Prepared by Green Dot Advertising — June 14th, 2021
Lead the digital marketing, lead generation and content management activities for FEI with a focus on reducing the cost of enrollment through optimization.
Green Dot will manage all digital marketing and content management initiatives for Florida Educational Institute with a focus on helping FEI raise awareness about the brand and drive enrollment. From month to month, Green Dot aims to optimize each marketing channel to reduce the cost of the traffic and increase conversion rates – in effect, that stretches your advertising dollar.
Digital marketing services include running ads on Google, Facebook and Instagram to reach a variety of targets across four primary industries – including medical, business, culinary and the trades. Using search ads, Green Dot will generate prospect inquiries from existing demand for each segment. Social media marketing will be utilized to create awareness and generate new interest in the geographic areas closest to campus locations.
All prospects are directed to a specially designed landing page focused on their specific industry segment, featuring photography and copy relevant to them, and asking them to inquire about enrolling. If the prospect does not convert, retention tactics include retargeting ads and automated email workflows (drip emails), as well as social media posts to continue to engage the target over time.
Content and marketing retention campaigns will be segmented by industry / curriculum to ensure prospects receive only information that’s relevant to them during the application and enrollment process.
Green Dot will maintain a content calendar for the school’s social media channels consisting of events, holidays, important traditions and student achievements to create a story on social media that accurately reflects the schools focus, values, students, faculty and culture. Using this content calendar, Green Dot will prepare 3-4 posts per week.
FEI will supply content for the posts from the school, faculty or students whenever possible. Stock photography will be utilized by Green Dot whenever first party content is not provided or available.
Adding marketing automation can improve the customer experience, boost conversion rates and lower marketing costs. Using a marketing automation platform like SharpSpring, Green Dot can help lower acquisition costs by automatically triggering a series of follow up emails for anyone who inquires to ensure they complete the process and enroll. Email automation can also be used to remind customers to continue attending classes, sign up for a graduate program, or write a review. In addition, displaying retargeting ads to prospects when they visit their favorite websites and social media networks for a second and third opportunity to close the deal.
Green Dot will provide monthly performance reports and account for all media investments including a live client call to review the report, approve future budgets and initiatives and discuss future content.
Custom photography means powerful and relevant content for your digital marketing campaigns. Sourcing your own, custom assets ensures your brand stands out in a crowded marketplace with unique creative that competitors using stock photos can’t match. Most importantly, video content is the key to showcasing for students why FEI offers the most value.
This proposal includes the design and development for a series of four individual landing pages that contains all of the information a student needs to say “yes” to the next step in enrolling (phone call, campus tour, application, etc.) This page is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow for easy content updates such as photography and page copy without html coding.
The pages will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Google Ads allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. A Google Ads certified marketer can help you write targeted ads that cost less than your competitors are paying by optimizing each part of your campaign.
Green Dot will optimize the keyword strategy and selection on an ongoing bases, as well as geofence ads to ensure the media spend is focused on geographic areas in close proximity to campus locations.
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.
Reputation management allows you to stay informed about what consumers and competitors are saying about your brand around the web. The service also includes building social proof and support for your brand through building up reviews and ratings from customers. Green Dot actively monitors conversations about your brand online, then responds to comments and questions in a timely manner.
Emails marketing is of key importance when the sales cycle is extended and staying top-of-mind is the goal. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action. Green Dot has experience with a wide array of email marketing platforms including SharpSpring, HubSpot, MailChimp, and many more.
We recommend creating an automated email drip campaign spaced out over a 2 week period. When a prospect inquires via the site or by phone, they will receive a series of five (5) emails with more information about the school, an on-campus visit, and reminders to complete their application. These emails will be automated and triggered automatically to assist the sales team.
Medical Email Workflow
Culinary Email Workflow
Business Email Workflow
HVAC Email Workflow
At a later time, automated onboarding and reminder emails to attend classes can be created and setup. We can use similar technology to automatically ask for reviews or survey alumni.
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).
Services include:
$6,500
Services include:
$4,500
The project includes:
$3,500
One-time campaign setup fee includes:
$3,500
Includes the following:
$3,500 p/m
You set the budget
Facebook: $2,000 – $3,500 p/m
Google: $2,500 – $5,000 p/m
Instagram: $2,000 – $3,500 p/m
Retargeting: $350 p/m
Includes the following:
$2,500 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Video & Photography | $3,500 | $3,000 | ||||
| Landing Pages | $2,000 | $2,500 | ||||
| Drip Email Creative | $1,500 | $2,000 | ||||
| Campaign Setup | $3,500 | |||||
| Digital Marketing | $3,500 | $3,500 | $3,500 | |||
| Content Management | $2,500 | $2,500 | $2,500 | |||
| SharpSpring - 5k | $395 | $395 | $395 | $395 | ||
| Monthly Totals | $5,500 | $7,000 | $5,895 | $6,395 | $6,395 | $6,395 |
Thank you for hiring Green Dot to help you make an impact and help you achieve your advertising and marketing objectives. My team and I aim to deliver quality work that gets noticed, on time and on budget. We look forward to working together and exceeding your expectations. Please don’t hesitate to call me directly for any reason.
The purpose of this agreement is to establish a continuing and mutually beneficial, cooperative Client / Agency relationship. This agreement is governed by the laws of the state of Florida. Hereinafter, “Client” is defined as the company and person executing this agreement, and “Agency” is defined as Behr Advertising, Inc. d/b/a Green Dot Advertising.
All creative concepts, ideas and designs, prepared for and purchased by the Client shall be the property of the Client on receipt of payment. This includes the final approved version of any digital files for contracted work – i.e. the brochure, video or website. However, this does not include any working files or digital assets generated by the Agency that are not part of the final deliverable or required for the final deliverable to function. In the simplest terms, output files belong to Client and working files belong to the Agency. Copyright of all material produced for the Client is vested in the client, except where previous copyright may exist in purchased material. We, the Agency shall retain, in our care digital files of advertising creative produced on behalf of the Client for a period of three (3) years. Any physical materials such as film, mechanicals or printer’s proofs will not be stored or recovered unless specifically requested by the Client and agreed to by the Agency in writing.
It shall be our duty as the Client’s agency not to discuss any confidential information entrusted to us by the Client without authorization. All studies and research done on behalf of the Client and paid for by the Client shall remain confidential to the Client.
This agreement is for described work only and is based upon acceptance by the Client within 30 days. The minimum term is six (6) months from the date of campaign launch, not the signing date. As a result, the duration of time dedicated to project work in preparation to launch marketing campaigns, such as design and development of creative assets prior to campaign activation, is not counted towards the minimum term. Early cancellation obligates the Client to pay 50% of the remaining unbilled services for the remainder of the current term, plus any outstanding balance due the Agency. This agreement renews automatically for a one (1) year term if not cancelled in writing at least thirty (30) days prior to the end of the initial six (6) month term and renews annually thereafter until cancelled in writing by the client with at least ninety (90) days written notice.
The Client authorizes the Agency to purchase and place advertising, and authorize media and production commitments for the Client, and to obligate the Client contractually or otherwise for the payment of such advertising, media and production projects. The Agency will service and bill the Client each month where payment is due the Agency. Once payment has been made to the Agency, the Agency assumes full financial responsibility for remitting payment to the media or vendors in a timely manner. If however, the Client fails to remit payment to the Agency, then financial responsibility for payment lies with the Client and not with the Agency.
The Agency shall not be liable for delay, omission or error, in any advertisement or marketing communications in the absence of wilful fault or neglect. The Agency agrees to exercise its best judgement in the preparation and placing of all advertising and marketing materials for the Client with a view to avoiding any claims, proceedings or suits being made against the Client or the Agency. It is agreed however that the Client will indemnify the Agency against any loss we may incur as the result of any claim, suit or proceedings made or brought against the Agency based upon any advertising or marketing campaigns which the Agency prepared or managed for the Client based on information provided by the Client or published by the Client in the past. Likewise, the Agency will indemnify the Client against any loss the Client may sustain as a result of any claim, suit or proceeding made or brought against the Client caused by the Agency’s negligence.

Social Media Page Management
Social Advertising
Advertising on social media allows you to laser target and the parents and students most likely to find your charter school 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.
Green Dot suggest using Facebook and Instagram to target students who live near a campus location with social media ads directly in their newsfeed. The ads would create awareness drive traffic to the FEI website landing page asking them to begin the enrollment process or schedule an on-campus visit.
Includes the Following:
Social Media Page Management
Social media page management on Facebook and Instagram allows you to market directly to your social community on a daily basis with content about the value of FEI, benefits of attending, testimonials, current events, holidays and other content relevant to students and faculty alike. This service includes maintaining a content calendar to produce and post five (3-4) posts per week.
Includes the Following: