Proposal Writer

This reads as a retainer engagement, and as a strong retainer candidate.

The eight-signal candidate score is as follows:

1. They have hired this freelancer for 2+ projects in the last 6 months: UNKNOWN
2. The content need is recurring, not one-time: SUPPORTED ("they have no video presence at all" and a stated goal of attracting "younger members" imply ongoing content needs)
3. They have said something like "we are planning to keep producing this" or "we will definitely need more": SUPPORTED (launching a YouTube channel implies a plan for ongoing content)
4. They pay on time and without pushback: UNKNOWN
5. They give clear briefs and reasonable feedback: SUPPORTED (a discovery call with the marketing director and team suggests clear communication)
6. They have referred the freelancer to others, or spoken about them positively: SUPPORTED (referred by a former client at a community bank)
7. Their business is growing - more content means more budget: SUPPORTED (a growing business with a need to attract "younger members" implies potential for increased budget)
8. They have asked about availability for upcoming work: SUPPORTED (they came to the freelancer with a specific project in mind, implying a plan for ongoing work)

The tally is Signals: 5/8 · Flags: 0/5, which indicates a strong retainer candidate.

Understanding the project

What specific goals do they hope to achieve with their YouTube channel in the first 90 days, and how will they measure success?
What have they tried so far to attract "younger members", and what were the results?
What is the timeline for launching the channel, and are there any specific deadlines or milestones they need to hit?
Who will be the primary point of contact for the project, and what is their experience with video production and marketing?

How they like to work

What is their preferred communication channel for discussing project details and providing feedback?
How involved do they want to be in the creative process, and what is their expectation for revisions and approvals?
Can they provide examples of their brand's tone and style, and how they envision it being represented in the video content?
Have they worked with a freelancer or agency on a similar project before, and if so, what was their experience?

Budget and horizon

What is their estimated budget for the project, and are they open to discussing a retainer-based agreement?
How do they see this project fitting into their overall marketing strategy, and what other initiatives are they planning to launch in the next 6-12 months?
Are there any specific metrics or KPIs they will be using to evaluate the success of the project, and how will they be tracking them?

1a. The scope model

The recommended scope model is output-based, which fits this engagement because it allows for a fixed number of deliverables per month, aligning with the client's needs and providing a clear understanding of the scope of work. This model is suitable given the defined deliverables (4 finished YouTube videos per month) and the client's goal of attracting "younger members" through a YouTube channel.

1b. Deliverables

• 4 finished YouTube videos per month, each 6-9 minutes long, including concept, scripting, a one-day monthly shoot at their branch, editing, thumbnails, titles, and descriptions.
• 8 vertical cutdowns for Instagram and TikTok per month.
• Revision rounds: 2 per video, with a turnaround of 10 business days from an approved brief.
• File format and handoff method: Videos will be delivered in MP4 format, and cutdowns will be provided in suitable formats for Instagram and TikTok.

1c. What is not included

• Rush work: any requests with less than 5 business days' notice will incur an additional 25% fee.
• Platforms beyond YouTube, Instagram, and TikTok.
• Production work beyond scripting, editing, and thumbnail design for YouTube videos.
• Paid advertising on social media platforms.
• Brand or identity work, such as logo redesign or website development.
• Management of YouTube channel, including but not limited to, responding to comments, engaging with the audience, and optimizing videos for better performance.

2a. The number, and the arithmetic

Based on the client's target rate of $7,500/month for 4 videos and considering the scope of work, the price for this engagement will be $7,500/month. This number reflects the value of producing high-quality video content that meets the client's goals and the complexity of the project, including the need for compliance review and brand approval.

The arithmetic:

• The client's current request is for 4 videos per month at $7,500, which aligns with their stated budget authority up to $10,000/month.
• Given the deliverables and the expertise required, this rate is reasonable and reflects the value added to the client's business.

2b. Where this sits, honestly

This pricing sits at the higher end of the market range for video production services, reflecting the high quality of work, the expertise in financial services, and the complexity of navigating a conservative brand with compliance requirements. The client's budget authority and the value proposition of attracting "younger members" through a professional YouTube channel justify this investment.

The Challenge

A regional credit union with about 40,000 members is looking to start a YouTube channel to attract "younger members", as their average member age is 58. They have no video presence at all, and their brand team will need to approve everything, with a compliance officer reviewing any content mentioning products or rates. The goal is to create engaging financial-literacy explainers that resonate with this younger demographic.

The Approach

To address this challenge, I propose creating high-quality, engaging video content that speaks to the needs and interests of younger members. This will involve:

• Developing a content strategy that focuses on financial literacy and planning, tailored to the younger demographic.
• Producing 4 finished YouTube videos per month, each 6-9 minutes long, including concept, scripting, a one-day monthly shoot at their branch, editing, thumbnails, titles, and descriptions.
• Creating 8 vertical cutdowns for Instagram and TikTok per month to expand reach and engagement.
• Ensuring all content is compliant with regulatory requirements and approved by the brand team.

We've done a discovery call and you've shared your goal of launching a YouTube channel to attract younger members before your annual meeting in February. To reach this demographic, a consistent stream of high-quality video content is essential. I propose creating 4 finished YouTube videos per month, each 6-9 minutes long, including concept, scripting, a one-day monthly shoot at your branch, editing, thumbnails, titles, and descriptions, plus 8 vertical cutdowns for Instagram and TikTok. This will be $7,500/month | 3-month start | then month to month with 30 days notice. Does the Core option cover what you need, or do you want to talk through Premium?

Under a conversation version:
"I'd like to follow up on our discovery call about your YouTube channel launch. Given your goal to attract younger members, a consistent video strategy is key. I've put together a couple of options - want me to walk you through them?"

"Your rate is higher than I expected."
I understand - I want to make sure the investment makes sense. Can I ask what outcome you're hoping this YouTube channel produces? I'd rather understand the goal fully before adjusting scope, so we don't end up with a cheaper version that doesn't move the needle.

"How do we know this reaches younger people and not just our existing members?"
Honestly, that's a fair question. The content strategy will focus on financial literacy and planning, tailored to the younger demographic. We'll track engagement metrics to ensure we're resonating with the target audience.

"Our compliance process is slow, are you going to be frustrated by that."
Right - compliance is crucial. I've worked with compliance review processes before, and I know how to build a script that the reviewer can mark up without killing it. I'm prepared to adapt to your process.

"We're comparing a few options."
I understand you're evaluating different paths. One specific differentiator here is my experience in building a community bank's channel from 0 to 31,000 subscribers over 18 months, which demonstrates my ability to grow an audience in the financial services sector.

"We don't have the budget right now."
Offer a smaller scoped start to test the fit, or a specific month to check back. Let's discuss how we can start with a more limited scope and grow as your budget allows.

Subject: Checking in on the Proposal - YouTube Channel Launch
Send this on Day 3-4:
Hi, wanted to follow up on the proposal for your YouTube channel launch. Are you ready to discuss the next steps or do you need more time to review?

Subject: Availability for Your Project
Send this on Day 10:
Hi, I wanted to touch base regarding your YouTube channel project. My availability is still open for a February launch. Otherwise, no worries at all.

Subject: Staying in Touch - Potential Future Collaboration
Send this on after a no:
Hi, although we didn't move forward with the YouTube channel project this time, I appreciate the consideration and wish you all the best. If circumstances change or you have another project in mind, please don't hesitate to reach out. I'm always here to help.

Essential Terms:

• Monthly rate: $7,500
• Billing date: Same date each month
• Deliverables: 4 YouTube videos/month, 8 cutdowns for Instagram and TikTok
• Revision rounds: 2 per video
• Turnaround: 10 business days from an approved brief
• Scope exclusions: Rush work, platforms beyond YouTube, Instagram, and TikTok
• Rush-work policy: 25% additional fee for requests with less than 5 business days' notice
• Minimum initial commitment: 3 months
• Cancellation notice period: 30 days written notice from either party
• Rate escalation clause: Standard 10–15% review at the twelve-month mark
• Unused capacity: Does not roll over
• Dispute resolution: [TERM NEEDED: decision-maker for revision disputes]

Optional Terms:

• Kickoff call to align workflow and communication
• Monthly 30-minute check-in to review and adjust scope
• IP ownership: [TERM NEEDED: confirmation of IP ownership]
• Non-disclosure terms: [TERM NEEDED: confirmation of non-disclosure terms for sensitive content]
• Priority access clause for retainer clients: [TERM NEEDED: details on priority access]

The most critical term for this engagement is the compliance review process, ensuring that all content meets regulatory and brand standards, given the client's conservative nature and the necessity for compliance approval.