Airboat Rides @ Gator Park

Digital Marketing

Prepared by Green Dot Advertising — October 26th, 2020

Objectives & Marketing Strategy

Launch, manage and optimize an integrated digital marketing campaign for both Gator Park and Miami Airboat Rides to drive awareness and online ticket sales and attendance for both establishments.

Marketing Strategy:

Tourists and South Florida natives alike enjoy visiting Everglades National Park. Now more than ever, people are exploring their own backyard and looking for outdoor activities they can enjoy with family and friends. As a result, more and more people are looking for ideas about things to do by browsing social media and searching on Google. Engaging consumers using mobile ads and prompting them to buy online or call is the ideal way to make buying tickets convenient for them using their phone.

Since both websites, Gator Park and Airboat Rides Miami use the same social media accounts (Gator Park), it is important to add the Gator Park brand to the Miami Airboat Rides landing page. The campaign setup phase for this project includes adding the words “at Gator Park” under the Airboat Rides Miami logo, and referencing Gator Park in the copy throughout the landing page. Additionally, Green Dot will fine tune the Airboat Rides landing page to convert traffic even more efficiently by redesigning the middle section of the page (the copy heavy part).

Green Dot will run digital ads on Instagram, Facebook and Google and drive the traffic to the airboatrides.miami domain and prompt users to buy tickets, or call directly. The client agrees to post occasionally on Instagram and Facebook (at least once a week) to support the digital ad campaign by ensuring prospects see recent activity on the corresponding social media page wall.

Tracking, reporting and optimization of the campaigns is included with the monthly services fee. We report diligently on campaign performance and provide live campaign dashboards. On a monthly basis, we compile a comprehensive report to review performance and discuss upcoming messaging to maintain a content calendar with seasonally appropriate content. The ad spend or media budget is determined by the client and can be adjusted month-to-month.

Google® Ads

Google® Ads

Google Ads allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. A Google Ads certified marketer can help you write targeted ads that cost less than your competitors are paying by optimizing each part of your campaign.

Campaign includes Google Ads setup, management, tracking, optimization and monthly reporting.

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 (incl. phone call tracking)

Retargeting Display Ads

Retargeting Display Ads

To reduce marketing costs and increase conversions for ticket sales Green Dot recommends retargeting website visitors with display ads for the period of at least one week. Digital display ads can be used to retarget all prospects who visited the landing page but did not complete the desired action.  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 as they shop and compare alternatives.

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. Home Angels will have direct access to the marketers working on the campaigns as well as to reporting platforms like Google Analytics (landing page performance) and ActiveDemand to view a live campaign dashboard detailing the performance of the campaigns.

Green Dot publishes monthly reports detailing every lead that was generated, the source and the cost. We also review reports with clients by phone or via a virtual meeting platform.

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Ongoing campaign optimization based on data
  • Google Analytics goal tracking setup and management
  • Custom monthly performance reports
  • Monthly account review
  • Monthly live call with client / agency staff

Services Summary & Pricing

Services Summary & Pricing

Retargeting Ad Creative

Services include:

  1. Write (1) retargeting display ad concept
  2. Design and visual concept development
  3. Layout (1) concepts x (3) sizes each
  4. (2) rounds of revisions

$750

Campaign Setup

One-time campaign setup fee includes:

  1. Google Analytics set up for landing page
  2. Google Ads analysis and optimization
  3. Facebook audience profiling
  4. Instagram audience profiling
  5. Setup retargeting ads
  6. Tracking pixel setup for all ads
  7. Setup phone call tracking
  8. Update landing page – copy/layout

$3,000

Digital Marketing Services

Your marketing services package includes the following:

  1. Facebook Advertising – newsfeed ads
  2. Instagram Advertising – newsfeed
  3. SEM using Google Ads
  4. Retargeting ad management & creative
  5. Phone call tracking
  6. Ongoing tracking & analytics
  7. Access to the GD project portal
  8. Google Analytics Dashboard
  9. Monthly reporting and live account review
  10. Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.

$2,500 p/m

Suggested Monthly Media Spend

Suggested Media Budget
Google: $2,000
Facebook: $1,500
Instagram: $1,500

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Retargeting Ad Creative$750
Campaign Setup$3,000
Digital Marketing$2,500$2,500$2,500$2,500$2,500
Monthly Totals$3,750$2,500$2,500$2,500$2,500$2,500

Ready to Get Started?

To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.

Notes

Terms and Conditions

Agreement & Definitions

The purpose of this agreement is to establish a continuing and mutually beneficial, cooperative Client / Agency relationship. This agreement is governed by the laws of the state of Florida. Hereinafter, “Client” is defined as the company and person executing this agreement, and “Agency” is defined as Behr Advertising, Inc. d/b/a Green Dot Advertising.

Ownership & Custody

All creative concepts, ideas and designs, prepared for and purchased by the Client shall be the property of the Client on receipt of payment. This includes the final approved version of any digital files for contracted work – i.e. the brochure, video or website. However, this does not include any working files or digital assets generated by the Agency that are not part of the final deliverable or required for the final deliverable to function. In the simplest terms, output files belong to Client and working files belong to the Agency. Copyright of all material produced for the Client is vested in the client, except where previous copyright may exist in purchased material. We, the Agency shall retain, in our care digital files of advertising creative produced on behalf of the Client for a period of three (3) years. Any physical materials such as film, mechanicals or printer’s proofs will not be stored or recovered unless specifically requested by the Client and agreed to by the Agency in writing.

Confidentiality

It shall be our duty as the Client’s agency not to discuss any confidential information entrusted to us by the Client without authorization. All studies and research done on behalf of the Client and paid for by the Client shall remain confidential to the Client.

Contract Term & Cancellation

This agreement is for described work only and is based upon acceptance by the Client within 30 days. The minimum term is six (6) months from the date of campaign launch, not the signing date. As a result, the duration of time dedicated to project work in preparation to launch marketing campaigns, such as design and development of creative assets prior to campaign activation, is not counted towards the minimum term. Early cancellation obligates the Client to pay 50% of the remaining unbilled services for the remainder of the current term, plus any outstanding balance due the Agency. This agreement renews automatically for a one (1) year term if not cancelled in writing at least thirty (30) days prior to the end of the initial six (6) month term and renews annually thereafter until cancelled in writing by the client with at least ninety (90) days written notice.

Obligation to Media & Suppliers

The Client authorizes the Agency to purchase and place advertising, and authorize media and production commitments for the Client, and to obligate the Client contractually or otherwise for the payment of such advertising, media and production projects. The Agency will service and bill the Client each month where payment is due the Agency. Once payment has been made to the Agency, the Agency assumes full financial responsibility for remitting payment to the media or vendors in a timely manner. If however, the Client fails to remit payment to the Agency, then financial responsibility for payment lies with the Client and not with the Agency.

Legal Liability & Indemnification

The Agency shall not be liable for delay, omission or error, in any advertisement or marketing communications in the absence of wilful fault or neglect. The Agency agrees to exercise its best judgement in the preparation and placing of all advertising and marketing materials for the Client with a view to avoiding any claims, proceedings or suits being made against the Client or the Agency. It is agreed however that the Client will indemnify the Agency against any loss we may incur as the result of any claim, suit or proceedings made or brought against the Agency based upon any advertising or marketing campaigns which the Agency prepared or managed for the Client based on information provided by the Client or published by the Client in the past. Likewise, the Agency will indemnify the Client against any loss the Client may sustain as a result of any claim, suit or proceeding made or brought against the Client caused by the Agency’s negligence.

Authorized Signature