- Objectives & Marketing Strategy
- Logos & Branding
- Photography & Video Production
- Package Design
- Website Scope of Work
- Google® Adwords
- Video Advertising
- Social Advertising & Management
- Reputation Management
- Retargeting Display Ads
- Email Marketing
- Content Creation & Blogs
- Analytics & Reporting
- Media Spend & Management Fees
- Services Summary & Pricing
Celebrate
Brand ID & Marketing Proposal
Prepared by Green Dot Advertising — July 5th, 2016
Objectives & Marketing Strategy
Create an engaging and distinct brand ID for Celebrate to position the company for success in the gifting industry, then launch, manage and optimize a comprehensive and integrated marketing campaign targeting primarily female consumers to create awareness and drive traffic to the website.
Marketing Strategy:
Position Celebrate for success in the gifting industry with a first class corporate brand ID is the first and fundamentally most important step. Green Dot will lead a brand development process and present the client with a series of options for the logo, website, and product packaging. Upon selection of the brand ID, the agency will finalize the logo files and leverage the website design to begin layout and development of the site and packaging SKUs. Green Dot will also design a variety of new product SKUs that elevate the perceived value and quality of the brand.
The new Blooming Greetings card vase has to be seen to be believed. That’s why we suggest using video to show it off. Seeing the vase pop into place, showing it with flowers, candy and wine inserted, and the faces that light up with smiles is a powerful emotional pitch that will surely inspire a variety of product applications. Online video ads are the best and most cost effective way to ensure consumers become not only aware of the product, but also inspired to learn more and make a purchase a nearby retailer.
We recommend launching a targeted digital marketing campaign supported by fresh content including photography, blog posts, short product videos and testimonials, as well as daily ads and posts on popular social media networks. Through geographic and demographic targeting, we will build a largely female, highly engaged community that shares their experiences with the product and lives nearby participating retailers.
Additionally, connecting with well known and respected bloggers to use, review, rate and endorse the product will help create visibility and build credibility. Additionally, the client management team may have relationships with celebrities that can be leveraged for positive PR.
Equally important is supporting the product at the Point of Sale. Green Dot can design and source a variety of custom POP displays that showcase the product and make it easy for retailers to display to customers in a way that drives sales.
Logos & Branding
Logo & Brand ID
A relevant, distinct and visually appealing brand identity your target audience identifies with is imperative for success in a crowded marketplace.
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.
Includes the Following:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Stationary design and business cards
- Website home page design
- Product packaging design
- (2) sets of revisions
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to produce the proposed website, online video ads and support the marketing campaigns with relevant content.
Green Dot will shoot stills photos of the Celebrate product line for the website, packaging and social media, as well as video with talent interacting with the product (gifting, receiving, smelling flowers, pulling out wine, etc.). Blog posts will also require a library of photos to show variety of product applications and inspire new ways for customers to use the product.
Deliverables Include the Following:
- (1) Full days of shooting video and product photography
- (45) Color corrected high resolution images
- (5) short, 30 sec. product videos
- (2) 90 second looping b-roll video clips for website
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (1) Full day of product photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (1) Full days of video w/ Canon C100 Mark ii and DJI Osmo
- Pro light kit
- Pro audio capture
Package Design
Package Design
Leveraging the packaging design concepts from the brand ID phase, Green Dot will layout and design (6) unique packaging SKUs and deliver final digital artwork ready for pre-press directly to the printer of the client’s choice for production.
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- (2) sets of revisions
- Final digital art ready for pre-press
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom website to showcase Celebrate’s product line and support the 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 photography and page copy 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
- HomeVideo intro
Product line overview
Featured Blog Posts
Store Finder - Card VasesFeatured products
List view of all products (6 total?) - Gifting IdeasProduct applications
Flowers
Wine
Candy - BlogList view interface
Detail view interface
Categories - AboutCompany
News
Social Media Links
- Contact & LocationContact form and store finder interface
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
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)
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
Reputation Management
Reputation Management
Reputation management allows you to stay informed about what consumers and competitors are saying about your brand around the web. Green Dot actively monitors conversations about your brand online, then responds to comments and questions in a timely manner.
Influencer Outreach
We research and identify influencers for your brand category and establish relationships on your behalf asking for product reviews or posts about your services. The service also includes building social proof and support for your brand through influencer relationships, as well as reviews and ratings from customers.
Includes the Following:
- Set alerts for your brand name, product name(s) around the web
- Set alerts for your brand name, product name(s) on social media
- Respond to positive and negative reviews and posts
- Develop influencer relationships and have them post about your brand
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:
- Copywriting and design – (1) promotional 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)
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
Logo & Brand ID
The project includes the following services:
- Account service
- Tagline
- Logo
- Business cards
- Website design (mock-up)
- Packaging (mock-up)
- (2) sets of revisions
$12,500
Custom Photography & Video
Photography services include:
- Pre-Production planning
- Copywriting – scripts
- Shot lists & planning
- (1) Full day of shooting both HD video and still photography
- (45) Color corrected high resolution images
- (5) 30 sec. product videos
- (2) 90 second looping b-roll video clips for website
- Voice-over talent
- Custom motion graphics
Pre-Production:
$2,500
Photography & Video Production:
$3,500
Editing, Audio & Motion Graphics:
$9,500
Website Design & Development
The project includes the following services:
- Account service
- Copywriting
- Design
- Development
- Proofing server
- (2) sets of revisions
- Content management system setup
- WordPress install
$11,500*
*$2,000 credit applied from brand ID
Packaging Design
The project includes the following services:
- Account service
- Copywriting
- Design
- (6) product SKUs
- (2) sets of revisions
- Print ready digital files
$12,500*
*$2,000 credit applied from brand ID
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Keyphrase research and new Adwords creative
- Video targeting & ad targeting for social
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with existing posts
- Tracking setup
- Email template design
$5,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook, Instagram, Pinterest & YouTube
- Advertising on (3) social channels
- 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.
$5,000 p/m
Suggested Monthly Media Spend
You set the budget
Search: $4,500 – $10,000 p/m
Social: $5,000 – $10,000 p/m
Retargeting: $500 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
- Test & blast email
- Monthly performance report
$1,900
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Logo & Brand ID | $6,250 | $6,250 | ||||
| Photo & Video Production | $6,000 | $9,500 | ||||
| Website Design & Development | $5,500 | $6,000 | ||||
| Packaging Design | $6,250 | $6,250 | ||||
| Campaign Setup | $5,500 | |||||
| Digital Marketing Services | $5,000 | $5,000 | ||||
| Content & Communications | $1,900 | $1,900 | ||||
| Website Maintenance | $500 | $500 | ||||
| Monthly Totals | $6,250 | $12,250 | $21,250 | $17,750 | $7,400 | $7,400 |
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.
Includes the Following:
Social Media Management
Social marketing on Facebook and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: