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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 components …
Business situation – SWOTProduct offeringCompetitive fieldMarketing challenge
Set the table
The overviewTell what you know
about the client.
1
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 …
Financial objectivesStrategic objectivesMarketing objectivesCommunication objectives
Make a vow
The objectivesDefine how you will
measure success.
2
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.
Planning and analysisCreative developmentImplementation servicesConsulting services
Labor of loveThe scopeDefine the scope of
work and services you
will provide.
3
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.
Research stepsPlanning stepsCreative stepsApprovals
Achieving the dreamThe processDescribe how you
will deliver on your
promises.
4
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.
Planning and analysisCreative developmentImplementation servicesConsulting services
The commitmentCost estimatesShows how cost
estimates line up with
the planned work.
5
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
EstimatesTerms of serviceConfidentialityConflicts of interestPurchase order
Making it legal
The agreementEstablish the terms for
working together in
harmony.
6
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 ExperienceTrainingSkillsService commitment
The one and only
CredentialsWhy you are “the one” to
walk down the aisle with.
7
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.
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’
Prepared by John G. OlsonMarketing consultant
Strategist
Copywriter / Content marketer
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