Bennett Marine
2017 Marketing
Prepared by Green Dot Advertising — December 5th, 2016
Objectives & Marketing Strategy
Introduce and promote Bennett’s ATP, as well as the Bolt and SLT product lines during the 2017 calendar year with the goal of educating consumers about the new products, driving traffic to the Bennett website and ATP Microsite.
Marketing Strategy:
Run a 12 month digital marketing campaign using Facebook and YouTube to showcase new and existing Bennett Marine products, raise awareness among consumers and create demand in the marketplace.
Green Dot suggest using a variety of content for the campaigns, including the ATP video and video testimonials, as well as existing assets for Bolt and SLT supplied by the client. Green Dot will direct traffic generated by the digital marketing campaign for ATP to a dedicated microsite / landing page focused exclusively on Auto-Trim Pro.
Green Dot will create, manage, track, optimize and report on ad campaigns running on Facebook and YouTube, while the client will manage and administer the social media posts and assets for those page.
Also included is the development of a B2B sales blitz targeting dealers and OEM’s, including one custom email for MailChimp to promote ATP to dealers and OEM’s. Green Dot will design, code, test and blast the email for Bennett Marine. In addition, Green Dot will design a PowerPoint Sales presentation about ATP featuring the video, as well as a series of 12-15 slides explaining ATP functionality, features, benefits and how this system benefits OEM’s and dealers for both aftermarket and production applications.
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. Green Dot recommends running the ATP video, as well as shorter versions of the testimonials to engage boaters up and down the east coast.
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
Email Marketing
Email Marketing
Emails can be used to nurture a lead or promote a specific product, service or event. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action. Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, Exact Target and many more.
Includes the Following:
- 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)
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.
We recommend creating a 12-15 slide presentation deck targeting OEM’s and dealers to educate them as to the benefits and features for ATP. Incorporating the video, as well as packaging and installation graphics should ensure buy in by Bennett Marine partners.
Includes the Following:
- Account service
- Competitor research & Copywriting
- Design & visual concept development
- Layout (12-15) slides & (2) sets of revisions
- light animation inside Powerpoint or Keynote
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.
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
Services Summary & Pricing
Services Summary & Pricing
Presentation Deck
The project includes the following services:
- Account Service
- Copywriting – 12-15 slides
- Design and layout – 12-15 slides
- ATP video integration
- (2) sets of revisions
- PowerPoint or Keynote
$2,800
Microsite Design & Development
The project includes the following services:
- Account Service
- Copywriting
- Design & Development
- (2) sets of revisions
- Setup on hosting account and integrate with MailChimp
$1,750
ATP Email
The project includes the following services:
- Account Service
- Copywriting
- Design & Development
- (2) sets of revisions
- Setup and testing in MailChimp
$950
Campaign Setup
One-time campaign setup fee includes:
- Setup of Facebook video campaign
- Setup of YouTube video campaign
- Setup Facebook newsfeed ads
- Setup Facebook “like” campaign
- Google Analytics integration
- Retargeting banner ad design
$2,500
Monthly Marketing Services
Your marketing services package includes the following:
- Ad management and optimization for video on Facebook
- Ad management and optimization on YouTube
- Newsfeed ads on Facebook
- Like campaign on Facebook
- 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 $3k per month**Additional media management beyond $3k per month is billed at 12% of ad spend.
$2,500 p/m
Suggested Monthly Media Spend
You set the budget
YouTube & FB: $1,000 – $1,500 p/m
Retargeting: $200 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Microsite | $1,750 | |||||
| Presentation Deck | $2,800 | |||||
| Email Design & Production | $950 | |||||
| Campaign Setup | $2,500 | |||||
| Campaign Management | $2,500 | $2,500 | $2,500 | $2,500 | ||
| Monthly Totals | $1,750 | $6,250 | $2,500 | $2,500 | $2,500 | $2,500 |
Social Advertising
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 manages three types of campaigns. Facebook “Like” campaigns to grow your audience of followers, “static newsfeed” ads and “video newsfeed” ads to reach and engage your audience.
Includes the Following: