ARF - Mission Valley Bank Rate Pitch

Marketing Proposal

Prepared by Green Dot Advertising — June 24st, 2016

Objectives & Marketing Strategy

Launch a promotional marketing campaign on behalf of Mission Valley Bank focused on a low loan rate targeting the hospitality industry. The project also includes developing the necessary sales collateral to support the campaign with relevant content, and the sales team with printed material.

Marketing Strategy:

Develop a series of landing pages to be hosted on the ARF Financial website (likely a separate directory) that is properly optimized to convert incoming traffic from the search engines, direct mailers and email marketing campaigns to help with lead generation for the sales team.

Green Dot will drive qualified traffic to the Mission Valley Bank landing pages specifically created to support this campaign. Traffic will originate from search engine marketing, direct mailers and email marketing campaigns. Site visitors will be retargeted with banner ads for a period of 2 weeks when the browse other websites anywhere that support display advertising.

Green Dot will carefully track and analyze the results of each campaign, whether inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible.

Website Scope of Work

Website Development Scope of Work

Design and develop a series of landing pages to promote the MVB loan rate offer.

These landing pages are quoted to be built on the WordPress platform using the content management system (CMS) already in place. A new layout will be designed along with new copy promoting the low 12% loan rate for the doctors page, as well as the restaurants page. Each landing page will be customized for three different sales reps located in different parts of the country.

The website will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.

Microsite Content Outline
  • RestaurantsOperating capital for restaurants
    Extremely low rate for qualified borrowers
    Real bank loan - fixed payments
    Basic criteria to qualify
    Loan application contact form
    Sales Rep profile & info
  • DoctorsOperating capital for doctors
    Extremely low rate for qualified borrowers
    Real bank loan - fixed payments
    Basic criteria to qualify
    Loan application contact form
    Sales Rep profile & info
Includes the Following:
  • Account service
  • Copywriting
  • Visual concept development for two landing pages
  • Three versions of each page – only sales rep info changes
  • (2) sets of revisions
  • Custom landing page development & programming
  • Setup custom pages in WordPress CMS
  • Website setup on hosting account

Sales Brochure & Inserts

Sales Brochure & Inserts

Design and produce a custom trifold sales brochure featuring the low rate offer and the value added services.

Project includes design and production for a three panel, 9″ x 4″ sales brochure. This format fits into a 9.5″ x 4.125″ standard #10 envelope and is easy for sales people to take with them when out in the field.

Brochure & Insert Content Outline
  • Cover
  • Inside Right FlapAbout ARF
  • Center Spread - 3 panelsProduct Description - Working Capital for Restaurants
    Promotional Fixed Rate offer
    Basic criteria to qualify
    Link to microsite for application
    Insight & Boost Info
  • Back CoverARF location and contact info
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
  • 8.5″ x 5.5″ – double sized
  • (3) designs – restaurants x 3 sales reps each (9) total
  • (1) design – doctors x 3 sales reps each (3) total
Not Included:
  • Printing and fulfillment
  • Mailing list

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

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

Landing Page Design & Development

The project includes the following services:

  1. (2) landing pages
  2. (3) versions of each landing page
  3. Account service
  4. Copywriting
  5. Design
  6. Page layout
  7. html / css coding
  8. Setup & customize WordPress CMS
  9. Upload to hosting account & testing

$3,200

Trifold Sales Brochure

The project includes the following services:

  1. Account service
  2. Copywriting
  3. Design
  4. Page layout
  5. Final digital files ready for pre-press

$2,800

Direct Mailers

The project includes the following services:

  1. (3) 8.5″ x 5.5″ mailers – restaurants
  2. (1) 8.5″ x 5.5″ mailers – doctors
  3. (3) versions of each mailer
  4. Account service
  5. Copywriting
  6. Design
  7. Page layout
  8. Final digital files ready for pre-press

$3,500

Email Design

The project includes the following services:

  1. (3) emails – restaurants
  2. (1) email – doctors
  3. Account service
  4. Copywriting
  5. Design
  6. Page layout
  7. Final digital files ready for pre-press

$2,500

Campaign Setup

One-time campaign setup fee includes:

  1. Keyword research & Adwords setup
  2. Adwords racking setup
  3. Call Tracking setup
  4. Google Analytics integration
  5. Retargeting banner ad design

$3,000

Monthly Marketing Services

Your marketing services package includes the following:

  1. Ad Creative for Google
  2. SEM using Google Adwords
  3. Inbound Call tracking
  4. Retargeting ad management & creative
  5. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  6. Monthly reporting
  7. 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

You set the budget
Search: $4,500 – $7,500 p/m
Retargeting:  $200 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Landing Pages$3,000
Trifold Brochure$2,800
Direct Mailers$3,500
Email Design$2,500
Campaign Setup$3,000
Digital Marketing$2,500$2,500$2,500$2,500$2,500
Monthly Totals$11,800$5,500$2,500$2,500$2,500$2,500
Notes
Authorized Signature