Collections Experts & NewCo.
Design Proposal
Prepared by Green Dot Advertising — January 24th, 2017
Objectives & Marketing Strategy
Develop a new brand identity and position NewCo to offer both collections and call center services while retaining the brand equity from Collections Experts and continuing to leverage that brand.
Marketing Strategy & Tactics:
The challenge for Collections Experts is not unique. The company has simply outgrown its name. As call center focused services are added to the mix, the natural evolution of the company dictates a more general name that can accommodate multiple professional services related to outsourcing.
The solution is simple; create a new brand (NewCo) and position it to service this expanded market. Part two of this strategy is to retain the Collections Experts name and update the existing website with a detailed, interactive microsite targeting SMBs without the call center messaging diluting the pitch.
Green Dot suggests developing a name, logo, tagline, visual identity and collateral materials for NewCo and position it to target Fortune 1000 companies. During the first 60 days the primary focus will be to develop the company’s brand ID and create the collateral needed for the sales team to hit the ground running.
As SMBs are also targets, especially for the Collections Experts brand, Green Dot suggests creating a full-featured, interactive microsite to replace the dated website. This microsite will act much like a landing page and pitch collections services for SMBs.
This proposed strategy yields the best of both worlds – a high-end corporate brand (NewCo) to go after Fortune 1000 business, and the friendly and approachable Collections Experts brand to target SMBs for a collections services.
Green Dot suggests exploring the following initiatives:
- Brand ID development – NewCo
- Sales Brochure – NewCo
- Sales Presentation – NewCo
- Website – NewCo
- Video Direct Mailer – NewCo
- Print Ad – NewCo
- Landing Page – Collections Experts
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Green Dot proposes developing NewCo to replace the outdated Collections Experts positioning in order to target Fortune 1000 companies with integrated customer service focused outsourcing options. This project includes developing a new name, tagline, and visual brand identity, as well as key touch points such as business cards, a brochure, website and sales presentation.
Green Dot takes a holistic approach to designing logos and brand identities. 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 touch points prior to presenting any of it for client feedback.
Expect to review the logos, tagline, website design and brochure design all at once rather than in a step-by-step linear manner. As a result, we credit the design fees for the brochure and website to those projects.
Includes the Following:
- Account service
- NewCo Naming – consulting only (client to work on name in-house)
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Stationary design and business cards
- Website home page design
- Brochure cover & spread 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.
Integrating custom photography and video into your printed sales collateral, website and sales presentation is a powerful way to generate an engaging and visually stimulating experience for prospects and existing customers alike. Sourcing your own, custom assets ensures your brand stands out in a crowded marketplace with unique creative that competitors using stock photos can’t match.
Deliverables Include the Following:
- (1) Full day of shooting video and photography
- (45) Color corrected high resolution images
- (3) testimonial video – 90 seconds each
- (1) company overview video – 120 seconds
- (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 photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (1) Full day of video w/ Canon C100 Mark ii
- Pro light kit
- Pro audio capture
- Osmo +
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom website to showcase NewCo products and services and support the marketing campaigns, as well as a new microsite for Collections Experts.
This website and microsite are quoted as a custom sites built on the WordPress platform and include a content management system (CMS) to allow the client to add and edit content such as photography and page copy without html coding.
The websites 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 - NewCo
Call Center teaser - link
b-roll video
Collections teaser - link
CTA form - Call Center Services - 1 pgIncrease Customer Satisfaction
Call Center Capabilities
b-roll video
Specialized Expertise & Technology
Testimonial Video
CTA form
- Collections Services - 1pgWhite Glove Collections
Collections Process
b-roll video
Specialized Expertise & Technology
Testimonial Video
CTA form - Success StoriesIntro - We Make Customers Happy
Case Study / Success Story 1
Testimonial video
Case Study / Success Story 2
Testimonial video
Case Study / Success Story 3
Testimonial video
CTA form
CMS to update Success Stores
- Company - 1pgPositioning statement
Management team
- CareersJob listings interface
Job Descriptions interface
CMS to update job listings - Contact & Location page
- Collections Experts MicroSiteGet Paid Faster
Collections Services for SMBs
Expert Staff
Latest Technology
Customer Testimonial video
CTA form
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
Sales Brochure & Inserts
Sales Brochure & Inserts
Design and produce a custom sales brochure with inserts targeting specific industries.
Project includes design and production for an (8) page 9” x 12” sales brochure with a 4″ pocket on the back inside cover to hold (4) single-sided 8.5” x 11” sales sheets. The key benefit of the sales sheets is that specific information can be updated and reprinted without the need to reprint the entire brochure.
Brochure & Insert Content Outline
- Cover
- Page 2 & 3 - Customer Service & CollectionsCustomer Service Call Center
White Glove Collections Services - Page 4 & 5 - Process & PeopleTechnology and protocol
People & Training - Page 6 - Getting StartedBidding & On-boarding is easy
- Page 7 - PocketPocket contains the industry specific insert
- Back Cover
- Insert 1 - Telecom
- Insert 2 - Utilities
- Insert 3 - Financial Services
- Insert 4 - Cable Companies
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Page layouts
- (2) sets of revisions
- Production – final files ready for pre-press
Presentation Deck
Presentation Deck
A professionally produced sales presentation ensures your company’s products and services are consistently represented and can really help your organization stand out during the sales process. Using Powerpoint, Keynote or a PDF slide deck, Green Dot helps clients standardize their pitch and ensure sales people represent the brand 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
Video Direct Mailers
Video Direct Mailers
Green Dot has a unique direct mail solution that combines traditional print with a high tech approach. A personalized mail piece is crafted for each target and sent with a digital code the recipient enters into a webpage to view a specific message you create specifically for them (video or multimedia).
When the recipient enters the code to access your message, an email is sent to a sales rep alerting them that the prospect has taken time out of their day to engage with your corporate communication. Conversion rates from this type of direct mail campaign are 200-300% higher than with traditional mail campaigns.
Includes the Following:
- Design mail template
- Account setup
- Video message recording, editing and post-production
- Branded landing page
- Personalized high quality printed mailer
- Personal video recording functionality
- Unlimited user access to app / platform
- Instant email notifications
- Real-time reporting
- First class postage
Print Advertising
Print Advertising
Print ads reach targets with similar interests and provide an important touch point for brand awareness campaigns. Green Dot recommends utilizing industry focused trade publications to reach a B2B audience to help build the NewCo brand, as well as running ads in advance of exhibiting at trade shows.
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
Services Summary & Pricing
Services Summary & Pricing
Logo Design & Brand ID
Services include:
- NewCo Name – consulting only
- Logo design & final logo files
- Tag line
- Letterhead & envelope design
- Business card design & setup for up to 10 people
- Website home page design
- Brochure design
$9,500
Custom Photography & Video
Services include:
- Pre-production planning, shot list and account service.
- (1) full days of shooting (video & stills)
- (3) 90 second testimonial videos
- (1) 120 second company overview video
- (2) 90 second b-roll video clips
- Image & footage import, editing and sorting
- Digital retouching and color correction for 45 images
$12,500
Sales Brochure & Inserts
- Account Service
- Design – no charge, Brand ID credit
- Copywriting
- Design & page layout
- (2) sets of revisions
$8,750
NewCo Website Design & Development
- Account service
- Design – no charge, Brand ID credit
- Copywriting
- Page layout
- WordPress CMS
- (2) sets of revisions
$9,000
Collections Experts Microsite
- Account service
- Design
- Copywriting
- Page layout
- WordPress CMS
- (2) sets of revisions
$3,500
Presentation Deck (PowerPoint & PDF)
- Account Service
- Copywriting
- Design and page layout – 15-20 slides
- Type animation & transitions
- Video integration (existing video)
- (2) sets of revisions
$4,500
Video Direct Mailer
- Setup with vendor
- Initial 1,000 mailers
- Monthly software access fees billed separately
$4,250
Print Ad
- Account service
- Copywriting
- Design and page layout
- (2) sets of revisions
$2,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | |
|---|---|---|---|---|
| Logo & Brand ID | $9,500 | |||
| Photography & Video | $6,250 | $6,250 | ||
| Collections Experts Site | $3,500 | |||
| Brochures & Inserts | $8,750 | |||
| NewCo Website | $4,500 | $4,500 | ||
| Sales Presentation | $4,500 | |||
| Print Ad | $2,500 | |||
| Video Direct Mailer | $4,250 | |||
| Monthly Totals | $9,500 | $19,500 | $15,250 | $10,250 |