Package design
Build Three Brand-Deal Packages Without Hiding the Scope
Design useful good-better-best creator packages by changing deliverables and rights—not by disguising arbitrary discounts.
Three packages are useful only when each serves a different buying situation. Renaming the same work Bronze, Silver, and Gold while hiding discounts creates comparison theatre. Start with three buyer decisions, then attach scope and rights.
Define the three jobs
Production is for a brand that needs a finished asset for its own channels. Creator launch adds publication to the creator’s audience. Campaign license adds bounded paid distribution. These are distinct jobs, not arbitrary quality levels.
Package worksheet
| Package | Deliverables | Rights | Working terms |
|---|---|---|---|
| Production | One vertical video; clean and captioned exports | No publication or paid media | One concept review; one rough-cut revision |
| Creator launch | Production package plus one creator post and three stories | 30-day organic repost on one named account | Publication window and disclosure responsibility stated |
| Campaign | Creator launch plus one alternate hook | 60-day paid social, named platforms and territory | Start trigger, renewal, and takedown stated |
Price from the inside out
Calculate production cost first. Add publishing value only to packages that use the creator’s account. Add licensing only where the brand receives distribution rights. A bundle discount, if any, should reflect saved work such as one shared production day—not erase the cost of additional files or rights.
Run the downgrade test
If the buyer moves from Campaign to Production, can both sides clearly identify what disappears? Paid media, publication, stories, and the alternate hook should not survive in an email aside. If the downgrade cannot be explained in one paragraph, the package boundaries are not ready.
Keep custom work controlled
Offer a custom quote for changes in location, deadline, number of concepts, talent, raw footage, platforms, territory, term, or exclusivity. “Custom” should open a new intake, not promise unlimited substitutions inside a fixed total.
Source and verification note
The job-based package model is original Ratefolio material. Example scopes are hypothetical and contain no recommended market prices. Replace every assumption with the actual brief, internal cost record, and agreement.
Put this guide to work
Take the section checks into your next conversation.
Copy a checklist built from this guide’s review points, or print the full page for a project file.