Argos Nautic

Design & Marketing Proposal

Prepared by Green Dot Advertising — November 17, 2017

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:

Argos Nautic manufactures premium yacht tenders, including outboard and jet powered models. Currently, all collateral materials are product focused, missing lifestyle component showcasing how the products are used by customers. In addition, the brand suffers from a lack of brand awareness among the target audience.

Green Dot recommends acquiring photo and video assets of the boats in action – being lowered into the water from a yacht, passengers boarding, aerial running shots, at the sandbar, docking at a restaurant, etc. Once acquired, these assets can be used in print ads, the website, sales brochures and the boat show display. In addition, Green Dot can leverage this content to create ad campaigns on social media targeting boat owners and boat brokers alike.

Phase 1 consists of designing and producing updated sales collateral, including a sales brochure, a mobile responsive website, print ads, trade show graphics and videos for use on the website and for social media marketing campaigns.

Many yachts are sold with tenders already specced and loaded. As a result, the target audience includes both consumers and industry influencers like captains, yacht manufacturers and yacht brokers. Ensuring that targets are aware of the brand, and have a preference for Argos Nautic is the key to success.

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
  • Print Ads
  • Google Adwords  – search
  • Retargeting Ads
  • Social Media Marketing
  • Email Marketing (prospect nurture drip campaign)

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.

We have our own photography and video equipment along with the experience to shoot quality media assets from the air and from the water. A single full day photo / video shoot should be sufficient to capture the lifestyle images and product detail shots needed to design and produce updated sales collateral and launch the marketing campaigns.

Deliverables Include the Following:
  • (1) Full day of shooting video
  • (1) Full day of shooting still photography
  • (45) Color corrected high resolution images
  • (1) video ad – 45 seconds
  • (1) 90 second looping b-roll video for website home page
  • (3) 45 second looping video of each model
Photography & Video Production Services:
Pre-Production Planning
  • Shot list, planning, travel arrangements
  • Account Service
Photography
  • (1) Full day of photography w/ Canon 5D Mark iii
  • Canon L lenses and accessories
Video
  • (1) Full day of video w/ Canon C100 Mark ii
  • Inspire 2 drone
  • DJI Osmo + gyro stabilized camera
  • GoPro 5

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 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
    Yachting Tenders - link
    Jet Tenders - link
    About - link
    ---
    CTA - Sea Trial
  • Yacht TendersAn overview page profiles all three models and links the user to the correct model. The boat model pages feature an intro, specifications, deck chart, features list, photo gallery, and a looping video for each model.
    • 305 Yachting
    • 396 Yachting
    • 330 Jet
  • Built for YouThis section highlights the semi-custom build process ensuring prospects are aware that they can customize the tender to match their yacht and fit their intended use.
  • Warranty & ServiceIntro
    Warranty
    Service
  • AboutCompany
    Management Team
  • NewsList view article page w/ links to articles.
  • Contact & LocationContact info, contact form and location map
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

Sales Brochure

Design and produce a custom sales brochure featuring the yacht tenders and information about the semi-custom build process.

Project includes design and production for an (8) page 12” x 9” sales brochure. The landscape orientation is well suited to display boats, and the brochure has sufficient space to feature all three models as well as basic information about the company.

Brochure Content Outline
  • Cover
  • Page 2 & 3 - Semi-CustomBuilt for You
    Options & Build Process
  • Page 4 & 5 - 305 & 396 TendersOne page per boat model
  • Page 6 - 330 Jet330 Jet Tender
  • Page 7 - Photo GalleryCollage of lifestyle and boat detail images
  • Back Cover
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Page layouts
  • (2) sets of revisions
  • Production – final files ready for pre-press

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)

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

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

Custom Photography & Video

Services include:

  1. Pre-production planning, shot list and account service.
  2. (1) Full day of shooting video
  3. (1) Full day of shooting still photography
  4. (45) Color corrected high resolution images
  5. (1) video ad – 45 seconds
  6. (1) 90 second looping b-roll video for website home page
  7. (3) 45 second looping video of each model
  8. Models, boat & location fees not included

$9,500

Website Design & Development

Project includes:

  1. Account service
  2. Copywriting
  3. Design & page layout
  4. html coding
  5. WordPress CMS
  6. (2) sets of revisions

$14,000

Sales Brochure

Project includes:

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

$8,500

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 Graphics

Project includes:

  1. Account service
  2. Graphics for 10′ back wall
  3. Graphics for flags & banners
  4. Design and production of graphics
  5. (2) sets of revisions

$2,500

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Design and produce (3) retargeting banners
  4. Update branding for social channels
  5. Write, design, code and setup (5) drip emails
  6. Keyphrase research and new Adwords creative

$4,500

Marketing Services

Your marketing services package includes the following:

  1. Creative for social and search channels
  2. Page Management for Facebook
  3. Advertising for Facebook
  4. SEM using Google Adwords
  5. Retargeting ad management & creative
  6. Phone call tracking
  7. Print media management
  8. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  9. Monthly reporting
  10. Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.

$3,500 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:

  1. Write, design and code (1) custom promotional email
  2. Test & blast email
  3. Monitor & optimize email drip campaign
  4. Monthly performance report

$950

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Photography & Video$5,500$4,000
Website Development$7,000$7,000
Brochure$4,500$4,000
Print Ad$2,500
Trade Show Graphics$2,500
Campaign Setup$4,500
Marketing Services$3,500$3,500
Email Marketing$950$950
Monthly Totals$5,500$15,500$13,500$7,000$4,450$4,450
Notes
Authorized Signature