eMERGE Americas
Website Management & Marketing Proposal
Prepared by Green Dot Advertising — Oct 3rd, 2016
Objectives & Marketing Strategy
Manage and maintain the eMERGE Americas website and content, as well as market and promote brand awareness for the event by driving qualified traffic to the website and social media platforms.
Communications Strategy:
The key objective for all stakeholders is to raise awareness for eMERGE Americas both in Latin America and within the United States. The eMERGE team already has the marketing communications infrastructure in place to execute a tightly integrated campaign across multiple brand touch points. What’s needed is an experienced staff to plan, coordinate and execute the various tasks.
eMERGE Americas and Green Dot will work closely together to develop and maintain a content calendar one month in advance starting with November 2016 leading up to the event in June of 2017. Green Dot will manage, maintain and update all content on the eMERGE Americas website, social media channels and email communications to deliver a seamless experience for end users.
Green Dot will actively manage and optimize paid ad campaigns on Facebook, Instagram and Twitter to promote the event and drive traffic to the website. The agency will manage the media budget, as well as track and analyze campaign results and submit a formal report on a monthly basis.
Email communications will be administered via MailChimp and Green Dot will work with the eMERGE in-house staff to design, develop, test and blast out email announcements.
As the event gets closer, the level of activity and services provided increases. The final three (3) months ahead of the event are expected to be the busiest. This proposal includes the specified number of hours, updates, content development and related services as outlined in the following sections.
Website Management
Website Management
Green Dot will work with the in-house eMERGE Americas team to maintain the website content heading into the June 2017 event and beyond.
Green Dot will provide design, layout and development services for the eMERGE Americas website at the direction of eMERGE in-house staff in English & Spanish. All copy and content will be supplied by the eMERGE team in accordance with the mutually agreed to content calendar that is developed one month in advance.
Green Dot provides account service, design and development for the website, technical support for the WordPress CMS for eMERGE staff, as well as management of the hosting account associated with the website. The time budgeted increases as the event approaches. If additional time above and beyond the budgeted time is needed, a blended hourly rate of $125 p/h applies.
Monthly Website Maintenance Budget
- October - Decemberup to 25 hours - off-season Maintenance
- January - Marchup to 40 hours
- April & Mayup to 50 hours
- Juneup to 65 hours (10 hours daily event coverage, plus post-event updates)
- July - Septemberup to 20 hours - off-season maintenance
Includes the Following:
- Account service
- Design and layout of all supplied content
- Revisions and updates as needed
- Custom website development & programming if needed
- Manage website hosting account
- WordPress CMS technical support for eMERGE staff
Email Communications
Email Communications
Green Dot will create and design the email communications for the eMERGE Americas event as well as manage their distribution and tracking with the MailChimp platform.
This service includes designing and developing up to three (3) branded event themed email templates that can be quickly populated with the latest news, speaker announcements and special offers. The amount of email communications and time budgeted to support this effort increases as the event approaches.
All copy and images will be supplied by the eMERGE Americas team, and Green Dot will provide the services listed below.
October – December – up to 3 emails
January – March – up to 5 emails
April & May – up to 10 emails
June – up to 12 emails
July – September – up to 2 emails
Includes the Following:
- Initial email template design and development – up to (3)
- email layout and development
- Testing for all popular desktop and mobile platforms
- MailChimp administration & account management
- Tracking and 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%.
This service includes placing video ads on up to three platforms to create awareness and drive traffic to the eMERGE Americas website. This service is included from January – June of 2017 only.
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
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. This service is included from January – June 2017 only.
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 the MailChimp Dashboard.
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- Email Campaign performance 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
Website Management
The project includes the following services:
- Account service
- Design and layout of all supplied content
- Revisions and updates as needed
- Custom website development & programming if needed
- Manage website hosting account
- WordPress CMS technical support for eMERGE staff
$2,500 – 8,000 p/m
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Design and develop up to (3) email templates
- Retargeting banner ad design
- Update branding for social channels
$4,500
Month 1 = October
Month 2 = November & December
Month 3 = January – March
Month 4= April & May
Month 5 = June
Month 6 = July – September
Digital Marketing
Your marketing services package includes the following:
- Creative for social channels
- Page Management for Facebook, Instagram, Twitter & YouTube
- Advertising for Facebook, Instagram and Twitter
- 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 – 4,500 p/m
Suggested Monthly Media Spend
You set the budget
Social: $1,500 – $5,000 p/m
Retargeting: $200 – $500 p/m
Email Communications
Monthly email management includes:
- Account Service
- Maintain Content Calendar
- Layout monthly emails
- Test & blast email
- Monthly performance report
- Manage MailChimp platform
$1,500 – $5,000
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Management | $3,000 | $3,000 | $5,000 | $6,250 | $8,000 | $2,500 |
| Email Management | $2,250 | $2,250 | $3,750 | $5,000 | $5,000 | $1,500 |
| Campaign Setup | $4,500 | |||||
| Digital Marketing | $2,000 | $2,000 | $4,000 | $4,500 | $4,500 | $2,000 |
| Monthly Totals | $11,750 | $7,250 | $12,750 | $15,750 | $17,500 | $6,000 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find the eMERGE Americas event 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. This service is included from January – June 2017 only.
Green Dot will run campaigns designed to increase the number of followers, and engage those already following the event and drive traffic directly to the eMERGE Americas website. Green Dot carefully monitors your social media ad campaigns and actively optimizes the creative and targeting by analyzing response rates and audience behavior.
Includes the Following:
Social Media Management
Social marketing on Facebook, Instagram, Twitter, LinkedIn and other social networks allows you to engage directly with your social community on a daily basis. Green Dot works with clients to develop content that inspires action and nurtures your audience.
Includes the Following: