Above All Recovery Center
Advertising & Marketing Proposal
Prepared by Green Dot Advertising — August 9th, 2016
Objectives & Marketing Strategy
Run a mixed media marketing campaign to build brand awareness and generate leads from drug addicts and their family members for recovery services.
Marketing Strategy:
Green Dot advocates using a mix of digital and TV media channels and targeting people living in the northeastern United States who have insurance. This demographic is familiar with Florida and travels there often. Additionally, we would focus the buy on households with an income in excess of $150k per year and an age range of 25-54.
Philadelphia and NY have a higher rate of opioid and alcohol incidence with the goal of achieving a frequency of 8x amongst views most like to have family with alcohol or opioids abuses.
Target cities include Boston, Hartford, Philadelphia and Pittsburgh, as well as the NYC area. We recommend targeting the four city area with a one month frequency package to start, a two month package for the NYC Interconnect and a supporting digital plan targeting websites relevant to addition and treatment. The total budget is $206,000 for a 2 month campaign.
Additionally, Green Dot recommends supporting the TV and digital campaigns with social media and search advertising campaigns targeting the same areas to ensure we capture and convert the opportunities the mass media campaign creates. We can provide campaign management, tracking, optimization and reporting services for the search and social media campaigns.
Photography & Video Production
Photography & Video Production
Shoot TV commercial for Above All Recovery Center Campaign.
This quote provides a rough cost projection for a thirty second TV spot along with (3) 90 second testimonials for online use. However, until a script is finalized and approved, costs cannot be projected accurately. As a result, talent and location fees are not included at this time.
Deliverables Include the Following:
- (1) Full day of shooting video and capturing professional quality audio
- (3) testimonial video – 90 seconds each for online use
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Video
- (1) Full days of video w/ Canon C100 Mark ii
- DJI Osmo
- Pro light kit
- Pro audio capture
- DJI Inspire 1
- Automated Slider
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%.
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
Testimonial Videos
The project includes the following services:
- Account service
- Pre-production planning
- Copywriting for script
- (1) full day shooting w/ accessories
- Video and audio capture, sort & tag
- Voice-over talent & recording
- Editing and post production
- (1) 30 sec. TV spot
- (3) 90 second testimonial videos
$15,000 (plus talent / location if needed)
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Tracking setup
- Keyphrase research and new Adwords creative
$3,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search 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 $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.
$3,000 p/m
Suggested Monthly Media Spend
You set the budget
Search: $5,000 – $10,000 p/m
Social: $2,500 – $4,000 p/m
Retargeting: $400 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | |
|---|---|---|---|---|---|
| Video Production | $7,500 | $7,500 | |||
| Campaign Setup | $3,500 | ||||
| Digital Marketing Services | $3,000 | $3,000 | $3,000 | ||
| Digital Marketing Media | $10,000 | $10,000 | $10,000 | ||
| TV Media Buy | $65,000 | $65,000 | |||
| Digital Video & Banner Media Buy | $14,000 | $14,000 | |||
| Monthly Totals | $7,500 | $11,000 | $92,000 | $92,000 | $13,000 |
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. Green Dot can geo target your social media ads to ensure they reach targets in the same region as the TV and banner ad campaign.
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.
Includes the Following:
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: