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What to Include in Your Event Proposal

It is common for event planners of all experience levels to get stumped when it comes to putting together a proposal for a potential new client. Proposals require a depth of information conveyed in a digestible fashion that paint a complete picture for why you are the best fit for this job. For your company to grow, you need to put as much energy into your proposals as we would your online dating profile – great photos paired with compelling copy that shows personality.

Approaching a proposal from a place of strategy can keep you from getting overwhelmed, which often stifles the creativity needed to complete your proposal, and from falling short and accidentally omitting key components.

Whether your proposal comes from direct request, a public Request for Proposal/Quote (RFP/RFQ) or your own plan to pitch a new client, the below list outlines the top categories of content to include in every proposal with some optional considerations.


Whether this is your first event planning job or your have years of gigs under your belt, you have skills and experience that have led you to submit for this opportunity. Provide some background information, detail out your specialties and don’t be afraid to show a little flavor! Event planning is based around interpersonal relationships, and your new client wants to work with someone they 1) like and 2) think has unique personality traits that will benefit the event.

Component to consider including:

  • Company Bio

  • Years in business

  • Major successes

  • Team information (optional)

  • Client List – Past & Present

  • Professional References

  • More Info Sources – social media links, website, blog, etc.

Pro Tip: Don’t be shy about name dropping here. If you planned Will Smith’s birthday bash, say you planned Will Smith’s birthday bash!


Showcase your past experience that gives you relevant expertise for this specific project. Include photos, client information, breakdown of the services you provided and any data demonstrating your success. The quantity to include is going depend upon the examples you have to choose from and the caliber of project you’re bidding for. To select which past projects are relevant don’t just consider event format. A big-name corporate client might carry just as much weight for a top national non-profit if they are looking for someone with experience working in a structured, high expectation environment.


This component is not optional but is situational. Some prospective clients are going to want to test your creativity before selecting you amongst bids received. Some clients are going to need help in outlining a budget to get necessary approvals to more forward with a contract. Some clients already have a format, mood board and concept in place and aren’t looking for those details from you.

If you find yourself in a grey area on whether you should provide upfront your skilled services within the proposal, you probably should. Often times taking that extra time and risk to compile a prescription for your client within the proposal, can be what seals the deal and makes you stand apart from the other proposals that only outlines services and coordination fees.

At a minimum, include specific details this client provided to you within the proposal to give it a customized feel. This could be as simple as adding the date, location, event name, etc. somewhere within your proposal.


Now, here is where you get down to the gnitty gritty. Be very detailed in outlining the services you are including in your quote. If you are quoting managing an event registration and staffing it for 4 hours with 10 people, make sure that is clear.

On the other hand, if you aren’t including services within your quote, explain that as well. Include the responsibilities your client or another party will be performing on their side – this helps to ensure that Entertainment Management as a category of services isn’t left off completely, but rather assigned to another party and not handled under your services.

Pro Tip: If there is anything you have listed as the Client’s responsibility that is a service your company can provide to them if needed, make sure to note this.


Don’t forget to tell them what it costs! Outline the details of your payment structure clearly to set expectations. Include totals, payment schedules, booking fees required to secure services and any discounts being offered.


Always close with a quick note of gratitude for the opportunity and consider including next steps if this client wants to move forward.

Make sure your contact information is easily locatable within your proposal. Although you might be sending this in via email with your e-signature, if this document gets passed around or printed and distributed, you want to make sure further outreach can be easily connected back to you.

Now that you know the basics of the content to include, your ready to level up your proposals and make sure they convert! Check out the 6 Upgrades to turn your Good Ideas into Successful Pitches.

Final Pro Tip: If you are responding to an RFP, follow instructions to a T! Always double-check, triple-check the instructions and be careful of the small details that could toss you out of the running.


ABOUT THE AUTHOR: Jenna Thompson

Jenna is a mountain based Yogi with a love for veggie focused foods. When she's not in Warrior Pose you can find her spending time with her Avalanche Rescue Dog Luna with a Matcha Latte in hand!


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