Proposal: Blog & Newsletter System Strategy & Setup

Client: Chris Deferio, Keys To The Shop (keystotheshop.com)
Date: Sep 30, 2025
Payment Terms: 50% upfront, 50% upon completion

Objective

Create a streamlined, high-value blog and newsletter system that:

Builds brand voice and thought leadership.
Drives audience growth via strategic subscription management.
Integrates with existing offerings (podcast, consulting, coaching) without cannibalizing other CTAs.
Provides a foundation for future initiatives, including webinar series and book projects.

Price: $3,500
Payment Schedule: 50% upfront ($1,850), 50% upon completion ($1,850)

Includes:

Blog system setup & optimization (readability, structure, setup only).
Newsletter system setup:
- Welcome email automation configured per recommendations.
- I/You can draft the welcome email for your newsletter.
- I/You can draft an additional follow-up newsletter email with “greatest hits” as a permanent reference, to show high value in a free subscription.
- Audience segmentation
Blog Subscription form development
- Optional inclusion of both subscription options on multiple forms to maximize reach.
- Can set up auto-send welcome email to blog, giving some insights into what they can expect, the cadence they can expect, and a way to give feedback.
Call-to-action placement strategy to avoid conflicts with other offerings.
Blog optimization coaching
- SEO tools.
- Internal and external linking.
- Using Categories and Tags effectively.
Workflow setup:
- Opportunity guidance and implementation for auto-sharing blog posts
- Blog delivery automation build and style for blog subscribers so you can feed your list without added effort or thought.
- Set up blog excerpt inserter tool for using in newsletter to drive traffic back to the website from MailChimp campaigns.
One strategy call to align with broader initiatives (webinar, book, live event).