Bennett Marine
Video Production & Advertising
Prepared by Green Dot Advertising — May 25th, 2016
Objectives & Marketing Strategy
Create a new sales / product video for Bennet Marine’s AutoTrim Pro system that showcases the product’s key advantages over competitors along with a media strategy to distribute the video that ensures proper target audience is reached.
Marketing Strategy:
What are the most cost effective channels to get the most amount of boaters to see this video? And how is this content best presented? Those are key questions.
First, we think it’s important to point out that to properly present AutoTrimPro and all of its benefits, a 120 – 180 sec. video will be necessary. That format is not TV or internet friendly until someone is interested in the details. As a result, we recommend the following:
- Create several versions of the video
- Create a microsite for ATP that contains product information, a full length product overview video and the ability to sign up for emails from Bennett Marine
- A 120 – 180 sec. Product overview video for the microsite
- A 60 sec. version for Facebook with large text to accommodate the “silent / no audio” viewing habits of most FB users, and teasing the full length version on the microsite.
- A 20 sec. version for YouTube pre-roll ads teasing the long version / microsite.
We recommend targeting potential customers primarily using digital channels due to cost savings, greater reach and better targeting options compared to traditional TV buys on boating and fishing shows. Digital marketing also provides more insight into how the video is performing and allows for campaign analysis, optimization and reporting. Further, there is no attrition to DVR’s using social networks. Green Dot recommends Facebook video ads and YouTube pre-roll video ads targeting boaters and saltwater fisherman nationwide for a period of 3 months.
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to produce the proposed sales videos and support the marketing campaigns with relevant content.
Leveraging Bennett Marine’s legacy of over 50 years inventing and improving trim tab technology, combined with highlighting the cost savings of the new ATP system over competitive products will be at the center of the messaging strategy. However, we think it’s just as important to draw attention to the product’s controls, features and flexibility as it relates to real world applications, different types of boats and offshore conditions.
Using a combination of interviews with experts and customers alike, blended with scenic outdoor action shots we intend to tell a story that is relevant and easy to understand for most boaters and effectively presents the main benefits the ATP system provides.
Green Dot can provide everything from pre-production planning and brainstorming, on-location shooting in the marine environment complete with underwater gear and a state-of-the-art drone for aerial shots, audio capture, editing and motion graphics as well as media placement campaign optimization. We may also be able to provide access to existing aerial footage and lifestyle action shots of various SeaVee models to integrate into the final video.
Deliverables Include the Following:
- 120 – 180 second product overview video w/ audio and VO
- 60 second Facebook video with on-screen graphics
- 20 second YouTube version with audio
- landing page for ATP with product info, video and email sign up or other CTA
Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
- Write script & shot list for all (3) videos
Video Production
- Cameraman and (2) Full days of shooting on location with a Canon C100 Mark ii, lenses and accessories
- Pro light kit
- Pro audio kit
- On-set assistant
- DJI Inspire 1 Drone with 4k camera
- GoPro camera kit with stabilization
Video Capture & Post Production
- Import, edit and sort footage from all camera sources
- Editing for all (3) videos including motion graphics
- Color grading
- Audio Production
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
Services Summary & Pricing
Services Summary & Pricing
Video Production
Video production includes:
- Pre-Production Planning & Account Service
- Write script and shot list for all (3) videos
- (2) Full day sessions w/ Canon C100 Mark ii
- Pro lighting equipment
- Pro audio equipment
- On-set assistant
- DJI Inspire 1 drone w/ 4k camera
- Image import, editing and sorting
- 120 – 180 sec. product overview video
- 60 sec. Facebook video
- 20 sec. YouTube pre-roll video
$10,800
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
Campaign Setup
One-time campaign setup fee includes:
- Setup of Facebook video campaign
- Setup of YouTube video campaign
- Google Analytics integration
- Retargeting banner ad design
$2,000
Monthly Marketing Services
Your marketing services package includes the following:
- Ad management and optimization for video on Facebook
- Ad management and optimization on YouTube
- 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.
$1,750 p/m
Suggested Monthly Media Spend
You set the budget
YouTube: $1,000 – $1,500 p/m
Facebook: $1,500 – $2,000 p/m
Retargeting: $200 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Video Production | $5,400 | $5,400 | ||||
| Microsite | $1,750 | |||||
| Campaign Setup | $2,000 | |||||
| Campaign Management | $1,750 | $1,750 | $1,750 | |||
| Monthly Totals | $5,400 | $5,400 | $3,750 | $1,750 | $1,750 | $1,750 |