The proposal discusses Product XYZ's digital marketing campaign objectives, the agency's capabilities and services, and key performance metrics. It addresses whether the proposed solutions meet campaign goals, the agency's experience and fees, and how success will be defined and measured through reporting dashboards and KPIs.

1. The case of Product XYZ

2.  Is the proposal meeting the campaign objectives (B2B or B2C,
awareness, lead generation, selling)? A good brief is fundamental
 Degree of innovation of the proposed solutions and their
feasibility within the organisation (including capacity, associated
extra costs, legal issues, branding)
 Any new media content needed and is the agency involved on the
creative side (producing/testing/delivering)?
 Will the agency deal with repetitive tasks (=finance, invoices,
reporting)
 Issues about platform ownership and management
 Type and frequency of feedback + dashboards content
 Performance measurement: how to define and monitor success?

3. 1. Executive Summary
2. Discovery / Insights
3. Structure / Processes
4. Value Proposition
5. Presentation

4. It briefly includes:
 the business problem or need
 the expectations to meet
 the proposal structure

5. The agency shows a clear understanding of:
 Product: XYZ
 Client: what do they know about the client?
 Competitors: other products and providers
 Target audience(s) and their behaviour
 Channels: online and offline
 Digital environment

6.  Agency: history, skills, awards, strengths
 Type of work: creativity, translation,
proofreading, localisation, optimisation,
tracking, reporting
 Fees: pricing model, flexibility
 Timing and schedule
 Infrastructure: ownership, management,
finance
 Call to action(s) and Delivery method
 T&C and Relationships with client and
customers
 Reporting: scorecard, KPIs

7. Simple, clear, synthetic description about:
 what value will be delivered to improve the
business or solve a problem
 how the agency differentiates from others

8. The proposal has to be:
 Clear and simple: no much time to
understand in particular when benchmarking
different agency proposals
 Straightforward: no obscure or with jargon,
easy to be understood by stakeholders with
different skills, background, expectations
 Exhaustive: all core elements well described.

9.  Market demand vs client capacity
 Unexploited market opportunities
 Analysis of current exams takers personas
 Possible extension to new market segments
 Risk of cannibalisation with other products
(and related campaigns)
 Analysis of competitors: products and
providers
 Cross-selling of other client products:
possible campaign synergies

10. Conversion
Rate
Optimisation
Search Engine
Optimisation
(SEO)
User Experience
(UX)
Content
Digital
Campaigns
(SEM, Display,
Video, SMM,
Email)
Is the agency able to cover all these elements?
Is there any mention in the proposal?

11.  Content: landing page, production, co-
production, localisation, proofreading,
translation, re-usage, digital PR, integration
with offline.
 UX: analysis of digital customer journey
(conversion funnel), A/B testing, user surveys
and heatmaps.
 SEO: analysis of ranking, internal
optimisation, link building.
 Campaigns: see next slide re: Channels

12. Channels (multi-touch marketing):
 Search Marketing: branded vs non-branded
keywords, bid strategy, search market share.
 Display Advertising: which placement? Any
remarketing? To what lists (cookies / emails?)
 Video Advertising: existing or new?
 Social Media Marketing: analysis of mentions
and engagement; frequency, content, paid vs
free, relationship with customer service.
 Email: open rate, subscriptions, shares, opt-
out.

13. Relevant KPIs and trends to expect from an agency:
 Organic search volume trend: SEO results
 Paid search market share: competitor analysis
 Reach: people (social media users or SE cookies)
 Average CPC: estimate cost
 CTR: is the ad relevant?
 Bounce rate: is the landing page engaging?
 Conversion rate: soft and hard goals
 Cost per Acquisition (CPA)
 Return on Investment (ROI)
 Multi-channel ROI
 Mentions: brand awareness

14. Digital Marketing
Brussels, Belgium