Ari Financial
Design & Marketing Proposal
Prepared by Green Dot Advertising — January 12, 2018
Objectives & Marketing Strategy
Develop a brand identity and position Family Protect as a fast and convenient way to acquire life insurance without a medical exam to protect family members.
Marketing Strategy & Tactics:
Initially, the focus will be to develop the brand ID for Family Protect and create the collateral needed for the sales team to hit the ground running. Once those tasks are completed, Green Dot will transition to help with lead generation utilizing digital marketing tactics to generate and nurture leads throughout the sales funnel, as well as help automate the entire marketing process.
The initial phase includes developing design concepts for the logo, tagline, business cards, website and sales brochure. We present the concepts for all of these touch points simultaneously for feedback, and incorporate client revision requests to ensure everyone is happy with the company’s brand ID and messaging prior to moving into the production phase.
The transition to lead generation and digital marketing begins immediately after the various brand touch points needed to support the marketing campaigns are in place. We recommend a combination of advertising on search engines like Google to step in front of existing demand, as well as targeting prospects that were recently married or added a child to the family. Using segmented messaging for each type of prospect (married vs. just had kids) will ensure the messaging is relevant to them and therefore increase conversion rates and lower marketing costs.
Combining these digital marketing efforts with a marketing automation platform and customer relationship management system (CRM) will streamline the tedious effort of manually following up with leads that still need to be nurtured and educated as to the benefits of working with CCM. Your sales team will have a customized tool, setup specifically to manage your company’s lead flow, and automated email drip campaigns for each phase of the sales cycle.
Green Dot will manage and optimize your marketing campaigns, train your staff to use the technology platform and sales tools, as well as standardize the sales cycle from A-Z.
Green Dot suggests exploring the following initiatives:
- Brand ID development
- Sales Brochure
- Sales Presentation
- Pull up banner
- Website
- Google Adwords
- Facebook Ads
- Retargeting Ads
- Email Marketing
- Automated Lead Nurture Campaigns
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. 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 touch points prior to presenting any of it for client feedback.
Expect to review the logos, tagline, website design and brochure design all at once rather than in a step-by-step linear manner. As a result, we credit the design fees for the brochure and website to those projects.
Includes the Following:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Business cards
- Website home page design
- Brochure cover & spread design
- (2) sets of revisions
Website Scope of Work
Website Development Scope of Work
Design and develop a custom website to support the marketing campaigns with the relevant content needed to convert leads into prospects.
This website is quoted as a custom sites built on the WordPress platform and include a content management system (CMS) to allow the client to add and edit content such as photography and page copy without html coding.
The websites 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 - protect
No medical exam
Builds value - link to video
Marriage vs. Kids - link
Company - link
---
CTA form - Life Insurance - Marrige - 1 pgIntro
Just married
No medical exam
Builds value - video
Company - intro & link to company
Testimonial Video
---
CTA form
- Life Insurance - Baby - 1pgIntro
Had baby
No medical exam
Builds value - video
Company - intro & link to company
Testimonial Video
---
CTA form
- FAQFAQ list interface
FAQ answers interface
---
CTA form - Company - 1pgARI Financial
Insurance underwriter
Team
---
CTA form - Contact & Location pageGeneral contact form & office locations
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 leave behind.
Project includes design and production for a front and back one-pager or trifold sales brochure designed to re-hash the sales presentation and key benefits from the website. Intended as a leave behind, or as an overview this brochure will be able to support the sales process at the outset or after the initial pitch.
Brochure Content Outline
- Cover
- Inside Flap - No Medical Exam
- Inside spread - builds value, protect, apply now
- Back Cover - 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
Display & Banner
Display and Banner
A custom display helps distinguish your brand from competitors and establishes credibility.
We recommend a table top display along with a pull-up banner to present the Family Protect solutions inside credit unions and other venues that present opportunities for a sales executive to pitch the product and its benefits directly to consumers.
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)
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 pitch to bank partners. 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
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 or promote a specific product, service or event. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action.
Green Dot recommends an automated email drip campaign consisting of a series of up to (5) emails that are sent to each type of prospect (marrige vs. kids) that inquires about Family Protect through the website. This tactic will ensure that anyone shopping for life insurance remains engaged with Family Protect and clearly understands the benefits and distinct advantages of the product.
Each email is sent automatically explaining specific benefits of Family Protect and aims to help the sales team close the deal.
Includes the Following:
- Write, design and code up to (10) drip campaign emails (5 emails x 2 target segments)
- (1) Outbound email template (to blast to physicians lists)
- Campaign setup for drip campaign triggers, workflows and list segmentation
- 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
Logo Design & Brand ID
Services include:
- Logo design & final logo files
- Tag line
- Business card design
- Website home page design
- Brochure design
$9,500
Sales Brochure
- Account Service
- Design
- Copywriting
- Design & page layout
- (2) sets of revisions
$1,975
Website Design & Development
- Account service
- Design
- Copywriting
- Page layout
- WordPress CMS
- (2) sets of revisions
$7,500
Presentation Deck (PowerPoint & PDF)
- Account Service
- Copywriting
- Design and page layout – 15-20 slides
- Type animation & transitions
- Video integration (existing video)
- (2) sets of revisions
$3,500
Display & Banner
- Account service
- Copywriting
- Design and page layout
- (2) sets of revisions
$2,500
Email Drip Creative
- Account service
- Copywriting – (10) emails
- Design and page layout – (10) emails
- Coding and development – (10) emails
- (2) sets of revisions
$3,500
Campaign Setup
One-time campaign setup fee includes:
- Keyphrase research and new Adwords creative
- Google Adwords up
- Google Analytics set up
- Facebook audience targeting
- Call Tracking Setup
- Retargeting banner ad design
- Email drip workflow setup
- Setup CRM & client orientation
$4,500
Digital Marketing Services
Your marketing services package includes the following:
- SEM using Google Adwords
- Retargeting banner ad management
- Facebook ad campaign management
- Facebook page management
- Phone Call Tracking
- Ongoing analytics & optimization, 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.
$3,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $2,500 – $10,000 p/m
Social: $2,500 – $15,000 p/m
Retargeting: $200 – $1,000 p/m
Content & Communication Services
Monthly content generation includes the following:
- Drip campaign management & optimization
- Website maintenance
- Facebook graphics – (15) per month
- Target audience list sourcing
- Monthly performance report
$2,000 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Brand ID | $5,500 | $4,000 | ||||
| Website Development | $4,000 | $3,500 | ||||
| Brochure Design | $1,975 | |||||
| Display & Banner | $2,500 | |||||
| Presentation Deck | $3,500 | |||||
| Email Drip Ceative | $3,500 | |||||
| Digital Marketing | $3,500 | $3,500 | $3,500 | |||
| Content & Communications | $2,000 | $2,000 | $2,000 | |||
| Monthly Totals | $5,500 | $12,475 | $10,500 | $5,500 | $5,500 | $5,500 |
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 newsfeed ads and a like campaign to target young, affluent adults that have recently married or had children. Explaining to them the benefits of buying life insurance and the easy of a “no medical exam” product is the best way to engage prospects and generate inquiries.
Includes the Following:
Social Media Management
Social marketing on Facebook and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: