- Objectives & Marketing Strategy
- Logo & Brand ID
- Photography & Video Production
- Presentation Deck
- Sales Brochure
- Direct Mailers
- Outdoor Advertising
- Landing Pages
- Google® Adwords
- Social Advertising & Management
- Video Advertising
- Retargeting Display Ads
- Email Marketing
- Content Creation & Blogs
- Analytics & Reporting
- Media Spend & Management Fees
- Services Summary & Pricing
Centner Academy
Design & Marketing Proposal
Prepared by Green Dot Advertising — June 29th, 2018
Objectives & Marketing Strategy
Introduce Centner Academy and its immersive trilingual K-12 curriculum to the local Miami market, drive traffic to the website and generate inquiries for Open House events.
Marketing Strategy & Tactics:
While families tend to make decisions about their children’s education together, connecting with affluent, college educated moms is likely the key to generating interest in Centner Academy and its curriculum. And what better place to reach affluent moms than on their mobile devices?
Our strategy aims to target affluent moms living in Miami-Dade County with ads that stop them in their tracks. Examples could include video ads of kids speaking multiple languages or billboards with headlines in three languages.
Suitable media channels include Facebook and Instagram, paid search channels like Google Adwords and programmatic display ads on content sites. We also recommend more conventional tactics such as outdoor ads strategically placed near campus locations.
Green Dot offers a 360 degree, integrated sales and marketing solution. At the heart of the solution is ActiveDemand, a sophisticated marketing automation platform connected to the CRM of the client’s choice (we recommend PipeDrive). Together, these tools can track prospects from all sources (web leads and inbound calls), serve dynamic content on the website for repeat visitors, control and direct all email communications including automated workflows and drip campaigns and provide live dashboards that keep everyone up to date in real-time about how campaigns and content are performing.
Green Dot suggests exploring the following media channels:
- Direct Mail
- Billboards
- Social Media Marketing
- Search Marketing – Google Adwords
- Retargeting Ads
- Blog Posts & Content
- Email Marketing
- Email Drip Campaigns
- CTA – attend an Open House
Logo & Brand ID
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 deliver finished concepts with a variety of touch points.
Clients can select the appropriate brand ID for their business venture with confidence when they see the website home page design, business card layout and brochure design along with the logo and tagline concepts. That’s why our process includes all the necessary steps in one round.
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
- Up to (2) sets of revisions
- (2) unique visual concepts
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.
Telling a good story is still the best way to influence people’s opinion and drive them to take action. We recommend acquiring custom photography and video assets of the campus, faculty, future students and administrators to craft a series of short videos that can be utilized for the website and edited down to short video ads for use on social media and landing pages.
Deliverables Include the Following:
- (2) Full days of shooting video
- (2) Full days of shooting still photography
- (90) Color corrected high resolution images
- (3) ad videos – 20-30 seconds each
- (1) Concept overview video – 90-120 seconds
- (1) 60 second looping b-roll video clip for website / landing pages
Photography & Video Production Services:
Pre-Production Planning
- Shot list
- Scouting & location planning
- VO script
- Account Service
Photography
- (2) Full days of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (2) Full days of video
- Canon C100 Mark ii
- DJI P4P Drone
- Osmo Pro
- Pro light kit
- Pro audio capture
- On-set assistant
Presentation Deck
Presentation Deck
A professionally produced sales presentation ensures your that Centner Academy is consistently represented and can really help your organization stand out during the pitch process. Using Powerpoint, Keynote, a PDF slide deck or a custom web-based presentation, Green Dot helps clients standardize their pitch and ensure administrators represent the Academy accurately.
Additionally, consider adding video or multimedia components to help establish reputability or explain a complex product or service.
Includes the Following:
- Account service
- Competitor research & Copywriting
- Design & visual concept development
- Layout (15-20) slides & (2) sets of revisions
- Light animation inside Powerpoint or Keynote
Sales Brochure
Sales Brochure
Design and produce a custom sales brochure featuring all aspects of the educational experience for prospects to explore.
Project includes design and production for an (12) page 9” x 12” sales brochure that tells the Centner Academy story and helps parents understand the profound benefits the immersive curriculum provides for students. This asset can be used as a leave behind after an introductory meeting, or it can be mailed to families in advance.
Brochure & Insert Content Outline
- Cover
- Page 2 & 3 - Vision of Our FutureA changing world
Future challenges
Skill sets for problem solving
- Page 4 & 5 - Four Pillars & Educational PhilosophyLeadership
Character
Life Skills
Immersion
Language Mastery
Internationalism
Community Service
Languages - Page 6 & 7 - CurriculumPersonalized Learning
Technology
Fitness & Activity
Nutrition
Values - Page 8 & 9 - Centner EducationSchools
Programs
Arts
Sciences
College & Career Readiness - Page 10 & 11 - Early LearningPreK3 - Kindergarten
Mandarin
Math
Interaction - Back Cover
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Page layouts
- (2) sets of revisions
- Production – final files ready for pre-press
Direct Mailers
Direct Mailers
Targeting affluent famlilies through the mail ensures they receive your message loud and clear.
When you know who your ideal customers are and you know where they live or work, utilizing direct mailers is still the most effective way to ensure awareness about Centner Academy. Direct mail campaigns also let you set the frequency of your communications and ask for the sale. Just like digital campaigns, direct mail campaigns can be tracked and optimized with precision by analyzing results.
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
Not Included:
- Printing and fulfillment
- Mailing list
Outdoor Advertising
Outdoor Advertising
Billboards and bus shelter posters allows you to reach a large segment of any local area with an advertising presence that can’t be skipped, zapped or ignored. Green Dot can research, design and place your ads where your target audience is most likely to see them.
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- (2) sets of revisions
Landing Pages
Landing Pages
Design and develop custom landing pages using ad messaging to trigger high quality scores from media partners and support the marketing campaigns with dedicated messaging.
Each landing page is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow for quick and easy updates to add and edit content such as photography and page copy without complex html coding.
Each landing page will be designed for both mobile devices and desktop computers using mobile responsive code ensuring content renders consistently on tablets and smartphones as well as on desktop computers.
Website Content Outline
- Landing PageHeader
Key value statement - headline
Benefit explained
testimonial videos
---
CTA - Open House
---
Our Future
4 Pilars
Curriculum philosophy
---
CTA - Open House
---
Footer w/ T&C and Privacy Policy
Includes the Following:
- Account service
- Copywriting
- Visual concept development for website designs
- (2) sets of revisions
- Custom 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
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, ActiveDemand, Marketo and many more.
Includes the Following:
- Write, design and develop (5) email drip messages
- Drive campaign setup including triggers, workflows and list segmentation
- Copywriting and design – (1) 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:
- (2) 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
- ActiveDemand for goal tracking and live dashboards
- ActiveDemand – for phone call tracking
- ActiveDemand for email automation
- 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:
- 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
- Up to (2) sets of revisions
- (2) unique visual concepts
$5,000
Photography & Video Production
Services include:
- Pre-production planning
- (2) Full days of shooting video
- (2) Full days of shooting still photography
- (90) Color corrected high resolution images
- (3) ad videos – 20-30 seconds each
- (1) Concept overview video – 90-120 seconds
- (1) 60 second looping b-roll video clip for website / landing pages
$13,500
Landing Page
The project includes:
- Account service
- Copywriting
- Visual concept development for website design
- (2) sets of revisions
- Custom development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
Initial: $1,000
Future: $550
Presentation Deck (PowerPoint / PDF)
The project includes:
- Account service
- Competitor research & Copywriting
- Design & visual concept development
- Layout (15-20) slides & (2) sets of revisions
- Light animation inside Powerpoint or Keynote
$4,000
Direct Mailer
The project includes:
- Account service
- Copywriting
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
$2,000
Sales Brochure
The project includes:
- Account service
- Copywriting
- Design & visual concept development
- Page layouts – 12 pages
- (2) sets of revisions
- Production – final files ready for pre-press
$10,000
Billboard Design
The project includes:
- Account service
- Copywriting
- Design & visual concept development
- (2) sets of revisions
$2,000
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Facebook audience profiling
- Keyphrase research and new Adwords creative
- Retargeting banner ad design
- Update branding for social channels
- Research outdoor media inventory
- Seed blog with (2) existing posts
- Setup ActiveDemand account
- Design & code promotional email template
- Phone call tracking setup
- Ad tracking setup
- Write, layout and code (5) drip emails
- Setup workflow for (5) drip emails
$6,000
Digital Marketing Services
Your marketing services package includes:
- Ad creative for social and search channels
- Advertising for Facebook
- Advertising Google Adwords
- Outdoor media management
- Direct mail campaign management
- Retargeting ad management & creative
- Phone call tracking
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $20k per month**Additional media management beyond $20k per month is billed at 12% of ad spend.
$3,500 p/m
Suggested Monthly Media Spend
You set the budget
Direct Mail: $5,000 – $10,000 p/m
Search: $2,500 – $5,500 p/m
Facebook: $2,500 – $5,000 p/m
Retargeting: $350 – $600 p/m
Outdoor Media: $6,000 – $10,000 p/m
Content & Communication Services
Monthly content generation includes:
- Maintain monthly content calendar
- Write (2) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Tracking and reporting on tagged links in posts
- Monitor and respond to comments
- Monitor and optimize email drip campaigns
- Reputation management & ambassador consulting
- Create (3) unique weekly graphics for Facebook posts
- Write, design and code (1) custom monthly promotional email
- Test, blast and report monthly promotional email
- Tracking, analytics and monthly reporting
$3,000 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Logo & Brand ID | $5,000 | |||||
| Photography & Video | $6,000 | $7,500 | ||||
| Sales Presentation | $4,000 | |||||
| Direct Mailer | $2,000 | |||||
| Sales Brochure | $5,000 | $5,000 | ||||
| Billboard Design | $2,000 | |||||
| Campaign Setup | $6,000 | |||||
| Landing Page | $1,000 | |||||
| Digital Marketing | $3,500 | $3,500 | $3,500 | |||
| Content Marketing | $3,000 | $3,000 | $3,000 | |||
| ActiveDemand 10k | $350 | $350 | $350 | |||
| Monthly Totals | $11,000 | $18,500 | $14,000 | $6,850 | $6,850 | $6,850 |
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.
Green Dot utilizes newsfeed ads and “like” campaigns to target affluent moms living in wealthy neighborhoods near campus locations on their mobile devices. Ad units link directly to corresponding landing pages optimized for mobile that ask for the sale and allow prospects to sign up for an upcoming Open House event.
Social Media Management
Social marketing on Facebook and Instagram allows Centner Academy to engage directly with your social community on a daily basis. Since the brand is new to Miami, using daily posts to nurture and educate followers is the best strategy to building familiarity, value and genuine interest.
Includes the Following: