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What to put into a music therapy program proposal

When I first started marketing for my music therapy practice, I had to fly by the seat of my pants on almost everything: coming up with patient forms, deciding systems for progress notes, and knowing what to say when I approached a company about a contract. 

The situation that always made me panic most was when a company was interested in what I had to say (score!), but they asked me to send over a proposal (oh dang).

“Sure, I’ll get one to you by the end of the workday,” I’d say confidently on the phone, then hang up and panic as I wondered what in the world to put into a proposal.

I wanted my proposals to be professional, informative, and persuasive. I wanted my prospects to take one look and think “this is exactly what we need! Where do I sign?”

I also knew that I needed to keep it short, because nobody wanted to read a 10 page discourse on my service or program. 

I eventually developed a one-page program proposal formula that I have since replicated for dozens of programs. It does the job of communicating what they need to know, and what I want to share. 

Here’s what you put into a short, decisive program proposal:

Company Information

Proposal Title

Your company name

Facility Name 


Population Served 


Identify your credentials, and list the research-based benefits of utilizing this service with this population.

Program Description

Provide rationale for your service.

Example: Music Therapy in behavioral treatment settings has been found to have numerous benefits including increased self-expression, increased connection and self-disclosure, improved coping skills, and an increased ability to identify and address core issues. [Your company name] will provide a qualified MT-BC (Board Certified Music Therapist) to provide music therapy groups for [target program].   

Describe your services:

Example: Services may be provided in either group or individual settings based on the needs of the residents and the facility. The Music Therapist may also provide family groups when possible. 

  • Group Therapy
  • Individual Therapy 
  • Family Therapy

Give examples of interventions you may use, or what the service will look like.

Example: Songwriting, lyric analysis, movement to music, instrument improvisation, etc.

Rates and Standards

Professional Standards

Describe how you will document client progress, and to what professional standards you will adhere.


Outline your rates for the services mentioned above

Contact information

Include all of your contact info including name & credentials, company title, email, website, and phone.

And there you have it! It’s possible to keep all of this information on one page, which your prospect will appreciate if they have a busy schedule. The best part is, you can duplicate this format for any population, and simply adjust the goals or service description to apply to them. 

I should add that I only use this on page format when someone specifically asks me to send them over a quick proposal. When I have a scheduled meeting to propose a program to a large company, I use my full-fledged marketing packet. It’s complete with a three part proposal with and an appendix that includes thorough supplemental materials. Before bringing this one-page proposal all over the place, make sure you are sharing it in the right context.

If you have questions about what type of marketing content to use where, don’t hesitate to reach out. You can email me at, or even schedule a 1:1 call where I can guide you through the process. 

Best of luck to you!