Brickhouse Athletic Co.
Website & Marketing Proposal
Prepared by Green Dot Advertising — October 3rd, 2017
Objectives & Marketing Strategy
Design and develop a conversion focused website for Brickhouse Athletic Co, then setup marketing campaigns to drive traffic to the website to generate leads for memberships.
Marketing Strategy:
In order to successfully generate leads at the lowest possible cost, a well designed website that clearly states the benefits of doing business with your company and features all of the required information is mandatory.
Most of the traffic from search engines and social media sites now comes from a mobile device. As a result, many people don’t click to multiple pages. We recommend incorporating the benefits, proprietary advantages and information about flex scheduling for classes on the main landing page – along with a call to action contact form, phone number and location map.
Custom photography and video of what happens during a class showing instructors interacting with clients, as well as the equipment by showing prospects what to expect with video and having your own, custom photography for the website will help you stand out. Further, we can utilize the video clips as ads on social media, ensuring prospects stop scrolling to view your ad.
Once the landing page / website is ready, we recommend using a combination of search engine marketing, social media ad campaigns and retargeting ads to drive qualified traffic to the site. The audience targeting will be key to achieving the desired results. Social media will allow us to target prospects that live close by that are interested in healthy living and active lifestyles.
Green Dot carefully tracks and optimizes your campaigns and your website content to ensure maximum performance and efficiency. We report monthly to review all key metrics and recommend next steps.
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to produce the proposed landing page and support the marketing campaigns with relevant content.
Integrating custom photography and video into your sales collateral and content marketing campaigns is a powerful way to generate an engaging and visually stimulating experience for prospects and existing customers alike.
Green Dot can shoot photos and videos of a car being wrapped and utilize the content for the website as well as video ads on social media sites like Facebook and Instagram.
Deliverables Include the Following:
- (1) Half day of shooting video
- (1) Half day of shooting photography
- (25) Color corrected high resolution images
- (1) looping b-roll video – 90 seconds
- (1) 30 second video ad for social media
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, location
- Account Service
Photography
- (1) half day of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (1) half day of video w/ Canon C100 Mark ii
- Osmo +
- Ronin M
- Slider
- Pro light kit
Website Scope of Work
Website Development Scope of Work
Design and develop a website to showcase the company’s services and support the digital 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 shoe images and information, 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.
Website Content Outline
- Home - Brickhouse AthleticThe Workout
Flex Scheduling
b-roll Video
CTA - Free Trial
Coach Support
Our Studio
Photo Gallery
Location Map
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CTA - Free Trial
- StudioStudio Concept
Station 1
Station 2
b-roll video
Station 3
Station 4
Photo Gallery
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CTA - Free Trial - MembershipsBasic
Elite
Premier
Corporate
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CTA - Free Trial - Contact & LocationGeneral contact form
Location map & address
Contact info - Terms & Conditions / Privacy Policy
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
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%.
Using the video assets from your shoot, Green Dot can create short 20-45 second video ads for social media platforms targeting users on their mobile devices.
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
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
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 Video & Photography
Video & Photography services:
- Pre-Production Planning & Account Service
- (1) half day photography sessions w/ Canon 5D Mark iii
- (1) Full half of video with Canon C100 Mark ii
- Ronin M
- Osmo +
- Slider
- Pro lighting equipment
- Image import, editing and sorting
- Digital retouching and color correction for 25 images
- (1) looping b-roll video – 90 seconds
- (1) 30 second video ad for social media
$4,500
Website Design & Development
Project includes:
- Account service
- Copywriting
- Visual concept development for website design
- Custom website development & programming
- Video integration
- (2) sets of revisions
- Setup custom site design in WordPress CMS
- Website setup on hosting account
$7,500
Campaign Setup
One-time campaign setup fee includes:
- Keyword research
- Google Adwords tracking & campaign setup
- Social audience profiling & targeting
- Retargeting banner ad design
- Update branding for social channels
- Tracking setup
- Google Analytics integration
$2,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social channels
- Social media posting and content distribution – 3 posts per week
- Advertising for Facebook & Instagram
- Video ads on Facebook & Instagram
- Retargeting ad management & creative
- Google Adwords campaign management
- Phone Call Tracking
- 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.
$2,500 p/m
Suggested Monthly Media Spend
You set the budget
Social: $1,500 – $2,000 p/m
Search: $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 | |
|---|---|---|---|---|---|---|
| Photography & Video | $4,500 | |||||
| Website Development | $3,000 | $4,500 | ||||
| Campaign Setup | $2,500 | |||||
| Digital Marketing | $2,500 | $2,500 | $2,500 | $2,500 | ||
| Monthly Totals | $7,500 | $7,000 | $2,500 | $2,500 | $2,500 | $2,500 |
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.
Facebook and Instagram are the best way to target people interested in working out and active lifestyles. Green Dot recommends a running a “like” campaign to grow your list of prospects while running newsfeed ads consisting of video and still images showing the workout and highlighting the flex scheduling option.
Social Media Management
Social marketing on Facebook and Instagram as well as other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: