How Do I Write a Marketing Proposal?

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  • Written By: Carrieanne Larmore
  • Edited By: Jenn Walker
  • Last Modified Date: 16 October 2019
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Writing a marketing proposal involves discussing the current situation or problem, including a detailed plan to solve the problem and detailing financial information. Starting a marketing proposal requires a clear understanding of the current market situation and goals of the business. A marketing proposal should be clear, concise and filled with verifiable facts that support the solution being offered. A marketing proposal is generally 10 to 14 pages, but it can vary significantly depending on the business type and complexity of the situation.

A marketing proposal typically begins with an executive summary. Usually only one page long, this section should directly address the purpose of the marketing proposal and summarize the main points of the plan. The executive summary needs to capture the reader's attention and entice him to read the rest of the marketing proposal, or at least give him a basic understanding of what the strategy is without having to read further.

The introduction generally follows the executive summary and includes a detailed analysis of the current situation and why this proposal is needed. Depending on what is being proposed, it could mean doing a competitive analysis or providing statistics on how the current marketing strategy is ineffective or can be improved. The goal is to make sure the reader has a clear understanding of why the proposal is important and to set the stage for the proposed solution.


The proposed solutions to the company's problem usually are addressed next. Each idea should be carefully presented so the reader understands how it directly or indirectly solves the issue at hand. For instance, if one is proposing to invest in a Super Bowl advertisement slot, the company managers must understand how this investment not only will help increase sales, but how it will help improve the company's branding. For each idea, the objectives and outcomes should be presented. All goals should include quantifiable results so management can track the campaign's success and determine if changes need to be made.

The final section of a marketing proposal commonly is devoted to financial projections and budgeting estimates. While it is not always possible to provide precise numbers, estimates can give the reader an idea of what the costs would be of implementing the proposal. The estimates should be realistic and supported with verifiable facts or historical data. When estimates are used, notations of how the estimates were reached should be included so the reader can understand the basis for the numbers.


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Post 1

As someone who has written many unsuccessful marketing proposals, let me offer you a few words of advice. First of all, make sure you know every detail before you being your proposal. You need to know how everything will work and not rely on speculation or vague descriptions. A marketing proposal should be a plan that is ready to be put into action immediately, not after another month of planning.

Also, make sure that your proposal is concise. It should cover all the most relevant information but also be a manageable document. You clients want an overview, they do not want a detailed breakdown. Your proposal should be a selling point and not a lengthy essay.

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