Collections Experts & NewCo.

Design & Marketing Proposal

Prepared by Green Dot Advertising — January 16th, 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. Once those tasks are completed, Green Dot will transition to help with lead generation utilizing digital and direct marketing tactics, such as the video direct mailer, Google Adwords and email marketing.

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 and be specifically designed to convert incoming traffic from Google searches.

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
  • Google Adwords – 2 campaigns – NewCo & Collections Experts
  • Retargeting Ads – 2 campaigns – NewCo & Collections Experts
  • Email Marketing – Drip Campaign (NewCo only) & monthly promotional emails (both brands)

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

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)

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

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 Design & Brand ID

Services include:

  1. NewCo Name – consulting only
  2. Logo design & final logo files
  3. Tag line
  4. Letterhead & envelope design
  5. Business card design & setup for up to 10 people
  6. Website home page design
  7. Brochure design

$9,500

Custom Photography & Video

Services include:

  1. Pre-production planning, shot list and account service.
  2. (1) full days of shooting (video & stills)
  3. (3) 90 second testimonial videos
  4. (1) 120 second company overview video
  5. (2) 90 second b-roll video clips
  6. Image & footage import, editing and sorting
  7. Digital retouching and color correction for 45 images

$12,500

Sales Brochure & Inserts
  1. Account Service
  2. Design – no charge, Brand ID credit
  3. Copywriting
  4. Design & page layout
  5. (2) sets of revisions

$8,750

NewCo Website Design & Development
  1. Account service
  2. Design – no charge, Brand ID credit
  3. Copywriting
  4. Page layout
  5. WordPress CMS
  6. (2) sets of revisions

$9,000

Collections Experts Microsite
  1. Account service
  2. Design
  3. Copywriting
  4. Page layout
  5. WordPress CMS
  6. (2) sets of revisions

$3,750

Presentation Deck (PowerPoint & PDF)
  1. Account Service
  2. Copywriting
  3. Design and page layout – 15-20 slides
  4. Type animation & transitions
  5. Video integration (existing video)
  6. (2) sets of revisions

$4,500

Video Direct Mailer
  1. Setup with vendor
  2. Initial 1,000 mailers
  3. Monthly software access fees billed separately

$4,250

 Print Ad
  1. Account service
  2. Copywriting
  3. Design and page layout
  4. (2) sets of revisions

$2,500

Campaign Setup

One-time campaign setup fee includes:

  1. Keyphrase research and new Adwords creative
  2. Google Adwords up
  3. Google Analytics set up
  4. Call Tracking Setup
  5. Retargeting banner ad design
  6. Email drip creative – (5) emails
  7. Email drip campaign setup
  8. Design promotional email template

$4,750

Digital Marketing Services

Your marketing services package includes the following:

  1. SEM using Google Adwords
  2. Retargeting  banner ad management
  3. Phone Call Tracking
  4. Ongoing analytics & optimization, including access to the GD project portal and a campaign dashboard
  5. Monthly reporting
  6. Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.

$2,000 p/m

Suggested Monthly Media Spend

You set the budget
Search: $2,500 – $15,000 p/m
Retargeting: $200 – $500 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Write, design and code (1) custom promotional email
  2. Test & blast email
  3. Monthly performance report

$850

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Logo & Brand ID$9,500
Photography & Video$6,250$6,250
Collections Experts Site$3,750
Brochures & Inserts$8,750
NewCo Website$9,000
Sales Presentation$4,500
Print Ad$2,500
Video Direct Mailer$4,350$275$275$275
Campaign Setup$4,750
Campaign Management$2,000$2,000$2,000
Email Marketing$850$850$850
Monthly Totals$19,500$28,500$11,600$3,125$3,125$3,125
Notes
Authorized Signature