- Objectives & Marketing Strategy
- Logo, Brand ID & UI Design
- Photography & Video Production
- Website Scope of Work
- Google® Adwords
- Video Advertising
- Online Radio Advertising
- Social Advertising & Management
- Retargeting Display Ads
- Content Creation & Blogs
- Email Marketing
- Analytics & Reporting
- Media Spend & Management Fees
- Services Summary & Pricing
Bruno
Design & Marketing Proposal
Prepared by Green Dot Advertising — October 17th, 2016
Objectives & Marketing Strategy
Position Bruno as hip, fun new way to get a professional blow dry / hairstylist before you go out for the evening. Marketing campaigns aim to generate awareness for the brand, help recruit employees and drive app downloads.
Marketing Strategy & Tactics:
Bruno is a fun concept with an affordable price point for female consumers. Simply put, there’s no longer a need to leave the house to get a professional hairstylist to blow-dry and style your hair for a night out on the town. Bruno sends the stylist right to your house for less than $50.
Initially, the focus is on designing the brand and its main elements – the look and the voice for the brand, as well as basic collateral – such as the logo, tagline, the app icon, business cards, the website, videos and the descriptions for the Apple App Store and Google Play.
Phase 1 can begin once Bruno has a brand identity and sales support collateral in place. The initial focus will be on recruiting stylists and beta testing the app prior to releasing it to the South Florida market. Green Dot will help recruit stylists through social media ads and ads placed on popular local job boards to assist Bruno with the recruiting process.
As Bruno vets, hires and trains stylists, Green Dot will begin running a campaign to attract a small group of beta testers for Bruno. This phase of the campaign focuses on testing ads messages to evaluate the response rates, drive app downloads for the beta testing community so that the Bruno team can identify and resolve any bugs in the app as well as the training and services protocols for the stylists.
Phase 2 focuses on launching the Bruno app in South Florida and gaining as much traction as possible in a short amount of time. The key objective is to drive app downloads. Without the app on their mobile device, consumers can’t book appointments. As a result, social media ads will specifically focus on driving app downloads, as users can click on a social media ad and have the app downloaded directly to their device without having to visit an app store.
Once users download the app, they will be prompted to become a registered user. This process includes setting up an account with a username and password to login, as well as a credit card for payment purposes. Once an email address is obtained, all future communication with the user can be done via email, and using social media we can target social media posts directly at those people who are registered users – effectively driving special offers and usage reminders directly to those with an app on their device.
Green Dot suggests exploring the following media channels:
- YouTube
- Blog Posts
- Video Ads
- Pandora
- Google Adwords for branded searches and blow dry bar searches
- Retargeting Ads
- Quantcast programatic display ads (banners)
- Email Marketing – to users only
Logo, Brand ID & UI Design
Logo, Brand ID & UI Design
Green Dot takes a holistic approach to designing logos and brand identities. We don’t present raw ideas, we present finished concepts. Clients can make better decisions when seeing their entire brand story “in action” versus first a logo design and then other brand touch points in a linear manner. As a result, we thoroughly develop your brand’s story and multiple touch points prior to presenting any of it for client feedback.
While the cost for this holistic approach is initially higher than simply developing a logo, we credit the time spent designing additional brand touch points (website or brochure) to those projects going forward, leveraging the investment and offsetting the upfront costs.
Also included with this project is the UI / UX design for the Bruno app interfaces. This project includes designing a variety of screens, including the registration interfaces, services selection screens, booking interfaces and profile management, along with stylist reviews and other features.
Includes the Following:
- Account service
- Tag line and app store descriptions
- Design & visual concept development
- Logo design and logo files
- App icon
- UI / UX Design for App
- Business cards
- Website home page design
- Branding guide – up to 8 pages
- (2) sets of revisions
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.
Video is the most engaging way to introduce a new concept to an audience. Imagine a series of short video testimonials with customers and stylists in action, in a home setting. Along with custom video, Green Dot can use the same locations and shoot dates to source custom still images with the same models, lighting and locations for a purposely integrated look and feel.
Deliverables Include the Following:
- (2) Full days of shooting video and photography
- (45) Color corrected high resolution images
- (3) testimonial videos – 60- 90 seconds each
- (1) company overview video – 90 seconds
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (2) Full days of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (2) Full days of video w/ Canon C100 Mark ii
- Osmo & Ronin M camera stabilization
- Pro light kit
- Pro audio capture
Website Scope of Work
Website Development Scope of Work
Design and develop a custom microsite to introduce the Bruno concept and drive users to the App Store or Google Play to download the app.
The Bruno microsite’s primary function is to engage incoming prospects from display ads, search engines and social media seeking more information about the app and convert them into registered users by driving app downloads.
This microsite is quoted as a custom website 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 microsite will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones. This site is specifically designed to accommodate incoming traffic from social media platforms, search engines and display ads from a variety of sources.
Website Content Outline
- Home / Main Pitch PageBruno Intro
Key Benefits - no travel, parking, appointments
Overview video
Stylists & hairstyles
Testimonial videos
App download
Blog - featured articles
---
App download
email sign up - FAQList of questions & answers
- BlogBlog list view
Blog article detail view
Categories - CompanyDisruptive mission
Management team
Investor contact
Includes the Following:
- Account service
- Copywriting
- Visual concept development (credited from Brand ID phase)
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
Google® Adwords
Google® Adwords
You can’t search for what you don’t know exists. However, our research indicates there is a some search volume for blow-dry bar, which can be targeted for Bruno. However, due to the low search volume Google AdWords will be utilized primarily for branded searches (searches for Bruno) to ensure users seeking the app as a result of viewing an ad can easily find it. These searches will be inexpensive due to the high relevancy for the product.
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
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%.
Green Dot suggests targeting women in the geographic areas where services are offered with video ads in their social feeds and on popular websites capable of serving video content with the goal of creating awareness and driving app downloads.
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
Online Radio Advertising
Online Radio Advertising
Advertising with online music streaming services such as Pandora is a powerful way to create brand awareness and generate leads at the same time. Combining targeting parameters such as geography and demographics along with interests like music genre allows you to reach your target audience with precision.
Online radio ads also come with companion banner ads allowing you to earn a click right to your website – something that terrestrial radio stations cannot offer. Since you can get qualified prospects to take action on the spot, you don’t have to spend as much to earn brand recall through frequency. This same interactivity also generates feedback that helps to optimize your messaging and identify winning pitches.
Initial Campaign Setup:
- Select voice talent, write script, record commercial, edit and prepare final audio file
- Design and write companion banner ads
- Design and develop landing page
Monthly Management:
- Media research and audience targeting
- Campaign management and optimization
- Tracking and reporting
Not Included:
- Media spend
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
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:
- (4) 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
Email Marketing
Email Marketing
Email is the most cost effective way to communicate with users. Using Hubspot, or a similar platform, Green Dot recommends initiating an automated email drip campaign for every user as soon as they register inside the app. Starting with an initial welcome email, then an introductory offer (50% off first use), following that up with emails prompting to rate the stylist and experience, usage reminders, refer a friend prompts and new services announcements (such as makeup services). The sky is the limit for email as it relates to engaging users.
Includes the Following:
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – email drip campaign (up to 10 emails)
- Copywriting and design – (1) custom email per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and 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
Logo Design, Brand ID & UI / UX Design
Services include:
- Account service
- Tag line and app store descriptions
- Design & visual concept development
- Logo design and logo files
- App icon
- UI / UX Design for App
- Business cards
- Website home page design
- Branding guide – up to 8 pages
- (2) sets of revisions
Logo & Brand ID – $9,500
UI / UX Design – $7,500 – $12,000
Custom Photography & Video
Services include:
- Pre-production planning, shot list and account service.
- (2) full days of shooting (video & stills)
- (3) 60-90 second testimonial video
- (1) 90 second concept overview
- Image & footage import, editing and sorting
- Digital retouching and color correction for 45 images
$18,500
*models, stylists & location not included.
Website Design & Development
Services include:
- Account service
- Copywriting
- Page layout
- WordPress CMS
- (2) sets of revisions
$7,500
Radio Commercial & Banner
Services include:
- Account service
- Script and copywriting for companion banner ad
- Design and production
- Audio recording
- Voice-over talent
- Audio editing, music, sound effects
- (2) sets of revisions
$5,500
Email Drip Creative
Services include:
- Account service
- Copywriting – up to 10 emails
- Design and production of graphics
- Email setup and triggers
- (2) sets of revisions
$6,500
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with existing posts
- Tracking setup
- Keyphrase research and new Adwords creative
$4,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook & Instagram
- Advertising for Facebook & Instagram
- Video ads on Facebook & Instagram
- SEM using Google Adwords
- Pandora campaign management
- 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 $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.
$5,000 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,000 – $1,500 p/m
Social: $2,500 – $5,000 p/m
Pandora: $5,000 p/m
Retargeting: $300 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write (4) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Write, design and code (1) custom promotional email
- Manage email drip campaign
- Test & blast email
- Monthly performance report
$2,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Logo & Brand ID | $4,250 | $425 | ||||
| UI / UX Design | $5,000 | $5,000 | ||||
| Photography & Video | $9,250 | $9,250 | ||||
| Website Development | $7,500 | |||||
| Radio Commercial | $5,500 | |||||
| Email Drip Creative | $3,250 | $3,250 | ||||
| Campaign Setup | $4,500 | |||||
| Digital Marketing | $5,000 | $5,000 | ||||
| Content Marketing & SEO | $2,500 | $2,500 | ||||
| Monthly Totals | $18,500 | $14,675 | $10,750 | $13,250 | $7,500 | $7,500 |
Social Advertising & Management
Social Advertising
Green Dot recommends two different types of ad campaigns on social networks. We recommend running a “like” campaign to grow the number of followers, an ad campaign targeting potential users with prompt to download the app (can be downloaded without leaving social network – directly from the ad).
Followers can be nurtured with content on a daily basis to help spread the word and deepen the customer relationship. Many social networks only allow you to reach a percentage of your community for free. For example, Facebook only allows you to reach up to 6% of your page follows organically and after that you must pay to reach the remaining 94%. Social advertising helps help reach and nurture the people in your community that the networks won’t allow you to reach for free.
Social Media Management
Social marketing on Facebook, Instagram, Twitter, LinkedIn, Pinterest and other social networks allows you to engage directly with your social community on a daily basis. Green Dot manages daily posts, answers questions and comments on your social platforms, conducts surveys and builds brand affinity with your online community.
Includes the Following: