What is the difference between a sponsorship deck and a proposal, and when should each be used?

A deck is an attention-getter used to start a conversation and begin developing a relationship with a brand. It can be colorful, eye-catching, include videos, be a website or PDF - essentially visual 'eye candy' that shows how you can help the company. A proposal, on the other hand, is used after a relationship has been established and proposes a specific business relationship with detailed deliverables. It can be a Word document listing exactly what you'll do (logo placement sizes, number of posts, specific campaigns) and can serve as a legal document. The key rule: don't propose to somebody you don't know. Wait until the company knows your name and picks up when you call before sending a proposal.