Curtana
Design & Marketing Proposal
Prepared by Green Dot Advertising — August 8th, 2016
Objectives & Marketing Strategy
Design and develop the logo and brand elements for Curtana to support marketing efforts at conferences and online to drive brand awareness and registrations for the after school program.
Marketing Strategy & Tactics:
The after-school fencing program will be introduced to private schools by marketing to principals, directors, teachers and parents of private school students interested in enrichment activities. A comprehensive website and trade show booth for on campus events and conferences will be the primary brand touch points. Printed brochures and business cards will support initial engagements with prospects.
The client intends to demonstrate the benefits and activities of the program by showcasing action from classes on two HD TV displays integrated into the trade show booth, as well as video footage on the website. Green Dot will supply video production and still photography services to source the footage and produce a final video suitable for both the booth and the web.
Finally, a digital marketing campaign for social media channels including Facebook and Instagram will support the direct marketing initiatives directed by the client on private school campuses. This campaign will help increase brand awareness and lead generation.
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 takes a holistic approach to designing logos and brand identities. We don’t present raw ideas, we present finished concepts. 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 story and multiple touch points prior to presenting any of it for client feedback.
While the cost for this holistic approach is initially higher than simply developing a logo, we credit the time spent designing additional brand touch points (website or brochure) to those projects going forward, leveraging the investment and offsetting the upfront costs.
Includes the Following:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Business cards
- Website home page design
- Brochure 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 sales collateral and content marketing campaigns 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
- (1) testimonial video – 120 seconds each
- (1) program overview video – 120 seconds
- (2) 60 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 and DJI Osmo
- Pro light kit
- Pro audio capture
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom website to showcase the company’s services and support the marketing campaigns.
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 such as photography and page copy without html coding.
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
60 sec. b-roll video of fencing action
Fencing - Beginner teaser / link
Fencing - Advanced teaser / link
Call to action / contact form - Fencing Classes - 1 pgIntro
Program overview video
Beginner Classes
Advanced Classes
- Class Schedule - 1pgIntro
Schedule by campus - Getting StartedIntro to Fencing
60 sec. b-roll video of fencing action
Gear List
FAQ - TestimonialsIntro
Written Testimonials
Video Testimonials - About
- Company
- People
- Contact & Location page
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
Trifold Brochure
Design and produce a custom trifold brochure for influencers.
Project includes design and production for a three panel 9” x 4” sales brochure for parents to take home and share with their family. The key benefit is that school administrators as well as parents benefit from having a printed collateral piece they can easily share with other influencers.
Brochure & Insert Content Outline
- Cover
- Inside FlapIntro to Fencing
- Center SpreadFencing after-school program info
- Back Cover
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Page layouts
- (2) sets of revisions
- Production – final files ready for pre-press
Trade Show Display
Trade Show Display
A custom trade show display helps distinguish your brand from competitors and establishes credibility.
Green Dot can help source a modular booth that performs more like a custom display. We help the client source the right configuration to support their needs, we create the audio / video content and integrate it with your display, large format graphics, and printed sales collateral, as well as arrange shipping directly to the client’s offices.
Includes the Following:
- Account service
- Copywriting and concept development
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
- Shipping & fulfillment (upon request)
Video Advertising
Social Media & YouTube Video Ads
Video ads using the custom video footage we sourced on your behalf 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
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:
- Logo design & final logo files
- Tag line development
- Business card design & setup for up to 5 people
- Website home page design
- Brochure design
$4,500
Custom Photography & Video
Services include:
Custom video and still photography shoot.
- Pre-production planning, shot list and account service.
- (1) full days of shooting (video & stills)
- (1) 120 second testimonial video
- (1) 120 second company overview video
- (2) 60 second b-roll video clips
- Image & footage import, editing and sorting
- Digital retouching and color correction for 45 images
$5,500
Website Design & Development
The project includes the development of a mobile responsive website as specced in this proposal and the following services:
- Account service
- Copywriting
- Page layout
- WordPress CMS
- (2) sets of revisions
$6,500
Sales Brochure & Inserts
The project includes design and production for a trifold 9″ x 4″ Sales Brochure and the following services:
- Account Service
- Copywriting
- Design & page layout
- (2) sets of revisions
$1,750
Trade Show Display
The project includes designing graphics for a 10′ x 8′ trade show booth and following services:
- Account service
- Booth selection
- Design and production of graphics
- (2) sets of revisions
$3,500
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Tracking setup
$2,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook and Instagram
- Advertising for Facebook
- Retargeting ad management & creative
- 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.
$2,000 p/m
Suggested Monthly Media Spend
You set the budget
Social: $1,200 – $2,000 p/m
Retargeting: $200 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Logo & Brand ID | $4,500 | |||||
| Photography & Video | $2,750 | $2,750 | ||||
| Website Development | $3,250 | $3,250 | ||||
| Trifold Brochure | $1,750 | |||||
| Trade Show Booth | $3,500 | |||||
| Campaign Setup | $2,500 | |||||
| Campaign Management | $2,000 | $2,000 | ||||
| Monthly Totals | $2,750 | $7,250 | $8,500 | $5,750 | $2,000 | $2,000 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your product or service relevant, interesting and valuable. 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.
Many social networks only allow you to reach a percentage of your community for free. For example, Facebook only allows you to reach up to 6% of your page follows organically and after that you must pay to reach the remaining 94%. Social advertising helps help reach and nurture the people in your community that the networks won’t allow you to reach for free.
Social Media Management
Social marketing on Facebook, Instagram, Twitter, LinkedIn, Pinterest and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: