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In Hollywood, the all-important "pitch" wins jobs. Unfortunately, getting work in the corporate media world usually requires a full-blown written proposal-unless you happen to be dealing directly with a client or production company familiar with your work. Even then, you often are in a competitive bid situation writing another damn proposal.
I've had spells during my corporate media writing career where I seem to be writing more proposals than actual scripts. So, guidelines for this type of proposal writing are in order. Here are the topics I generally address in my proposals.
Current Situation-This is a brief summary of why the communication issue or business opportunity calls for a media solution, whether it's a short linear video or an extensive interactive training program for CD-Rom or Internet distribution.
Audience Profile-Describes the demographics of the target audience. Is it training for employees? A sales video for the field sales force to use? Or, perhaps the goal is a product demonstration for trade show use to demonstrate features and benefits to potential customers. It's important to address the attitude potential viewers will bring to the viewing or user experience. Age and socio-economic background may also be pertinent.
Goals and Objectives-State what changes exposure to the message will have on the target audience.
Proposed Solution-An overview of what you (or the production company bidding on the work) recommend as a solution. What are the benefits of your approach from the client's perspective? How will you make their job easier?
Creative Treatment-What is your creative concept? Sometimes you know enough going into the proposal to write an actual treatment. In other cases, you'll have to be more generic. Above all, here is where you sell the "sizzle" that comes with the steak.
Project Scope-Define, as specifically as you can, what the project involves-the specifications for the work. Typically, this is phrased in terms of "deliverables" the client can expect at various stages of the project. The deliverable at the conclusion of scripting is a shooting script. The deliverable following a video shoot and edit is a rough cut. Include everything the client is expected to review throughout the process. Project scope is as important for what is excluded as for what is covered. Establish client expectations in this section.
Production Schedule-Provide time frames for completion of key project phases. Include client responsibilities (reviewing and approving scripts, storyboards, rough cuts, etc.). Identify how much time is needed to complete each phase and the expectations for client sign-off and turn-around time. If the client can't meet these dates due to other commitments, travel, vacations, etc., then the schedule must be adjusted.
Investment Summary-Present the budget. Then sell return on investment. In some cases, you can be quite specific. Reducing the cost of travel, classroom training time and instructors by replacing current training methods with a CD-Rom that can be used by employees anytime, anywhere is a quantifiable metric. ROI for a corporate image program is more difficult to justify in dollars and cents-but you can still stress the benefits of the investment in terms of improved sales or employee morale.
The Team-Who are the key players responsible for the work? What are their credentials and areas of expertise? Sell the credibility or yourself or the production company bidding on the job.
Anything Else-This list is not necessarily all-inclusive. Any additional issues or items that will help get the work should find their way into your proposal.
And that, in a nutshell, is Proposal Writing 101.
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