Marketing Proposal Template 2 - Free Download | Page 4
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Measurement of Results
In step five, you establish how you and the client will measure success. Be as specific as
possible. For example:
Increase the number of unique visitors at the website by 10% within 90 days of the
The temptation is not to be specific because nothing is guaranteed. However, establishing
measurable results will build confidence in your client and give you and your team a
scoreboard in which you can measure your own success.
The Value to [Client Name]
In step six, you establish credibility with your clients. This is where you talk about your
previous successes, your technological advances, best-practices and current and/or previous
In step seven, you estimate how long it will take for you to plan, execute and provide proper
analysis of the idea(s) and when you can start on the project.
Methodology & Options
One of the keys to a proposal is providing options to your client. If you only give them one,
they will see your proposal as take-it-or-leave-it proposal. That will leave you clientless in a
heartbeat. However, providing them options empowers them to decide how they will use you
based on their needs, not yours. Here are the options that I generally provide to my clients:
Advisory – In this role, you typically serve in a short-term capacity. Perhaps, three to six
months. Your aim is to establish the campaign plan, strategy and analytics, then empower their
team to execute.
Consultative – In this option, you do everything that you would have done in the advisory
role, but you work with the staff individually to make sure they are trained to do the job well.
You also help with the initial execution of the campaign, but leave the day-to-day details to
them. The timing of this option could range from three to nine months.
Collaborative – In this option, you do all of the above PLUS you work in the day-to-day. The
estimated time of involvement will depend on the complexity of the project.