so you can see at a glance which proposals have been sent, viewed, or accepted. The status labels—Draft, Sent, Viewed, Signed, and Rejected—give you a quick read on next steps. You can filter by client, date, or service line and view a clear timeline for each proposal, helping you stay ahead of renewals and follow-ups.

Each proposal remains linked to its client record and any related projects or signed retainers, providing a continuous view of work, milestones, and revenue. This linkage makes it easy to trace a retainer from proposal through approval to active work, and it supports accurate reporting for renewals and forecasting. In practice, teams can pull a client-wide view of all open retainers and upcoming expirations in one place.

Overall, having a centralized source of truth reduces miscommunication and speeds up decision-making. It also eases audits and client reviews because everything you need is connected and accessible from the client profile.

To automate approvals, reminders, and follow-ups

As of 2025, Bonsai offers a range of automation options that keep proposals moving without manual follow-up. E-signature collection can be initiated directly from the proposal, with clients able to sign online in a few clicks. Automatic reminders can be set for unsigned proposals, so deadlines aren’t missed, and status notifications can be sent to the team when a proposal is accepted or rejected.

In addition, Bonsai supports converting an accepted proposal into a project, invoice, or active retainer with a single click. This streamlines onboarding, eliminates duplicate entry, and ensures the workload begins immediately after approval. By tying approvals, reminders, and conversions to specific triggers—such as proposal creation, sending, viewing, or signing—you maintain momentum and reduce the chance of stalled deals.

Here are the automations Bonsai can support around proposals:

• E-signature collection
• Automatic reminders for unsigned proposals
• Status notifications to the team when a creative retainer proposal is accepted
• Seamless conversion of accepted proposals into projects, invoices, or active retainers