7 Essentials of a Marketing Proposal

Getting to ‘YES’

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 …

Business situation – SWOT

Product offering

Competitive field

Marketing challenge

Set the table

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 …

Financial objectives

Strategic objectives

Marketing objectives

Communication objectives

Make a vow

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.

Planning and analysis

Creative development

Implementation services

Consulting services

Labor of love

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.

Research steps

Planning steps

Creative steps

Approvals

Tracking results

Achieving the dream

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.

Planning and analysis

Creative development

Implementation services

Consulting services

The commitment

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

Estimates

Terms of service

Confidentiality

Conflicts of interest

Purchase order

Making it legal

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

Industry knowledge

Experience

Training

Skills

Service commitment

The one and only

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.

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’

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.