Bar Bari
Branding & Marketing Proposal
Prepared by Green Dot Advertising — November 28th 2016
Objectives & Marketing Strategy
Design and develop a corporate identity for Bar Bari along with all brand touch points, then setup marketing campaigns to raise awareness and drive traffic to the website and mall kiosks.
Marketing Strategy:
Initially, Bar Bari needs a logo and brand identity in order to source signage, disposables, photography, video clips and a website. This project includes everything the company needs to launch, including designs for disposable service items, as well as defining the brand positioning, brand standards and creating a dynamic and memorable tagline.
Upon delivering the files the company needs to place their initial order for disposables and signage, Green Dot will begin developing the website to support the initial launch in 2017. Using the photography and video assets, the website will feature the menu, information about the concept and the ingredients.
As Bar Bari is located inside malls, the marketing campaigns will focus primarily on creating awareness and drive traffic to the company website. Using social media and retargeting banner ads along with signage inside the mall will ensure that prospects and customers alike see Bar Bari on their mobile devices and inside the mall as well.
Green Dot carefully tracks and optimizes your campaigns and your website content to ensure maximum performance and efficiency. We report monthly to review all key metrics and recommend next steps.
Logo & Brand ID
Logo & Brand ID
Position Bar Bari as a healthy alternative to fried food court meals, highlighting fresh ingredients and relaxed atmosphere at the kiosk.
Clients can make better decisions when seeing their entire brand story “in action” versus first a logo design and then other brand touch points in a linear manner. As a result, we thoroughly develop your brand’s touch points prior to presenting for client feedback.
As our client, you will receive three (3) unique design concepts for the logo, website and (2) two disposable items to evaluate and provide feedback. We include two rounds of revisions on the selected concept, and upon approval begin final production on the remaining touch points and the brand standards guide. Please see the list of what’s included.
Includes the Following:
- Account service
- Tag line and copy concept development
- Logo design and logo files
- (6) page brand standards guide
- Business card design
- Website home page design
- Kiosk Signage – digital menu board & main sign
- (2) Cups, (2) bowls, (2) plates
- (2) sets of revisions
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to produce the proposed sales collateral, menu, signage and support the marketing campaigns with relevant content.
Integrating custom photography and video into your sales collateral and content marketing campaigns is a powerful way to generate an engaging and visually stimulating experience for prospects and existing customers alike.
Green Dot can shoot photos and videos of ingredients and product being prepared, as well as final presentations for the video menu board and website.
Deliverables Include the Following:
- (1) Full day of shooting video
- (1) Full day of shooting photography
- (45) Color corrected high resolution images
- (1) looping menu video – 120 seconds
- (2) 90 second looping b-roll video clips for website
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, location
- Account Service
Photography
- (1) Full days of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (1) Full days of video w/ Canon C100 Mark ii
- Osmo +
- Ronin M
- Slider
- Pro light kit
Website Scope of Work
Website Development Scope of Work
Design and develop a website to showcase the company’s new branding and support the digital marketing campaigns.
This website is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow the client to add and edit content, such as shoe images and information, without html coding.
The website will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Website Content Outline
- Home
- MenuFeatured Menu items
Menu item list page - full list
Menu item details page
Photo Gallery - ConceptBar Bari Concept
Ingredients
- LocationsLocation maps
Contact info - CareersJob list interface
Job detail interface & resume submission - Contact
- Terms & Conditions / Privacy Policy
Includes the Following:
- Account service
- Copywriting
- Visual concept development for website designs
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
Mall Advertising
Mall Advertising
Shopping Malls offer advertising opportunities throughout their properties. Possible options for Bar Bari include floor tile ads, hanging signage banners and dioramas located within the malls where the company has a presence.
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Research available inventory
- Media placement
- (2) sets of revisions
Video Advertising
Social Media & YouTube Video Ads
Video ads can be placed on social media sites like Facebook, Instagram and YouTube where they can reach a wide target audience at a low cost, especially when compared to television placements. Research shows everyone from Millennials to senior business executives now prefers video over text and that video can increase conversions by over 65%.
Using the video assets from your shoot, Green Dot can create short 20-45 second video ads for social media platforms targeting users on their mobile devices while within proximity of the malls where your kiosks are located.
Includes the Following:
- Campaign setup including copywriting and precise targeting
- Media research and placement
- Campaign management & optimization
- Conversion tracking and reporting (incl. phone call tracking)
Does Not Include:
- Video Production
Retargeting Display Ads
Retargeting Display Ads
Digital display ads are used to retarget all prospects who visited your website but did not complete the desired action. These display ads can be shown to visitors from all traffic sources. The retargeting ads run on a wide network of websites that support display advertising and “follow” your prospects from site to site as the browse the net, giving you a second and third opportunity to close the deal.
Includes the Following:
- Account service
- Copywriting and concept development
- Design of banner ad creative
- Campaign management and optimization
- Tracking and monthly reporting
Analytics & Reporting
Analytics & Reporting
Green Dot ensures you know how your campaigns are performing at all times. Clients have direct access to the marketers working on their campaigns as well as to reporting platforms like Google Analytics (website performance), RavenTools (campaign performance) and Call Tracking Metrics (phone call lead tracking).
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- Call Tracking Metrics – phone call tracking
- RavenTools for campaign KPI reporting
- Monthly account review
Media Spend & Management Fees
Media Spend & Management Fees
How much you spend on media every month is totally up to you. The more you spend, the greater your reach and frequency. Green Dot provides recommendations and guidance based on campaign performance and objectives, while allowing clients to adjust their budgets as needed.
Green Dot does not bill clients for media insertion, or require a minimum budget. Instead, we only invoice for media planning and campaign management. We manage and execute the media buys, create all ads, a/b test the ads, optimize your monthly spend (we may suggest increasing / decreasing the budget allocation depending on a channel’s performance) and report on the results.
All media expenditures are the responsibility of the client and are billed directly to the client by the media vendor or advertising platform. This approach creates pricing transparency and trust, while allowing media budgets to be adjusted as needed.
Green Dot includes these media management services at no additional charge with your marketing retainer up to the specified monthly threshold. Scaling the media buy beyond this baseline triggers a media management fee of 12% applied only to the net new spend above the included monthly threshold.
Services Summary & Pricing
Services Summary & Pricing
Logo & Brand ID
Project includes:
- Account service
- Tag line and copy concept development
- Logo design and logo files
- (6) page brand standards guide
- Business card design
- Website home page design
- Kiosk Signage – digital menu board & main sign
- (2) Cups, (2) bowls, (2) plates
- (2) sets of revisions
$15,000
Custom Video & Photography
Video & Photography services:
- Pre-Production Planning & Account Service
- (1) Full day photography sessions w/ Canon 5D Mark iii
- (1) Full day of video with Canon C100 Mark ii
- Ronin M
- Osmo +
- Slider
- Pro lighting equipment
- Image import, editing and sorting
- Digital retouching and color correction for 45 images
- (1) 120 sec. looping menu video
- (2) b-roll video clips for website – 90 sec. each
$12,000
Website Design & Development
Project includes:
- Account service
- Copywriting
- Visual concept development for website designs
- Custom website development & programming
- Video integration
- (2) sets of revisions
- Setup custom site design in WordPress CMS
- Website setup on hosting account
- $2,500 credit from Brand ID phase
$11,500 – ($9,000)
Campaign Setup
One-time campaign setup fee includes:
- Social audience profiling & targeting
- Retargeting banner ad design
- Update branding for social channels
- Tracking setup
- Google Analytics integration
$2,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social channels
- Page Management for Facebook
- Advertising for Facebook
- Video ads on Facebook & YouTube
- Retargeting ad management & creative
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.
$2,000 p/m
Suggested Monthly Media Spend
You set the budget
Social: $1,500 – $2,000 p/m
Retargeting: $200 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photography & Video | $6,000 | $6,000 | ||||
| Brand ID & Logo | $7,500 | $7,500 | ||||
| Website Development | $4,500 | $4,500 | ||||
| Campaign Setup | $2,500 | |||||
| Digital Marketing | $2,000 | $2,000 | ||||
| Monthly Totals | $13,500 | $13,500 | $4,500 | $7,000 | $2,000 | $2,000 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your product or service relevant, interesting and valuable. Placing ads on social channels is the best way to grow your followers and reach targets that are not already aware of your brand, but should be.
Many social networks only allow you to reach a percentage of your community for free. For example, Facebook only allows you to reach up to 6% of your page follows organically and after that you must pay to reach the remaining 94%. Social advertising helps help reach and nurture the people in your community that the networks won’t allow you to reach for free.
Social Media Management
Social marketing on Facebook, Instagram, Twitter, LinkedIn, Pinterest and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: