A marketing proposal is essential for establishing a productive client-consultant relationship, detailing the scope of work, costs, and responsibilities. It includes an overview of the business situation, written objectives, and a clearly defined scope of work, ensuring both parties agree on expected outcomes and roles. The proposal also covers legal aspects and highlights the consultant's relevant credentials to build credibility and facilitate negotiations.

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 parts …

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

4. The OVERVIEW shows they 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
each action.
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 the consultant will do
to deliver on the objectives.
It spells out in detail the services, strategy and
creative development activities you will be paying for.
It sets expectations for a mutually beneficial working
relationship.

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

10. The WORK PROCESS section tells how the
consultant 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.
The 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. Should end on a positive note by highlighting
relevant credentials on the ABOUT ME page.
Should emphasize skills, training, experience and
specific knowledge that fit with this assignment.
Should include links to their portfolio of work and
online profiles to establish 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. JGO Digital
jgodigital.com
john@jgodigital.com
Integrated Marketing &
Content Strategies for
growing your business
John Gregory Olson is principal
of JGO Digital, a marketing
strategy firm that helps
businesses grow customers and
sales. Services include:
Marketing Strategy, Content
Development, Blogging, Social
Media and print Marketing
Communications.