BandPay

Ad Creative & Marketing Proposal

Prepared by Green Dot Advertising — November 22nd, 2019

Objectives & Marketing Strategy

Develop the messaging and brand positioning for BandPay, then launch and manage multi-channel marketing campaigns to drive downloads and adoption targeting the hip hop and latin music segments of the industry.

Marketing Strategy & Tactics:

The project is broken down into three primary phases.

  1. Creative & positioning
  2. Pre-launch
  3. Download & activation campaign

Initially, Green Dot will focus on developing the brand positioning and messaging for the ad creative in preparation to launch the marketing campaigns and support BandPay at upcoming music conferences. Concepts for the tagline, video ads, landing page and drip email workflows will be submitted for review and approval prior to production. Green Dot can also assist with design and production for trade show graphics and print collateral, including marketing to conference attendees and exhibitors. The creative design and development phase will last 2-3 months and is not considered part of the marketing engagement.

The next phase focuses on supporting the BandPay management team with a pre-launch marketing campaign as they begin attending music conferences in January 2020, while continuing to prepare for the official app launch in March. The focus is on creating awareness and building a proprietary email list of prospects who have pre-registered for BandPay. Green Dot suggests an integrated marketing campaign that leverages contact lists supplied by music conference partners along with social media and video marketing to drive traffic to the BandPay landing page where prospects can pre-register. The pre-launch phase is schedule to run from February to mid-March and marks the beginning of the 6 month marketing engagement.

The final phase kicks of with the official launch of the BandPay app at SXSW in mid-March 2020. The marketing strategy calls for an integrated, multi-channel marketing campaign focused on creating awareness, driving downloads and email workflows to help drive adoption. Tactics include support at music conferences, digital marketing, video marketing, retargeting and reputation management focused on managing influencer relationships and driving positive online reviews.

Green Dot suggested services mix includes:
  • Landing page & Business Messenger Chatbot
  • Social Media Marketing
  • Video Advertising – YouTube, Instagram, Hulu
  • LinkedIn – In Mail campaign
  • Retargeting Ads
  • Reputation Management – ratings & reviews
  • Trade Show support / advertising – i.e. SXSW
  • Ads in music conference guides / websites
  • Email marketing to attendees / exhibitors
  • Email Marketing – to trade show audiences & activation drip workflows
  • Influencer management

Questionable:

  • Soundcloud playlist campaign
  • ESPN app
  • Taboola or Outbrain

Messaging & Brand Positioning

Messaging  & Brand Positioning

A relevant, distinct and visually appealing brand identity with a clear value proposition for your target audience is imperative for success in a crowded marketplace.

This project includes developing the initial tagline for BandPay, as well as the concepts for the ad creative, landing page, brochure hand-out and email workflows that support activation. Green Dot will present up to three (3) unique concepts for review and approval. Two rounds of revisions are included.

Production for the ad creative and development for the landing page are not included and listed as separate projects. This phase is focused on concepts and design only.

Includes the Following:
  • Account service
  • Tag line
  • Ad concept development
  • Design & visual concept development
  • Website home page design
  • (2) sets of revisions

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.

The goal of this project is to shoot the content needed to produce the ad creative and social media content to support the launch campaigns. While shooting the video ad creative, we recommend shooting stills to support the social media campaigns as well. While we can use some stock images, the more custom content that can be acquired during production, the more impactful and memorable the campaigns will likely be.

Deliverables Include the Following:
  • (2) Full days of shooting video and photography
  • (45) Color corrected high resolution images
  • (3) testimonial videos – 30 – 45 seconds each
  • (1) BandPay video ad – 30 & 60 seconds
  • (1) 90 second looping b-roll video clip for website
Photography & Video Production Services:
Pre-Production Planning
  • Shot list, planning
  • Casting & call back
  • Location scouting
  • Account Service
Photography
  • (2) Full days of photography w/ Canon 5Ds
  • Canon L lenses and accessories
Video
  • (2) Full days of video w/ Sony FX9
  • (2) Cameras & operators
  • Director / Producer
  • Audio tech & grips
  • Pro light kit
  • Pro audio capture
  • Hair & Make-up stylist
  • Wardrobe stylist

Location, talent and expenses not included.

Landing Page

Landing Page Scope of Work

Design and develop a custom landing page to showcase the BandPay app and clearly communicate its value proposition to help drive downloads and activations.

This webpage is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow for quick and easy content updates such as photography and page copy without html coding. The landing page will link to the iTunes and Google Play App Stores and engage users to sign up for email notifications.

The website will be designed for primarily mobile devices, as well as desktop computers by using mobile responsive code ensuring content renders consistently on tablets and smartphones.

Landing Page Content Outline
  • BandPay App Landing PageVideo header / trial download links
    Media icons - Vibe, URB, SoundtrackNet, etc.
    Intro - Take control & get paid
    Made for music pros
    ---
    Testimonial videos
    Trial download links
    ---
    How it works
    Blog - featured articles
    ---
    Trial download links

    Business messenger chatbot - Intercom
    Email notification sign up
    Trial download
  • BlogBlog list view
    Blog article detail view
    Categories
Includes the Following:
  • Account service
  • Copywriting
  • Page layout
  • (2) sets of revisions
  • Custom website development & programming
  • Setup custom site design in WordPress CMS
  • Intercom & ActiveDemand integration
  • Website setup on hosting account

Conference Brochure / Hand-Out

Conference Brochure Hand-Out

Design and produce a custom hand out for music conferences that explains BandPay.

Project includes design and production for a front & back 9” x 4” brochure / hand-out that describes and pitches the benefits of BandPay for music professionals. The format is specifically designed to travel light and be easy for recipients to carry.

Content Outline
  • Double sided brochure / hand-outFront - BandPay
    Take control & get paid
    Made for music pros
    As seen in - media icons

    Back - BandPay
    Example uses
    Link to website
    Trial download
Includes the Following:
  • Account service
  • Copywriting
  • 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.

This project includes the design and production of a 10 x 10 trade show display with podium and lights, as well as a retractable banner stand

Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Layout and final production
  • (2) sets of revisions
  • Structure & transport cases
  • Retractable banner stand
  • Shipping & fulfillment (not included)

Video Advertising

Social Media & YouTube Video Ads

Video ads can be placed on social media sites like Instagram and YouTube where they can reach a wide target audience at a low cost, especially when compared to television placements. Hulu is a great addition to the media mix to create more awareness, however, only  video ads on Instagram and YouTube can drive clicks directly to the BandPay landing page.

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
Does Not Include:
  • Video Production

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

Reputation Management

Reputation Management

Reputation management helps drive online ratings and reviews, and allows you to stay informed about what consumers and competitors are saying about your brand around the web. The service also includes building social proof and support for your brand through influencer relationships, as well as reviews and ratings from customers.

Green Dot actively monitors conversations about your brand online, then responds to comments and questions in a timely manner. We use specialized technology to survey customers via email before asking them to rate or review your product publically. We research and identify and manage influencers for your brand category and establish relationships on your behalf asking for product reviews or posts about your services.

Includes the Following:
  • Set alerts for your brand name, product name(s) around the web & social media
  • Respond to positive and negative reviews and posts
  • Ratings & reviews campaign targeting users
  • Develop and manage influencer relationships

Content Creation & Blogs

Content Creation & Blogs

A steady flow of engaging and original content is vital to the success of every marketing campaign. Green Dot will work in conjunction with in-house resources to develop the content needed for daily social media posts and the BandPay blog.

This service provides clients with individually researched and well written blog posts, as well as customized and branded social media graphics on an ongoing basis. Social media graphics are a mix of styled testimonial quotes, lifestyle images and branded product images.

Includes the Following:
  • (4) uniquely researched, written and published blog posts per month
  • Keyword research to optimize each post for SEO
  • Fresh, weekly branded social graphics – (60 per month)

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), ActiveDemand (campaign performance).

Green Dot compiles custom monthly performance reports focused on key metrics agreed upon by the client and the agency. We conduct a monthly performance review, and include weekly content focused calls to ensure the workflow between the client and agency teams is aligned.

We don’t think an ASO tool is needed for this project due to lack of searches in the app store for an escrow payment tool.

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Ongoing campaign optimization based on data
  • Google Analytics goal tracking setup and management
  • ActiveDemand campaign dashboards
  • Weekly content calls
  • Monthly performance review

Services Summary & Pricing

Services Summary & Pricing

Messaging & Brand Positioning

Services include:

  1. Account service
  2. Tag line
  3. Ad concept development
  4. Design & visual concept development
  5. Website home page design
  6. (2) sets of revisions

$7,500

Photography & Video Production

Services include:

  1. Preproduction / casting
  2. (2) Full days of shooting video and photography
  3. (45) Color corrected high resolution images
  4. (3) testimonial videos – 30 – 45 seconds each
  5. (1) BandPay video ad – 30 & 60 seconds
  6. (1) 90 second looping b-roll video clip for website

$27,500*
*Location & talent not included

Landing Page Development

The project includes:

  1. Account service
  2. Copywriting
  3. Page layout
  4. (2) sets of revisions
  5. Custom website development & programming
  6. Setup custom site design in WordPress CMS
  7. Intercom & ActiveDemand integration
  8. Website setup on hosting account

$5,500

Brochure / Handout

The project includes:

  1. Account service
  2. Copywriting
  3. Page layouts
  4. (2) sets of revisions
  5. Production – final files ready for pre-press

$1,550

Conference Ad Creative

The project includes:

  1. Account service
  2. Copywriting
  3. Design & visual concept development
  4. Layout and final production
  5. Full page print ad
  6. Banner ad – (3) standard sizes
  7. BandPay intro email creative
  8. (2) sets of revisions

$3,500

Trade Show Display

The project includes:

  1. Account service
  2. Copywriting
  3. Design & visual concept development
  4. Layout and final production
  5. (2) sets of revisions
  6. Structure & transport cases
  7. Retractable banner stand
  8. Shipping & fulfillment (not included)

$3,800

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Instagram audience profiling
  4. LinkedIn InMail creative
  5. Retargeting banner ad design
  6. Update branding for social channels
  7. Seed blog with existing posts
  8. Setup ActiveDemand
  9. Ad tracking setup for social

$7,500

Digital Marketing Services

Includes the following:

  1. Ad management for Instagram
  2. InMail campaigns on LinkedIn
  3. Video advertising – YouTube, Instagram & Hulu
  4. Retargeting ad management & creative
  5. Reputation management – ratings & reviews
  6. Influencer outreach & management
  7. Music conference support – media management
  8. Tracking & analytics
  9. Weekly content planning calls
  10. Monthly performance reporting
  11. Access to project portal and a campaign dashboards
  12. Includes media management up to $35k per month**Additional media management beyond $35k per month is billed at 12% of ad spend.

$7,500 p/m

Suggested Monthly Media Spend

You set the budget
Instagram: $4,500 – $6,500 p/m
YouTube: $5,000 – $10,000 p/m
Hulu: $5,000 – $10,000 p/m
LinkedIn: $1,500 – $2,500 p/m
Conference Ads: $5,000 – $10,000 p/m
Retargeting: $500 p/m

Content & Communication Services

Includes the following:

  1. Write (4) unique blog posts
    Photo selection & licensing, blog post styling, SEO keywords & publishing
  2. Write, design and code (1) custom promotional email
  3. Test & blast email
  4. Drip email campaign monitoring
  5. Produce (60) branded social graphics p/m
  6. Monthly performance report

$3,500

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Messaging & Brand Positioning$7,500
Photography & Video$15,000$12,500
Website Development$3,000$2,500
Brochure / Handout$1,550
Drip email creative$1,500
Conference ad creative$3,500
Trade Show Booth$3,800
Campaign Setup$4,500$3,000
Digital Marketing$5,500$5,500$7,500$7,500
Content Marketing$3,500$3,500$3,500$3,500
Media Spend$20,000$20,000$35,000$35,000
Monthly Totals$22,500$20,000$34,550$39,300$46,000$46,000
Notes
Authorized Signature