Questions to be answered by a proposal
Is the proposal meeting the campaign objectives (B2B or B2C, awareness, lead generation, selling)? A good brief is fundamental
Degree of innovation of the proposed solutions and their feasibility within the organisation (including capacity, associated extra costs, legal issues, branding)
Any new media content needed and is the agency involved on the creative side (producing/testing/delivering)?
Will the agency deal with repetitive tasks (=finance, invoices, reporting)
Issues about platform ownership and management
Type and frequency of feedback + dashboards content
Performance measurement: how to define and monitor success?
1. Executive Summary2. Discovery / Insights3. Structure / Processes4. Value Proposition 5. Presentation
Agency proposal: key elements
It briefly includes:
the business problem or need the expectations to meet the proposal structure
1. Executive Summary
The agency shows a clear understanding of:
Product: XYZ Client: what do they know about the client? Competitors: other products and providers Target audience(s) and their behaviour Channels: online and offline Digital environment
2. Discovery / Insights
Agency: history, skills, awards, strengths Type of work: creativity, translation,
proofreading, localisation, optimisation, tracking, reporting
Fees: pricing model, flexibility Timing and schedule Infrastructure: ownership, management,
finance Call to action(s) and Delivery method T&C and Relationships with client and
customers Reporting: scorecard, KPIs
3. Structure / Process
Simple, clear, synthetic description about:
what value will be delivered to improve the business or solve a problem
how the agency differentiates from others
4. Value Proposition
The proposal has to be:
Clear and simple: no much time to understand in particular when benchmarking different agency proposals
Straightforward: no obscure or with jargon, easy to be understood by stakeholders with different skills, background, expectations
Exhaustive: all core elements well described.
5. Presentation
Market demand vs client capacity Unexploited market opportunities Analysis of current exams takers personas Possible extension to new market segments Risk of cannibalisation with other products
(and related campaigns) Analysis of competitors: products and
providers Cross-selling of other client products:
possible campaign synergies
The case of XYZ: discovery
Conversion Rate
Optimisation
Search Engine Optimisation
(SEO)
User Experience
(UX)
Content
Digital Campaigns
(SEM, Display, Video, SMM,
Email)
Agency proposal:campaign elements
Is the agency able to cover all these elements?Is there any mention in the proposal?
Content: landing page, production, co-
production, localisation, proofreading, translation, re-usage, digital PR, integration with offline.
UX: analysis of digital customer journey (conversion funnel), A/B testing, user surveys and heatmaps.
SEO: analysis of ranking, internal optimisation, link building.
Campaigns: see next slide re: Channels
The case of XYZ:digital campaign elements
Channels (multi-touch marketing):
Search Marketing: branded vs non-branded keywords, bid strategy, search market share.
Display Advertising: which placement? Any remarketing? To what lists (cookies / emails?)
Video Advertising: existing or new? Social Media Marketing: analysis of mentions
and engagement; frequency, content, paid vs free, relationship with customer service.
Email: open rate, subscriptions, shares, opt-out.
The case of XYZ: structure
Relevant KPIs and trends to expect from an agency: Organic search volume trend: SEO results Paid search market share: competitor analysis Reach: people (social media users or SE cookies) Average CPC: estimate cost CTR: is the ad relevant? Bounce rate: is the landing page engaging? Conversion rate: soft and hard goals Cost per Acquisition (CPA) Return on Investment (ROI) Multi-channel ROI Mentions: brand awareness
The case of XYZ: structure
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