I'm putting together our proposal for Visa's window-sticker campaign for the Paris Olympics — "vitrophanie", as the RFP calls it. Stickers in shops across Paris, plus the logistics to prove we covered the market and to deliver the full list of shops we equipped. How do I structure this so it wins?

Start with one question: what does the end client actually want once the campaign is over? Identify the deliverable they will judge you on, get that right, and the rest of the proposal follows.

All they asked for is a count of equipped shops. But to win the contract, I want to deliver much more:

  • A complete merchant list with contact info, not the basic Excel file every competitor will send.
  • Live photo reports on installation day, so they can watch the rollout in real time.
  • A contact form for each shop type (bakery, clothing, supermarket...), each one different, so we collect the right data and build a real merchant database.
  • Reuse: with that database, Visa can launch the next campaign directly from this one.

So it's a filterable online report, not a spreadsheet: see each shop, the day's progress, follow the rollout live, and export a merchant list with contacts.

Good. Then the proposal offers three things, in this order:

  • Precise logistics tracking. Every sticker installed, with its photo, date, and time.
  • Contact capture. A questionnaire adapted to each shop type, so the data for the next campaign is already collected.
  • A dynamic, presentation-ready report. A polished view they can show their management as is.

The first two win you the contract; the third is what their management approves.

How would you actually present the final report? What does it look like?

A live web page, not an attachment. One link Visa opens directly, with no agency or middleman in between:

  • A photo table of every installation, sortable, with the products available in each shop.
  • A dynamic map colored by shop type, so the coverage is visible at a glance.
  • Live stats on the day's rollout, updating as each sticker goes up.

The whole point is to remove friction: the easier it is for Visa to see the value on their own, the faster the contract gets signed.

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