Marketing Proposal

Prepared for: [Client name / company] Prepared by: [Agency / your name] Date: [Date] Valid until: [Date + 30 days] Engagement type: [Monthly retainer / fixed-term program / project]

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1. Executive summary

[In 2–3 sentences: the client's primary growth goal, the program you propose, and the headline outcome you expect by the end of the engagement. Write this last, read it first.]

2. Goals & KPIs

[State the business goal, then the marketing KPIs you will own and report against. Include a baseline and a ramp so expectations are clear.]

Goal	KPI you will track	Baseline (today)	Target by [month]
[Business goal 1]	[e.g. MQLs / month]	[Current]	[Target]
[Business goal 2]	[e.g. organic sessions]	[Current]	[Target]
[Business goal 3]	[e.g. cost per lead]	[Current]	[Target]

Ramp note: [e.g. "Activity launches in month 1; engagement metrics build from month 2; pipeline impact is expected to compound from month 3 onward."]

3. Audience & positioning

• Target audience / ICP: [Who you are reaching — roles, segment, buying triggers.]
• Core message / positioning: [The value proposition every channel will carry.]
• Proof points: [2–3 reasons the audience should believe it.]
• Competitive angle: [How the client stands apart from the alternatives.]

4. Proposed strategy & channels

[For each channel: what you will do, why it fits the goal, and the KPI it serves.]

• [Channel 1 — e.g. Content / SEO] — [What you will run and the KPI it drives.]
• [Channel 2 — e.g. Paid media] — [What you will run and the KPI it drives.]
• [Channel 3 — e.g. Lifecycle email] — [What you will run and the KPI it drives.]
• [Channel 4 — e.g. Organic social] — [What you will run and the KPI it drives.]

5. Deliverables & monthly cadence

[Exactly what the client receives each month, so the scope is unmistakable.]

Deliverable	Detail	Quantity / month
[Deliverable 1]	[e.g. long-form articles]	[#]
[Deliverable 2]	[e.g. paid campaign management]	[# campaigns]
[Deliverable 3]	[e.g. email sends]	[#]
[Deliverable 4]	[e.g. social posts]	[#]
[Deliverable 5]	[e.g. performance report]	[1]

6. Retainer scope & pricing

[Choose the model that fits. Tiers let the client self-select; a single retainer is simpler.]

Tier	What's included	Monthly fee
[Starter]	[Scope summary]	[$]
[Growth]	[Scope summary]	[$]
[Scale]	[Scope summary]	[$]

Ad spend: [State separately. e.g. "Recommended ad spend of [$]/month is paid directly to the platforms and is not included in the management fee above."]

Out of scope: [Rush projects, new channels, design beyond [X], paid spend — quoted separately.]

Terms: [e.g. 3-month minimum, then month-to-month with 30 days' notice. Invoiced monthly in advance, due within 14 days.]

7. Reporting & reviews

• Monthly: [Live dashboard + written summary against the KPIs in Section 2.]
• Quarterly: [Strategy review call — what's working, what we're changing, next quarter's focus.]
• Access: [Read-only access to analytics / ad accounts so reporting is transparent.]

8. Next steps

[One clear action. e.g., "To get started, sign below or reply to confirm your tier, and we'll send the onboarding pack and book your kickoff for [week]."]

Accepted by: ______________________ Tier: ____________ Date: ____________

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Optional sections

• Case study: [A comparable result you've delivered for a similar client.]
• Team: [Who runs the account and why they're credible.]
• Assumptions & dependencies: [Access, approvals turnaround, brand assets the client provides.]