Template 02 - Campaign
Free Social Media Campaign Proposal Template
RecurPost’s social media campaign proposal template is written for a client who has not agreed to anything yet. It runs ten sections, from the executive summary through the deliverables and the fee to the signature block, and it covers one campaign rather than an ongoing retainer. This page shows every section, the order to write them in, and one filled six-week campaign that ends in twenty-four scheduled posts.
1. THE DOCUMENT
What a Campaign Proposal Is For
A proposal is the only document in this set that has to survive being read by someone who is not in the room to ask questions.
A NUMBER, NOT A DESCRIPTION
Every deliverable in it carries a number instead of a description, which is why an agency proposing a six-week product launch to a furniture retailer writes “24 posts across three accounts” rather than “a consistent posting programme”.
USE IT WHEN
PRE-SIGNATURE
Use the proposal while the scope and the fee are still being agreed. A proposal sets out what is being offered.
DO NOT USE IT AS
THE CONTRACT
A services contract sets out what both sides owe each other. RecurPost’s social media templates library carries a separate document for that.
2. THE SECTIONS
The Ten Sections of the Proposal
The proposal runs ten sections, and a client reads three of them. The executive summary, the deliverables and the fees get read closely; the other seven get skimmed unless something in the three raises a question.
Replace the client name, the objective figures, the deliverable counts, the dates and the fee every time you send it.
HOUSE WORDING
Approval responsibilities and reporting can stay as house wording once you have settled them, and a proposal that reuses the same two-working-day approval clause across every client is a proposal you can send on a Tuesday afternoon.
BUILT FOR
A campaign with a fixed window and a countable deliverable list.
SKIP IF
The engagement is an open-ended retainer, which is a standing plan rather than a campaign and has its own document in the social media templates library.
SECTION
WHAT IT HAS TO SAY
WHAT TO WRITE IN IT
01 Executive summary
What is being proposed, in a paragraph
The campaign, the window, the headline deliverable and the fee. Written last.
02 Objectives
What the campaign is judged on
One or two outcomes with numbers attached
03 Audience
Who the campaign talks to
A described segment, not a persona name
04 Platform scope
Which accounts are in
The networks and the number of accounts on each
05 Deliverables
What the client actually receives
Counts. Posts, formats, revisions, anything with a number
06 Timeline
When each part happens
Sign-off date, asset deadline, launch date, close date
07 Approval responsibilities
Who approves what, and how fast
Named roles and a turnaround in working days
08 Reporting
What the client gets back
The moments and the format, not the metrics method
09 Fees
What it costs and what that covers
The figure, what is included, and what is quoted separately
10 Signatures
Who agreed
Both sides, dated
3. THE ORDER
How to Complete It, in Order
You do not write the proposal in the order a client reads it. The executive summary comes first on the page and last in the work, because it summarises decisions that do not exist until the other nine sections are finished.
WHERE IT GOES WRONG
The order matters most at the second step. A fee quoted before the deliverables are counted turns into a conversation about scope creep in week two, and the agency loses that conversation because the number went out before the count did.
WRITE
SECTIONS
WHY HERE
First
Objectives, audience, platform scope
They set the shape everything else is sized against
Second
Deliverables and timeline
The fee cannot be set until the counts and the dates exist
Third
Fees, approval responsibilities, reporting
They follow from the scope rather than leading it
Last
Executive summary
It summarises decisions the other nine sections just made
4. WORKED EXAMPLE
One Filled Campaign, From Signature to Schedule
A six-week launch campaign for a furniture retailer fills all ten sections and produces twenty-four scheduled posts.
THE COUNT THAT SIGNS
The six-carousel line is the one worth following. In the proposal it is a count the client signs: six carousels, one a week, showing a room being built.
WHAT SURVIVES
That count is what survives the signature, and everything else in the document is the context that justified it.
SECTION
FILLED VALUE · SIX-WEEK LAUNCH
Objectives
300 showroom appointment bookings during the campaign window
Audience
Homeowners within thirty miles of the showroom who moved in the last year
Platform scope
Instagram, Facebook and Pinterest, one account each
Deliverables
24 posts over six weeks, four a week across the three accounts, of which six are a weekly carousel showing one room being built
Timeline
Signed 15 September, assets due 29 September, campaign runs 6 October to 16 November
Approval responsibilities
The agency drafts, the retailer’s marketing lead approves within two working days
Reporting
One mid-campaign check in week three, one close report in week seven
Fees
$6,400 fixed for the campaign, photography quoted separately
Signatures
Both sides, dated
5. THE ARITHMETIC
From a Signed Count to a Scheduled Batch
Once the proposal is signed, those six carousels become six dated entries in RecurPost’s social media calendar, one a week for six weeks, sitting alongside the other eighteen posts in the same view.
The whole twenty-four then goes up as one upload with bulk scheduling, which accepts CSV and Excel files, sets no hard cap on posts per upload, and works best at around 100 posts a batch.
A GAP IS VISIBLE
The calendar shows the campaign window in Month, Week or List view, so a gap in week four is visible before it becomes a missed week.
ONE UPLOAD
A twenty-four post campaign is one upload, and the agency spends its time on the carousels rather than on the scheduling.
THE WEEK
POSTS
Weekly carousel
1
Other posts
3
Every week
4
× 6 WEEKS
→
THE CAMPAIGN
24
posts across three accounts
Twenty-four is the number you plan against. You assign each of the twenty-four a date and an account, and the campaign is built.
6. NOT COVERED
What the Proposal Does Not Cover
The proposal describes work. It does not bind either side to it, and three things people expect to find in it are deliberately not there.
THE FEE LINE
The third row is the one that causes real arguments. A proposal that quotes $6,400 without saying whether ad budget is inside that number is the proposal that gets renegotiated in week two, usually in an email nobody enjoys writing.
WHAT IT DOES NOT COVER
WHY
WHAT TO USE INSTEAD
A services contract
A proposal sets out an offer. It carries no obligations, term, termination, liability or intellectual property clauses.
The social media agreement template, reviewed by your own counsel
Legal terms
Nothing in the document has been reviewed for any jurisdiction, and nothing on this page is legal advice.
Your own legal adviser, before anything is signed
A paid-media plan
The fee covers the agency’s work. It does not cover ad spend, flight dates, audiences or creative variants.
The paid social media ads template, with spend quoted separately
7. THE FILE
File Format, Access and What Happens When You Submit the Form
RecurPost gives the social media campaign proposal template away free. The file is an editable document, and you take your own copy and edit that copy, so nothing you type about a client reaches anyone else.
The form below asks for six details and requires one. Business email address is the only required field, and full name, organization, employee count, country and company URL are optional.
RecurPost sends the proposal to the business email address you supply, and the confirmation on this page tells you it is on the way.
FORMAT
An editable document, sent to the business email address you supply.
ACCESS
You take your own copy, so nothing you type about a client reaches anyone else.
PRICE
Free. Business email address is the only required field.
FREE TEMPLATE
Get Your Free Template
Business email address is the only required field.
Fill the ten sections, get the campaign signed, and set the twenty-four posts live in one upload.
8. FIT
Which Template to Use Instead
The proposal comes before the work, and three other documents come after it.
THE LIBRARY
All four sit in RecurPost’s social media templates library alongside the calendar, audit and analytics documents.
WHAT YOU NEED TO DO
USE
WHY
Put a scope and a fee in front of a prospect
This social media campaign proposal template
It carries deliverables, fees and signatures
Run the campaign once it is signed
The social media campaign template
It holds the per-post execution rows this document only counts
Set the terms of the engagement
The social media agreement template
It covers scope, access, fees, intellectual property and termination, and it needs counsel review
Plan a standing quarter rather than one campaign
The social media marketing plan template
A retainer is a plan, not a campaign
TRY RECURPOST
RecurPost’s Agency plan covers 20 social accounts and includes 3 team members. RecurPost prices an extra teammate at a flat $20 per month on any plan instead of multiplying the plan price by every seat. A signed campaign runs across the client’s three accounts from one calendar, and the account count rather than the headcount is what decides which plan an agency needs.
RecurPost is the social media management software agencies run their client publishing on.
No credit card required
Frequently Asked Questions
What the proposal holds, what it does not bind, and how the file reaches you.
What sections go in a social media campaign proposal?
A social media campaign proposal runs ten sections: executive summary, objectives, audience, platform scope, deliverables, timeline, approval responsibilities, reporting, fees and signatures. A client reads the executive summary, the deliverables and the fees closely and skims the rest. Write the executive summary last, because it summarises decisions the other nine sections make.
Is a campaign proposal the same as a contract?
A social media campaign proposal sets out an offer, and a services contract sets out what both sides owe each other. The proposal carries no obligations, term, termination, liability or intellectual property clauses, and nothing in it has been reviewed for any jurisdiction. Get a services agreement reviewed by your own counsel before work starts.
Do the fees in a proposal include ad spend?
The fees section covers the agency’s work, and ad spend is quoted separately. A proposal that names one figure without saying which side of that line it sits on gets renegotiated in week two. Write the fee, write what it includes, and write what is quoted separately, in that order.
How do I get the template, and what do I receive?
RecurPost sends the social media campaign proposal template to the business email address you supply on this page. The file is an editable document, it is free, and you take your own copy and edit that. Business email address is the only required field on the form.
Discover your must-have Social Media Templates
The proposal comes before the work. These are the documents that sit around it.
01
PLANNING
Social Media Strategy
Map a client’s goals, audience, and posting plan.
02
PLANNING
Strategy Presentation
Pitch the strategy to a client in slides.
03
PLANNING
Marketing Plan
Lay out channels, cadence, and owners for the quarter.
04
PLANNING
Social Media Audit
Assess a client’s current accounts before you start.
01
CALENDAR
Social Media Content Calendar
Plan a month of posts across networks.
02
CALENDAR
Instagram Content Calendar
Plan an Instagram grid and feed in advance.
03
CALENDAR
Google Posts Calendar
Plan Google Business Profile posts ahead.
01
CAMPAIGN
Social Media Campaign
Build out a time-boxed campaign’s posts.
02
CAMPAIGN
Paid Social Media Ads
Plan paid ad sets, audiences, and budgets.
01
REPORTING
Social Media Analytics
Track post and account metrics in one sheet.
02
REPORTING
Social Media Reporting
Package monthly results for a client.