Celebrate
Website & Marketing Proposal
Prepared by Green Dot Advertising — July 5th 2016
Objectives & Marketing Strategy
Create awareness about Blooming Greetings and drive store traffic to support the distribution and liquidation of existing inventory with digital marketing campaigns.
Marketing Strategy:
As Celebrate successfully distributes the existing inventory of SKUs to select retail partners, the agency will support retailers with advertising and marketing campaigns designed to showcase a variety of product applications.
Green Dot will geographically target female consumers within close proximity of store locations using Facebook, Instagram and Pinterest ad campaigns, as well as search engine marketing and retargeting ads. Publishing a blog for Blooming Greetings will ensure a variety of content is available to nurture social followers and brand ambassadors alike.
Website Scope of Work
Website Update Scope of Work
Update the existing website to highlight and focus on the products SKUs being liquidated through retail partners.
This project includes updating the existing Blooming-Greetings.com website with the current product SKUs, removing all designs no longer offered, and updating the home page image rotation as well as the Company page. Green Dot will also add a blog interface to allow publishing of weekly blog posts focused on different product applications. The idea is to invest minimal time into this site while the new Celebrate site is being created, yet still support existing sales efforts and products in the marketplace.
Website Content Outline
- HomeImage Rotation
Card Themes
What Makes Us Bloom - CategoriesCategory list interface
Category detail interface
- How ToIllustration of box assembly
- AboutCompany
Management Team
- BlogArticle list interface
Article detail interface - ContactContact Form
Includes the Following:
- Account service
- Copywriting
- (2) sets of revisions
- Site update using WordPress platform
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.
We recommend product listing ads (PLAs) on Google for relevant keywords and branded searches linking to the store locator page.
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
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
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
Website Update
The project includes the following services:
- Account Service
- Copywriting
- Design / update existing pages
- (2) sets of revisions
$2,500
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 3 posts
- Tracking setup
- Keyphrase research and new Adwords creative
$3,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook, Instagram and Pinterest
- Advertising on Facebook, Instagram and Pinterest
- SEM using Google Adwords
- 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.
$3,000 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $2,500 p/m
Social: $5,000 – $10,000 p/m
Retargeting: $200-$400 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
$1,200
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | |
|---|---|---|---|---|
| Website Update | $2,500 | |||
| Campaign Setup | $3,500 | |||
| Digital Marketing | $3,000 | $3,000 | $3,000 | |
| Content & Communications | $1,200 | $1,200 | $1,200 | |
| Monthly Totals | $6,000 | $4,200 | $4,200 | $4,200 |
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.
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, Pinterest and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: