- Objectives & Marketing Strategy
- Photography & Video Production
- Website Scope of Work
- Presentation Deck
- Print Advertising
- Trade Show Display
- Google® Adwords
- Retargeting Display Ads
- Video Advertising
- Social Advertising & Management
- Email Marketing
- Content Creation & Blogs
- Analytics & Reporting
- Media Spend & Management Fees
- Services Summary & Pricing
Baralan USA
Design & Marketing Proposal
Prepared by Green Dot Advertising — November 8th, 2017
Objectives & Marketing Strategy
Develop and deploy a two-prong marketing strategy focused on creating brand awareness and generating sales leads using digital marketing while also promoting a strong presence at trade shows and industry conferences to discover and engage prospects.
Marketing Strategy:
The existing Baralan USA website has a very useful interface to explore product packaging solutions. However, the site, and this interface is not mobile responsive. The user experience on mobile is frustrating and the interface to explore products is practically unusable.
For digital marketing to be effective, the prerequisite is a well designed mobile responsive website, as 90% of users linking to Baralan from social media ads will be on their mobile devices. In addition, most users linking from an email have a 70% chance of being on a mobile device. As a result, Green Dot strongly recommends redesigning the Baralan USA website for mobile devices as well as desktop computers – or at the very least to build a custom, mobile responsive landing page featuring the most popular categories and packaging solutions.
In addition, the existing products interface page has no call to action (CTA) interface for users to request action from Balaran. We recommend a contact form and a trackable phone number to be featured on all landing pages to ensure that when prospects are ready to “raise their hand” they don’t need to leave the page and look for ways to contact a sales rep. Please also consider that web contact forms capture lead contact info vs. phone calls which can go unanswered or be mishandled.
Once the landing page or new website is ready, Green Dot will target buyers, designers and product manufacturers in the beauty and cosmetics industry using digital marketing and print ads to drive qualified traffic to the Baralan website. Primary digital channels include search engine marketing, social media advertising and email marketing. All website visitors will be retargeted with display / banner retargeting ads for a period of 2-4 weeks as they visit other websites that support display advertising.
Email marketing combined with social media will be the primary nurture channels to support the sales cycle. Green Dot suggests implementing an email drip campaign as soon as a prospect inquires via the site or by phone. A series of four (4) emails will be sent with product selection tips, information about treatments and families, as well as the sourcing process. Additionally, we recommend sending one custom promotional email per month to existing clients to stay top-of-mind and promote your presence at upcoming trade shows and industry conferences.
To drive success at trade shows, Green Dot will work directly with Balaran to design and produce custom graphics and audio / video solutions for the 30′ x 40 trade show display to integrate the messaging at industry events with the ad campaigns running in print and online channels. We have the capability to source furniture, custom cabinetry, graphics and signage as well as resources to store, deliver, setup and dismantle the Balaran booth.
Green Dot will carefully track and analyze the results of each campaign, whether inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize, integrate and automate your campaigns to achieve the lowest cost per lead possible.
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.
What’s missing from the current site’s product interface is sex appeal. The products are easy to explore using the interface, however, seeing close ups of them as video from a variety of angles, and still photography incorporated into the page layouts will evoke an emotional reaction from potential buyers.
Green Dot suggests a full day video shoot in the studio to generate video content for a sizzle reel alternating between product close ups and sexy models (stock video) to be placed into the landing page full width and set to auto-play on page.
This shoot will also yield the content needed for the digital marketing campaigns in the form of video ads and much larger product hero shots. In addition, the same footage can be used as A/V content within the trade show display, and the stills can be utilized for trade show graphics.
Deliverables Include the Following:
- (1) Full day of shooting video
- (1) Full day of shooting still photography
- (45) Color corrected high resolution images
- (1) 90 second looping sizzle reel for website and trade show display
- (1) 45 second video ad for social media
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
Video
- (1) Full day of video w/ Canon C100 Mark ii
- Pro light kit
- Studio
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom website to showcase the company’s products and services and support the 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 photography and page copy 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. Specifically, the products interface site visitors will use to explore packaging solutions has to be mobile friendly and a CTA contact mechanism should be integrated.
Website Content Outline
- HomeIntro
Packaging Solutions teaser - link
Events teaser - link
Company teaser - link
---
CTA - Consultation Request - ProductsThis section will act as the landing pages for all digital marketing ads as well as print ads running in industry publications. A mobile responsive design will ensure a good user experience for all types of devices.
- Overview pagePage will link to all three key sections - Packaging Solutions, Treatments & Families
- Packaging SolutionsHeader - product sizzle reel (autoplay)
Solutions - Families & treatments
Packaging Solutions Interface
---
CTA - Consultation Request
- TreatmentsMetallization
Frosting
Painting
Ionization
Silk Screen Printing
Hot Stamping
Tampo Printing
Lithography
---
CTA - Consultation Request - FamiliesIntro
Families product interface
---
CTA - Consultation Request
- EventsEvents list view interface
Event detail interface
---
Back-end CMS to update events - CompanyHistory
Mission & Vision
Group / Management Team
- ContactGeneral 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
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 sales process. 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 (20-25) slides & (2) sets of revisions
- Light animation inside Powerpoint or Keynote
Print Advertising
Print Advertising
Print ads reach targets with similar interests and provide an important touch point for brand awareness campaigns.
Green Dot suggests utilizing industry focused trade publications to reach a B2B audience of industry professionals, especially prior to trade shows and conferences Balaran plans to attend. It is of key importance to develop messaging and a visual concept that convey the vast array of options Balaran packaging solutions provide, and to drive readers to the website or landing page for more information.
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
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.
Green Dot can help source both modular and fully custom displays. We create audio / video content, large format graphics, and printed sales collateral, as well as arrange shipping, storage and on-site assembly.
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)
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
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
Email Marketing
Email Marketing
Emails can be used to nurture a lead or promote a specific product, service or event. Green Dot recommends developing an email drip campaign consisting of (4) automated messages that are delivered to prospects after they inquire via the website or landing page to ensure your target remains aware of Balaran during the sales cycle and while they engage with your sales team.
Includes the Following:
- Write, design and code (4) drip email messages
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – (1) email per month
- 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)
Content Creation & Blogs
Content Creation & Blogs
Engaging and original content is vital to the success of every advertising campaign. Content can be shared via email and social media while helping to drive SEO rankings and free traffic for important long-tail keywords. Proprietary content in the form of well researched blog posts, and branded social media graphics engage visitors who are researching brands and evaluating the competition.
This service provides clients with individually researched and well written blog posts, as well as customized social media graphics on an ongoing basis.
Includes the Following:
- (2) uniquely researched, written and published blog posts per month
- Keyword research to optimize each post for SEO
- Monitor and respond to comments
- Fresh, weekly branded social graphics
- Tracking and reporting on tagged links in posts
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
Custom Photography & Video
Project includes:
- (1) Full day of shooting video
- (1) Full day of shooting still photography
- (45) Color corrected high resolution images
- (1) 90 second looping sizzle reel for website and trade show display
- (1) 45 second video ad for social media
- Location / studio not included
$9,500
Website Design & Development
Project includes:
- 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
$16,000
Presentation Deck
Project includes:
- Account service
- Competitor research & Copywriting
- Design & visual concept development
- Layout (20-25) slides & (2) sets of revisions
- Light animation inside Powerpoint or Keynote
$4,500
Print Ad Design
Project includes:
- Account service
- Copywriting
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
$2,500
Trade Show Display
Project includes:
- Account service
- Copywriting and concept development
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
- Shipping & fulfillment (upon request)
$3,500 – $15,000
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with (3) existing posts
- Write, design & code (4) drip emails
- Setup drip email workflows
- Tracking setup
- Keyphrase research and new Adwords creative
$6,500
Digital Marketing Services
Services include:
- Creative for social and search channels
- Page Management for Facebook
- Advertising for Facebook
- Video ads on Facebook
- SEM using Google Adwords
- Retargeting ad management & creative
- Ongoing tracking & analytics- 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.
$4,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $2,500 p/m
Social: $1,500 – $3,000 p/m
Retargeting: $200 – $350 p/m
Content & Communication Services
Services include:
- Write (2) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Write, design and code (1) custom promotional email
- Test & blast email
- Manage email drip campaign
- Monthly performance report
$1,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photography & Video | $5,500 | $4,500 | ||||
| Website | $8,000 | $8,000 | ||||
| Presentation Deck | $4,500 | |||||
| Print Ad | $2,500 | |||||
| Trade Show Graphics | $4,500 | |||||
| Campaign Setup | $6,500 | |||||
| Digital Marketing | $4,500 | $4,500 | $4,500 | |||
| Content Marketing | $1,500 | $1,500 | $1,500 | |||
| Monthly Totals | $8,000 | $17,000 | $19,000 | $6,000 | $6,000 | $6,000 |
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 builds custom audiences on social media platforms to ensure your ads reach your target audience. We use industry associations, job titles, geography, and industry related publications to profile each segment of your audience and then serve them ads in their newsfeed linking directly to your website or landing pages.
Includes the Following:
Social Media Management
Social marketing on Facebook and Instagram allow you to engage directly with your social community on a daily basis. Posts featuring exciting products, as well as announcements about upcoming trade shows and conferences can help drive awareness and attendance.
Includes the Following: