- Objectives & Marketing Strategy
- Photography & Video Production
- Website Scope of Work - Dr. Epstein
- Website Scope of Work - Dr. Bared
- Google® Adwords
- Video Advertising
- Social Advertising & Marketing
- Retargeting Display Ads
- Email Marketing
- Content Creation & Blogs
- Analytics & Reporting
- Media Spend & Management Fees
- Services Summary & Pricing
Dr. Bared | Dr. Epstein
Website & Marketing Proposal
Prepared by Green Dot Advertising — February 14th, 2017
Objectives & Marketing Strategy
Develop two websites, one for each of two Docs specializing in Hair Transplantation, and Rhinoplasty, then market the services of both physicians targeting separate audiences.
Marketing Strategy:
Develop new, mobile responsive websites that are properly optimized to convert incoming traffic from search engines, and support social media as well as email marketing campaigns. The focus is to develop a more upscale look, while incorporating marketing best practices and providing a better user experience.
The idea is to segment incoming traffic and land prospects on a page specific to the procedure the prospect is researching. Since the decision to undergo hair transplantation or rhinoplasty and selecting a surgeon is usually a multi-step process, the marketing campaigns aim to keep both Docs top of mind throughout the sales cycle with retargeting ads and email drip campaigns.
Incorporating captivating video footage and customer testimonial videos directly into the procedure focused web pages will help establish credibility and allow prospective patients to get to know the doctor, as well as the procedure prior to coming into the office.
Once built, Green Dot will drive qualified traffic directly to specific landing pages of the website via search engine marketing, social media advertising and email marketing. Site visitors will be retargeted with banner ads for a period of 2 weeks when they leave either website.
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 Dr. Epstein and Dr. Bared as a thought leaders and experts in their respective fields.
Photography & Video Production
Photography & Video Production
Generate the photography and video assets needed to produce the website for Yello.
The new site will be designed as a full screen experience (1,600 pixels wide) on desktop computers. Integrating custom video is highly recommended to generate an engaging and visually stimulating experience in conjunction with this larger footprint.
We suggest shooting shooting consultations, doctor interviews, patient testimonials and the office. These images/videos will generate content for the website as well as the marketing campaigns.
Deliverables Include the Following:
- (1) Hair focused overview video to present the concept -120 sec.
- (1) Rhinoplasty focused overview video to present the concept -120 sec.
- (6) Customer testimonial videos – 60 – 90 sec. each
- (2) b-roll video clips for website – 90 sec. each
- Up to (40) color corrected and edited 22 megapixel images total – (20) for each website
Photography Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (2) half days w/ Digital 22.5 Megapixel Canon 5D Mark III, L lenses & accessories
Video Production
- (2) Full days w/ Cameraman & Cannon C100 Mark II Cinema Camera
- Osmo +
- Pro Light Kit
- Pro Audio Capture
Digital Processing
- Import, edit and sort images
- Retouching and color correction for up to 15 images
Video Capture
- Digitze footage
Website Scope of Work - Dr. Epstein
Website Development Scope of Work – Epstein
Develop a fresh, upscale website for Dr. Epstein to showcase the company’s approach to hair restoration.
The Dr. Epstein 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 or edit content. The site will be designed for desktop computers and include mobile responsive code to ensure content is mobile friendly and renders consistently on tablets and smartphones.
To ensure existing SEO listings improve as a result of developing the new site, Green Dot will setup a 301 redirect for each of the existing pages, effectively pointing Google to the new version of each page.
Website Content Outline
- HomeIntro - Hair Restoration
Procedures - link
Dr. Epstein - link
b-roll video
Hair Restoration Info - link
CTA - Consultation - Solutions - landing pagesOverview - procedure selections page
Follicular Unit Micrografting - FUM / FUG
Follicular Unit Extration - FUE
Megasession Follicular Unit Micrografting
Reparative Proceedures
Facial Hair Transplants
Eyebrow Hair Transplants
Eyelash Hair Transplants
Women's Follicular Unit Micrografting - FUM / FUG
Hairline Advancement
Facelift Scar Repair
Body Hair Transplantation
Transgender Hair Surgery
Intro
Benefits
Procedure
Before & After Gallery
b-roll video
Recovery
Testimonials
CTA - Consultation
- TestimonialsWritten Testimonials
Video Testimonials - Dr. EpsteinAbout
Dr. Video
Expertise - Pricing & FinancingWhat's Included
Traveling
Pricing
CTA - Consultation - BlogArticle List Interface
Article Detail Interface - Contact & LocationGeneral Contact Form & Location Map
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
Website Scope of Work - Dr. Bared
Website Development Scope of Work – Dr. Bared
Design and develop a new, custom website to showcase the company’s products and services and support the marketing campaigns.
The South Florida Rhinoplasty website already lists better on Google than facialplasticsurgery.com. As a result, we recommend focusing only on the Rhinoplasty specific website. 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.
To ensure existing SEO listings improve as a result of developing the new site, Green Dot will setup a 301 redirect for each of the existing pages, effectively pointing Google to the new version of each page.
Website Content Outline
- HomeIntro - Dr. Bared
Rhinoplasty
Revision Rhinoplasty
b-roll video
African American Rhinoplasty
Hispanic Rhinoplasty
Non-Surgical Rhinoplasty
----
CTA - Consultation - Procedures - 6pgsOverview page
Rhinoplasty Miami page
Revision Rhinoplasty
African American Rhinoplasty
Hispanic Rhinoplasty
Non-Surgical Rhinoplasty
Intro
Procedure Description
Approach
b-roll video
Before & After Photos
Testimonial video
Recovery
---
CTA
- About Dr. BaredIntro
Specialty
Overview Video
Approach
Credentials
---
CTA - Pricing & FinancingWhat's Included
Traveling
Pricing - BlogArticle list interface
Article detail interface
Wordpress CMS - Locations & ContactLocation Maps
Office address
Contact form
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
Google® Adwords
Google® Adwords
Search marketing is the best way to step in front of existing demand and drive highly qualified leads at a predictable cost.
Google AdWords allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. 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 (incl. phone call tracking)
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 hair restoration and rhinoplasty, consumers do extensive research to select a physician and staying top of mind during that 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 about either Doc’s procedure for a total of (10) emails.
Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, Exact Target and many more.
Includes the Following:
- Write, layout and code a series of ten (10) emails – drip campaign
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – (1) email per month
- 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)
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
- (2) per Doc, per month – (4) total
- 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
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
Custom Video Production
Video services include:
- Pre-Production Planning & Account Service
- (2) Full day video session w/ Canon C100 Mark ii
- (2) Half days w/ Canon 5D Mark iii DSLR camera
- Pro lighting equipment
- Pro Audio equipment
- (1) Hair focused overview video to present the concept -120 sec.
- (1) Rhinoplasty focused overview video to present the concept -120 sec.
- (6) Customer testimonial videos – 60 – 90 sec. each
- (2) b-roll video clips for website – 90 sec. each
- Up to (40) color corrected and edited 22 megapixel images total – (20) for each website
$13,000
Website – Dr. Epstein
The project includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for website designs
- (2) rounds of revisions
- Website development
- Setup WordPress CMS
- Setup of website on hosting account
$16,000
Website – Dr. Bared
The project includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for website designs
- (2) rounds of revisions
- Website development
- Setup WordPress CMS
- Setup of website on hosting account
$12,000
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Facebook audience profiling
- Keyphrase research and new Adwords creative
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with (3) existing posts
- Email drip campaign creative (10) emails
- Email drip campaign setup
$7,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook
- Advertising for Facebook
- SEM using Google Adwords
- 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.
$3,700 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $4,500 p/m
Social: $2,000 – $4,500 p/m
Retargeting: $200-$300 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write (4) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Write, design and code (1) custom promotional email
- Test & blast email
- Monthly performance report
$1,800
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Video Production | $6,500 | $6,500 | ||||
| Dr. Epstein Website | $8,000 | $4,000 | $4,000 | $750 | ||
| Rhinoplasty Website | $6,000 | $3,000 | $3,000 | $750 | ||
| Campaign Setup | $7,500 | |||||
| Digital Marketing | $3,700 | $3,700 | $3,700 | |||
| Content Marketing | $1,800 | $1,800 | $1,800 | |||
| Website Maintenance | $500 | $500 | $500 | |||
| Monthly Totals | $14,000 | $13,500 | $14,500 | $6,000 | $14,000 | $6,000 |
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, 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.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand for specific services. Social advertising will focus on growing your audience and nurturing them with content about the specialized expertise, procedures and techniques available at the Foundation for Hair Restoration.
Includes the Following:
Social Marketing
Social marketing is recommended on Facebook and Instagram and YouTube to engage directly with your social community on a daily basis.
Includes the Following: