- Objectives & Marketing Strategy
- Logos & Branding
- Photography & Video Production
- Website Scope of Work
- Sales Brochure & Inserts
- Google® Adwords
- Video Advertising
- Social Advertising & Management
- Retargeting Display Ads
- Email Marketing
- Content Creation & Blogs
- Analytics & Reporting
- Media Spend & Management Fees
- Services Summary & Pricing
Dr. Zhuk
Branding & Marketing Proposal
Prepared by Green Dot Advertising — January 24th, 2017
Objectives & Marketing Strategy
Develop a brand identity for Dr. Zhuk’s new wellness concept, build the main brand touch points and begin marketing the service to wealthy individuals on the East Coast.
Marketing Strategy:
After some research, and some internal brainstorming, we believe the best way to make this concept work is by branding this as a lifestyle play rather than a pure medical play.
For example, imagine having a beautiful office in Miami or NYC promoted with high quality branding via digital marketing including videos, informative articles and ads focused on living longer with a better quality of life. You could then target high end gyms, private membership clubs, high end yoga studios etc. and pitch them a Healthy Lifestyle Scan or something similar.
This approach could allow you to charge more money, possibly up to $10,000 or even $12,000 and include:
- Full Body Scan
- Action Plan for Improving Health Concerns
- Meal Plan for Improving Health Concerns
- Telomere testing
- Etc.
This would remove the barrier of people being too scared to get the scan because they are worried about what they will find (which is a concern we uncovered in our limited research). It would also open the market up to a younger, affluent demographic which increases your odds of getting the number of bookings you are targeting per day.
Our concern is that because many older people are more in touch with their doctors, they will recommend their own in-house scanning procedures, or refer to a specialist they already know, whereas younger people may be more willing to go to a new, specialized clinic on their own for a lifestyle product vs. a medical product.
In addition, branding this as a lifestyle product – preventative, healthy living – future proofs this concept beyond the current existing technology. No matter what direction this industry evolves in over the next decade or two, you will be able to pivot to the latest and greatest procedures and technologies as the focus is lifestyle – not the technology.
Beautiful, high end branding would be key, regardless of whether this is positioned as a lifestyle brand, or a clinic with the latest medical scanning technology.
If you prefer to position this strictly as a medical procedure / clinic with the latest medical scanning technology, the prescription for the marketing tactics remains unchanged. It’s only the messaging and the targeting that would be different.
Marketing tactics and channels should include:
- Google Adwords
- Facebook Advertising
- Facebook Page Management
- Regarding ads
- Banner ads on Robb Report etc.
- Taboola ads talking about benefits
- Print ads
- Partnership/referral program with doctors
In addition, since older people rely on their doctor’s advice for most medical decisions, a recommendation from a doctor to get this scan would be worth it’s weight in gold. Probably the most important thing you can do is network with other physicians and develop referral relationships.
Revenue Goals:
Medium term – 3-4 a day at $8k (4 days a week) – $96k per week, $400k per month
Long Term – 8 a day, $8k a piece (6 days a week) – $384k a week, $1,5 million per month
Logos & Branding
Logo & Brand ID
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
- Stationary design and business cards
- Website home page design
- Brochure Cover & Inside Spread
- (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.
Video assets can be used to run video ads on social media networks and streaming video services. We also use these video assets throughout your website to convey an upscale feel for the brand and personalize your website with video testimonials and doctor interviews.
Deliverables Include the Following:
- (2) Full days of shooting video and photography
- (45) Color corrected high resolution images
- (3) testimonial videos – 90 seconds each
- (1) company overview video – 120 seconds
- (2) 90 second looping b-roll video clips for website
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (2) Full days of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (2) Full days of video w/ Canon C100 Mark ii
- Pro light kit
- Osmo +
- Drone
- Pro audio capture
Website Scope of Work
Website Development Scope of Work
Design and develop a website to showcase the company’s new branding and support the digital 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 shoe images and information, 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
- Home - 1 pgIntro
Living Longer Intro - link
Full Body Scan - link
About the Doc - link
CTA - Schedule consultation - The Clinic - 1 pgClinic Mission
About the Doc
Office Photo Gallery
- Services - 1 pgLive Longer - Overview
See what's hidden within - Full Body Scan
The Technology
The Results
What's Next - lifestyle
CTA - schedule consultation
- BlogBlog list interface
Blog detail interface
- Contact & LocationContact form and location Map
- Wordpress CMSContent management system for blog
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
Sales Brochure & Inserts
Design and produce a custom sales brochure with inserts featuring specific products and services.
Project includes design and production for an (8) page 9” x 12” sales brochure with a 4″ pocket on the back inside cover to hold (4) single-sided 8.5” x 11” sales sheets. The key benefit of the sales sheets is that specific information can be updated and reprinted without the need to reprint the entire brochure.
Brochure & Insert Content Outline
- Cover
- Page 2 & 3 - See What's Lurking Within
- Page 4 & 5 - Living Longer
- Page 6 & 7 - Clinic & Dr. Zhuk
- Back Cover
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Page layouts for an (8) page 9″ x 12 Brochure
- (2) sets of revisions
- Production – final files ready for pre-press
Google® Adwords
Google® Adwords
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
We recommend email marketing as a way to nurture and educate new prospects. When a prospect inquired via the website, or telephone call and automated email drip campaign will be triggered. A series of (5) emails will go out automatically to each prospect informing them about the benefits of the procedure, other services offered by the clinic and healthy lifestyle tips to combat common types of disease.
In addition, this program includes one custom monthly promotional email. Green Dot will design and program a template that can be used to stay top of mind with customers and prospects alike.
Includes the Following:
- Write, layout and program (5) drip campaign emails
- Campaign setup including drip campaign triggers, workflows and list segmentation in MailChimp
- Copywriting and blasting – (1) promotional 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
- 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
Logo & Branding
These services include:
- Account Service
- Design & visual concept development
- Logo design and logo files
- Stationary design and business cards
- Website homepage design
- Brochure Cover & inside spread
- (2) sets of revisions
$9,500
Photography & Video
The project includes the following services:
- (2) Full days of shooting video and photography
- (45) Color corrected high resolution images
- (3) testimonial videos – 90 seconds each
- (1) company overview video – 120 seconds
- (2) 90 second looping b-roll video clips for website
- (2) 30 second video ads for social media
$15,000
Website Design & Development
The project includes the following services:
- 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
$12,500
Brochure Design
The project includes the following services:
- Account service
- Copywriting
- Design & visual concept development
- Page layouts for an (8) page 9″ x 12 Brochure
- (2) sets of revisions
- Production – final files ready for pre-press
$8,500
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Write & design (5) drip campaign emails
- Program triggers for drip campaign
- Keyphrase research and new Adwords creative
- Banner ad design – retargeting & display
- Update branding for social channels
- Seed blog with existing posts
- Setup video ad campaign
- Google Analytics set up
$6,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook
- Like campaign on Facebook
- Video ads and image ads on Facebook
- SEM using Google Adwords
- Retargeting ad management & creative
- Banner display ad management
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.
$4,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $4,500 – $20,500 p/m
Social: $4,500 – $25,000 p/m
Robb-Report: $1,000 – $2,500 p/m
Taboola: $1,000 – $10,000 p/m
Billboards: $12,000 – $18,000 p/m
Retargeting: $200 – $500 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
$2,000
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Logo & Branding | $4,750 | $4,750 | ||||
| Photography & Video | $7,500 | $7,500 | ||||
| Website Design & Development | $6,250 | $6,250 | ||||
| Brochure | $4,250 | $4,250 | ||||
| Campaign Setup | $6,500 | |||||
| Digital Marketing | $4,500 | $12,900 | ||||
| Content Marketing | $2,000 | $2,000 | ||||
| Website Maintenance | $500 | $500 | $500 | |||
| Media Budget | $15,000 | $80,000 | ||||
| Monthly Totals | $12,250 | $22,750 | $10,500 | $7,000 | $22,000 | $95,400 |
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: