ARF Financial

Design & Marketing Proposal

Prepared by Green Dot Advertising — May 23rd, 2016

Objectives & Marketing Strategy

ARF Financial intends to transform itself from a loan product driven company into a services based business. With service as a competitive advantage, a proprietary delivery platform and top notch strategic fulfillment partners, ARF Financial will redefine itself to become the leader in a new professional services category that delivers business performance optimization by blending finance, marketing, legal and accounting services for food service and hospitality merchants.

Marketing Strategy & Tactics:

Rather than compete based on commoditized rates, time to close a loan, or special promotions, ARF (NewCo) wants to specialize in targeting restaurant merchants using a relational and consultative approach to help them improve business performance. Using two proprietary products – Insight & Boost – NewCo plans to engage prospects with custom-tailored strategies based on analysis of the data provided by merchants when they subscribe to services or apply for a loan.

To effectively message the benefits of engaging NewCo to help restauranteurs, the company intends to partner with Green Dot to help define this new services category and explore a new company name. Green Dot will design the new logo, messaging and brand ID for NewCo. This process includes creating a variety of brand touch points specifically designed to communicate the new mission and capabilities of NewCo and includes developing a comprehensive list of sales collateral including a website, sales brochure, direct mailer, presentation deck, print ad and trade show display, as well as a variety of branded content such as testimonial videos and blog posts.

As the sales collateral nears completion, Green Dot will deploy a multi-channel marketing campaign using a combination of inbound and outbound sales channels to raise awareness and generate leads.  Outbound initiatives include print ads in restaurant industry publications, exhibiting at trade shows, and a highly active sales team calling on prospects directly.  Inbound channels include social media and content marketing, as well as SEO and paid search engine advertising supported by nurture campaigns delivered via email and by NewCo’s in-house consulting staff.  As new prospects enter the lead funnel, NewCo and Green Dot will work together to nurture prospects and move them towards a variety of goal conversion opportunities.

Green Dot suggests exploring the following media channels:
  • Social Media Marketing
  • Blog Posts
  • Reputation Management
  • Trade Shows – i.e. NRA
  • Print Ads – i.e NRN, RBM, RM
  • Taboola content network
  • Google Adwords for “Restaurant Consulting” related searches
  • Retargeting Ads
  • Quantcast programatic display ads (banners)
  • Email Marketing (in-house effort)

Logo & Brand ID

Logo & Brand ID

A relevant, distinct and visually appealing brand identity your target audience identifies with is imperative for success in a crowded marketplace.

Green Dot takes a holistic approach to designing logos and brand identities. We don’t present raw ideas, we present finished concepts. 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 story and multiple touch points prior to presenting any of it for client feedback.

While the cost for this holistic approach is initially higher than simply developing a logo, we credit the time spent designing additional brand touch points (website or brochure) to those projects going forward, leveraging the investment and offsetting the upfront costs.

Includes the Following:
  • Account service
  • Tag line and copy concept development
  • Design & visual concept development
  • Logo design and logo files
  • Stationary design and business cards
  • Website home page design
  • Brochure cover & spread design
  • (2) sets of revisions

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. Sourcing your own, custom assets ensures your brand stands out in a crowded marketplace with unique creative that competitors using stock photos can’t match.

Deliverables Include the Following:
  • (2) Full days of shooting video and photography
  • (45) Color corrected high resolution images
  • (1) testimonial video – 120 seconds each
  • (1) company overview video – 120 seconds
  • (2) 90 second looping b-roll video clips for website
Photography & Video Production Services:
Pre-Production Planning
  • Shot list, planning, travel arrangements
  • Account Service
Photography
  • (2) Full days of photography w/ Canon 5D Mark iii
  • Canon L lenses and accessories
Video
  • (2) Full days of video w/ Canon C100 Mark ii
  • Pro light kit
  • Pro audio capture

Website Scope of Work

Website Development Scope of Work

Design and develop a new, custom website to showcase the company’s products and services and support the 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 photography and page copy 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
  • HomeIntro
    Process teaser - link
    Services teaser - link
    Capital teaser - link
    Blog - featured articles
    CTA
  • Process - 1 pgDedicated Consultant
    Analysis and Strategy
    Professional Services
    Financing
    Performance Optimization
  • Services - 1pgConsulting - Insight
    Legal
    Accounting
    Marketing
    Business Performance Optimization - Boost
  • Capital - 1pgLine of Credit
    Revolver
    Royalty / Revenue Stream Loan
    Bridge Loan
  • Success StoriesOverview page - features success stories
    Success Stories list view
    Success Stories detail view (including testimonial videos)
  • Current OffersList View of offers
    Detail view of offer
  • Company
    • Management team
    • Consulting teamSearch interface - by state
      Results by state
    • Partners page
    • NewsList view of news stories w/ links to articles
    • CareersList view of job openings
      Detail view of job listing
  • BlogBlog list view
    Blog article detail view
    Categories
  • Contact & Location page
  • Customer Login
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

Sales Brochure & Inserts

Sales Brochure & Inserts

Design and produce a custom sales brochure with inserts featuring specific products and services.

Project includes design and production for an (8) page 9” x 12” sales brochure with a 4″ pocket on the back inside cover to hold (4) single-sided 8.5” x 11” sales sheets. The key benefit of the sales sheets is that specific information can be updated and reprinted without the need to reprint the entire brochure.

Brochure & Insert Content Outline
  • Cover
  • Page 2 & 3 - Process & ServicesConsultant, analysis & strategy
    Professional Services
  • Page 4 & 5 - Capital & Performance OptimizationFinancing Services
    Business Performance Optimization
  • Page 6 - Getting StartedGetting started is easy
  • Page 7 - PocketPocket contains the sales / services inserts
  • Back Cover
  • Insert 1
  • Insert 2
  • Insert 3
  • Insert 4
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Page layouts
  • (2) sets of revisions
  • Production – final files ready for pre-press

Direct Mailers

Direct Mailers

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

When you know who your ideal customers are and you know where they live or work, utilizing direct mailers is still the most effective way to ensure awareness about your product or service. Direct mail campaigns also let you set the frequency of your communications and ask for the sale. Just like digital campaigns, direct mail campaigns can be tracked and optimized with precision by analyzing results.

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

Presentation Deck

Presentation Deck

A professionally produced sales presentation ensures your company’s products and services 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 a complex product or service.

Includes the Following:
  • Account service
  • Competitor research & Copywriting
  • Design & visual concept development
  • Layout (15-20) slides & (2) sets of revisions
  • light animation inside Powerpoint or Keynote

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)

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 (incl. phone call tracking)

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

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

Reputation Management

Reputation Management

Reputation management allows you to stay informed about what consumers and competitors are saying about your brand around the web. The service also includes building social proof and support for your brand through influencer relationships, as well as reviews and ratings from customers.

Green Dot actively monitors conversations about your brand online, then responds to comments and questions in a timely manner. We research and identify influencers for your brand category and establish relationships on your behalf asking for product reviews or posts about your services.

Includes the Following:
  • Set alerts for your brand name, product name(s) around the web
  • Set alerts for your brand name, product name(s) on social media
  • Respond to positive and negative reviews and posts
  • Develop influencer relationships and have them post about your brand

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

SEO & Branded SEO

Search Engine Optimization

Organic listings on search engines drive free clicks to your website. Once profitable keywords are determined through pay-per-click campaigns a Search Engine Optimization (SEO) campaign can be initiated to rank specific pages of your site organically for the best performing keywords.

Unlike other digital agencies who prefer to run SEO campaigns in perpetuity, Green Dot only recommends SEO services until specifically targeted search listings are achieved.

A Branded SEO campaign can also be executed to seed information about your brand’s name and product names in the search results. A branded SEO campaign can incorporate reviews, testimonials, press releases and similar content. The key benefit is that when prospects research your company / brand by name, they will encounter this seeded content, allowing your organization to control the narrative.

Includes the Following:
  • (4) Uniquely researched, written and published articles per month
  • SEO Keyword optimization for each article
  • (4) Articles published monthly through national wire services
  • Tracking and reporting on rankings for articles

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 Design & Brand ID

Services include:

  1. Logo design & final logo files
  2. Tag line
  3. Letterhead & envelope design
  4. Business card design & setup for up to 20 people
  5. Website home page design
  6. Brochure design
  7. Branding guide – up to 8 pages

$9,500

Custom Photography & Video

Services include:

GD still owes ARF (1) day of shooting and editing for (1) testimonial video.

  1. Pre-production planning, shot list and account service.
  2. (2) full days of shooting (video & stills)
  3. (1) 120 second testimonial video
  4. (1) 120 second company overview video
  5. (2) 90 second b-roll video clips
  6. Image & footage import, editing and sorting
  7. Digital retouching and color correction for 45 images

$18,500

Website Design & Development

The project includes the development of a mobile responsive website as specced in this proposal and the following services:

  1. Account service
  2. Copywriting
  3. Page layout
  4. WordPress CMS
  5. (2) sets of revisions

$20,000

Presentation Deck (PowerPoint / PDF)

The project includes design and production for a 15-20 slide presentation deck and the following services:

  1. Account Service
  2. Copywriting
  3. Design and page layout
  4. (2) sets of revisions

$4,500

Direct Mailer

The project includes design and production for a 9″ x 6″ mailer and the following services:

  1. Account service
  2. Copywriting
  3. Design and page layout
  4. (2) sets of revisions

$1,500

Sales Brochure & Inserts

The project includes design and production for an (8) page, 9″ x 12″ Sales Brochure and (4) single sided inserts and the following services:

  1. Account Service
  2. Copywriting
  3. Design & page layout
  4. (2) sets of revisions

$9,750

Print Ad

The project includes developing a full page bring ad and the following services:

  1. Account service
  2. Copywriting
  3. Design and page layout
  4. (2) sets of revisions

$2,500

Trade Show Display

The project includes designing graphics for a 10′ x 10′ trade show booth and following services:

  1. Account service
  2. Booth selection
  3. Design and production of graphics
  4. (2) sets of revisions

$2,500

Campaign Setup

One-time campaign setup fee includes:

  1. Keyword research
  2. Setup Adwords campaign
  3. Setup Facebook like campaign
  4. Setup Facebook ad campaign
  5. Setup Facebook video ads
  6. Write (3) Taboola articles
  7. Retargeting & Quantcast banner ad design
  8. Setup reputation management alerts
  9. Seed blog w/ (3) initial articles
  10. Tracking & phone call tracking setup

$8,500 setup

Monthly Marketing Services

Your marketing services package includes the following:

  1. Creative for social and search channels
  2. Page management for Facebook
  3. Advertising on Facebook, incl. video ads
  4. SEM using Google Adwords
  5. Reputation management
  6. Inbound Call tracking
  7. Retargeting ad management & creative
  8. Quantcast banner ad campaign management
  9. Taboola campaign management, plus one new article per month
  10. (4) blog posts per month
  11. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  12. Monthly reporting
  13. Includes media management up to $25k per month**Additional media management beyond $25k per month is billed at 12% of ad spend.

$8,500 p/m

Suggested Monthly Media Spend

You set the budget
Search: $5,000 p/m
Social: $5,000 p/m
Retargeting:  $500 p/m
Taboola: $10,000 p/m
Quantcast: $5,000 p/m

 

SEO & Branded SEO – $3,500 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Logo & Brand ID$9,500
Photography & Video$9,250$9,250
Website Development$10,000$10,000
Sales Presentation$4,500
Direct Mailer$1,500
Brochures & Inserts$9,750
Print Ad$2,500
Trade Show Graphics$2,500
Campaign Setup$8,500
Campaign Management$8,500$8,500
SEO & Branded SEO$3,500
Monthly Totals$9,250$18,750$25,750$23,500$8,500$12,000
Notes
Authorized Signature