Sample Budget Summary
lailahcat
Budget.docx
In this document, we will compare the sample budgets created for a multimillion-dollar campaign by a large marketing organization vs. a small company’s marketing plan for their own business. In other words: the marketing budget of Coca-Cola versus that of a start-up.
A One-Year, Multimillion Dollar Campaign for a Multimillion-Dollar Organization for One Client: A large agency and brand employs staff to participate in every part of the process. This makes the costs seem realistic because you have multiple teams working on each component. Total cost would equal at least what a well-paid employee would make annually, even if the portion of the project is only a few months long.
Also, when small businesses and start-ups work with agencies, they are typically working with smaller agencies with 5–30 staff members in the $500,000 to $5 million revenue bracket. These agencies are usually “full service.” Doing business with a small agency often benefits the client. That is because good agencies will perform research, audits, analysis, and other tasks as part of their attempt to win the client. In the “major leagues,” the client pays for all of these tasks because the large agencies can require it and get away with it. It’s all part of paying the price because they are so big and so good, and…they have earned it!
Strategy
|
Tasks |
Multimillion Dollar Organization (For One Client) |
Start-Up/Small Business (For Entire Business) |
|
Research |
$10,000–$20,000 |
$2,500 |
|
Audience Audit |
$10,000–$15,000 |
Cost of Doing Business/Cost to Small Agency Pitching This Business |
|
Competitor Analysis |
$10,000 |
Cost of Doing Business/Cost to Small Agency Pitching This Business |
|
Concept Creation |
$25,000–$35,000 |
Cost of Doing Business/Cost to Small Agency Pitching This Business |
|
Pitch Material Creation |
$20,000–$25,000 |
Cost of Doing Business/Cost to Small Agency Pitching This Business |
|
Pitch Development |
$5,000–$10,000 |
Cost of Doing Business/Cost to Small Agency Pitching This Business |
|
Planning |
$10,000–$15,000 |
$5,000 |
|
Vendor Selection (if applicable) |
$5,000–$10,000 |
N/A |
|
Scope of Work Creation |
$5,000 |
Cost of Doing Business/Cost to Small Agency Pitching This Business |
|
Contracts |
$5,000–$10,000 |
$2,500 |
|
Kick-Off and Onboarding |
$10,000–$15,000 |
Cost of Doing Business/Cost to Small Agency Pitching This Business |
|
Media Buying/Ad-Buy Planning |
$5,000–$15,000 |
$5,000–$30,000 |
Development
|
Tasks |
Multi-Million Dollar Organization (For One Client) |
Start-Up/Small Business (For Entire Business) |
|
Project Management |
$100,000–$200,000 |
$5,000 |
|
Web Development |
$100,000–$500,000 |
$25,000–$75,000 |
|
App Development |
$100,000–$500,000 |
$25,000–$75,000 |
|
Content Creation |
$100,000–$250,000 |
$15,000–$20,000 |
|
Creative Development |
$100,000–$250,000 |
$15,000–$20,000 |
|
Social Media Set-Up/Management |
$100,000–$150,000 |
$5,000–$15,000 |
|
SEO/SEM Development |
$25,000 |
$5,000–$10,000 |
|
Media Buying/Ad Buying |
$100,000–Millions |
Margin of Media Buyer (Typically 5%–40%) |
|
Quality Assurance |
$25,000–$50,000 |
Cost to Developers Usually Included in Price of Project |
|
Tools and Analytics Set-Up |
$10,000–$15,000 |
Cost to Developers Usually Included in Price of Project |
|
Deployment |
$10,000–$15,000 |
Cost to Developers Usually Included in Price of Project |
|
Maintenance |
Variable Development Costs |
Cost to Developers Usually Included in Price of Project |
Analysis
|
Tasks |
Multimillion-Dollar Organization (For One Client) |
Start-Up/Small Business (For Entire Business) |
|
Management of Campaign |
$150,000–$250,000 |
Cost to Agency Usually Included in Price of Project |
|
Data Gathering |
$20,000–$25,000 |
Cost to Agency Usually Included in Price of Project |
|
Analysis |
$25,000–$30,000 |
Cost to Agency Usually Included in Price of Project |
|
Follow-Through of Plan |
Variable Depending On If Campaign Was a Success and if Client Wants Repeat Business |
Cost to Agency Usually Included in Price of Project |
