Daily Steals
Branding & Marketing Proposal
Prepared by Green Dot Advertising — February 15th, 2018
Objectives & Marketing Strategy
Position Daily Steals as a lifestyle brand and focus on engaging referral traffic to build brand affinity to drive repeat visits and purchases.
Phase One:
During the first phase we will elevate the brand look-and-feel with the goal of expanding beyond the tech space into the lifestyle market. We feel this is one way to immediately drive more interest in Daily Steals.
While tech affiliates currently make up a majority of traffic, and the product categories are all tied together by tech, most of the items could be marketed as lifestyle products which immediately expands the target audience. Headphones, speakers, smart home gadgets, drones and so on all have mass appeal.
During this phase we will also optimize the site layout for more visual impact and conversions, which will set the stage for improved email marketing capabilities by coding web forms to enable automatic list segmentation based on interests and gender.
Phase Two:
Once an elevated brand look-and-feel is established, it will be time to expand marketing capabilities. This begins with sending segmented emails based on not just interests and gender, but user behaviors as well, such as pages or category pages visited on the Daily Steals site.
Parts of the email marketing strategy can be automated, thus freeing up time to work on other marketing channels such as social media marketing and advertising.
Green Dot suggests the following marketing mix:
- Promo emails
- Marketing automation
- Facebook page management
- Facebook advertising
- Instagram page management
- Instagram advertising
Phase Three:
Once the basics are covered we can expand the marketing plan by investing in video ads and influencer marketing. Video ads are inexpensive to run on Facebook and can yield a return on brand awareness and sales.
- Video ads (funny like groupon)
- Influencer campaigns (“I got this at Daily Stealz”)
Branding Update
Branding Update
A relevant, distinct and visually appealing brand identity your target audience identifies with is imperative for success in a crowded marketplace.
A brand experience is the sum of all the touch points a brand offers – not just the logo and tagline. That’s why Green Dot takes a holistic approach to designing and updating brand identities.
We’ll take you through a process that explores updates to your brand positioning with the goal of making it more of a lifestyle brand, to broaden the audiences and give users more than one reason to return again and again. Subtle changes to the logo and brand voice can go a long way.
We will show you not only how these changes impact your logo and color scheme, but also your website and email communications. Green Dot will present three (3) unique concepts for the client to evaluate for all of the touch points listed below.
Includes the Following:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Email layouts
- Website home page update
- (2) sets of revisions
Website Scope of Work
Website Development Scope of Work
Develop front-end interfaces for the Daily Steal Shopify website implementing the approved designs featuring the updated brand ID.
Green Dot will design and develop layouts for key interfaces, such as the home page, product category and list views, as well as product detail pages. We will also review and optimize the checkout process. This project includes heat map and A/B testing for new designs to confirm progress.
Website Content Outline
- HomeUpdate home page layout
Redesign promo banners using new Brand ID
Redesign daily product deal listing interface
Redesign trending now section
Redesign site header and footer - Categories & ProductsRedesign product detail page layout
Consolidate Categories - design icons / look for each category
Explore a brand driven product interface (collections) - CartShopping Cart
Checkout
Confirmation email - FAQ / HelpRedesign FAQ list interface
Redesign FAQ answer interface - Customer ProfileRedesign login popup / page
Redesign client profile lobby
Includes the Following:
- Account service
- Copywriting
- Visual concept development for website designs
- (2) sets of revisions
- Custom website development & programming
Email Marketing
Email Marketing
Emails can be used to promote specific deals that are relevant to specific audiences. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action.
Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, Active Demand, Exact Target and many more. We recommend implementing ActiveDemand to replace MailChimp Pro for two reasons.
- The cost for Active Demand is lower than MailChimp Pro
- ActiveDemand has a broad range of marketing automation tools
Using this platform in conjunction with Shopify, it is possible to insert dynamic content into your website specific to each user segment, as well as send automated email drip campaigns for a variety of scenarios, including abandoned carts, related products, surveys, ratings and reviews and much, much more.
Includes the Following:
- Setup ActiveDemand and migrate MailChimp email lists
- Setup up, optimize and maintain email workflows and triggers
- Up to (4) promotional email blasts per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Ongoing tracking and monthly reporting
Retargeting Display Ads
Retargeting Display Ads
Updating retargeting ads to reflect the new Brand ID is imperative. Further, we suggest experimenting with multiple retargeting ad platforms including the one being currently used (Criteo), but also testing Perfect Audience and other ad networks.
Includes the Following:
- Account service
- Copywriting and concept development
- Design of banner ad creative (3 concepts x 3 sizes each – 9 banners)
- Campaign management and optimization
- Tracking and monthly reporting
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%.
For phase 3 we recommend creating short, funny lifestyle focused video ads that make Daily Steals interesting, fun and intriguing for viewers. We’re thinking something like this:
Includes the Following:
- Campaign setup including copywriting and precise targeting
- Media research and placement
- Campaign management & optimization
- Conversion tracking and reporting
Does Not Include:
- Video Production
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
Content Creation
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 branded social media graphics that highlight deals on various products and reinforce lifestyle preferences engage visitors who are casually following Daily Steals and just need to be stimulated to act.
Includes the Following:
- (4) uniquely researched, written and designed promo emails per month
- (30) fresh, branded social graphics every month
- Monitor and respond to comments on posts and ads
- Tracking and 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 ActiveDemand (marketing automation dashboards).
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- Active Demand for marketing automation, email automation and real-time reporting dashboards
- 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
Branding Update
These services include:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Email layouts
- Website home page update
- (2) sets of revisions
$7,500
Website Design & Development
Project includes:
- Account service
- Copywriting
- Visual concept development for website designs
- (2) sets of revisions
- Custom website development & programming
$8,500
Drip Emails & Promo email template
Project includes:
- Account service
- Copywriting
- Visual concept development for email drip layouts – up to 10 emails
- Weekly promo email template
- (2) sets of revisions
- Custom development & programming
$5,500
Retargeting Ads
Project includes:
- Account service
- Copywriting
- Visual concept development for 3 retargeting ad concepts
- Produce 3 sizes of each concept – 9 banners
- (2) sets of revisions
$1,200
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- ActiveDemand account setup
- ActiveDemand email automation – up to 10 workflows
- Import and segment MailChimp Pro email lists
- Update branding for social channels
- Setup Facebook audiences
- Setup Instagram audiences
- Retargeting account setup and implement new creative
$5,500
Digital Marketing Services
Your marketing services package includes the following:
- Ongoing ActiveDemand management and optimization for email communications and campaign tracking.
- ActiveDemand email hosting for up to 250k email addresses – includes daily blasts if desired
- Page management for Facebook
- Page management for Instagram
- Advertising for Facebook
- Advertising for Instagram
- Retargeting ad management
- Up to (4) promo email blasts
- Monthly reporting
- Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.
$6,500 p/m
Suggested Monthly Media Spend
You set the budget
Social: $2,500 – $10,000 p/m
Retargeting: $400 – $1,000 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write (4) unique promo emails
- Layout, design and develop (4) promo emails
- 30 custom social graphics
- Monitor and reply to social media post comments
- Monthly performance report for email & post performance
$3,000
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Branding Update | $7,500 | |||||
| Website Design & Development | $4,250 | $4,250 | ||||
| Drip & Promo emails | $3,000 | $2,500 | ||||
| Retargeting Ads | $1,200 | |||||
| Campaign Setup | $5,500 | |||||
| Digital Marketing | $6,500 | $6,500 | ||||
| Content & Communications | $3,000 | $3,000 | ||||
| Monthly Totals | $7,500 | $7,250 | $7,950 | $5,500 | $9,500 | $9,500 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find Daily Steals 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. These new users can be segmented by gender and product interest to make future marketing efforts more profitable.
Green Dot recommends using Facebook and Instagram to promote Daily Steals. We will use like campaigns to grow your list of followers by adding consumers with similar profiles as the people who already buy from Daily Steals. We’ll also use newsfeed ads to promote specific deals, driving traffic directly to hot deals that represent the new brand positioning well. Both tactics will result in both increased brand awareness and net new sales from non-affiliate driven traffic.
Social Media Management
Posting deals and lifestyle related content on Facebook, Instagram and other social networks allows you to engage directly with your social community on a daily basis. There’s no better way to nurture your audience, stay top-of-mind and drive traffic directly to your website for specific promotions.
Includes the Following: