Concept Boats
Social Media Marketing Proposal
Prepared by Green Dot Advertising — August 31st, 2018
Objectives & Marketing Strategy
Setup a lead generation campaign for Concept Boats on social media and manage prospects in PipeDrive.
Marketing Strategy:
Now that the new website is ready and able to resize for mobile devices, it’s possible to begin advertising on social media. This opens a whole new world of possibilities.
Using social media apps like Facebook and Instagram it is possible to target boaters of specific ages, with specific incomes, living in specific geographic regions. We can show them photos of boats, videos of boats and lifestyle related content such as fishing, sandbar photos or anything else that gets them to engage..
Incorporating captivating video footage into the ad campaign we can create awareness for Concept Boat models at a low cost – usually around 2¢ – 4¢ per view. That’s a better cost than TV, and a lot more targeted.
We can drive qualified traffic directly to the Concept Boats website, from where prospects can inquire via the contact form or by phone. If they leave the site without inquiring, they will see retargeting banner ads wherever they go online for several weeks. If they inquire via the contact form on the website, they will automatically receive a series of up to (5) email messages inviting them to schedule a sea trial.
Green Dot will carefully track and analyze the results of each campaign, whether inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible, while establishing credibility and establishing Concept Boats as a cutting edge performance boat builder.
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. When it comes to selling boats, being top of mind during the buying process is of key importance.
Green Dot recommends an automated email drip campaign consisting of up to five (5) emails that are triggered for each new prospect that inquires with Concept Boats on the website prompting users to schedule a sea trial.
Green Dot has experience with a wide array of email marketing and automation platforms including MailChimp, HubSpot, Exact Target, however we recommend ActiveDemand as it integrates seamlessly with PipeDrive.
Includes the Following:
- Write, layout and code a series of five (5) emails – drip campaign
- Campaign setup including drip campaign triggers, workflows and list segmentation
- 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)
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
Services Summary & Pricing
Services Summary & Pricing
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Facebook audience profiling
- Instagram audience profiling
- Retargeting banner ad design
- Setup Active Demand account
- Phone call tracking setup
- Ad tracking setup
- Write, design and layout drip emails (5)
- Setup drip email workflows – ActiveDemand
$4,500
Digital Marketing Services
Your marketing services package includes:
- (2) new social videos per month
- Facebook ad campaign management
- Instagram ad campaign management
- Facebook & Instagram page management – (3) posts per week
- Retargeting ad management
- Phone call tracking
- ActiveDemand management – campaign tracking, monitor email drip campaigns
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.
$3,000 p/m
Suggested Monthly Media Spend
You set the budget
Facebook: $1,500 – $2,500 p/m
Instagram: $1,000 – $2,000 p/m
Retargeting: $250 – $500 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Campaign Setup | $4,500 | |||||
| Digital Marketing | $3,000 | $3,000 | $3,000 | $3,000 | $3,000 | |
| ActiveDemand - 5k | $250 | $250 | $250 | $250 | $250 | $250 |
| Monthly Totals | $4,750 | $3,250 | $3,250 | $3,250 | $3,250 | $3,250 |
Social Advertising & Marketing
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your product or service relevant, directly on their mobile device. 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 runs two types of ad campaigns on Facebook and Instagram. Newsfeed ad campaigns consist of video ads or static images that run in the targeted users’ newsfeed and link back to your website. We use geographic, demographic and behavioral data for targeting. We also run “like” campaigns to grow your list of followers.
Includes the Following:
Social Media Management
Social marketing on Facebook, Instagram and other social networks allows you to engage directly with your social community on a daily basis. Green Dot publishes a mix of custom content, photos and video clips to keep your audience engaged and informed.
Includes the Following: