Fresco

Branding & Marketing Proposal

Prepared by Green Dot Advertising — January 5th, 2018

Objectives & Marketing Strategy

Define and create the Fresco brand and various brand touch points needed to launch the company in the Miami market.

Marketing Strategy:

The concept delivering and serving fresh, non-pasteurized coconut water is both novel and logistically challenging due to the limited shelf life of the product. Therefore, targeting an audience of affluent and active young adults such as runners and bikers, who already drink coconut water and seek out natural, organic products is likely the best way to get traction quickly.

Fresco will only be offered in select local markets such as Florida, Hawaii and parts of Mexico, and in small quantities depending on the availability of coconuts. As a result, marketing efforts will need to be focused and limited in scale to keep the budget in balance with the maximum potential revenue that can be generated by the business.

Initially, the primary objective is to create and define the brand ID and packaging for Fresco. Other brand touch points such as the website, including e-commerce capabilities will incorporate custom photography and testimonial videos to position Fresco for success and drive home the benefits of locally sources, all-natural, fresh coconut water.

The marketing strategy consists of the client creating a presence and retail capabilities along routes runners and bikers use regularly throughout Miami. Initial locations will include Key Biscayne, Coconut Grove and Pinecrest, where the client plans to setup a coconut water stand to raise awareness, pass out samples, retail the product and gather contact information for repeat business.

Green Dot will aim to support the company’s grass roots efforts by creating engaging graphics for the coconut water stands including banners, headers and possibly graphics for a booth. The primary focus for Green Dot however is to help create awareness in the digital realm. The objective is to enroll each potential customer in an email drip campaign to inform them about the benefits of fresh coconut water, and link them to the website so they can enroll in a subscription delivery plan.

Digital marketing efforts include using a combination of social media ads (static images and video ads), as well keywords on Google like “buy coconut water” to target runners and bikers in the Miami area and drive them directly to the Fresco website. Adding retargeting display ads to the media mix ensures provides a low-cost channel to continually create awareness among consumers that have already been exposed to the brand.

Green Dot highly recommends allocating a sufficient budget to a content marketing campaign that will continually nurture prospects and existing customers alike through social media posts, occasional blog articles and personalized, contextual emails reminding users to re-order, refer friends and inform them about upcoming local events and promotions.

Recommended projects and campaigns include:

  1. Logo and brand ID
  2. Photography & video production
  3. Informational and e-commerce website
  4. Outdoor graphics – tricycle & retailer booth
  5. Search engine marketing
  6. Social media marketing
  7. Retargeting ads
  8. Email marketing
  9. Content – blog posts, social media posts, testimonial videos

Logo & 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 deliver finished concepts with a variety of touch points.

Select the appropriate brand ID for their business venture with confidence when you 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
  • Business cards
  • Product packaging
  • Website home page design
  • (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.

Shooting lifestyle scenes of active young adults biking and running along iconic Miami locations will ensure the target audience instantly connects with the images. We recommend sourcing video of consumers trying and commenting on the product to generate video testimonials, along with shooting high-impact and moody lifestyle action shots as well as product packaging lit in a studio setting.

Deliverables Include the Following:
  • (1) Full day of shooting video outdoors
  • (1) Full day of shooting photography outdoors
  • (1) half day shooting product photography
  • (1) half day shooting product video
  • (45) Color corrected high resolution images
  • (3) testimonial videos – 30 sec. each
  • (1) company overview video with voice over and audio – 90 seconds
  • (1) 90 second looping b-roll video for website – no audio
  • (3) looping social media videos with motion graphics – 30 sec. each
Photography & Video Production Services:
Pre-Production Planning
  • Shot list, planning, travel arrangements
  • Account Service
Photography
  • Canon 5D Mark iii
  • Canon L lenses and accessories
Video
  • Canon C100 Mark ii
  • DJI Osmo +
  • DJI Inspire 2 drone
  • Pro light kit
  • Pro audio capture

Package Design

Package Design

Project includes designing the product packaging graphics for Fresco coconut water for a single size bottle, as well as the box of 6 or 12 bottles. This project leverages the approved visual concept from the brand ID project and includes the layout and production work for the bottle label, as well as the shipment box product packaging. Both include branding, graphics, nutritional information, ingredients and barcode.

Includes the Following:
  • Account service
  • Copywriting
  • Layout and production based on approved visual concept
  • Bottle label graphics
  • Box graphics
  • (2) sets of revisions

Website Scope of Work

Website Development Scope of Work

Design and develop a website to showcase the company’s new branding, support the digital marketing campaigns and retail product directly to consumers.

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 without html coding. The website will also integrate the new brand as well as utilize Woo Commerce to enroll users in a subscription for home delivery of the product in regular intervals.

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
  • HomeIntro
    Fresco Coconut Water - link to store
    b-roll video
    What's different
    Sourcing
    Testimonial videos
    Introductory packs - link to buy
    ---
    Sign up for events / promos
  • StoreThe store will offer 2-3 skus for the product and consist of two page templates for products, the cart, user account profile pages to manage their subscription and the checkout process.

    Sample pack - no subscription
    6 pack - subscription
    12 pack subscription
    • Category home page - 3 products
    • Product page template
    • User account pages
    • Cart
    • Checkout pages
  • FrescoAbout Us
    Availability
    Guarantee
  • Join UsPartner with us to supply product
    Cities & Counties
    ---
    CTA - contact form
  • BlogBlog list interface
    Blog detail 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
  • Setup Woo Commerce
  • Website setup on hosting account

Hand Out

HandOut

Design and produce a double sided hand out for events and outdoor promotions.

Project includes a 4″ x 9″ double sided hand out explaining the benefits of fresh, non-pasteurized coconut water, how to buy it and how it’s sourced.

Content Outline
  • Front
  • Back
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Layout & production
  • (2) sets of revisions
  • Production – final files ready for pre-press

Display Booth & Outdoor Graphics

Display Booth& Outdoor Graphics

Design and produce a modular display booth and custom outdoor signage.

This project include the graphic design work for a modular booth (backdrop and counter graphics only) selected by the client in the 8′ – 10′ range. Additionally, the project includes artwork for a hanging banner, a pull-up banner, and 3 faces for the product cooler box on the tricycle.

Includes the Following:
  • Account service
  • Copywriting and concept development
  • Design & visual concept development
  • Layout and final production
  • Hanging banner graphics
  • Pull up banner graphics
  • (3) faces for tricycle cooler box
  • Booth graphics
  • (2) sets of revisions
  • Shipping & fulfillment (upon request)

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

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

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
  • (15) fresh and branded social graphics – monthly
  • 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 & Branding

These services include:

  1. Account service
  2. Tag line and copy concept development
  3. Design & visual concept development
  4. Logo design and logo files
  5. Business cards
  6. Product packaging
  7. Website home page design
  8. (2) sets of revisions

$12,500

Product Packaging

These services include:

  1. Account service
  2. Copywriting
  3. Layout and production based on approved visual concept
  4. Bottle label graphics
  5. Box graphics
  6. (2) sets of revisions

$3,500

Photo & Video Production

These services include:

  1. (1) Full day of shooting video outdoors
  2. (1) Full day of shooting photography outdoors
  3. (1) half day shooting product photography
  4. (1) half day shooting product video
  5. (45) Color corrected high resolution images
  6. (3) testimonial videos – 30 sec. each
  7. (1) company overview video with voice over and audio – 90 seconds
  8. (1) 90 second looping b-roll video for website – no audio
  9. (3) looping social media videos with motion graphics – 30 sec. each

$12,000

Quarterly Photo & Video Content Production

These services include:

  1. (1) Full day of shooting video outdoors
  2. (1) Full day of shooting photography outdoors
  3. (45) Color corrected high resolution images
  4. (3) testimonial videos – 30 sec. each
  5. (3) looping social media videos with motion graphics – 30 sec. each

$8,500

Website Design & Development

The project includes:

  1. Account service
  2. Copywriting
  3. Visual concept development for website designs
  4. (2) sets of revisions
  5. Custom website development & programming
  6. Setup custom site design in WordPress CMS
  7. Setup Woo Commerce
  8. Website setup on hosting account

$14,000

Hand Out

These services include:

  1. Account service
  2. Copywriting
  3. Design & visual concept development
  4. Layout & production
  5. (2) sets of revisions
  6. Production – final files ready for pre-press

$1,200

Display Booth & Graphics

These services include:

  1. Account service
  2. Copywriting and concept development
  3. Design & visual concept development
  4. Layout and final production
  5. Hanging banner graphics
  6. Pull up banner graphics
  7. (3) faces for tricycle cooler box
  8. Booth graphics
  9. (2) sets of revisions
  10. Shipping & fulfillment (upon request)

$4,000

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Keyphrase research
  4. Adwords creative & account setup
  5. Retargeting banner ad design
  6. Branding for Facebook & Instagram
  7. Facebook ad campaign targeting setup
  8. Instagram ad campaign targeting setup
  9. Retargeting campaign setup
  10. Seed blog with (2) existing posts
  11. Write, design and code (10) drip campaign emails
  12. Setup drip campaign email workflows

$8,500

Digital Marketing Services

Your marketing services package includes the following:

  1. Page management for Facebook
  2. Page management for Instagram
  3. Advertising for Facebook
  4. Advertising on Instagram
  5. SEM using Google Adwords
  6. Retargeting ad management & creative
  7. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  8. Monthly reporting
  9. Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.

$3,500 p/m

Suggested Monthly Media Spend

You set the budget
Search: $500 – $1,000 p/m
Social: $1,500 – $2,000 p/m
Retargeting: $250 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. (15) monthly social graphics for Facebook & Instagram
  2. Write (2) unique blog posts
  3. Photo selection & licensing, blog post styling, SEO keywords & publishing
  4. Write, design and code (1) custom promotional email
  5. Monitor and optimize email drip campaigns
  6. Test & blast email
  7. Monthly performance report

$2,500 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Logo & Branding$7,000$5,500
Product Packaging$3,500
Photo & Video $6,000$6,000$8,500
Website Design & Development$7,000$7,000
Hand out$1,200
Display Booth & Graphics$4,000
Campaign Setup$8,500
Digital Marketing$3,500$3,500$3,500
Content Marketing$2,500$2,500$2,500
Monthly Totals$13,000$22,000$20,700$6,000$6,000$14,500
Notes
Authorized Signature