What is a marketing proposal and how do you write an effective one? (Templates included)

How to create an effective marketing proposal that will win clients - with template examples


Author:Dominic Gover

What is a marketing proposal?

A marketing proposal is a document containing a plan of action for marketing initiatives that is presented to potential clients. Generally, it outlines the goals and objectives of a project, as well as the actions to be taken to hit those objectives. 

It is an important tool for marketing agencies and businesses alike, as it can help create a clear outline of communication and expectations between the two parties. Additionally, a marketing proposal can help to set timelines and budgets for a project, allowing for greater transparency and accountability. 

To create an effective marketing proposal, one should include details about the target audience, budget, and timeline, as well as any desired outcomes or metrics that should be tracked. By providing all relevant information in the proposal, both parties can have a better understanding of the project and work together to create successful outcomes. 

Our free client proposal template is a quick way to get started.

Proposal Template.jpg
You can use Craft's free client proposal template to get started quickly

What is the purpose of a marketing proposal? 

The purpose of a marketing proposal is to provide all pertinent details and information needed to successfully achieve specific marketing goals. It should include details that help to facilitate the collaboration between the agency and the client. 

Additionally, the marketing proposal should provide insights into the target audience, key performance indicators (KPIs) to measure, and any potential risks or challenges that may arise. The proposal also serves as a guide for all parties involved in the project to ensure everyone is on the same page when it comes to goals and deadlines. By establishing this plan from the start, there will be a greater chance of success.

When to use a marketing proposal? 

A marketing proposal should be used to create a strong foundation of communication and understanding between a provider and a client. It should be used to establish the objectives of a project, set timelines and budgets, and provide insights into the target audience and desired outcomes. By taking advantage of marketing proposals, businesses can ensure that their marketing initiatives will be successful and that all expectations are clear from the start.

Creating a winning marketing proposal is a major task. But don’t worry, Craft has lots of tips for creating the perfect pitch. Don't forget that when creating a marketing proposal, you may need to keep clients and colleagues updated about the progress being made, or raise points for action with them. 

Use this free project report template from Craft to communicate important information in a clear and timely way. 

Craft's free project report template

Our client dashboard template also provides a great way to keep your client up-to-date and engaged with your project. 

Client Dashboard Blue
Try Craft's free client dashboard template

Meanwhile, this handy, free meeting notes template can help ensure everyone is on the same page when the marketing proposal is being devised.

Free meeting notes template
Craft's free meeting notes template

More Examples of Marketing Proposal Templates

Pitch.com marketing proposal

Canva.com marketing proposal template

Hubspot marketing proposal template

What is the best format for a marketing proposal?

The best format for a marketing proposal is one that is tailored to the specific project, client, and agency involved. When creating the proposal, it should be comprehensive and detailed, and include the following elements:

  1. Overview: This should provide a high-level overview of the project, including key objectives, timeline, and budget.
  2. Target Audience: An analysis of the target audience should be included, covering topics such as demographics, interests, habits, and challenges that need to be addressed.
  3. Strategy: A breakdown of the proposed marketing strategy should be included, outlining tactics, tools, and channels to be used.
  4. Tactics: An explanation of the tactics to be used for each channel should be included. These tactics should be tailored to the target audience and designed to achieve the project’s objectives.
  5. Metrics: The specific metrics that will be used to measure the success of the campaign should be outlined. This could include website visits, engagement rates, sales, or any other metric that is relevant to the project and the client.
  6. Plan: A detailed plan of action should be included, breaking down the timeline and assigning tasks to the relevant team members.
  7. Budget: A breakdown of the budget should be included, alongside a justification for expenses and potential savings.

Additionally, a marketing proposal should be written in a succinct, clear manner. It should also be visually appealing, using graphics, infographics, and charts to help illustrate the points being made. By following this format, the client will be able to quickly scan the proposal and understand its contents. This will help to ensure all parties involved have a clear understanding of the project and are on the same page when it comes to timelines and expectations.

How to write a marketing proposal?

When writing a marketing proposal, it's important to remember that it should be comprehensive and detailed, including all relevant information.

To start a marketing proposal, begin by writing a clear and concise overview of the project, including the key objectives and timeline. Then, conduct a detailed analysis of the target audience, including demographics, interests, habits, and any challenges that need to be addressed. Next, create a marketing strategy that outlines the tactics, tools, and channels to be used. 

It is important to tailor the tactics to the target audience and the project objectives. Additionally, the proposal should contain specific metrics to measure the success of the campaign. Budgets and plans of action should also be included, with task assignments for each team member.

When constructing the marketing proposal, it is important to write in a succinct manner. Include graphics and infographics to help illustrate the points being made. This will give the client a clear understanding of the project, expectations, and timelines. Additionally, make sure to provide a section for any potential risks or challenges that may arise.

Ultimately, a well-crafted marketing proposal serves to establish a clear plan of action that all parties involved understand. By providing all the necessary information, a successful marketing initiative can be created.

How many pages should a marketing proposal be?

The length of a marketing proposal depends on the project and the client's needs. Generally, it can range anywhere from just a few pages, to several dozen pages. The length of the proposal should be determined by the amount of information necessary to accurately explain the project's details and objectives - rather than any fixed number.

Additionally, the size of the proposal may need to be adjusted depending on the type of client and their level of experience. However, most marketing proposals should provide enough information to give the client a clear understanding of the project, and should remain concise and focused.

Summary: creating a marketing proposal for your team

  • Start with a concise overview of the project
  • Conduct a detailed analysis of target audience (include demographics, interests, and habits)
  • Outline tactics, tools, and channels you will use
  • Specify the metrics you will use to measure impact your campaign
  • Include budgets split for each area of work
  • Assign tasks to your team members