AvMed

Open Enrollment Campaign

Prepared by Green Dot Advertising — March 16th, 2020

Objectives & Marketing Strategy

Elevate brand awareness for AvMed in the South Florida market ahead of Open Enrollment and then help drive inquires and sign ups on the healthcare exchange as well as the AvMed website.

Marketing Strategy:

Target specific audience segments throughout South Florida with a mixed media campaign focused on promoting AvMed health plans leading up to and during Open Enrollment 2020. Using a combination of digital marketing, OOH and TV / streaming video ads Green Dot plans to elevate awareness for AvMed health plans ahead of Open Enrollment 2020. Concurrently, Green Dot will focus on aggregating prospects’ contact information either through the use of a sweepstakes, a survey, interactive ad units or all three if possible.

Once Open Enrollment begins, messaging evolves to include direct calls to action to sign up, as well as a series of emails targeting prospects who have inquired or enrolled in the sweepstakes during the ramp up phase.

Green Dot recommends a media mix including –

  1. TV / streaming video ads
  2. OOH
  3. Google Ads
  4. Facebook
  5. Instagram
  6. Twitter
  7. YouTube
  8. Display
  9. Retargeting

Media management includes all of the services needed to run existing video ads, image based ads, print creative and surveys on each platform listed above, track performance and report on monthly on KPIs. Green Dot will create 15 and 30 second TV spots for AvMed, submit them or upload them to each of the media partner platforms and ensure they meet the required file format and broadcast standards.

Digital Marketing includes social media management and posting to Instagram, Twitter and Facebook regularly. Green Dot will produce and manage the content for these platforms to nurture and support prospects who are curious about AvMed and want to learn more prior to enrolling in a health plan.

A landing page will be created for each audience segment to match the ad campaigns in order ensure users linking from digital platforms quickly recognize the content and can easily inquire or enroll with AvMed. Green Dot will be able to track traffic to the page, as well as inquiries via the web form or by phone if desired by the client.

Retargeting banner ads and automated email drip campaigns will target prospects who visited the landing page for the period leading up to and during Open Enrollment. This tactic assures that the hottest prospects, the ones who clicked to the landing page, will receive additional impressions and brand exposure at a very low cost. Additionally, any prospect who entered the sweepstakes or interacted with a survey will receive a series of email communicates educating them and reminding them about AvMed health throughout the Open Enrollment timeframe.

Television Commercial

Television Commercial & Video Ads

Creative that communicates a powerful message clearly is the key to the success of any ad campaign. This project includes producing a series of three TV / video ads to promote AvMed health plans on traditional, as well as digital platforms. Green Dot will handle all production related tasks from A-Z to produce the following:

  1. 30 sec. Benefits / branding ad
  2. 15 sec. version of Benefits / branding ad
  3. 30 sec. Enter to win
  4. 15 sec. version of Enter to win
  5. Healthcare Exchange sign up assistance video – up to 180 seconds
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Pre-production planning
  • Full day shoot
  • Casting & up to (6) actors
  • Post Production
  • (2) sets of revisions

Outdoor Advertising

Outdoor Advertising

Outdoor advertising allows you to reach a large segment of any local area with an advertising presence that can’t be skipped, zapped or ignored. Green Dot can design and place your ads where your target audience is most likely to see them. This project includes design and production of large format ad creative for OOH ad campaigns.

Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Research available inventory
  • Media placement
  • (2) sets of revisions

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 related to health insurance, the healthcare exchange or Open Enrollment from within the South Florida region. A Google Ads certified marketer can help you develop and place 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)

Landing Page

Landing Page Scope of Work

Design and develop a new, custom landing pages for AvMed to support the ad campaigns.

Each landing page is designed and developed as a responsive, ADA compliant website built on the WordPress platform and includes a content management system (CMS) to allow for easy updates such as adding and editing content without html coding.

The landing pages will be developed and maintained by Green Dot and can be hosted however the client prefers – on the AvMed side or on the agency’s servers.

Landing Page Content Outline
  • FFM CampaignHeader
    Intro - Offer
    Offer sign up
    ---
    AvMed Plans on healthcare.gov
    AvMed Plan Options
    ---
    CTA - Enroll Now
  • Direct to Consumer CampaignHeader
    Intro - Benefits
    AvMed Plan Options
    ---
    CTA - Enroll Now
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

Retargeting Display Ads

Retargeting Display Ads

Digital display ads are used to retarget all prospects who visited the landing page prior to Open Enrollment, and then during Open Enrollment. 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

Media Management

Media Management

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 invoice for media planning and campaign management services at a previously agreed to rate.

Here’s what’s included:

  1. Manage and execute the media buys
  2. Submit creative to publishers
  3. Track online interactions and media insertions
  4. Optimize your monthly spend (we may suggest increasing / decreasing the budget allocation depending on a channel’s performance)
  5. Report on the results

The fee for media management services is agreed upon ahead of time, up to the specified monthly budget threshold. Scaling the media buy beyond this baseline triggers a media management fee of 12% applied to the net new spend above the included monthly threshold.

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), and live marketing dashboards in ActiveDemand which include data for call tracking, email blasts and online conversions.

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Ongoing campaign optimization based on data
  • Google Analytics goal tracking setup and management
  • ActiveDemand – phone call tracking
  • ActiveDemand for email platform
  • ActiveDemand for campaign KPI dashboards
  • Monthly account review

Services Summary & Pricing

Services Summary & Pricing

Landing Page Development

Project Includes:

  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

$1,500

Retargeting Ad Creative

Project Includes:

  1. Account service
  2. Copywriting
  3. Banner ad design
  4. Production for (3) std ad sizes

$500

Campaign Setup

One-time campaign setup fee includes:

  1. Google Analytics set up
  2. Setup ActiveDemand account
  3. Keyword research and Adwords creative
  4. ActiveDemand phone call tracking setup
  5. Ad tracking setup

$1,750

Media Management

Project includes:

  1. Comcast OTT
  2. Hulu
  3. Monthly reporting
  4. Includes media management up to $8,500 per month**Additional media management beyond $8,500 per month is billed at 15% of ad spend.

$1,500 p/m

Digital Marketing

Project includes:

  1. Comcast OTT
  2. Hulu
  3. Facebook
  4. YouTube
  5. Inbound phone call tracking
  6. Retargeting ad management
  7. Landing page hosting
  8. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  9. Monthly reporting
  10. Includes media management up to $10k per month**Additional media management beyond $10k per month is billed at 15% of ad spend.

$2,500 p/m

Suggested Monthly Media Spend

You set the budget
Comcast OTT: $2,500 p/m
Hulu $1,000 – $4,165 p/m
YouTube: $1,000 p/m
Facebook: $835 p/m
Retargeting: $150 – $200 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Media Planning$1,500
Landing Page$1,500
Retargeting Ad Creative$500
Campaign Setup$1,750
Media Management$1,500$1,500$1,500$1,500$1,500
Digital Marketing$2,500$2,500$2,500$2,500$2,500
Monthly Totals$5,250$4,000$4,000$4,000$4,000$4,000

Ready to Get Started?

To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.

Notes

Terms and Conditions

Agreement & Definitions

The purpose of this agreement is to establish a continuing and mutually beneficial, cooperative Client / Agency relationship. This agreement is governed by the laws of the state of Florida. Hereinafter, “Client” is defined as the company and person executing this agreement, and “Agency” is defined as Behr Advertising, Inc. d/b/a Green Dot Advertising.

Ownership & Custody

All creative concepts, ideas and designs, prepared for and purchased by the Client shall be the property of the Client on receipt of payment. This includes the final approved version of any digital files for contracted work – i.e. the brochure, video or website. However, this does not include any working files or digital assets generated by the Agency that are not part of the final deliverable or required for the final deliverable to function. In the simplest terms, output files belong to Client and working files belong to the Agency. Copyright of all material produced for the Client is vested in the client, except where previous copyright may exist in purchased material. We, the Agency shall retain, in our care digital files of advertising creative produced on behalf of the Client for a period of three (3) years. Any physical materials such as film, mechanicals or printer’s proofs will not be stored or recovered unless specifically requested by the Client and agreed to by the Agency in writing.

Confidentiality

It shall be our duty as the Client’s agency not to discuss any confidential information entrusted to us by the Client without authorization. All studies and research done on behalf of the Client and paid for by the Client shall remain confidential to the Client.

Contract Term & Cancellation

This agreement is for described work only and is based upon acceptance by the Client within 30 days. The minimum term is six (6) months from the date of campaign launch, not the signing date. As a result, the duration of time dedicated to project work in preparation to launch marketing campaigns, such as design and development of creative assets prior to campaign activation, is not counted towards the minimum term. Early cancellation obligates the Client to pay 50% of the remaining unbilled services for the remainder of the current term, plus any outstanding balance due the Agency. This agreement renews automatically for a one (1) year term if not cancelled in writing at least thirty (30) days prior to the end of the initial six (6) month term and renews annually thereafter until cancelled in writing by the client with at least ninety (90) days written notice.

Obligation to Media & Suppliers

The Client authorizes the Agency to purchase and place advertising, and authorize media and production commitments for the Client, and to obligate the Client contractually or otherwise for the payment of such advertising, media and production projects. The Agency will service and bill the Client each month where payment is due the Agency. Once payment has been made to the Agency, the Agency assumes full financial responsibility for remitting payment to the media or vendors in a timely manner. If however, the Client fails to remit payment to the Agency, then financial responsibility for payment lies with the Client and not with the Agency.

Legal Liability & Indemnification

The Agency shall not be liable for delay, omission or error, in any advertisement or marketing communications in the absence of wilful fault or neglect. The Agency agrees to exercise its best judgement in the preparation and placing of all advertising and marketing materials for the Client with a view to avoiding any claims, proceedings or suits being made against the Client or the Agency. It is agreed however that the Client will indemnify the Agency against any loss we may incur as the result of any claim, suit or proceedings made or brought against the Agency based upon any advertising or marketing campaigns which the Agency prepared or managed for the Client based on information provided by the Client or published by the Client in the past. Likewise, the Agency will indemnify the Client against any loss the Client may sustain as a result of any claim, suit or proceeding made or brought against the Client caused by the Agency’s negligence.

Authorized Signature