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Below is a sample
of an online marketing consulting proposal. Each proposal is customized
after a brief initial discussion, so each section would include specific
details such as list of actual keywords to be tested, web pages that will
be developed, timelines, budgets, etc.
Goals
Example - Develop an online marketing strategy and a viable plan that
will enable client to efficiently attain 50,000 registered users within
three months. Enhance Web site to compliment online marketing strategy.
Duration of Services
The typical term of the consulting engagement is three months. Consulting
will automatically continue in one-month increments unless another agreement
is made between the parties, or it is cancelled. Either party may cancel
the agreement provided 15-days written notice (email is acceptable).
Project Management Services
During the term of the engagement Consultant will oversee Client's online
marketing program, make recommendations, react to Client input and decisions,
and in approved cases act on the behalf of Client on various aspects of
the program. Consultant is responsible for maintaining a timeline and
working with sub-contractors to keep the project on schedule. The project
includes several components as further described below, including Marketing
Strategy, Search Engine Optimization, Web Site Development and Enhancement,
Online Marketing Planning.
Marketing Strategy
" Consultant will apply online marketing knowledge and Internet technology
expertise to Client's ideas and business objectives to develop a plan
that will achieve specific and measurable results toward the desired goal.
" Consultant will offer advice and additional ideas during regular
discussions with Client.
" Consultant will create and maintain a central document that outlines
specific elements of the plan and seek Client approval.
" Consultant will create a timeline to ensure elements of the plan
are being acted upon.
The marketing strategy will be the first deliverable of
the consulting engagement. All elements of the original marketing strategy
will require approval by Client. Any future deviations from the original
plan will require written approval by Client.
Search Engine Optimization Services
Consultant recommends utilizing a professional SEO firm to expeditiously
make necessary changes to the site(s) to achieve better search engine
rankings. During strategy development phase;
- Consultant will work with Client to identify keywords
that will be targeted for high ranking.
- Consultant will be responsible for obtaining at least
two competitive bids for any sub-contracted work. This may include SEO
services and/or Web Development services. Because of industry contacts
and relationships, Consultant may be able to obtain services on a wholesale
rate and pass along the savings.
- Consultant will communicate to contracted firm the
target list and monitor the results.
- Consultant will negotiate with contracted firm to efficiently
build upon existing site infrastructure to avoid excess cost. Some Web
site development work will be needed for SEO to be successful.
- Consultant will maintain communications with SEO firm
to ensure project stays on schedule.
Web Site Development Services
SEO and adding functionality to the Web site(s) necessitates Web site
development work. Using the Client approved marketing plan;
- Consultant will provide an itemized list of pages,
applications and enhancements required. Client will approve list.
- Consultant will develop the pages, or recommend that
certain work be sub-contracted. Client will decide if work will be sub-contracted.
- Consultant will be responsible for obtaining at least
two competitive bids for any sub-contracted work. Because of industry
contacts and relationships, Contractor may be able to obtain services
on a wholesale rate and pass along the savings.
- Consultant will maintain communications with web development
firm to ensure project stays on schedule.
Web development projects conceived mid-stream and not
included on original plan will be accommodated whenever possible, with
priority given to the timeline of the original plan. Some work may be
placed on a secondary list to be completed at a later date.
Online Marketing Planning and Execution
Concurrent to the work previously described, consultant will;
- Develop an online marketing plan that will achieve
the defined goal.
- Communicate aspects of the plan to Client for approval.
- Negotiate the best rates and obtain insertion orders
from selected advertising vendors. Because of industry contacts and
negotiation skills, often Consultant will be able to arrange CPA deals
that carry less risk for the Client.
- Implement approved elements and track effectiveness.
- Provide feedback on campaign successes and failures.
- Develop tracking mechanisms to determine effective
CPA.
- Optimize marketing plan toward lowering CPA.
- Provide pacing reports and projections related to progress.
Intangible Services
There is an intrinsic value associated with the Consultant's qualifications,
experience and know-how. Whether measured in cost savings, additional
revenue, increased efficiency, alternate business opportunities, brand
recognition, improved conversion rates, speed to market, or other business
development improvements, by contracting services the Client acknowledges
additional benefits not specifically identified in the agreement.
Fees
A retainer fee for work described in this proposal is determined, with
50% payable upon acceptance of this agreement and 50% due within fifteen
days of the end date of the agreement. Subsequent months, pursuant to
the automatic renewal clause under "Duration of Services" are
per month, payable no later than the fifth day of the month in which services
are to be rendered.
Consultant will charge a campaign management fee based
on 10% of the total cost of any advertising insertion orders that are
negotiated and accepted by Client under this agreement. This fee is similar
to, but lower than the standard advertising agency commission rate of
15% and is only applied to advertising orders made during the term of
this agreement that are negotiated in your behalf and recommended by Consultant,
and accepted by Client. Campaign management fees are billed at the end
of the month in which the order is accepted, payable within 15 days or
no later than fifteen days prior to the end date of the engagement, whichever
is earlier.
Payment Terms & Conditions
Due to the intangible nature of the services rendered, Consultant expects
timely payments. All fees billed under the terms of the agreement that
remain unpaid for twenty-five (25) days after the invoice date will be
considered a default by Client. At that time all services will cease until
the balance is paid in full. If payment is not made, any outstanding deliverables
will be rendered void. Delinquent fees will be pursued by Consultant to
the fullest extent possible under the law.
Option to Amend
This agreement may be modified at any time provided both parties agree
in writing, to any modifications. Consultant will require that any changes
of significance be made on a dated copy of this agreement, with acceptance
indicated by original signatures. Other changes may be made through email
correspondence at the discretion of Consultant.
Search engines that may be included in testing are, Google
Adwords, Yahoo! Search Marketing
(formerly Overture), FindWhat,
Mamma.com, Enhance
Interactive, Kanoodle, E-Pilot,
among others.
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