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Advertising Proposal Template

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Advertising services proposal by [Sender.Company]
Prepared for [Client.Company]
[Created.Date]

PandaTip: This Advertising Proposal is written in the voice of a company that runs a publication and is contacting a company that could potentially be interested in advertising in that space. It is important to keep in mind that an advertising proposal should be written in a manner that specifically appeals to the target’s business (e.g., why your clientele – those that will be viewing the publication or likely to see the public advertisement – are a good target audience for the target’s business). This advertising proposal can be adapted very easily to accommodate companies that run internet advertising or oversee a public advertising location (e.g., a billboard, side of a bus stop structure, etc.). It’s particularly simple for internet advertising companies as they can simply fill the “Publication” tag with the name of the website and alter the descriptions to fit the appropriate context.

Table of Contents
Introduction
Situation Analysis
Content Marketing
     Reporting
     Initial Campaign Costs
     Expected Outcome
Search Engine Advertising (SEM)
     Reporting
     Initial Campaign Costs
     Expected Results
Social Media Advertising
     Reporting
     Initial Campaign Costs
     Expected Results
Monthly Recurring Fees
Our Past Projects
     [Portfolio1.Name]
     [Portfolio2.Name]
Client Approval
Terms of Service
     1: Engagement
     2: Term
     3: Compensation & Payment
     4: Independent Contractor
     5: Audit
     6: Confidentiality
     7: Intellectual Property Rights
8: Representations & Warranties
9: Insurance
10: Safety
     11: Publicity
     12: Acceptance
13: Termination
14: Liability & Indemnification
     15: Miscellaneous

PandaTip: Longer proposals, like this one, benefit from a table of contents. Your client will be able to use this TOC to jump straight to specific sections in your proposal.

 

Introduction

Advertising has long been the lifeblood of commercial industry growth. Advertising campaigns have shaped popular culture, and launched brands into the public eye. The greatest campaigns are remembered long after they’ve completed their run.
To grow your brand, you need effective advertising. To simply run ads isn’t enough; you need to craft campaigns that speak directly to your target audience, campaigns that excite and activate them.
Crafting campaigns like these is what we do at [Sender.Company]. Our mission is to help our brands leverage advertising campaigns to build brand awareness and drive product demand. Whether you’re an established brand or a new market contender, our team can help you build through effective advertising.
To date, we’ve helped dozens of clients create and deploy digital campaigns across a variety of advertising mediums, including:

When it comes to building your brand through advertising, there’s no question of whether you should choose to partner with [Sender.Company]. To quote one of our favorite campaigns…
“Just do it.”

Situation Analysis

PandaTip: PandaDoc allows you to embed images and videos right inside your proposals. Try embedding an image from your website on this page, or swap the image field for a video if you have one on hand.

[Client.Company] is a growing company in the competitive [Client.Industry] industry. While [Client.Company] has had some success generating new business to date, client acquisition remains a key concern for long-term success. In order to reach your growth targets for the coming year, you’ll need to deploy a strategic advertising strategy that leverages multiple advertising mediums in unison to build brand awareness and increase lead generation.

On the following pages of this advertising services proposal, you’ll find details including:

Please note that the cost of your monthly retainer is listed at the end of the proposal. The campaign costs in each campaign’s section are the initial start-up costs for that campaign.
 

Content Marketing

While content marketing is not an advertising campaign in the traditional sense, we’ve found that a well-designed content production strategy vastly improves the performance of all of a brand’s advertising campaigns.
We propose that [Sender.Company]’s marketing team implement a content strategy that focuses on regular blog posts and gated content to be used across all advertising channels.
To make that possible, we’ll need to do the following:

Reporting

We deliver detailed monthly reports to every advertising services client. The content section of your monthly report will include the following:

Initial Campaign Costs

PandaTip: PandaDoc’s pricing tables have a host of customization options built in. Try adding optional items, discounts, and editable quantities to make the tables on the following pages of this template your own.

NamePriceQTYSubtotal

One-time fee

$499.00
1
$499.00

One-time fee

$999.00
1
$999.00

Subtotal: $1,498.00
Total: $1,498.00

Expected Outcome

 

Search Engine Advertising (SEM)

Search engine advertising (SEM) puts you directly in front of your audience at the perfect time- when they’re actively seeking answers to the problems your company solves.
We propose to develop a set of targeted SEM campaigns that target your audience at various stages of their purchasing journeys. This will ensure that your brand stays front and center as your target audience explores their needs and decides on how to best reach their goals. To do so, we’ll need to do the following:

Reporting

We deliver detailed monthly reports to every advertising services client. The SEM section of your monthly report will include the following:

Initial Campaign Costs

NamePriceQTYSubtotal
$299.00
1
$299.00
$499.00
1
$499.00
$749.00
1
$749.00

Subtotal: $1,547.00
Total: $1,547.00

Expected Results

 

Social Media Advertising

Social media has progressed far beyond simply being a place to connect with friends. Today, consumers and organizational buyers willingly engage with brands in social media, and successful brands leverage social media as an effective advertising medium.
We propose to create social media advertising campaigns to reach your audience via social media. To do so, we’ll need to do the following:

Reporting

We deliver detailed monthly reports to every advertising services client. The social media section of your monthly report will include the following:

Initial Campaign Costs

NamePriceQTYSubtotal

Included in Content Marketing Case Study

$0.00
1
$0.00

One-time fee

$199.00
1
$199.00

One-time fee

$749.00
1
$749.00

Subtotal: $948.00
Total: $948.00

Expected Results

Monthly Recurring Fees

NameMonthly PriceQTYSubtotal

Cost for monthly production, optimization, & reporting

$4,999.00
12
$59,988.00

Subtotal: $59,988.00
Total: $59,988.00

 
 
 

Our Past Projects

PandaTip: Strong client recommendations and portfolio items can drastically increase your proposal’s effectiveness. Take a few moments to fill this page of the template with your own portfolio items and testimonials.

We’re proud to have been the team behind several successful advertising strategies. Below, you’ll find examples of our work, along with testimonials from our current clients.

[Portfolio1.Name]

[Porfolio1.Description]

[Testimonial1.Text]
-[Testimonial1.ClientName], [Testimonial1.ClientCompany]

Approval

PandaTip: PandaDoc includes unlimited electronic signatures in every subscription. When you send this proposal template, you and your client will be able to view and sign on any computer, smartphone, or tablet.

Advertising-signature
 
 
 
 

Terms of Service

PandaTip: Including a table of contents makes it much easier to navigate lengthy terms of service. Before you send this proposal, we recommend having your legal counsel review the terms below to ensure that they’re right for your company.

1: Engagement
2: Term
3: Compensation & Payment
4: Independent Contractor
5: Audit
6: Confidentiality
7: Intellectual Property Rights
     A: Inventions
     B: Cooperation
8: Representations & Warranties
9: Insurance
10: Safety
11: Publicity
12: Acceptance
13: Termination
14: Liability & Indemnification
15: Miscellaneous

This Advertising Services Contract (this “Agreement” or this “Advertising Services Contract”), effective as of [Effective.Date], (“Effective Date”) is made by and between [Client.Company], a company organized and existing in [Client.Location], with offices located at [Client.Address] (“Company”) and [Sender.Company], a company organized and existing in [Sender.Location], with offices located at [Sender.Address] (“Provider”).

WHEREAS, Company wishes to retain [Sender.Company] to provide advertising services as more specifically set forth in the preceding pages; and

WHEREAS, Provider agrees to perform the services set forth in this Agreement and the preceding pages;

NOW, THEREFORE, in consideration of the foregoing recitals and the terms, conditions and covenants contained herein, it is hereby agreed as follows:

1: Engagement

Company hereby engages Provider and Provider agrees to render at the request of Company, advertising services (“Services”) as set forth in the preceding proposal document and other statements of work which may be added hereto by way of modification to this Agreement (“Statement of Work”), all of which are incorporated herein and form a part hereof. Services shall be ordered by the Company’s issuance of purchase orders that incorporate this Agreement by reference and / or statements of work that incorporate this Agreement by reference or are otherwise added to this Agreement by way of modification hereto. Provider shall provide the Services in a diligent and professional manner and in no event later than any scheduled completion dates set forth in the Statement of Work or the terms of any purchase order. Time is of the essence for this Agreement and any purchase orders and / or statements of work issued hereunder.

2: Term

The term of this Agreement shall commence on the Effective Date and continue until [Effective.Date], unless otherwise modified by mutual, written agreement of the parties or terminated as set forth herein.

3: Compensation & Payment

As consideration for the Services, and upon the submission of monthly invoices, within the payment terms stipulated herein, the Company shall pay Provider at the rates or in accordance with the milestone payment schedule set forth on purchase order(s) issued by Company or in the Statement of Work, for such Services as are actually rendered by Provider and accepted by the Company. In no event, however, shall Provider perform, or receive compensation for: (a) additional services not set forth in the Statement of Work without a formal, bilateral modification to the Statement of Work encompassing such additional services; (b) services involving contingency payments prohibited by any applicable law or regulation or by the Company’s contract; or (c) services rendered that result in billings to the Company that are in excess of [Agreement.NTE] which is the total ceiling value or not-to-exceed (NTE) value for this Agreement.

If expressly provided for in the Statement of Work and expressly not included in the firm-fixed-price that may be established in the Statement of Work, Company shall reimburse Provider for reasonable and necessary out-of-pocket travel and other miscellaneous expenses relating to this Agreement, which are incurred at the direction of, and upon the prior written approval of, the Company. Such reasonable travel expenses include air/rail travel, taxis, auto rentals, meals, and lodging, provided that such reimbursement will not be in excess of that allowed by the paragraph above, and provided that no reimbursement shall be made for Provider’s commuting to facilities within a fifty-mile radius of Provider’s home or place of business.

Travel must be authorized by Company prior to any anticipated reimbursable travel. Reimbursement for reasonable and actual expenses shall be made in accordance with the following rates:

All invoices shall include a breakout and description of the Services rendered, along with the actual hours and expenses incurred (for T&M type services) and milestone descriptions (for FFP type services), receipts (if required), and shall be submitted in a format prescribed by the Company indicating the applicable purchase order number issued by the Company or Statement of Work for which the invoice relates.

Company shall make payment within forty-five (45) days after receipt of a proper invoice that complies with the requirements of this Agreement. Company may withhold any amounts in an invoice that are in dispute, are contrary to the requirements of this Section 3, or are not substantiated by proper receipts.

Payments made to Provider shall not constitute or be construed as acceptance of any of the Services performed by Provider under this Agreement.

4: Independent Contractor

Provider and Company shall at all times be deemed to be independent contractors and nothing herein shall be construed to create or imply that there exists between the parties a partnership, joint venture or other combined business organization. Provider shall hold no authority, express or implied, to commit, obligate or make representations on behalf of Company and shall make no representation to others to the contrary. Nothing herein is intended nor shall be construed for any purpose as creating the relation of employer and employee or agent and principal between the parties. Except as otherwise specified herein, Provider retains the right to direct, control or supervise the details and means by which the consulting Services are provided. Provider’s employees shall not be eligible for, or participate in, any insurance, pension, workers’ compensation insurance, profit sharing or other plans established for the benefit of Company employees.

Provider shall be responsible for payment of all foreign and domestic taxes arising out of the Provider’s activities in connection with this Agreement, including without limitation, sales, goods and services, excise, value added or similar taxes, whether of federal or other jurisdictional level, social security taxes, unemployment insurance taxes, and any other taxes or business license fees as required. Company shall not be responsible for withholding any income or employment taxes whatsoever on behalf of Provider, and Provider further agrees to indemnify, defend and hold Company harmless from and against any claims or action arising out of or relating to Provider’s failure to withhold such taxes on behalf of Provider or Provider’s employees.

5: Audit

Provider shall retain all books, records, documents and other evidence pertaining to its Services rendered and billings made under this Agreement (“the Records”). The Records shall be subject to inspection and audit by Company and the Government (if necessary) at all reasonable times and upon reasonable notice for a period of three (3) years after final payment under this Agreement. If any audit of Provider’s invoiced charges demonstrates that Provider’s invoiced charges exceed the correct charges, Provider shall immediately pay or refund such excess charges to Company’ account, and if such excess charges exceed the correct charges by more than five percent (5%), Provider shall also pay or reimburse Company for all reasonable costs of such audit, to include any reasonable costs (including attorneys fees and costs) incurred by Company in collecting such excess charges from Provider.

6: Confidentiality

Each party shall receive in confidence (“receiving party”) from the other party (“disclosing party”) and treat as confidential all technical information, business/financial information, management information, and documentation which (i) is stamped or otherwise marked as being confidential or proprietary, whether in written or electronic form, (ii) pertains in any way to such party’s (or its affiliates’) business plans or methods, or (iii) otherwise is not generally known by others, and under the circumstances of the disclosure, the disclosing party had a reasonable expectation that the receiving party would know that the information is confidential or proprietary (collectively, “Proprietary Information”). Information that is disclosed orally or visually to a receiving party shall also be deemed Proprietary Information if the disclosing party identifies such information as proprietary at the time of disclosure and, within thirty (30) days after such disclosure reduces the subject matter of the disclosure to writing and submits it to the receiving party.

A receiving party shall hold Proprietary Information received from the disclosing party in confidence, shall use such information only for the purpose of and in accordance with this Agreement and shall not further disclose such information to any third party without the prior written approval of the original disclosing party. The obligation to protect the confidentiality of Proprietary Information shall extend for a period of five (5) years following a party’s receipt of Proprietary Information.

The restrictions of this Section shall not apply to any information: (i) lawfully received from another source free of restriction and without breach of this Agreement, (ii) that is published or becomes generally available to the public without breach of this Agreement, (iii) known by the receiving party prior to the time of disclosure, (iv) independently developed by the receiving party without resort or access to the Proprietary Information; or (v) that the disclosing party has approved for further release by the receiving party.

Proprietary Information shall remain the property of the disclosing party and shall be returned or destroyed upon written request or upon termination or expiration of this Agreement. Receiving party may retain in the files of its legal counsel for archival purposes only, one copy of all written materials returned.

7: Intellectual Property Rights

A: Inventions

B: Cooperation

8: Representations & Warranties

Provider represents and warrants that Provider and each officer or employee thereof who renders Services hereunder:

9: Insurance

Provider agrees to procure and maintain during the term of this Agreement, at Provider’s own cost and expense, liability and property damage insurance, including automobile and contractual liability, with the following minimum liability limits:

Provider agrees to provide appropriate certificates or other evidence of such insurance coverage as may be requested by Company. Provider agrees that the procurement and maintenance of the above insurance coverage shall not limit or affect any liability that Provider may incur under this Agreement or otherwise.

10: Safety

Provider agrees to comply with all federal, provincial and territorial occupational health and safety laws, regulations and standards, and all Company’s safety rules of which Provider has notice, regarding the performance of Services under this Agreement. Provider agrees to communicate Company’s safety rules to Provider’s contractors and employees. Provider is responsible for maintaining a safe workplace by following commercially accepted safety and health rules and practices. Provider is responsible for immediately reporting accidents, injuries, and unsafe equipment, practices or conditions related to Provider’s performance of work for Company to the Authorized Representative of Company identified herein. Company is committed to keeping its workplaces free from hazards.

Provider authorizes Company to provide minor first aid to those individuals performing Services on behalf of Provider hereunder, with the consent of the injured person, for injuries sustained on Company’ property. If Company believes immediate emergency care is necessary for an illness or injury to Provider’s employees, Provider authorizes Company to call for ambulance service, and Provider agrees to pay (or to reimburse Company) for any such ambulance charge.

Provider shall defend, indemnify and hold Company and its officers, directors and employees harmless from and against all expenses, costs, damages, liabilities and losses incurred by Company in connection with any claim, investigation, demand, action, suit or proceeding arising out of or resulting from the provision of any medical care or treatment to those individuals performing Services on behalf of Provider hereunder or the calling of ambulance services for such employees by Company.

11: Publicity

Except as required by law, Provider shall not issue any press release or make any other public statement relating to this Agreement, any Services performed under this Agreement, or any of the transactions contemplated by this Agreement, without obtaining the prior written approval of Company as to the contents and the manner of presentation and publication of such press release or public statement.

12: Acceptance

If Company is not reasonably satisfied with any Service, it will so notify Provider with an explanation of the deficiency. Provider will, at its own expense, re-perform the Service within fifteen (15) days after receipt of Company’s notice of deficiency. The foregoing procedure will be repeated until Company accepts or finally rejects the Service in its reasonable discretion.

13: Termination

This Agreement may be terminated by either party in the event the other party fails to perform its obligations hereunder on time, fails to assure timely performance, or otherwise fails to perform its material obligations; provided, however, that prior to such termination the terminating party notifies the defaulting party in writing at least ten (10) days in advance, states the reasons why the Agreement should be terminated and affords the defaulting party an opportunity to cure any alleged default during such ten (10) day notice period.

Either party may terminate this Agreement, upon notice and without liability, in the event the other party: (a) files a petition in bankruptcy; (b) has filed against it an involuntary petition in bankruptcy not dismissed within sixty (60) days; (c) consents to the appointment of a receiver, custodian, trustee or liquidator; or (d) dissolves, liquidates or makes a general assignment for the benefit of creditors.

Company may terminate this Agreement, or any Services to be performed hereunder, in whole or in part, without cause and for its own convenience, by providing Consultant written notice of termination at least seven (7) days in advance, specifying the extent to which the Agreement is so terminated and the date upon which such termination becomes effective. Company shall have no liability for such termination except for liability for Services rendered or expenses incurred by Consultant in accordance with this Agreement prior to the effective date of such termination and for which payment has not been made.

Upon termination of this Agreement, Consultant shall return to Company all copies of any Company data, records, or materials, of whatever nature and regardless of media. Consultant shall also furnish Company with all work in progress or portions thereof. Within thirty (30) days following termination or expiration of this Agreement, Consultant shall submit to Company a termination proposal detailing the work completed and accepted by Company and the proposed value of such completed and accepted work. The amount due Consultant as a result of any termination hereunder will be as follows:

1. For Services performed on a firm-fixed-price (FFP) basis:
The lesser of 1) a prorated portion of the overall Statement of Work price based on the percent of the work completed and accepted up to the date of termination or 2) actual hours expended under the Statement of Work at the Consultant’s most favored rate for such consulting services, such hours to be supported with suitable records.

2. For Services performed on a time-and-materials (T&M) basis:

Actual hours expended under the Statement of Work for accepted Services at the hourly rates set forth in the Statement of Work.

Upon payment of the agreed to termination settlement amount, Company shall thereafter have no liability or obligation to Consultant for any further compensation, fees, expenses or other payments related to this Agreement.

14: Liability & Indemnification

Neither Company, nor its officers, directors, employees, affiliates, or parent companies shall be liable for any injury to the person or property of Provider or its employees or contractors, except to the extent that such injury was directly caused by the fault or negligence of Company or its employees acting within the scope of their employment.

In addition to any other indemnification obligation herein, Provider shall indemnify, defend and hold Company and its officers, directors, and employees, harmless from and against all expenses, costs, damages, liabilities and losses (including, without limitation, reasonable attorneys fees) incurred by Company in connection with any claim, investigation, demand, action, suit or proceeding (whether civil, criminal, administrative or investigative) arising out of or resulting from Provider’s performance of the Services, including but not limited to, the following:
Provider’s failure to deduct and pay taxes required by law on compensation Provider is obligated to pay to its officers, employees or independent contractors; and
Personal injury or death, as well as loss or damage to property, caused directly or indirectly by the acts, omissions or negligence of Provider or any of Provider’s agents, employees, officers or independent contractors engaged in the performance of the Services under this Agreement.
IN NO EVENT SHALL EITHER PARTY BE LIABLE FOR ANY INDIRECT, INCIDENTAL, SPECIAL, EXEMPLARY, PUNITIVE OR CONSEQUENTIAL DAMAGES INCURRED BY THE OTHER PARTY OR ANY THIRD PARTY, WHETHER IN CONTRACT, TORT, OR BASED UPON A WARRANTY, EVEN IF THE OTHER PARTY OR ANY THIRD PARTY HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. COMPANY’S MAXIMUM LIABILITY UNDER THIS AGREEMENT SHALL BE THE SUM OF THE STATEMENT OF WORK AND / OR PURCHASE ORDER TOTAL VALUES, LESS ANY PAYMENT MADE TO CONSULTANT HEREUNDER.

15: Miscellaneous

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