CAMPAIGN PROPOSAL
[Campaign Name]
Prepared for [Client Name] by [Agency or Your Name] · [Month DD, YYYY]
CAMPAIGN DATES [Month DD] – [Month DD, YYYY] | TOTAL BUDGET $50,000 | PRIMARY OBJECTIVE [e.g., first-time purchases] |
PRODUCT OR OFFER [What is being promoted] | MARKETS [Countries, regions, or cities] | DECISION NEEDED BY [Month DD, YYYY] |
Summary
[Three or four sentences: what the campaign promotes, to whom, through which channels, over what period, and the result it is expected to produce.]
Objectives
- [Business objective, with a number and date, e.g., [N] new customers by Month YYYY]
- [Marketing objective, e.g., reach [N] people in the target segments]
- [Secondary objective, if any]
Audience
SEGMENT | WHO THEY ARE | KEY MESSAGE | MAIN CHANNELS |
|---|---|---|---|
[Primary segment] | [Demographics, needs, where they are in the buying process] | [One-sentence message] | [Channels] |
[Secondary segment] | [Description] | [Message] | [Channels] |
[Existing customers] | [Description] | [Message] | [Channels] |
Messaging
Core message: [One sentence the audience should remember.]
Supporting points: [Two or three facts that back up the message: price, features, availability.]
Offer: [Discount, trial, or incentive, with dates and conditions, if any.]
Call to action: [The single action each ad asks for, and where it leads.]
Channel plan
CHANNEL | ROLE | FORMAT | MEDIA BUDGET | SHARE |
|---|---|---|---|---|
Paid social | [Awareness and first visits] | [Video and static ads] | $12,000 | 40% |
Paid search | [Capture existing demand] | [Search ads on [N] keyword groups] | $10,500 | 35% |
Display retargeting | [Return visitors who did not convert] | [Banner set in [N] sizes] | $4,500 | 15% |
Email and SMS | [Convert and retain subscribers] | [[N] emails, [N] SMS messages] | $3,000 | 10% |
Total media | $30,000 | 100% | ||
Flight calendar
CHANNEL | WK 1 | WK 2 | WK 3 | WK 4 | WK 5 | WK 6 | WK 7 | WK 8 |
|---|---|---|---|---|---|---|---|---|
Paid social | ||||||||
Paid search | ||||||||
Display retargeting | ||||||||
Email and SMS |
Shaded weeks are active. Email and SMS run in alternating weeks.
Deliverables
DELIVERABLE | QUANTITY | SPECIFICATION | DUE |
|---|---|---|---|
[Campaign concept and key visual] | 1 | [Format and sizes] | [Wk 0] |
[Social video ads] | [4] | [Length, aspect ratios] | [Wk 1] |
[Static social and display ads] | [12] | [Sizes] | [Wk 1] |
[Search ad copy] | [N] groups | [Headlines and descriptions] | [Wk 1] |
[Emails and SMS messages] | [4] + [2] | [Templates and copy] | [Wk 1] |
[Landing page] | 1 | [Page and form] | [Wk 0] |
Budget
ITEM | AMOUNT | SHARE |
|---|---|---|
Media (see channel plan) | $30,000 | 60% |
Creative production | $7,500 | 15% |
Agency fees | $7,500 | 15% |
Tools and measurement | $2,500 | 5% |
Contingency | $2,500 | 5% |
Total | $50,000 | 100% |
Example figures. Media is paid to platforms at cost; unused contingency is not billed.
Measurement framework
OBJECTIVE | KPI | BASELINE | TARGET | SOURCE | REPORTED |
|---|---|---|---|---|---|
[Awareness] | [Reach, video views] | [N] | [N] | [Ad platforms] | [Weekly] |
[Consideration] | [Landing page visits, click rate] | [N] | [N] | [Web analytics] | [Weekly] |
[Conversion] | [Purchases, cost per acquisition] | [N] | $[Amount] | [Sales system] | [Weekly] |
[Retention] | [Repeat purchase rate] | [N]% | [N]% | [CRM] | [End of campaign] |
Attribution: [Model used, e.g., last click with a [N]-day window, and how overlapping channels are handled.]
Reporting: [Weekly dashboard and a final report within [N] days of the campaign end.]
Assumptions
- [Client provides brand assets, product information, and platform access by Month DD, YYYY.]
- [Client feedback on creative is returned within [2] business days; [2] rounds of revisions are included.]
- Budget moves between channels of up to [15]% are made by the agency and reported weekly; larger changes need client approval.
Approval
Approve the plan and budget by signing below. Creative production starts on approval.
Client signature | Name and title | Date |