Motion graphics proposals win by demonstrating storytelling craft and production workflow clarity — not just software proficiency.
A winning motion graphics proposal follows a proven structure. Here are the essential sections every proposal needs, with guidance on what to write in each.
Outline the scriptwriting process, voiceover approach (provided vs. recorded), storyboard format (key frames or full boards), and how visual storytelling maps to narrative objectives. A clear script is the foundation of every successful motion project.
Define the visual exploration process: reference gathering, style frame development (3-5 still frames in the proposed animation style), client approval before full production begins. Style frames prevent costly full-animation revisions.
Specify animation type (2D motion graphics, character animation, 3D integration, kinetic typography), software used (After Effects, Cinema 4D, Lottie/Bodymovin for web), and complexity of each deliverable. Animation time estimates scale dramatically with complexity.
Define voiceover sourcing (client-provided, stock voice talent, custom recording), music licensing approach (stock libraries vs. original composition), and sound design (UI sounds, animated sound effects, foley). Audio is 50% of the motion experience.
Define revision rounds at each stage (script, storyboard/style frames, animatic, full animation), what constitutes a revision vs. a new concept, and the approval process. Video revisions are significantly more expensive than print revisions.
Define delivery formats per platform: broadcast (ProRes, H.264 at 10Mbps+), web/social (H.264 MP4, .GIF, .WebM), Lottie JSON for web animation, and any transparent background variations needed. Match output specs to client's distribution channels.
Need help structuring your proposal from scratch? Read the complete agency proposal guide for step-by-step instructions, or use the pricing calculator to figure out what to charge.
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Here's what strong motion graphics proposal content actually looks like. Use these as starting points, then customize with your client's specific details.
These mistakes cost agencies deals. Avoid them and you're already ahead of most competitors.
Script changes during animation production are disproportionately expensive. A 5-word script change can require re-recording VO, re-animating lip sync (if applicable), and adjusting timing throughout. Lock the script before any visual production begins.
Character animation is 3-5x more time-intensive than icon/text motion graphics. A proposal that includes character animation without pricing accordingly will destroy the project budget. Either price accurately or substitute with simpler visual approaches.
Clients who want to update text, change colors, or adapt the video for different formats later will need source files. Define whether After Effects source files are included in the deliverables and whether Lottie/JSON export for web use is in scope.
Royalty-free stock music libraries (Artlist, Musicbed, Epidemic Sound) cost $200-500/year for full commercial licenses. Unlicensed music in commercial videos creates significant legal risk. Budget for proper music licensing and include the licensing terms in the proposal.
These tactics separate agencies that close 20% of proposals from those that close 50%+.
Wyzowl data consistently shows explainer videos on landing pages increase conversion rates by 15-30%. Quantify the business case: "If your homepage converts at 2.1% and a video improves that to 2.8%, at your traffic volume, that's X additional leads per month."
Nothing sells motion graphics work like showing what the finished product will look like. Even 2-3 quick exploratory style frames included in your proposal demonstrate craft and dramatically improve proposal conversion vs. text descriptions alone.
Itemized pricing (script, style frames, animation, VO, sound, revisions) builds trust and helps clients understand where their budget is going. It also makes scope adjustment conversations straightforward.
Sources: Wyzowl Video Marketing Statistics
15-30 second social animation: $500-2,500. 60-90 second explainer video: $5,000-15,000. 2-3 minute product demo: $8,000-25,000. Full character animation: add 50-100% to motion graphics prices. 3D animation: 2-3x motion graphics rates. Broadcast-quality work: $15,000-100,000+.
15-second social asset: 1-2 weeks. 60-second explainer: 3-5 weeks. 90-second explainer with custom style development: 5-7 weeks. Complex 2-3 minute video: 6-10 weeks. Timeline is heavily dependent on revision speed and decision-making process on the client side.
Motion graphics typically refers to animated graphic design elements: text, shapes, icons, data visualizations. Animation is a broader term that includes character animation, storytelling animation, and frame-by-frame techniques. The practical distinction matters for pricing: character animation is significantly more complex and expensive than motion graphics.
Depends on the contract. Standard practice: client receives full ownership of the final rendered video file. Source files (After Effects projects) may require an additional fee. Voiceover talent and music have their own licensing terms that should be documented separately.
Yes, but updates to an animated video typically require access to the source files and the original animator. Request source file delivery if you anticipate needing updates. For frequently-updated content (pricing, product features), consider designing templates in After Effects that can be updated more easily.
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