Argos Nautic
Marketing Proposal
Prepared by Green Dot Advertising — April 26th, 2018
Objectives & Marketing Strategy
Position Argos Nautic as a premium yacht tender with high-end collateral materials, then launch a multi-channel marketing campaign to generate sales leads.
Marketing Strategy & Tactics:
Phase 2 involves setting up and launching an integrated digital marketing campaign designed to elevate brand awareness and generate sales leads. Green Dot suggests a multi-channel approach to engage, nurture and ultimately convert prospects into customers.
Consumers and industry veterans alike get most of their information via their smartphone or other mobile devices. Both groups travel frequently and spend significant time away from home. Therefore a marketing strategy that targets them on their mobile devices is key.
Green Dot suggests using a combination of social media, search marketing, retargeting ads and email drip campaigns to engage and convert prospects into customers. We carefully track, analyze and optimize campaigns to reduce cost and increase reach ensuring the right targets see your ad campaigns and reach out for more information.
Green Dot suggests exploring the following media channels:
- Boat Shows
- Google Adwords – search
- Retargeting Ads
- Social Media Marketing
- Email Marketing (prospect nurture drip campaign)
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
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
Email Marketing
Email Marketing
Emails can be used to nurture a lead through the various stages of the sales cycle to stay top-of-mind and provide timely information. Once a prospect inquires via your website or by phone, retargeting them with an email drip campaign consisting of a series of messages that are automatically sent over time is a great way to ensure the prospect is aware of the totality of benefits that distinguishes your product from competitors.
Green Dot suggests ActiveDemand for email drip automation, as well as automating other aspects of your marketing campaigns such as retargeting ads and phone call tracking.
Includes the Following:
- Write, design and code a series of (5) drip emails
- 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 (incl. phone call tracking)
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
Website Update
Project includes:
- Account service
- Update contact forms w/ ActiveDemand
- Update photos and add videos
- Add ActiveDemand contact forms directly to boat pages
- Update home page
- Update (3) boat pages
- Update photos and add videos
$1,800
Email Drip Creative
Project includes:
- Account service
- Copywriting – (5) emails
- Design and development – (5) emails
- (2) sets of revisions
- Setup email drip workflows in ActiveDemand
$1,200
Campaign Setup
One-time campaign setup fee includes:
- Keyphrase research and new Adwords creative
- Google Adwords account setup
- Facebook audience profiling
- Update branding for social channels
- Setup newsfeed ad campaign for Facebook
- Setup “like” campaign for Facebook
- Design and produce (3) retargeting banners
- Setup Perfect Audience account for ad retargeting
- Setup ActiveDemand for campaign tracking & dashboards
- Setup phone call tracking
$4,500
Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Advertising for Facebook
- SEM using Google Adwords
- Retargeting ad management & creative
- ActiveDemand administration
- Phone call tracking
- 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.
$3,000 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $2,500 p/m
Social: $1,200 – $2,000 p/m
Retargeting: $200 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write, design and code (1) custom promotional email
- Test & blast email
- Monitor & optimize email drip campaign
- Page Management for Facebook
- Respond to comments on Facebook
- (3) posts per week on Facebook
- Monthly performance report
$1,300 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Update | $1,800 | |||||
| Email Drip Creative | $1,200 | |||||
| Campaign Setup | $4,500 | |||||
| Marketing Services | $3,000 | $3,000 | $3,000 | $3,000 | $3,000 | |
| Email Marketing | $1,300 | $1,300 | $1,300 | $1,300 | $1,300 | |
| ActiveDemand - 5k | $250 | $250 | $250 | $250 | $250 | $250 |
| Monthly Totals | $7,750 | $4,550 | $4,550 | $4,550 | $4,550 | $4,550 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your product or service relevant, interesting and valuable. Placing ads on social channels is the best way to grow your followers and reach targets that are not already aware of your brand, but should be.
Green Dot recommends a combination of newsfeed ads – both video and static images to reach targets on their mobile devices and link them directly to the Argos Nautic website where they can inquire. In addition, we suggest running a “like” campaign to grow your list of future prospects and nurture them with exciting content such as photography, videos and yachting related aspirational content (destinations, activities and events).
Social Media Management
Social marketing on Facebook and Instagram allows you to engage directly with your social community on a daily basis. Nurturing targets over time by showing them product features, customization options and unique benefits is the best way to build brand preference with your audience.
Includes the Following: