Everglades Swamp Tours
Marketing Proposal
Prepared by Green Dot Advertising — November 29, 2016
Objectives & Marketing Strategy
Create a new custom landing page to help generate leads and support digital marketing campaigns.
Marketing Strategy:
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 information about the airboat tours as well as a link to purchase tickets to capture those who are already sold on taking a tour.
Digital marketing campaigns will be the primary channels to help drive sales. We recommend using Google Adwords, retargeting ads and SEO. All of these initiatives will work together to help reach those who are interested in airboat tours and keep your airboat tour 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 possible to help drive tour sales.
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom landing page to showcase the company’s services and support the marketing campaigns.
Green Dot will design a custom landing page and optimize it to ensure that it organically ranks on Google when a user types in a specific keyword located within the page.
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
- Landing PageIntro
Private Airboat Tours/Pricing
Buy Your Tickets
Contact and Location
Includes the Following:
- Account service
- Copywriting
- On-site SEO
- 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
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
Landing Page Design & Development
The project includes the following services:
- Account Service
- Access to GD Client Portal
- Copywriting
- Visual Concepts for Landing Page Designs
- (2) Rounds of Revisions
- Landing Page Development
- Setup WordPress CMS
- Setup of Landing Page on Hosting Account
$1,795
*On-site SEO is included.
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Keyphrase research and new Adwords creative
- Call Tracking setup
$1,800
Digital Marketing Services
Your marketing services package includes the following:
- 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.
$1,800 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,000 – $1,500 p/m
Retargeting: $200 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Landing Page Development | $1,795 | |||||
| Campaign Setup | $1,800 | |||||
| Monthly Marketing Services | $1,800 | $1,800 | $1,800 | $1,800 | ||
| Monthly Totals | $1,795 | $1,800 | $1,800 | $1,800 | $1,800 | $1,800 |