Esprit Miami

Marketing Proposal

Prepared by Green Dot Advertising — October 14, 2016

Objectives & Marketing Strategy

Introduce Esprit Miami to new flower wholesalers through digital and traditional marketing efforts.

Marketing Strategy:

Introducing Esprit Miami to new flower wholesalers is essential for the growth of the brand.

Green Dot will design and program a landing page for both desktop and mobile using the WordPress platform including a content management system (CMS). The landing page will feature strong keywords that will help drive traffic to the landing page.

Direct mailers will be used to reach these new consumers and engage them with a link that will lead them to a personalized page and video of how Esprit Miami can benefit their business.

Digital marketing campaigns will be the primary channels to generate brand awareness and help drive sales. We recommend using Google Adwords and retargeting ads. All of these initiatives will work together to help reach the flower wholesale market and keep your flower distribution company top of mind.

Green Dot will carefully track and analyze the results of each campaign, including the cost to reach, engage and convert prospects into customers. Our primary objective is to optimize your campaigns to achieve the lowest cost to build brand awareness and help drive business with flower wholesalers.

Website Scope of Work

Website Development Scope of Work

Design and develop a new, custom landing page to showcase the company’s products and services and support the marketing campaigns.

This landing page 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 landing page 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
  • Flower Wholesalers LPIntro
    Benefits/Pricing
    Photo Gallery
    Contact
Includes the Following:
  • Account service
  • Copywriting
  • Visual concept development for landing page
  • (2) sets of revisions
  • Custom landing page development & programming
  • Setup custom site design in WordPress CMS
  • Website setup on hosting account

Video Direct Mailers

Video Direct Mailers

Green Dot has a unique direct mail solution that combines traditional print with a high tech approach. A personalized mail piece is crafted for each target and sent with a digital code the recipient enters into a webpage to view a specific message you create specifically for them (video or multimedia).

When the recipient enters the code to access your message, an email is sent to a sales rep alerting them that the prospect has taken time out of their day to engage with your corporate communication. Conversion rates from this type of direct mail campaign are 200-300% higher than with traditional mail campaigns.

Includes the Following:
  • Design mail template
  • Account setup
  • Video message recording, editing and post-production
  • Branded landing page
  • Personalized high quality printed mailer
  • Personal video recording functionality
  • Unlimited user access to app / platform
  • Instant email notifications
  • Real-time reporting
  • First class postage

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)

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

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

Website Design & Development

The project includes the following services:

  1. The project includes the following services:
    1. Account Service
    2. Access to GD Client Portal
    3. Copywriting
    4. Visual Concepts for Landing Page
    5. (2) Rounds of Revisions
    6. Website Development
    7. Setup WordPress CMS
    8. Setup of Website on Hosting Account

$1,495

Video Direct Mailer

The project includes design and production for a 9″ x 6″ mailer and the following services:

  1. Account service
  2. Account setup
  3. Video message recording, editing and post-production
  4. Copywriting
  5. Branded landing page
  6. (2) sets of revisions
  7. Personalized high quality printed mailer
  8. Personal video recording functionality
  9. Unlimited user access to app / platform
  10. Instant email notifications
  11. Real-time reporting
  12. First class postage

Setup: $3,500

$250 p/m

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Retargeting banner ad design
  4. Keyphrase research and new Adwords creative

$2,100

Digital Marketing Services

Your marketing services package includes the following:

  1. SEM using Google Adwords
  2. Retargeting ad management & creative
  3. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  4. Monthly reporting
  5. Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.

$1,200 p/m

Suggested Monthly Media Spend

You set the budget
Search: $1,500 – $2,000 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Landing Page Development$1,495
Video Direct Mailers$3,500$250$250$250$250$250
Campaign Setup$2,100
Monthly Marketing Services$1,200$1,200$1,200$1,200
Monthly Totals$4,995$2,350$1,450$1,450$1,450$1,450
Notes
Authorized Signature