This document outlines the 7 essential components of an effective marketing proposal: 1. Provide an overview of the business situation, market strengths/weaknesses, opportunities, threats, and the fundamental business problem. 2. Define written financial, strategic, and marketing objectives and an agreed timeline. 3. Spell out the scope of work including services, strategy, and creative development activities. 4. Outline the work process including research, planning, creative development, implementation, tracking results, and responsibilities. 5. Include estimated costs that are aligned with the strategic objectives and scope of work. 6. Include a working agreement covering costs, payment, confidentiality, intellectual property, and other legal aspects. 7

1. 7 Essentials of a
Marketing Proposal
Getting to ‘YES’

2. Introduce topic, theme
A marketing proposal sets the stage for a fruitful
working relationship between client and consultant.
It documents the scope of work, costs, roles and
accountabilities expected by each side.
What goes into a proposal that makes both parties
say ‘yes’ to the relationship?
There are 7 essential components …

3. Business situation – SWOT
Product offering
Competitive field
Marketing challenge
Set the table

4. The OVERVIEW shows you understand the
business situation and marketing challenges.
It highlights market
strengths, weaknesses, opportunities and
threats to the business.
It identifies the fundamental business problem
you need to solve.
It sets the table for developing your objectives …

5. Financial objectives
Strategic objectives
Marketing objectives
Communication objectives
Make a vow

6. WRITTEN OBJECTIVES gain mutual agreement on
the specific outcomes for success.
They define the intentions and expected results of
your activity.
They establish an agreed-upon timeline at the
beginning.
They are a reference point for implementing all
tactics.

7. Planning and analysis
Creative development
Implementation services
Consulting services
Labor of love

8. The SCOPE OF WORK tells what you will do to
deliver on the objectives.
It spells out in detail the services, strategy and
creative development activities you will be paid for.
It sets expectations for a mutually beneficial
working relationship.

9. Research steps
Planning steps
Creative steps
Approvals
Achieving the dream

10. The WORK PROCESS section tells how you will
deliver services to meet the objectives.
It outlines the steps behind research, strategic
planning, creative work, implementation, tracking
results and other consulting.
It anticipates client responsibilities in information
gathering, approvals, fulfillment and other
activities.

11. Planning and analysis
Creative development
Implementation services
Consulting services
The commitment

12. The ESTIMATED COSTS flow from the preceding
sections of the proposal:
Rationale for cost estimates is based on alignment
of strategic objectives with the work produced.
When you establish the value and strategic
rationale, budget discussions can focus on
elements of the scope of work.
Your proposal is not complete yet! To seal the
deal, there are two more elements to cover …
Objectives Work Costs

13. Estimates
Terms of service
Confidentiality
Conflicts of interest
Purchase order
Making it legal

14. Including a WORKING AGREEMENT demonstrates
professionalism and planning for the legal aspects
of working together.
It protects the interests of both parties by
stipulating contingencies in advance for:
 cost estimates
 payment for services
 confidentiality
 conflict of interest
 ownership of creative work or
intellectual property

15. Industry knowledge
Experience
Training
Skills
Service commitment
The one and only

16. End on a positive note by highlighting your
credentials on the ABOUT ME page.
Emphasize your skills, training, experience and
specific knowledge that fit with this assignment.
Include links to your portfolio of work and online
profiles to reinforce credibility.

17. Narrative on credentialsThe proposal is NOT a marketing plan, it is a
discussion tool.
It provides a platform for negotiating a working
relationship: setting goals, determining what work is
needed, how it will be achieved, who will be
accountable for what, and how you will measure
success.
With these parameters in place, you have the
makings of a beautiful relationship!
Getting to ‘YES’

18. Prepared by John G. Olson
Marketing consultant
Strategist
Copywriter / Content marketer
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