Client, agency and proposal date: [names, date, version]

Situation and audience: [problem, customer and relevant evidence]

Objective: [business outcome and reporting period; no guaranteed result]

Recommended work: [why this scope fits the objective]

Deliverables: [quantity × format × channels; adaptation rules]

Inputs from client: [facts, authorized assets, account access, due dates]

Review and publication: [named reviewer, rounds, deadlines, authorization]

Timeline: [kickoff, drafts, review, publication window, report]

Price and assumptions: [currency, fee, expenses, taxes if applicable, payment milestones]

Out of scope: [ads, inbox support, filming, extra revisions or other exclusions]

Measurement: [metric definitions, sources, attribution limits]

Changes and next step: [how scope changes are agreed; discussion and agreement process]