Country Romance

Advertising & Marketing Proposal

Prepared by Green Dot Advertising — June 20th 2016

Objectives & Marketing Strategy

Plan, design, launch and manage a three month advertising and marketing campaign focused on driving as many registered users as possible for Countryromance.com.

Marketing Strategy:

The primary objective is to target young singles between the ages of 18-35  who identify as having their heart in the country – even if they live in the city. Countryromance.com will cater directly to this audience by focusing on the geographic areas within the USA most heavily populated by white Christians who like country music and are actively seeking a partner.

Given a budget of $50,000 – $60,000, we recommend concentrating on no more than three geographic markets. Possible locations include Atlanta, Charleston and Birmingham as all three are located in the “South” and represent different types of cities representative of the target region. All three have popular colleges located nearby ensuring a large population of young, vibrant graduates ready to seek a partner.

Both online radio and digital marketing are highly recommended as the primary channels to generate brand awareness and encourage users to sign up for free. Online radio allows for geographic targeting and by music genre to dial in the audience with precision. A companion banner (mobile ad) is displayed on the user’s device for branding purposes, and can link directly to the countryromance.com website to drive registrations.

In terms of digital marketing, we recommend advertising with Facebook, Instagram and running a branded SEO campaign to seed Google listings with content about Countryromance.com, as well as running retargeting ads on a variety of platforms. Using online video ads in social channels will boost recall and engagement, as well as encourage sharing. And content marketing such as blog posts with dating tips for the country lifestyle, including memes and social graphics will encourage users to share content about Countryromance.com with one another.

An email drip campaign will be sent to all registered users in an effort to boost engagement and adoption of the countryromance.com website. Green Dot write, design and manage the email drip campaign using the MailChimp platform.

Green Dot will carefully track and analyze the results of each campaign, whether traffic originates via social channels or from online radio. Our primary objective is to optimize your campaigns to achieve the lowest cost per user registration possible.

Photography & Video Production

Photography & Video Production

Produce video ads for the countryromance.com social media marketing campaign

Starting with a custom script, Green Dot will create a compelling message targeting singles that are country lifestyle fans to inform them about countryromance.com. This 30-40 second message will be produced with stock footage and motion graphics (animated type) to pitch the countryromance.com concept in an effort to create brand awareness and drive registration on the website.

Deliverables Include the Following:
  • (1) 30-40 second video ad for Facebook
Photography & Video Production Services:
Pre-Production Planning
  • Account Service
  • Copywriting – script
Video
  • Stock footage selection
  • (1) full day of video editing and motion graphics production
  • Audio production
  • Music bed

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

Online Radio Advertising

Online Radio Advertising

Advertising with online music streaming services such as Pandora and Spotify is a powerful way to create brand awareness and generate leads at the same time. Combining targeting parameters such as geography and demographics along with interests like music genre allows you to reach your target audience with precision.

Online radio ads also come with companion banner ads allowing you to earn a click right to your website – something that terrestrial radio stations cannot offer. Since you can get qualified prospects to take action on the spot, you don’t have to spend as much to earn brand recall through frequency. This same interactivity also generates feedback that helps to optimize your messaging and identify winning pitches.

Initial Campaign Setup:
  • Select voice talent, write script, record commercial, edit and prepare final audio file
  • Design and write companion banner ads
  • Design and develop landing page
Monthly Management:
  • Media research and audience targeting
  • Campaign management and optimization
  • Tracking and reporting
Not Included:
  • Media spend

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

Reputation Management

Reputation Management

Reputation management allows you to stay informed about what consumers and competitors are saying about your brand around the web. The service also includes building social proof and support for your brand through influencer relationships, as well as reviews and ratings from customers.

Green Dot actively monitors conversations about your brand online, then responds to comments and questions in a timely manner. We research and identify influencers for your brand category and establish relationships on your behalf asking for product reviews or posts about your services.

Includes the Following:
  • Set alerts for your brand name, product name(s) around the web
  • Set alerts for your brand name, product name(s) on social media
  • Respond to positive and negative reviews and posts
  • Develop influencer relationships and have them post about your brand

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:
  • (4) 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

SEO & Branded SEO

Search Engine Optimization

Organic listings on search engines drive free clicks to your website. Once brand awareness begins to grow, Green Dot suggests investing in an Search Engine Optimization (SEO) campaign  to rank specific pages of your site organically for the best performing keywords as well as your name.

A Branded SEO campaign can also be executed to seed information about your brand’s name and product names in the search results. A branded SEO campaign can incorporate reviews, testimonials, press releases and similar content. The key benefit is that when prospects research your company / brand by name, they will encounter this seeded content, allowing your organization to control the narrative.

Includes the Following:
  • (4) Uniquely researched, written and published articles per month
  • SEO Keyword optimization for each article
  • (4) Articles published monthly through national wire services
  • Tracking and reporting on rankings for articles

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

Video Ad Production

Production services include:

  1. Pre-Production Planning
  2. Account Service
  3. Copywriting – script
  4. Stock footage selection
  5. (1) Full day video editing
  6. Audio production
  7. 30-40 second video ad

$4,000*

*Stock footage not included.

Radio Ad & Companion Banner Production

Production services include:

  1. Pre-Production Planning
  2. Account Service
  3. Copywriting – script
  4. VO recording
  5. (1) Full day of audio editing
  6. Companion banner design – 3 sizes
  7. 30 second audio ad

$3,500*

*Stock footage not included.

Campaign Setup

One-time campaign setup fee includes:

  1. Write and design 6 emails for drip campaign
  2. Setup email drip campaign in MailChimp
  3. Tracking setup for all social, video and online radio ads
  4. Google Analytics setup
  5. Retargeting banner ad design
  6. Initial 3 blog posts

$5,500

Monthly Marketing Services

Your marketing services package includes the following:

  1. Creative for social and search channels
  2. Page Management for 3 social channelts
  3. Advertising on up to 2 social channels, including video ads
  4. Branded SEO – 4 press releases per month
  5. Reputation management & influencer outreach
  6. Blog posts – (4) per month
  7. Retargeting ad management & creative
  8. Email Management – (1) custom message monthly, plus drip campaign management
  9. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  10. Monthly reporting
  11. Includes media management up to $10k per month**Additional media management beyond $0k per month is billed at 12% of ad spend.

$5,500 p/m

Suggested Monthly Media Spend

You set the budget
Online Radio: $5,000 p/m
Social & video ads: $5,000 p/m
Retargeting:  $500 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Video Ad Production$4,000
Radio Ad Production$3,500
Campaign Setup$5,500
Monthly Marketing Services$5,500$5,500$5,500
Media Spend$10,500$10,500$10,500
Monthly Totals$7,500$5,500$16,000$16,000$16,000
Notes
Authorized Signature