Summary
Three points to use.
- Compare packages by platforms, formats, production requirements, and operating responsibilities.
- Separate recurring management from shoots, creators, paid media, software, and other pass-through costs.
- Judge the plan by its relevance and delivery system, not the largest promised post count.
Define each platform and responsibility
Name every platform and identify whether the agency plans, writes, designs, records, edits, approves, publishes, responds, reports, or manages paid promotion. Reusing one asset across platforms may be efficient, but adaptation still needs to be stated.
Separate content management from production
Original photography, on-site video, presenters, creators, products, locations, travel, props, voice-over, animation, and advanced editing can materially change the workload. Confirm what the client supplies and whether unused production capacity carries forward.
Include the less visible operating work
Research, editorial planning, briefing, asset collection, copy review, design revision, scheduling, quality checks, comment escalation, rights management, and reporting all require time. A proposal that lists only posts may leave the operating system undefined.
- Content pillars and monthly calendar
- Copy, design, editing, and adaptations
- Approval process and revision limits
- Publishing and community responsibilities
- Delivery record and monthly review
Compare packages against one content brief
Ask suppliers to quote the same platforms, formats, approximate volume, source-material assumptions, approval rounds, turnaround, community activity, reporting, and production requirements. Then compare the quality of the proposed process and examples, not only the total quantity.
Prepare a budget and content-readiness brief
Share the audience, offer, priority platforms, current accounts, available brand assets, spokesperson access, production locations, approval owner, paid-media plan, expected response coverage, budget range, and important dates. These details allow a supplier to propose a workable level of activity.