Proposal templates
Marketing agency proposal template
Scope, deliverables, pricing and terms for a marketing engagement — ready to customize and send.
Preview
See the template as a client-facing document, then open the same starting point inside Hanko.
Signal & Co.
Autumn acquisition campaign
Build a repeatable acquisition programme with clear channel ownership, creative testing and a shared measurement plan.
Approach
Establish the baseline, launch a focused creative test matrix, then review results and rebalance the channel plan every month.
Scope of work
Audience and channel strategy
Creative production
Paid campaign management
Measurement and reporting
Deliverables and handover
Campaign and media plan
Eight launch creative variants
Tracking and reporting dashboard
Monthly performance review
Timeline
Strategy and setup
Phase 140%
Creative launch
Phase 230%
Optimization review
Phase 330%
Engagement investment
Strategy and setup
Phase 140USD 6000Creative launch
Phase 230USD 4500Optimization review
Phase 330USD 4500
Review the scope and payment schedule before accepting.
Assumptions and boundaries
Advertising spend is paid directly by the client and is not included in agency fees. Targets are planning assumptions, not guaranteed results.
Ready to get started?
Accept this proposal to lock in the timeline and kick off the engagement.
What this is
A marketing agency proposal lays out what a client's marketing problem is, what the agency will do about it, what it costs, and how the engagement runs — sent before any contract, to get the client to say yes to the scope and price.
When to use it
- Pitching a new marketing retainer or project to a prospective client
- Formalizing scope after a discovery call, before drafting a contract
- Presenting a package of services (SEO, paid ads, social, content) as one engagement
What to include
The client's situation
A short, specific summary of what you learned in discovery — not a generic industry description. This is what makes a proposal feel written for them, not templated.
Scope of services
Exactly which channels and deliverables are included, and — just as important — what's not included, to prevent scope creep later.
Timeline
Key phases (onboarding, first campaign live, first reporting cycle) with realistic dates, not just 'ongoing.'
Investment
Pricing broken down by service line if it's a bundle, plus the billing cadence (monthly retainer vs. project fee).
Terms
Contract length, notice period to cancel, and what happens to ad spend or third-party costs.
Template text
Copy this into your own document, or open it directly as a branded starting point in Hanko. Bracketed text like [Client Name] is a placeholder to fill in.
Marketing Proposal for [Client Company Name]
Prepared for: [Client Contact Name], [Title]
Prepared by: [Your Agency Name]
Date: [Date]
Proposal valid until: [Date, typically 30 days out]
Your situation
[2-3 sentences summarizing what the client told you in discovery: their current marketing performance, the specific problem (e.g., 'organic traffic has been flat for 6 months' or 'paid CAC has risen 40% this year'), and what success looks like to them.]
Our recommended approach
Based on [what you learned], we recommend a [X]-month engagement across the following channels:
• [Channel 1 — e.g., SEO]: [1-sentence description of the approach]
• [Channel 2 — e.g., Paid social]: [1-sentence description of the approach]
• [Channel 3 — e.g., Email/lifecycle]: [1-sentence description of the approach]
Scope of services
Included:
• [Deliverable 1, e.g., Monthly content calendar and 8 blog posts]
• [Deliverable 2, e.g., Paid social campaign management across 2 platforms]
• [Deliverable 3, e.g., Monthly performance report and strategy call]
Not included: [e.g., video production, paid ad spend itself, website development]
Timeline
Week 1-2: Onboarding — brand assets, access, tracking setup
Week 3: First campaigns/content live
Week 6: First full reporting cycle and optimization review
Ongoing: [monthly cadence — e.g., 'monthly strategy call, quarterly deep-dive review']
Investment
Monthly retainer: $[amount]/month
— [Service line 1]: $[amount]
— [Service line 2]: $[amount]
— [Service line 3]: $[amount]
One-time setup fee (if applicable): $[amount]
Ad spend (if managed): billed separately, client-owned ad accounts recommended
Terms
Initial term: [e.g., 3 months], then month-to-month
Cancellation notice: [e.g., 30 days]
Payment terms: [e.g., Net 15, due on the 1st of each month]
This proposal is valid for [30] days from the date above.
Next steps
Accept this proposal below to move to a signed agreement and kickoff call.
[Signature / Accept button] Date: [___]
How to customize it
- Replace the 'Your situation' section with real specifics from discovery — this is the part that actually differentiates a proposal from a template
- Cut channels you're not proposing rather than leaving placeholder rows
- Match the pricing structure to how you actually bill — flat retainer, per-channel, or hybrid
- If ad spend is involved, be explicit about who owns the ad account and who's billed for spend
Common mistakes
- Leading with agency credentials instead of the client's specific situation
- Vague deliverables ('ongoing SEO work') instead of a concrete list
- No stated 'not included' list, which is where scope creep starts
- Pricing presented as one lump sum with no breakdown, which invites 'can you lower it' negotiations on the whole number instead of a specific line
Frequently asked questions
How long should a marketing agency proposal be?
Long enough to cover situation, scope, timeline, pricing and terms clearly — typically 1-2 pages of actual content. Padding it with agency history or generic industry stats makes it longer without making it more persuasive.
Should pricing be a range or a fixed number?
A fixed number, tied to a specific scope. A range invites the client to assume the lower end; if scope is genuinely uncertain, propose a discovery-phase fee first, then a fixed number for the full engagement.
Do I need a separate contract after this proposal is accepted?
Yes — a proposal is not a binding contract. Once accepted, it should convert into a signed agreement (see the Agency Services Agreement or Retainer Agreement template) before work begins.
Other templates
Send this proposal as a branded page, not a PDF
Build it in Hanko, get it accepted, and turn it into a signed agreement and the first invoice — without retyping anything.