Case study development proposal: Free template

Customize this free case study development proposal with Cobrief

Open this free case study development proposal in Cobrief and start editing it instantly using AI. You can adjust the tone, structure, and content based on the client’s industry, audience, and format needs. You can also use AI to review your draft — spot gaps, tighten language, and improve clarity before sending.

Once you're done, send, download, or save the proposal in one click — no formatting or setup required.

This template is fully customizable and built for real-world use — ideal for pitching B2B case-study creation to founders, marketers, or sales teams. Whether you’re writing from scratch or polishing existing drafts, this version gives you a structured head start and removes the guesswork.

What is a case study development proposal?

A case study development proposal outlines your plan to produce a customer success story that highlights results, builds credibility, and supports sales or marketing goals. It typically includes story sourcing, interviews, drafting, visual design, and distribution-ready formatting.

This type of proposal is commonly used:

• When a company wants to showcase customer wins to support pipeline and trust
• To provide sales teams with proof points for specific industries or use cases
• Ahead of a launch, rebrand, or marketing campaign focused on social proof
• As part of a content or enablement strategy that needs conversion-driving material

It helps clients turn anecdotal wins into formal assets that close deals and build confidence.

A strong proposal helps you:

• Select the right customer story based on strategic value
• Conduct interviews that surface real impact, not fluff
• Frame the story in a structured, benefit-led format
• Produce a final asset that’s easy to use in decks, emails, and on-site

Why use Cobrief to edit your proposal

Cobrief helps you produce structured, ready-to-send proposals fast — with built-in formatting and AI tools for sharper messaging.

• Edit the proposal directly in your browser: Write and refine in one place without wrestling with layout.
• Rewrite sections with AI: Instantly adjust tone for CMOs, founders, or content teams.
• Run a one-click AI review: Let AI flag unclear scope, weak framing, or missed opportunities.
• Apply AI suggestions instantly: Accept edits line by line or apply improvements across the proposal.
• Share or export instantly: Send via Cobrief or download a polished PDF or DOCX file.

You’ll move from idea to delivery-ready copy without friction.

When to use this proposal

Use this case study development proposal when:

• A client has a strong customer success story but no formal writeup
• Sales or marketing needs proof to support specific verticals or objections
• The company is launching into a new market and needs social proof
• Existing case studies are outdated, vague, or lack a clear narrative
• You’re building a bank of enablement content or testimonials to use across channels

It’s especially useful when the client has great outcomes — but no way to showcase them.

What to include in a case study development proposal

Use this template to walk the client through your process — from interviews to final asset — in structured, clear language.

• Project overview: Frame the opportunity — strong client wins going untold — and how a case study will turn that into a business asset.
• Story selection: Describe how you’ll help select the right customer based on segment, use case, or results.
• Research and interviews: Explain how you’ll prep, run, and extract insights from stakeholder interviews (client + internal team).
• Drafting: Detail how you’ll structure the narrative — challenge, solution, results — and how tone will be tailored to audience and brand.
• Revisions and approvals: Clarify how many feedback rounds are included, and how the client will review or approve with their customer.
• Visual formatting: Note whether the final asset will include basic visual layout (e.g., Google Docs, Slides, PDF), or if a designer is involved.
• Repurposing support (optional): Offer variants like quote snippets, sales slides, or web versions if scoped.
• Timeline and phases: Break into stages — story selection, interview, first draft, revision, delivery — with duration estimates.
• Pricing: Offer fixed-fee or tiered pricing based on format complexity or number of assets. Include optional add-ons if applicable.
• Next steps: End with a CTA — such as selecting a customer, scheduling interviews, or providing background materials.

How to write an effective case study development proposal

This proposal should feel journalistic, strategic, and low-lift — especially for time-poor clients sitting on great stories.

• Anchor in sales and marketing impact: Position case studies as tools to close deals — not just content for the blog.
• Keep scope tight: Clients often overestimate how much they can handle. Start with one strong story, then expand.
• Make the process feel turnkey: Show how you’ll handle interviews, writing, and approvals — so they don’t have to chase anyone.
• Be clear on the format: Is this a 1-pager? A deep dive? Include samples or structure guidelines to avoid confusion.
• Include repurposing as a bonus: Most clients want short snippets for social or sales — offer this as an optional add-on.

Frequently asked questions (FAQs)