Prepared by Green Dot Advertising — November 3, 2021
Focusing the area of specialization for Dr. Bared is the key to success. The desire to focus exclusively on rhinoplasty and hair restoration means the marketing strategy and tactics can be adapted to yield even better results through segmentation. Since these two audiences are so different, men with hair loss and young women who wish to optimize their facial structure, using two distinct campaigns ensures better engagement and relevancy at each touchpoint in the sales funnel.
Developing the brand ID, the new touch points and the ad creative for the marketing campaigns is step 1. We begin by designing multiple versions of the new brand identity for review and feedback. Upon approval the brand ID design, development of the other touch points including the website, drip emails, retargeting banners and ad creative can begin.
We recommend a segmented digital marketing campaign that uses Facebook to target men with hair loss, and Instagram to target women considering rhinoplasty. Both campaigns should use a mix of static and video ads, supported by regular posts featuring information about treatments, recovery, the doctor and results – segmented for each audience.
Using keyword driven search campaigns on Google is a great way to step in front of existing demand and generate sales from either audience already seeking a specialist. Adding email drip campaigns, retargeting display ads, blog posts and monthly emails boosts awareness and drives repeat visits to the website and social media profiles.
Both tactics, search and social media advertising aim to drive prospects to landing pages featuring images and messaging for the specific ad campaign the user clicked on – rhino or hair. Once on the website, a combination of before and after photos, testimonials and calls to action will entice the prospect to inquire.
Adding marketing automation improves the customer experience, boosts conversion rates and lowers costs. Using a marketing automation platform like SharpSpring, Green Dot can help lower acquisition costs by automatically triggering a series of follow up emails for anyone who inquires but has not scheduled a consultation. Email can also be used to remind patients of upcoming appointments or to write a review. In addition, retargeting ads are displayed at major websites like ESPN, CNN, and Fox News for a second and third opportunity to close the deal.
Engaging a patient by focusing exclusively on their goals and concerns significantly improves engagement. Avoiding confusion and stating a clear value proposition is the primary objective of any brand identity and positioning project.
Green Dot designs and presents two (2) unique visual concepts and brand positioning choices for each of the touch points listed for review and feedback. Two (2) rounds of revisions to one of the selected concepts are included.
Dr. Anthony Bared – Rhinoplasty & Hair Restoration Specialist
*Development for web page and email not included
Shooting and editing content specifically focused on rhinoplasty and hair restoration including video ads and testimonials showcasing results and insights from the doctor will yield content that supports the segmented marketing campaigns.
The strategy for the new website is to use a segmented design with the intent to introduce patients to either rhinoplasty or hair restoration procedures, without focusing on other aspects. Except for those who type the site’s URL, most patients will be directed to a home page for either area of specialization (nose / hair) by clicking on an ad.
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 via a user friendly interface.
The website will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Video ads are placed on social media sites like Facebook, Instagram, TikTok 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%.
Using video ads with on-screen text and customer testimonials is extremely effective on social media. And because these ads can link directly to your landing pages, they do more than generate brand awareness – they generate sales!
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 Google Ads as well as branded ads that cost less than your competitors are paying by optimizing each part of your campaign. Green Dot carefully tracks and reports on all clicks, page visits and leads generated from Google Ads.
The strategy is to big on hair restoration keywords and link directly to the home page for that section, and bid on rhinoplasty keywords and link directly to the home page for that section.
Emails marketing is of key importance when it comes to staying in touch with prospects during the sales cycle. Green Dot has experience with a wide array of email marketing platforms and recommends SharpSpring for Dr. Bared.
We recommend creating automated email drip workflows that nurture prospects towards taking next steps to follow through with booking their initial consultation. Email automation can also be used to drive ratings and reviews.
Rhinoplasty
Hair Restoration
Additionally, we recommend sending a custom email with relevant content to each cohort every other month. That means, one month Green Dot will prepare and send an email to the hair group and the next to the rhinoplasty group. As a result, you’ll be sending an email on a monthly basis.
Digital display ads are used to retarget all prospects who visited your website or landing page, but did not complete the desired action. These display ads will 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.
Green Dot will develop two sets of retargeting ads and segment by audience – hair restoration or rhinoplasty.
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 campaign dashboards in SharpSpring (campaign performance).
Project includes:
$7,500
Project includes:
$9,500
Project includes:
$12,000
The project includes:
$3,000
One-time campaign setup fee includes:
$3,500
Includes the following:
3,000 p/m
You set the budget
Instagram: $2,500 – $4,500 p/m
Facebook: $2,000 – $4,500 p/m
Google: $2,500 – $5,500 p/m
Retargeting: $300 p/m
Includes the following:
$2,500 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Logo & Brand ID | $4,500 | $3,000 | ||||
| Video Production | $3,500 | $3,500 | $2,500 | |||
| Website Development | $4,500 | $4,500 | $3,000 | |||
| Drip Email Creative | $1,500 | $1,500 | ||||
| Campaign Setup | $3,500 | |||||
| Campaign Management | $3,000 | $3,000 | ||||
| Content Management | $2,500 | $2,500 | ||||
| SharpSpring - 10k | $350 | $350 | $350 | |||
| Monthly Totals | $8,000 | $11,000 | $8,500 | $8,350 | $5,850 | $5,850 |
Thank you for hiring Green Dot to help you make an impact and help you achieve your advertising and marketing objectives. My team and I aim to deliver quality work that gets noticed, on time and on budget. We look forward to working together and exceeding your expectations. Please don’t hesitate to call me directly for any reason.
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.
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.
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.
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.
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.
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.

Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target the cohorts for each product group. Placing ads on social channels is the best way to reach targets that are not already aware of your brand but should be. Social media is the most cost effective way to combine branding and to drive traffic directly to the website.
The strategy consists of using Instagram to target women seeking rhinoplasty and Facebook to target men seeking to learn more about the causes of their hair loss. Social media is also a great way to explain the benefits of available treatments in a segmented manner that makes it more relevant for the target audience. Consider adding TikTok.
Includes the Following:
Social Media Page Management
Social marketing on Facebook and Instagram is a great way to nurture prospects who have shown interest in a specific procedure, but are not yet ready to buy. Posting daily to inform and inspire prospects with additional information about the value proposition, financing options and other benefits helps convince them to book their consultation.
Includes the Following: