1. 1Page 1Cover: a lifestyle photo of the client’s product, the outcome as the title, the 2027 revenue and cost-per-customer targets, the six channels and the metadata
2. 2Page 2Summary, the plan on one page: four KPI targets, where the brand is and what doing nothing costs, the approach with one proof point, the channel plan table with the media bar, the 90-day Gantt and the recommendation
3. 3Page 3Goals and KPIs: four targets with today’s figure, the 2027 number and how each is measured, a KPI tree from revenue to new and returning customers, the measurement rules and three guardrails
4. 4Page 4Where you are today: cost per new customer since January 2025, ad spend by platform, revenue by channel, email’s share against peers, six audit findings and the cost of doing nothing
5. 5Page 5Customer insight: why people buy and how they first heard, the gift-to-full-set path, three audience segments with their share, needs and channels, and what it means for the plan
6. 6Page 6Strategy: the idea for the year, the positioning, what changes, three message pillars with example lines and one story a quarter
7. 7Page 7Channel plan in full: where each channel works in the funnel, its monthly outputs, media by month and year, the measure it answers to and its owner, and the year’s all-in investment
8. 8Page 8Paid social and search: the account structure with a budget per campaign, the weekly creative-testing system, the Pinterest launch, the Shopping feed rebuild and pacing rules
9. 9Page 9SEO, content and social: keyword clusters with volumes and ranks, the January-to-June content calendar, the creator programme, the weekly posting rhythm and the year’s organic targets
10. 10Page 10Email and SMS: four targets, six automated flows with revenue per flow, the Build the set flow, a month of campaigns and list growth
11. 11Page 11The 90-day roadmap task by task: three phases, every workstream with owners, four milestones, what is done by each phase and what the client provides
12. 12Page 12Team and how we work: six people with roles and hours, the weekly-to-quarterly cadence, the live dashboard, the tools and three client results
13. 13Page 13Investment: three retainer options (Scale, Growth recommended, Foundation) with targets, a comparison table, six-month totals, payment terms and the return on Growth
14. 14Page 14Terms and sign-off: ten plain-English terms, the acceptance block with option ticks and both signatures, dated next steps and contact details

1. Step 1

   Put your agency, the client and the dates on the cover, and swap the photo for the client’s own product.

2. Step 2

   Replace the baselines, audit findings and research with your client’s figures, then check the charts and tables still agree.

3. Step 3

   Edit the channels, media budgets and 90-day plan to the scope you’re pitching.

4. Step 4

   Set your three retainer prices and terms, then send it as a link or PDF for signature.

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