Marketing Campaign Proposal
Free marketing campaign proposal template in plain text for Word or Google Docs. Covers objectives, target audience, key message, strategy and timing, budget allocation, schedule and KPIs — for pitches, events and campaign planning.
Template preview
MARKETING CAMPAIGN PROPOSAL Campaign: [ ] Prepared by / Date: [ ] / ____/__/__ 1. Objective [One or two lines on what this campaign should achieve] 2. Target Audience [Age, gender, location, interests, context — the more specific the better] 3. Key Message / Creative Concept [One-line campaign slogan, plus visual direction and tone] 4. Strategy & Timing 1. [Channel one, e.g. IG + FB ads] — approach: [ ] 2. [Channel two, e.g. KOL collaboration] — approach: [ ] 3. [Campaign window: __/__ – __/__] 5. Budget Allocation - Ads: [ ] ([ ]%) - Production: [ ] ([ ]%) - Prizes / giveaways: [ ] ([ ]%) - Other: [ ] ([ ]%) Total budget: [ ] 6. Schedule & Roles - Pre (before __/__): [prep] — owner: [ ] - During: [execution] — owner: [ ] - Post: [wrap-up, review] — owner: [ ] 7. KPIs - [Measurable goal 1, e.g. reach 100k people] - [Measurable goal 2, e.g. 2,000 new members] - [Measurable goal 3, e.g. 30% revenue growth during the campaign]
How to use
- 1Download the text file and paste it into Word or Google Docs.
- 2Replace the bracketed campaign name, goals and audience.
- 3Adjust strategy, budget and schedule to fit your case.
- 4Set measurable KPIs and review the logic before pitching.
FAQ
How long should a proposal be?
It depends. For an internal pitch, 2–4 pages covering goals, strategy, budget and KPIs is plenty; for external pitches, add market analysis and case studies. Clear logic matters more than length.
What's the difference between goals and KPIs?
Goals are direction (e.g. raise brand awareness); KPIs are measurable numbers (e.g. reach 100k people, add 2,000 members, grow revenue 30%). Turn vague goals into verifiable KPIs.
How detailed should the budget be?
List items (ads, production, prizes, venue, staff) with amounts so decision-makers can see where the money goes and whether the split makes sense.