ASPIRA
Website & Marketing Proposal
Prepared by Green Dot Advertising — August 25th, 2016
Objectives & Marketing Strategy
Create a new website for ASPIRAfl.org designed for mobile devices and desktop computers to promote the charter schools and Youth Leadership Programs in Homestead, Wynwood and North Miami.
Marketing Strategy:
Create an updated website designed for both desktop and mobile using the WordPress platform including a content management system (CMS). The new ASPIRA site will feature the schools and Youth Leadership programs in an effort to drive registration inquiries and donations or the schools.
The site will be designed with a “mobile first” approach, as most of the target audience uses their mobile devices as most do not have access to computers in the home. Having a site designed for mobile also serves the same purpose as an app, except anyone can access the website without first downloading and installing an app (which ASPIRA would need to promote).
The site will feature an easy to use content management system (CMS) to allow for simple updates for the events calendar, the blog and the careers section. The site will also feature pages designed to support a digital marketing campaign (schools and youth leadership pages) that can be used as “landing pages” for these campaigns to drive inquiries and registration for new students.
We are happy to develop the site without a commitment for the marketing campaigns, but thought we would include the information here so that you can evaluate the benefits (an revenues) these services would provide. We anticipate at a minimum a 5 to 1 ratio between marketing dollars invested and revenue generated within 3-6 months of launching the campaigns.
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom WordPress website for that is mobile responsive and includes an online content management system.
This website is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow us to update and maintain the content, as well as the Woocommerce plugin to support online payments and purchases.
The website will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
ASPIRA Website Outline
- HomeASPIRA focus
Charter Schools – links
Youth Leadership Development – link
Donate - link
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Email Signup
Social Media - Charter SchoolsOverview
Arts Deco – 6-8 - Wynwood
RAM – Raul A. Martinez Charter School 6-8 – N. Miami
LCPA – Leadership and College Preparatory Academy – K-8 - Homestead
For each school – registration inquiry, calendar, academics, 21st Century Program, key staff, school grade link
- Youth Leadership DevelopmentOverview -
Programs – Mentoring, Etiquette, Prevention / Stay in School
Inquiry
- DonateDonation pitch – levels ($100 is X, $500 is Y, $1,000 is Z)
Donation form
Payment – PayPal or credit card
Thank You Page & Email
- EventsEvents listings interface
Events detail interface
- CareersJob listings interface
Job detail interface
- BlogBlog listings interface
Blog detail interface
- AboutOverview - Mission & Vision
Governance - Board of Directors, Bylaws, Annual Reports,
Staff – photos & bios for featured employees
- AlumniHow to get involved
- Contact & Location InfoContact Information & Location
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Email Signup
Social Media
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
- Setup WooCommerce
- Website setup on hosting account
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
- RavenTools for campaign KPI reporting
- Monthly account review
Services Summary & Pricing
Services Summary & Pricing
Website Design & Development
The project includes the following services:
- Account Service
- Access to GD Client Portal
- Copywriting
- Visual Concepts for Website Designs
- (2) Rounds of Revisions
- Website Development
- Setup WordPress CMS
- Setup WooCommerce
- Setup of Website on Hosting Account
$14,500
Campaign Setup
One-time campaign setup fee includes:
- Keyword research for Adwords
- Setup new Adwords campaign
- Adwords & Facebook tracking setup
- Call tracking setup
- Retargeting banner ad design
- Google analytics setup
- Facebook page customization
$2,800
Digital Marketing Services
Your marketing services package includes the following:
- Manage and optimize Google Adwords search engine marketing campaign
- Page management for Facebook, Instagram and Twitter (5 posts per week)
- Like Campaign on Facebook
- Ad creative and ad management for Facebook newsfeed ad campaign
- Retargeting banner ad management & optimization
- Call tracking & analysis
- Ongoing tracking and analytics – including access to the GD project portal and a campaign dashboard
- Monthly reporting
$2,500 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Design & Development | $5,000 | $5,000 | $4,500 | |||
| Campaign Setup | $2,800 | |||||
| Digital Marketing | $2,500 | $2,500 | ||||
| Monthly Totals | $5,000 | $5,000 | $4,500 | $2,800 | $2,500 | $2,500 |
Social Media Management
Social Media Management
Social marketing on Facebook, Instagram, Twitter, LinkedIn, Pinterest and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: