# Social Media Proposal Template

*A proposal is a sales document, not a contract. Keep it to five to eight pages, written for the person who signs. When the client says yes, send your own agreement: this template contains no legal terms and is not legal advice. The Northwind Analytics rows are a made-up example: a 40-person company that sells reporting software to logistics operations teams, receiving a proposal from an agency called Kestrel Content (also made up). Every number is invented for illustration. The fees are left as placeholders on purpose: work out your own with the social media management pricing guide at postiv.ai/blog/social-media-management-pricing or the free social media pricing calculator at postiv.ai/free-tools/social-media-pricing-calculator. Overwrite the example rows and delete this note.*

- **Prepared for:**
- **Prepared by:**
- **Date:**
- **Valid until:**
- **Contact:**

## 1. Summary

*Three to five sentences the decision maker can read on their own. Use the client's words for the goal, say what you will do and what it includes, and give a start date.*

| Element | Your text |
|---|---|
| The goal, in the client's words | "We want more conversations with operations leaders at logistics companies." |
| What we will do | Run Northwind's LinkedIn presence: three profiles posting on a fixed weekly plan, drafted by us, approved by you. |
| What is included | A strategy with content pillars, 28 posts a month, a monthly report and a monthly call. |
| When it starts | Kickoff in the week of July 6, first posts live in week 4. |
| Next step | Reply to confirm the Growth package by June 26. |

## 2. Situation and goals

*Show that you understand the client before you pitch. List three findings from your audit or discovery call, then the business outcome and the goals with a metric, a baseline and a target. If you ran an audit, attach its scorecard as an appendix.*

**2a. What we found**

| Finding | Evidence | What it means |
|---|---|---|
| Posting is irregular | 11 posts in 90 days on the founder profile, 2 on the sales lead's | Reach depends on the weeks the founder has time |
| Product news dominates | Announcements land below each profile's median reach | The audience is not hearing about problems it recognizes |
| Nothing is measured | No monthly report and no targets | The team cannot tell what to repeat |

**2b. Business outcome and goals**

*Business outcome (one sentence):* More demo requests from operations leaders at mid-sized logistics companies.

| Goal | Metric | Baseline | 90-day target |
|---|---|---|---|
| Start more conversations with target buyers | Inbound conversations per month | 6 | 15 |
| Post consistently on all three profiles | Posts published against the plan | About 32% | 90% or more |
| Grow reach among the target audience | Impressions per month across the three profiles | 18,000 | 45,000 |
| | | | |

## 3. Scope: what is included and what is not

*Write the boundaries down before the client asks. Every exclusion you list now is an argument you do not have later.*

| Area | Included | Not included |
|---|---|---|
| Profiles and channels | LinkedIn: Priya Raman, Marcus Lindqvist and the Northwind company page | Other networks, profiles for other people |
| Strategy | Content pillars per profile, a voice guide, a quarterly review | Brand strategy, naming, positioning workshops |
| Content | Drafting, editing, carousels and images on Northwind's brand, two revision rounds per post | Video production, photography, custom illustration |
| Engagement | Reply drafts for comments and a weekly list of posts worth commenting on | Cold outreach, connection requests, direct messages on the client's behalf |
| Paid | None | LinkedIn ads and ad spend |
| Reporting | A monthly report and a 30-minute call | Custom dashboards, weekly reports |
| | | |

## 4. Deliverables per month

*List what the client receives each month, with quantities. Use the same list in the agreement later, so scope never gets argued from memory.*

| Deliverable | Per month | Format | Owner | Notes |
|---|---|---|---|---|
| Posts for Priya Raman | 12 | Text, carousels | Kestrel | Monday, Wednesday and Friday |
| Posts for Marcus Lindqvist | 8 | Text | Kestrel | Tuesday and Thursday |
| Posts for the company page | 8 | Images, customer quotes | Kestrel | Two per week |
| Carousels (included in the posts above) | 4 | PDF documents | Kestrel | On Northwind's brand colors and fonts |
| Weekly content plan | 4 | One idea per posting day | Kestrel | Shared on Monday |
| Voice session with the founder | 1 | 30-minute call or voice note | Priya | Source for the month's posts |
| Monthly report | 1 | Document, 2 to 3 pages | Kestrel | Sent by the fifth working day |
| Strategy call | 1 | 30 minutes | Both | Review results and next month |
| | | | | |

## 5. Package options

*Offer two or three options so the choice becomes "which one" instead of "whether". Keep the same row labels in every column so clients can compare. Fill in the fee row from your own pricing sheet.*

| | Starter | Growth (recommended) | Premium |
|---|---|---|---|
| Who it suits | One profile that needs consistent posting | A founder, a sales lead and the company page | A leadership team and the company page |
| Profiles in scope | 1 | 3 | 5 or more |
| Posts per month | Up to 12 | Up to 28 | 40 or more |
| Carousels or designed assets | 1 | 4 | 8 |
| Engagement support | Reply drafts | Reply drafts and a weekly comment list | Full weekly engagement plan |
| Revision rounds per post | 1 | 2 | 2 |
| Reporting | One-page monthly summary | Monthly report and 30-minute call | Monthly report, call and quarterly strategy review |
| Monthly fee | [your fee] | [your fee] | [your fee] |
| One-time onboarding | [your fee or "included"] | [your fee or "included"] | [your fee or "included"] |

## 6. Timeline

*Show the first 90 days. Put dates in once the client agrees, and list what you need from them at each step, because delays usually start on the client side.*

| Phase | When | What happens | What we need from you |
|---|---|---|---|
| Kickoff | Week 1 | Connect the profiles through LinkedIn's own authorization (no passwords shared), 45-minute kickoff call, collect the ten best past posts and customer stories | Authorize each profile, attend the call, share the materials |
| Foundations | Weeks 1 and 2 | Review the audit, choose three to five pillars per profile, write a voice guide for each | Confirm the pillars within three working days |
| First batch | Week 3 | Draft the first four weeks of posts and send them for approval | Approve within 48 hours |
| Go live | Week 4 | The first posts publish and the engagement routine starts | Priya and Marcus comment for 10 minutes a day |
| Monthly rhythm | Every month | Week 1 plan, week 2 drafts, week 3 approvals, week 4 report and call | One voice session a month |
| 90-day review | Month 3 | Compare results with the targets in section 2b and decide what changes | A 60-minute review meeting |

## 7. Approval process

*Clients worry about what goes out under their name. Say exactly who checks what, how fast, and what happens when nobody answers.*

| Step | Who | Timing | Rule |
|---|---|---|---|
| Draft | Kestrel | Week 2 of the month | Written in each person's voice from the voice session |
| Fact check | Marcus | Within 24 hours | Customer names, numbers and screenshots |
| Approval | Each profile owner, and Priya for the company page | Within 48 hours | Reviewed as the post will look on LinkedIn. One "no" sends it back with comments |
| Publish | Kestrel | At the scheduled time | Nothing goes live without approval |

**Rules for the exceptions**

- **Silence:** If an approver has not answered after 48 hours, the slot is filled with an approved evergreen post, never an unapproved draft.
- **Edits after approval:** A changed post is approved again.
- **Revisions:** Two rounds per post. More rounds are billed as add-ons.
- **Urgent posts:** Posts about news or incidents get a 24-hour turnaround if you tell us by 10:00.

## 8. Reporting and success measures

*Say how the client will know it is working. Name the report, the date, the call and the numbers. Link each metric back to a goal in section 2b.*

- **The report:** One report per month by the fifth working day, with a summary, a KPI scorecard, results per profile, top posts, pillar review, commentary and next month's plan.
- **The call:** 30 minutes after each report, to agree the next month.
- **The review:** At day 90 we compare results with the targets and decide what to change.

| Metric | Baseline | 90-day target | How we measure it |
|---|---|---|---|
| Inbound conversations per month | 6 | 15 | The client's tracking sheet, filled in by Marcus |
| Posts published against the plan | About 32% | 90% or more | Our calendar |
| Impressions per month | 18,000 | 45,000 | LinkedIn analytics for the three profiles |
| Engagement rate | About 1.5% | 3.0% | LinkedIn analytics for the three profiles |
| | | | |

## 9. What we need from you

*Make the client's side of the work visible. A proposal that only lists your duties sets you up to be blamed for their delays.*

- Authorize each profile through LinkedIn within the first week.
- Name one person who can answer questions within one working day.
- Approve or comment on drafts within 48 hours.
- Give us a 30-minute voice session each month.
- Tell us about launches, events and customer news at least a week ahead.
- Share the numbers behind the posts: conversations, demo requests and how new leads found you.

## 10. Investment and terms at a glance

*A summary of the commercial terms, not legal terms. When the client accepts, send your standard agreement for signature.*

| Item | Detail |
|---|---|
| Monthly fee | [your fee for the chosen package] |
| One-time onboarding | [your fee or "included"] |
| Billing | Monthly in advance, invoiced on the first of the month |
| Minimum term | Three months, then month to month with 30 days' notice |
| Not included | Ad spend, video production, photography |
| This proposal is valid until | [date] |

## 11. Next steps

1. Reply to confirm the package by June 26.
2. We send the agreement for signature.
3. We book the kickoff call for the week of July 6.
4. You authorize the profiles and send the materials.

## 12. About us

*Two or three people and two or three pieces of proof. Name who will work on the account and what they will do.*

| Name | Role on this account | Relevant proof |
|---|---|---|
| [Name] | Account lead: strategy and the monthly call | [A client result you can share] |
| [Name] | Writer: drafts and carousels | [A sample the client can open] |
| | | |

## 13. Before you send

*Tick every box.*

- [ ] The goals in section 2b use the client's own words and numbers
- [ ] Every deliverable in section 4 has a quantity
- [ ] Exclusions are listed in section 3
- [ ] The fee rows are filled in from your pricing sheet
- [ ] The timeline names what you need from the client at each step
- [ ] The approval rules in section 7 cover silence and edits after approval
- [ ] The contract is a separate document, reviewed by someone qualified
- [ ] The proposal has an expiry date and a clear next step
- [ ] Saved as a PDF and named proposal-clientname-YYYY-MM

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Template by Postiv (postiv.ai). Free to copy and adapt.