De Mi Pais

E-commerce marketing

Prepared by Green Dot Advertising — August 30th, 2020

Objectives & Marketing Strategy

Position De Mi Pais as an online retailer and increase brand awareness and engagement in order to generate incremental transactions and repeat business.

Marketing Strategy:

Consumers are searching and buying their favorite products online. They search on Google to buy specific products and brands and are likely to click on social media ads if they like featured products or recipes.

The proposed strategy aims to engage users when they search online for brands or products you sell, or when they are active on social media and direct them to your website to purchase your products.  We could use contesting and first time shopper incentives to induce trial.  Once they buy from De Mi Pais, they will be added to your database and will receive monthly notifications as well as custom automated emails based on their behavior.  In order for email automation to be cost effective we must grow the size of  database.  Let’s look at a couple of conversion examples using your current database of 1,700 and a more robust database of 25,000:

  • Database of 1,700 x 30% open rate = 510 x 10% click through rate = 51x  10% conversion rate = 5 conversions x average basket of $50 = $250
  • Database of 25,000 x 30% open rate = 7,500 x 10% click through rate = 750 x  10% conversion rate = 75 conversions x average basket of $50 = $3,750

Consumers that visit your site but don’t purchase will be retargeted with display ads as they visit other sites online that support ad networks.

Tracking, reporting and optimization of the campaign is included with the monthly services fee.

Google® Adwords

Google® Ads

Google Product Listing Ads will feature your products as consumers search for them.  These products are offered at agressive and are likely to drive traffic to your site.   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

Retargeting Display Ads

Retargeting Display Ads

In order to reduce the cost per acquisition, we strongly recommend retargeting website visitors for a period of one month. Digital display ads can retarget all prospects who visited the website but did not complete a purchase.  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 to view a live campaign dashboard detailing the performance of the campaigns.

Green Dot publishes monthly reports detailing the performance of the marketing campaign and associated sales. We also review reports with clients by phone or via a virtual meeting platform.

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Ongoing campaign optimization based on data
  • Google Analytics goal tracking setup and management
  • KPI reporting
  • Monthly account review
  • MailChimp for marketing automation, email drip campaigns, call tracking and campaign dashboards

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

Email Drip Creative

Services include:

  1. Write a series email drip messages
  2. Design – up to 5 emails
  3. Development – up tp 5 emails
  4. (2) rounds of revisions

$1,500

Retargeting Ad Creative

Services include:

  1. Write (3) retargeting display ads concepts
  2. Design and visual concept development
  3. Layout (3) concepts x (3) sizes each for (9) total retargeting display ads
  4. (2) rounds of revisions

$1,000

Campaign Setup

One-time campaign setup fee includes:

  1. Google Ads account setup
  2. Tracking setup for Google Ads
  3. Retargeting Ads setup
  4. Google Analytics set up
  5. Facebook audience profiling

$2,800

Digital Marketing Services

Your marketing services package includes the following:

  1. Facebook Advertising – newsfeed ads
  2. Product Listing Ads using Google Ads
  3. Retargeting ad management & creative
  4. Ongoing tracking & analytics
  5. Access to the GD project portal and a campaign dashboard
  6. Monthly reporting
  7. Includes media management up to $8k per month**Additional media management beyond $8k per month is billed at 12% of ad spend.

$3,000 p/m

Suggested Monthly Media Spend

You set the budget
Search: $1,500 – $2,000 p/m
Facebook: $3,000 – $5,000 p/m
Retargeting: $250-$500 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Write, design and code (1) promotional email / per month
  2. Blast, track and report (1) promotional email / per month
  3. Custom Facebook graphics – up to (15) a month
  4. Monthly performance report

$1,500 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Email Drip Creative$1,500$1,500$1,500$1,500
Retargeting Ad Creative$1,200
Campaign Setup$2,800
Digital Marketing$3,000$3,000$3,000$3,000$3,000
Content and Communications$1,500$1,500$1,500$1,500$1,500
Monthly Totals$5,500$4,500$6,000$4,500$6,000$6,000

Ready to Get Started?

To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.

Notes

Terms and Conditions

Agreement & Definitions

The purpose of this agreement is to establish a continuing and mutually beneficial, cooperative Client / Agency relationship. This agreement is governed by the laws of the state of Florida. Hereinafter, “Client” is defined as the company and person executing this agreement, and “Agency” is defined as Behr Advertising, Inc. d/b/a Green Dot Advertising.

Ownership & Custody

All creative concepts, ideas and designs, prepared for and purchased by the Client shall be the property of the Client on receipt of payment. This includes the final approved version of any digital files for contracted work – i.e. the brochure, video or website. However, this does not include any working files or digital assets generated by the Agency that are not part of the final deliverable or required for the final deliverable to function. In the simplest terms, output files belong to Client and working files belong to the Agency. Copyright of all material produced for the Client is vested in the client, except where previous copyright may exist in purchased material. We, the Agency shall retain, in our care digital files of advertising creative produced on behalf of the Client for a period of three (3) years. Any physical materials such as film, mechanicals or printer’s proofs will not be stored or recovered unless specifically requested by the Client and agreed to by the Agency in writing.

Confidentiality

It shall be our duty as the Client’s agency not to discuss any confidential information entrusted to us by the Client without authorization. All studies and research done on behalf of the Client and paid for by the Client shall remain confidential to the Client.

Contract Term & Cancellation

This agreement is for described work only and is based upon acceptance by the Client within 30 days. The minimum term is six (6) months from the date of campaign launch, not the signing date. As a result, the duration of time dedicated to project work in preparation to launch marketing campaigns, such as design and development of creative assets prior to campaign activation, is not counted towards the minimum term. Early cancellation obligates the Client to pay 50% of the remaining unbilled services for the remainder of the current term, plus any outstanding balance due the Agency. This agreement renews automatically for a one (1) year term if not cancelled in writing at least thirty (30) days prior to the end of the initial six (6) month term and renews annually thereafter until cancelled in writing by the client with at least ninety (90) days written notice.

Obligation to Media & Suppliers

The Client authorizes the Agency to purchase and place advertising, and authorize media and production commitments for the Client, and to obligate the Client contractually or otherwise for the payment of such advertising, media and production projects. The Agency will service and bill the Client each month where payment is due the Agency. Once payment has been made to the Agency, the Agency assumes full financial responsibility for remitting payment to the media or vendors in a timely manner. If however, the Client fails to remit payment to the Agency, then financial responsibility for payment lies with the Client and not with the Agency.

Legal Liability & Indemnification

The Agency shall not be liable for delay, omission or error, in any advertisement or marketing communications in the absence of wilful fault or neglect. The Agency agrees to exercise its best judgement in the preparation and placing of all advertising and marketing materials for the Client with a view to avoiding any claims, proceedings or suits being made against the Client or the Agency. It is agreed however that the Client will indemnify the Agency against any loss we may incur as the result of any claim, suit or proceedings made or brought against the Agency based upon any advertising or marketing campaigns which the Agency prepared or managed for the Client based on information provided by the Client or published by the Client in the past. Likewise, the Agency will indemnify the Client against any loss the Client may sustain as a result of any claim, suit or proceeding made or brought against the Client caused by the Agency’s negligence.

Authorized Signature