- Objectives & Marketing Strategy
- Photography & Video Production
- Website Scope of Work
- Print Advertising
- Trade Show Display
- Presentation Deck
- Sales Brochure
- Google® Adwords
- Video Advertising
- Social Advertising & Management
- Retargeting & Display Ads
- Email Marketing
- Content Creation & Blogs
- Analytics & Reporting
- Media Spend & Management Fees
- Services Summary & Pricing
A&D Mortgage
Marketing Campaign
Prepared by Green Dot Advertising — October 18, 2017
Objectives & Marketing Strategy
Position A&D Mortgage as the go-to full service lender in the area offering unique products and first-class service. Then target loan originators (branch managers and loan officers) and drive them to the A&D Franchise website to inquire about opening a branch.
Marketing Strategy & Tactics:
A&D Mortgage is looking to expand its footprint in the South Florida area by opening new branches by targeting top loan originators in the area. In order to successfully engage, educate, nurture and close branch managers and loan officers with sufficient experience and capital, multiple touch-points will be required.
Using a combination of online and offline marketing channels, Green Dot will assist A&D to engage the target audience and begin the process of educating them about the franchise opportunity. Since the sales cycle is likely to run months, or even years it will be critical to have nurture campaigns in place to stay top-of-mind and move prospects though the sales funnel as quickly as possible.
Successfully engaging, and later converting targets into partners will mean getting them to embrace the A&D Mortgage brand as their own. As a result, using marketing that stands out during the pitch process will build confidence among targets that A&D Mortgage is the right partner to help them reach their goals.
Green Dot recommends having a presence in trade publications like Scottsman Guide and NMP, as well as exhibiting and popular trade shows and conferences to raise brand awareness and connect with prospects directly.
In addition, using digital marketing channels like social media and search engine marketing to drive qualified traffic directly to the A&D website is a good way to do both – create brand awareness and generate leads. Once a prospect inquires via the A&D website, Green Dot can begin retargeting and nurturing prospects with relevant content including email drip campaigns, retargeting display ads and social media posts designed to establish credibility and reputability.
Once a prospect is ready to receive a presentation and get to know the A&D team personally, that’s when a high-impact sales presentation complete with video and multimedia components can help set the table. Combined with a well designed corporate sales brochure, the pitch to join the A&D team will be complete.
Since A&D has first class office space, we highly recommend shooting custom video in the office of the team interacting with clients, pitching brokers and originating loan products. None of your competitors currently use video on their site. In addition, video testimonials of happy clients can really help put A&D over the top.
Recommended media channels:
- Social Media Marketing
- Google Adwords
- Video ads & testimonials
- Retargeting Ads
- Email Marketing
- Blog Posts
- Trade Shows & Conferences
- Print Ads
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to produce the proposed sales collateral 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.
Additionally, testimonial videos will prove invaluable. Green Dot recommends using this content as video ads for digital marketing campaigns, as well as on the landing pages on the website to help convert prospects.
Deliverables Include the Following:
- (1) Full day of shooting video
- (1) Full day of shooting photography
- (45) Color corrected high resolution images
- (2) testimonial videos – 90 seconds each
- (2) testimonial ads – 45 seconds each
- (2) 90 second looping b-roll video clip for website
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (1) Full day of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (1) Full days of video w/ Canon C100 Mark ii
- Pro light kit
- Pro audio capture
- Osmo +
- Inspire 2 Drone
- Slider
Website Scope of Work
WebsiteScope of Work
Design and develop a website with dedicated landing pages to support the geo-targeted marketing campaigns.
The 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 photography and page copy without html coding.
The landing pages 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
- HomeIntro - A&D Mortgage
Our Expertise
Loan Products
b-roll video
Find an Office / Broker
Become a Partner
---
CTA - Advance Your Career - Loan OriginatorLooking for new Opportunities?
In-House Support Solutions
b-roll video
Software
Personalized Website
Testimonial Video
Online Marketing Resource Center
Sales Collateral
Loan Product Options
---
CTA - Advance Your Career - FranchisingFranchise Opportunity
Advantages
b-roll video
Marketing Support
Technology
Testimonial Video
Compliance
The A&D Team
---
CTA - Advance Your Career
- BlogBlog list view
Blog article detail view
Categories - NewsPress Release Links
- OfficesIntro - Convenient Locations
Map / Location Interface
Links to Office Websites
---
CTA - Advance Your Career
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
Print Advertising
Print Advertising
Print ads placed in specific industry publications ensure your prospects are aware of the A&D Mortgage brand prior to making contact.
Utilizing industry focused trade publications to reach a B2B audience allows your sales team to connect with prospects that are aware of the A&D brand and its many benefits. Green Dot highly recommends utilizing established industry publications such as Scottsman Guide and National Mortgage Professional.
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
Trade Show Display
Trade Show Display
A custom trade show display helps distinguish your brand from competitors and establishes credibility.
When it comes to exhibiting at trade shows, we always tell our clients to “go big or go home”. Exhibiting in close proximity to competitors is a huge opportunity to stand out and make an impact. A visually stunning display that engages prospects and impresses clients can go a long way to making the most of this opportunity.
Green Dot can help source both modular and fully custom displays. We create audio / video content, large format graphics, and printed sales collateral, as well as arrange shipping, storage and on-site assembly.
Includes the Following:
- Account service
- Copywriting and concept development
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
- Shipping & fulfillment (upon request)
Presentation Deck
Presentation Deck
A professionally produced sales presentation ensures your company’s products are consistently represented and can really help your organization stand out during the sales process. Using Powerpoint, Keynote or a PDF slide deck, Green Dot helps clients standardize their pitch and ensure sales people represent the brand accurately.
Additionally, consider adding video or multimedia components to help establish reputability or explain the specific benefits of the A&D Mortage franchise opportunity.
Includes the Following:
- Account service
- Competitor research & Copywriting
- Design & visual concept development
- Layout (20-25) slides & (2) sets of revisions
- Light animation inside Powerpoint or Keynote
Sales Brochure
Franchise Sales Brochure
Design and produce a custom sales brochure detailing the A&D Mortgage franchise opportunity.
Project includes design and production for an (8) page 9” x 12” sales brochure highlighting the many benefits of partnering with A&D, including marketing support, technology advantages and the variety of loan products.
Sales Brochure
- Cover
- Page 2 & 3 - A&D MortgageExpertise
Loan Products
Team - Page 4 & 5 - Franchise OpportunityAdvance Your Career
All the Support You Need
Disruptive & Innovative - Page 6 & 7 - AdvantagesSoftware
Personalized Website
Digital Marketing Support
Compliance
Get Started - Back Cover
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Page layouts
- (2) sets of revisions
- Production – final files ready for pre-press
Google® Adwords
Google® Adwords
Google AdWords allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. A Google AdWords certified marketer can help you write targeted ads that cost less than your competitors are paying by optimizing each part of your campaign.
Includes the Following:
- Keyword research and competitive analysis
- Ad copywriting
- Campaign setup including targeting and restrictions
- A/B testing of ads
- Campaign management and optimization
- Conversion tracking and reporting
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%.
Green Dot recommends running a variety of video and multimedia ads for A&D, including testimonial videos and short versions of any multimedia presentations created for trade show display.
Includes the Following:
- Campaign setup including copywriting and precise targeting
- Media research and placement
- Campaign management & optimization
- Conversion tracking and reporting
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
Email Marketing
Email Marketing
Emails can be used to nurture a lead or promote specific aspects of the product, that is unique and worth repeating or explaining in more detail.
Green Dot recommends setting up an email automation platform like HubSpot and initiating an email drip campaign for any consumer prospect that requests more information via the landing pages. Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, Exact Target and many more.
Proposed Email Drip Content:
- Elevate Your Career – Franchise Opportunity
- The Support You Need
- Best of Breed Technology
- The Team
- Be Your Own Boss – Get Started
Includes the Following:
- Write, design and develop (1) email drip campaign – (5) email messages
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – (1) email per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting
Content Creation & Blogs
Content Creation & Blogs
Engaging and original content is vital to the success of every advertising campaign. Content can be shared via email and social media while helping to drive SEO rankings and free traffic for important long-tail keywords. Proprietary content in the form of well researched blog posts, and branded social media graphics engage visitors who are researching brands and evaluating the competition.
This service provides clients with individually researched and well written blog posts, as well as customized social media graphics on an ongoing basis.
Includes the Following:
- (4) uniquely researched, written and published blog posts per month
- Keyword research to optimize each post for SEO
- Monitor and respond to comments
- Fresh, weekly branded social graphics
- Tracking and reporting on tagged links in posts
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
Tagline Development
Services include:
- Tag line development
$1,200
Presentation Deck (PowerPoint / PDF)
Project includes:
- Account Service
- Copywriting
- Design – 20-25 page slide deck
- Light animation – PPT or Keynote
- (2) sets of revisions
$4,500
Sales Brochure & Inserts
Project includes:
- Account Service
- Copywriting
- Design & page layout – (8) page brochure
- Production – final print ready files
- (2) sets of revisions
$8,500
Print Ad
Project Includes:
- Account service
- Concept development & copywriting
- Design and layout
- Final digital production
- (2) sets of revisions
$2,500
Trade Show Display
Project Includes:
- Account service
- Booth selection
- Design and production of graphics
- (2) sets of revisions
$2,500 – $5,500
Custom Photography & Video
Services include:
- (1) Full day of shooting video
- (1) Full day of shooting photography
- (45) Color corrected high resolution images
- (2) testimonial videos – 90 seconds each
- (2) testimonial ads – 45 seconds each
- (2) 90 second looping b-roll video clip for website
$12,500
Website Development
Project Includes:
- Account service
- Copywriting
- Design & page layout
- Coding and development
- WordPress CMS
- (2) sets of revisions
$15,500
Email Drip Creative
Project Includes:
- Account service
- Copywriting – 5 emails
- Design & layout – 5 emails
- Coding and development
- (2) sets of revisions
$2,500
Multimedia Presentation
Project Includes:
- Account service
- Copywriting / script
- Storyboards – 120 sec. presentation
- VO talent fee
- VO recording
- Animation & motion graphics
- Audio production
- (2) sets of revisions
$10,000
Campaign Setup
One-time campaign setup fee includes:
- Keyphrase research and new Adwords creative
- Social audience profiling & campaign setup
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with (3) existing posts
$5,500
Digital Marketing Services
Monthly marketing services:
- Creative for social and search channels
- Page Management for Facebook & Instagram
- Advertising for Facebook & Instagram
- SEM using Google Adwords
- 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.
$5,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $2,500 p/m
Social: $2,500 – $3,500 p/m
Retargeting: $300 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write (4) unique blog posts
- Photo selection & licensing, blog post styling, SEO keywords & publishing
- Write, design and code (1) custom promotional email
- Test & blast email
- Monitor and optimize email drip campaign
- Monthly performance report
$2,000
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Tagline | $1,200 | |||||
| Photography & Video | $6,250 | $6,250 | ||||
| Website Development | $5,000 | $5,000 | $5,000 | |||
| Sales Brochure | $4,500 | $4,000 | ||||
| Presentation Deck | $4,500 | |||||
| Print Ad | $2,500 | |||||
| Trade Show Graphics | $3,500 | |||||
| Email Drip Creative | $2,250 | $2,250 | ||||
| Multimedia Presentation | $5,000 | $5,000 | ||||
| Campaign Setup | $6,500 | |||||
| Digital Marketing | $5,500 | $5,500 | ||||
| Content & Communications | $2,000 | $2,000 | ||||
| Website Maintenance | $500 | $500 | ||||
| Monthly Totals | $12,450 | $18,250 | $20,750 | $17,250 | $8,000 | $8,000 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find A&D Mortgage franchise opportunity relevant, interesting and valuable. Placing ads on social channels is likely the most cost effective way to generate leads for franchisees.
Green Dot will run a series of newsfeed ads, including video ads that link directly to the corresponding lading pages. In addition, we will run a “like” campaigns designed to increase page followers and grow your social community.
Social Media Management
Social marketing on Facebook and LinkedIn, as well as other social networks allows you to engage directly with your social community on a daily basis. Green Dot publishes relevant content including blog posts from your website, video testimonials, and tips on which loan products best fit specific scenarios to help establish A&D as a thought leader.
Includes the Following: