Anda

Design & Communications Proposal

Prepared by Green Dot Advertising — December 19th, 2017

Objectives & Communications Strategy

Develop the collateral needed to effectively support the launch and adoption of Anda’s new secure web platform by the company’s client base.

Marketing Strategy:

There are three distinct target audiences – physicians, pharmacies and pharmacy corporate accounts. The strategy calls for segmented messaging for each group to ensure messaging is relevant to the target and tailored to the benefits that appeal most of each audience.

In addition, the platform will be introduced to these audiences in a phased approach based on the existing level of interaction and adoption of the current web based transactional platform.

Green Dot will assist Anda in creating an integrated communications workflow across multiple client touch points including email, fax, direct mail, video tutorials, box and bill stuffers, trade publications and more. Working together, Green Dot and Anda intend to shift clients from using legacy channels such as phone and fax to place their order to transition to the new platform over time.

Using digital marketing tactics such as automated email workflows and retargeting display ads Green Dot can help automate and optimize the communications process. Clients will receive relevant message that are contextual to the phase of the process – for example initial email communications could be focused on the benefits of the platform. Then once a client has logged in, they could begin receiving emails linking them to video tutorials and adoption related FAQs.

Green Dot will author, design and develop each communication listed in this proposal as specified by the client’s priorities. This project includes configuring and deploying an email marketing automation platform to help trigger contextual, segmented emails to a variety of client targets, as well as monthly administration, tracking, optimizing and reporting on the KPIs associated with transitioning clients to the new platform.

Direct Mailers

Direct Mailers

Targeting audiences through the mail ensures they receive your message loud and clear.

Direct mail campaigns also let you set the frequency of your communications and ask recipients to take action. Just like digital campaigns, direct mail can be segmented to ensure messages are relevant, and mailers can be tracked and optimized with precision by analyzing results.

Due to the phased roll-out, Green Dot suggests creating a series of direct mail communications, segmented for each of the three audiences, and then soliciting feedback, analyzing results and optimizing the communications for phase 2 and phase 3.

Physicians

  1. Platform Benefits – physicians
  2. Quick Start Guide
  3. Box Stuffer
  4. Bill Stuffer

Pharmacies

  1. Platform Benefits – pharmacies
  2. Quick Start Guide
  3. Box stuffer
  4. Bill stuffer

Corporate Accounts

  1. Platform Benefits – Buying Groups
  2. Quick Start Guide
  3. Box stuffer
  4. Bill stuffer
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Layout and final production
  • (2) sets of revisions
Not Included:
  • Printing and fulfillment
  • Mailing List

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 at success.

Includes the Following:
  • Account service
  • Copywriting and concept development
  • Design of banner ad creative
  • Campaign management and optimization
  • Tracking and monthly reporting

Corporate Communications

Corporate Communications

Completing the communications strategy by integrating portal messaging into day-to-day communications.

The most common interactions between Anda reps and clients occur daily by phone and via email. Integrating the key messages about the new web portal into the channels that clients touch during these interactions ensures that the message gets heard.

(1) Press Release
Phone Scripts for Reps
Hold message

Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Layout and production
  • Hold message audio recording
  • PR release on up to 2 wire services
  • (2) sets of revisions

Trade Show Display

Trade Show Display

Adding messaging about the new platform to company trade show and exhibition displays helps create awareness and further distinguishes the company from competitors.

Green Dot can help source a variety of exhibit and event communications solutions. We create audio / video content, large format graphics, and printed sales collateral, as well as arrange shipping, storage and on-site assembly. No specific pricing for any project is included at this time and should be based on inspecting existing displays and the objectives for specific events.

Includes the Following:
  • Account service
  • Copywriting and concept development
  • Design & visual concept development
  • Layout and final production
  • Audio / Video production
  • (2) sets of revisions
  • Shipping & fulfillment (upon request)

Photography & Video Production

Video Production

Produce the video assets needed to help clients navigate and transact on the new web platform.

Anda and Green Dot will work together to design and produce a series of how-to videos to help drive adoption of the new web platform. This project quotes videos as a series of 5 – each between 90 – 120 seconds in length. The project scope includes recorded desktop actions with accompanying voice over narration.

Deliverables Include the Following:
  • (5) 90 – 120 second videos – screen recordings
  • Voice over narration
  • (5) Final MOV files
Video Production Services:
Pre-Production Planning
  • Shot list & storyboard
  • Copywriting
  • Account Service
Video
  • Voice over recording
  • Voice over talent
  • Audio production
  • Screen recording and editing

Analytics, Management & Reporting

Analytics, Management & Reporting

Green Dot ensures your campaign runs smoothly and that you know how your transition campaign is performing at all times. Clients have direct access to the team working on their campaigns as well as to reporting platforms like Google Analytics (website performance), RavenTools (campaign performance).

Green Dot will manage the email workflows and retargeting ad campaigns, as well as generate monthly reports focused on mutually agreed upon KPIs for the transition campaigns. In addition, Green Dot will provide  analysis and optimization for each of the measurable communications. Optimizing communications between each of the three phases is a key component of these monthly management services.

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Retargeting ad campaign management
  • Phased campaign optimization for email & fax communications based on data
  • Google Analytics goal tracking setup and management
  • Email workflow setup including drip campaign triggers and list segmentation
  • Email workflow management and monitoring
  • Monthly reporting via RavenTools for campaign KPI reporting
  • Monthly account review

Services Summary & Pricing

Services Summary & Pricing

Direct Mailers
Includes the following for (3) audiences:
  1. Platform Benefits – physicians
  2. Quick Start Guide
  3. Box Stuffer
  4. Bill Stuffer
Services:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Layout and final production
  • (2) sets of revisions

$7,500

Email Workflow Creative
Includes the following for (3) audiences:

Email Workflow 1 – Announce & Inform

  1. Platform announcement
  2. Online Promotions, Enhanced Search, Estimated Net Pricing
  3. Comparisons – phone, competitors
  4. Deep Volume Discounts, Credit Tracker
  5. Promotional offer – sign in today
  6. 15 email communicaitons total

Email Workflow 2 – Educate & Support

  1. Create of Access Account
  2. Using Search & Estimated Net Pricing
  3. Account Settings & Volume Discounts
  4. Cart Management
  5. Billing Info & Credit Tracking
  6. Placing Your First Order
  7. Survey
  8. Workflow – ask for review vs. customer service call
  9. 24 email communicaitons total
Services:
  • Copywriting, design & development – email workflow 1 & 2 (3 audiences)
  • Fax design & layout – workflow 1 (3 audiences)
  • Testing for all popular desktop and mobile platforms
  • A/B testing of subject lines and content when applicable
  • Tracking and reporting

$9,500

Fax
Includes the following for (3) audiences:
  1. Platform announcement
  2. Online Promotions, Enhanced Search, Estimated Net Pricing
  3. Comparisons – phone, competitors
  4. Deep Volume Discounts, Credit Tracker
  5. Promotional offer – sign in today
  6. 15 fax communications total
Services:
  • Copyediting – workflow 1  (3 audiences)
  • Fax design & layout – workflow 1 (3 audiences)
  • 15 fax communications total

$2,700

Corporate Communications
Includes the following for (3) audiences:
  1. (1) Press Release
  2. Phone Scripts for Reps
  3. Hold message
Services:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Layout and production
  • Hold message audio recording
  • PR release on up to 2 wire services
  • (2) sets of revisions

$5,250

Print Ads
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Layout and final production – series of (3) distinct ads
  • (2) sets of revisions

$4,500

Video Production

Photography services include:

  1. (5) 90 – 120 second videos – screen recordings
  2. Voice over narration
  3. (5) Final MOV files

$18,000

Retargeting Banner Creative
Includes the Following:
  • Account service
  • Copywriting and concept development
  • Design of banner ad creative
  • Campaign management and optimization
  • Tracking and monthly reporting

$1,800

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Email workflow setup including drip campaign triggers and list segmentation
  4. Retargeting campaign setup

$3,500

Monthly Management Services

Your marketing services package includes the following:

  1. Monitor and update email workflow triggers as  needed
  2. Manage and track retargeting campaign
  3. Marketing Automation platform management & maintenance
  4. Monthly reporting
  5. Campaign analysis and recommendations

$2,000 p/m

Suggested Monthly Media Spend

You set the budget
Retargeting: $750 p/m

Content & Communication Services

Monthly content optimization includes the following:

  1. Update / create 5 email communications
  2. Update / create 5 fax communications
  3. Update retargeting banner creative
  4. Create (1) custom promotional email
  5. Monthly performance report

$2,500

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Direct Mailers$7,500
Email Workflows$4,500$5,000
Fax$2,700
Corporate Communications$5,250
Print Ads$4,500
Video Production$6,000$6,000$6,000
Retargeting Banners$1,800
Campaign Setup$3,500
Monthly Management$2,000$2,000$2,000
Monthly Content$2,500$2,500$2,500
Monthly Totals$20,700$20,750$11,300$4,500$4,500$4,500
Notes
Authorized Signature