Art Deco Hotel

Branding & Marketing Proposal

Prepared by Green Dot Advertising — July 5th 2016

Objectives & Marketing Strategy

Introduce the Art Deco Hotel brand with various brand touch points and digital marketing efforts to increase brand awareness and help encourage direct bookings.

Marketing Strategy:

Positioning the Art Deco Hotel brand to appeal to and attract travelers is essential for success in the South Beach hospitality market. Green Dot recommends creating a logo along with other print collateral, and designing a website so that the hotel brand becomes more recognizable and relevant to your target audience. Green Dot will also extend this positioning to other brand touch points, including social media.

Digital marketing campaigns will be the primary channels to generate brand awareness and help encourage direct bookings. Direct bookings will make your hotel more profitable by avoiding a high percentage of OTA bookings, which will cost you commission. The brand positioning will help boost the performance of the campaigns and play a crucial role in helping to generate bookings. We recommend utilizing social media channels, such as Facebook. Social media in addition to the above initiatives will work together to help reach travelers and keep your hotel top of mind.

Green Dot will carefully track and analyze the results of each campaign. Our primary objective is to optimize your campaigns to achieve high reach and engagement among an online audience, as well as drive direct bookings via the website.

Logos & Branding

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
  • Website home page design
  • (2) sets of revisions

Photography

Photography

Shoot the photography assets needed to produce the proposed sales collateral and support the marketing campaigns with relevant content.

Integrating custom photography into your sales collateral and content marketing campaigns is a powerful way to generate an engaging and visually stimulating experience for potential guests. 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:
  • (1) Full day of shooting photography
  • (35) Color corrected high resolution images
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

Website Scope of Work

Website Development Scope of Work

Design and develop a website to showcase the hotel’s branding and support the digital 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 text and images, 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
    Rooms teaser - link
    Dining teaser - link
    Explore teaser - link
    Contact
  • Rooms & SuitesOverview
    Room A - single page
    Room B - single page
    Room C - single page
  • DiningOverview
    Restaurant - single page
    Drinks - single page
  • EventsPlan Your Event
  • GalleryExterior hotel images
    Interior hotel images
  • ExploreOverview
    Miami Activities - single page
    Miami Dining - single page
    Miami Nightlife - single page
  • ContactContact information and location
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

*Booking system not included

Sales Brochure & Inserts

Sales Brochure & Inserts

Design and produce a custom trifold sales brochure featuring the the rooms and dining amenities of the Art Deco Hotel.

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 Art Deco Hotel
  • Center Spread - 3 PanelsTypes of Rooms
    Dining Experiences
    Special Events
    Explore Miami
  • Back CoverArt Deco Hotel Contact Information and Location
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Page layouts
  • (2) sets of revisions
  • Production – final files ready for pre-press

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 & Branding

These services include:

  1.  Account Service
  2. Design & visual concept development
  3. Logo design and logo files
  4. Stationary design
  5. Website homepage design
  6. (2) sets of revisions

$3,500

Custom Photography

Photography services include:

  1.  Pre-Production Planning & Account Service
  2. (1) Full day photography sessions w/ Canon 5D Mark iii
  3. Pro lighting equipment
  4. Image import, editing and sorting
  5. Digital retouching and color correction for 35 images

$1,500

Website Design & Development

The project includes the following services:

  1. Account Service
  2. Copywriting
  3. Visual concept development for website designs
  4. (2) sets of revisions
  5. Custom website development & programming
  6. Setup custom site design in WordPress CMS
  7. Website setup on hosting account

*Booking system not included

$9,500

Trifold Sales Brochure

The project includes the following services:

  1. Account service
  2. Copywriting
  3. Design
  4. Page layout
  5. (2) sets of revisions
  6. Final digital files ready for pre-press

$2,800

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Social ad creative and tracking set up

$2,500

Monthly Marketing Services

Your marketing services package includes the following:

  1. Creative for social channels
  2. Page Management for Facebook
  3. Advertising for Facebook
  4. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  5. Monthly reporting
  6. Includes media management up to $2k per month**Additional media management beyond $2k per month is billed at 12% of ad spend.

$1,900 p/m

Suggested Monthly Media Spend

You set the budget
Social: $1,000 – 2,500 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Logo & Branding$3,500
Photography$1,500
Website Design & Development$4,750$4,750
Trifold Brochure$2,800
Campaign Setup$2,500
Monthly Marketing Services$1,900$1,900
Monthly Totals$5,000$4,750$4,750$5,300$1,900$1,900
Notes
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