Felicetti Law
Marketing Proposal
Prepared by Green Dot Advertising — March 1, 2017
Objectives & Marketing Strategy
Create, develop, launch and optimize a Spanish language personal injury campaign in Miami-Dade County targeting US Hispanics living in the area.
Marketing Strategy:
Personal injury is the most competitive area in the legal services marketplace. However, the Spanish speaking market in Miami has somewhat less competition. The strategy for Felicetti Law is to build awareness among US Hispanics for Personal Injury services specifically tailored to the Spanish speaking Miami-Dade market.
Green Dot recommends a combination of 60 second and 30 second radio spots. The 60 second spots will focus on a comprehensive pitch explaining a wide variety of cases the firm handles, while the 30 second spots will help achieve the desired frequency and reinforce the name and phone number for the firm.
Key areas of focus include:
- Transportation & Traffic Accidents
- Slip & Fall / Premises Liability
- Defective Products
- Catastrophic Injuries
- Medical Negligence / Nursing Home Abuse
A key competitor in the market is Robert Rubenstein. His firm is actively running TV and radio commercials in Spanish targeting this market. His gimmick is that he attempts to speak “broken” Spanish at the end of the spots, making them memorable. Green Dot recommends Felicetti also develop a creative gimmick or jingle, as well as a name that’s easier to pronounce in Spanish, while making the firm memorable and relevant to the Spanish speaking audience in Miami.
Additionally, a key part of the strategy is a Spanish language website that can convert incoming traffic from the radio spots into inquiries for Felicetti law. Green Dot recommends building a site with a variety of landing pages in Spanish for each of the key areas of Personal Injury law the firm offers.
Since the radio spots will generate awareness, and because it is challenging for radio listeners to dial a phone number while driving Green Dot recommends using search and social media marketing to leverage the awareness the spots will create. Using a mobile strategy, Green Dot will target local US Hispanics on their mobile devices (for many, this is the primary way they access the internet), ensuring that the campaign converts as much of the demand and awareness as possible generated by the radio spots.
Website Scope of Work
Website Development Scope of Work
Design and develop a custom website in Spanish to showcase the company’s personal injury services and support the 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 photography and page copy 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
- HomeIntro - Your Best Choice
Car Accidents teaser - link
Premises Liability - link
Catastrophic Injuries - link
Defective Products - link
Nursing Home Abuse - link
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CTA - Free Consultation
- Services - 6 landing pagesOverview page
Car Accidents teaser
Premises Liability
Catastrophic Injuries
Defective Products
Nursing Home Abuse
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CTA form - AboutFirm
Personal Injury Attorneys
Testimonials
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CTA form
- Location & ContactOffice location
Contact info
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CTA form
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
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. 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.
Deliverables Include the Following:
- (1) Full day of shooting video
- (1) Full day of shooting still photography
- (35) Color corrected high resolution images
- (3) testimonial videos – 120 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
- Account Service
Photography
- (1) Full days of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (1) Full days of video w/ Canon C100 Mark ii
- Osmo +
- Ronin M
- Inspire 2
- Pro light kit
- Pro audio capture
Radio Advertising
Radio Advertising
Advertising on Spanish language radio in Miami is a powerful way to connect with US Hispanics. Green Dot recommends iHeart radio, which is a network of the most popular radio stations both on the air and streamed online to mobile devices.
We recommend advertising on at least 2 stations with a media budget of approximately $7,500 per station. The 60 and 30 second spots will rotation throughout the premium drive-time hours, as well as less costly Run of Site (ROS) spots the stations can place into vacant slots throughout the day to help achieve frequency.
Green Dot will write, record, edit and create both the 60 and 30 second spots. Where available, we also recommend live, on-air talent reads by the hosts of the radio programs.
Initial Campaign Setup:
- Select voice talent, write script, record commercial, edit and prepare final audio file
- Design and write companion banner ads
- Design and develop landing page
Monthly Management:
- Media research and audience targeting
- Campaign management and optimization
- Tracking and reporting
Not Included:
- Media spend
Google® Adwords
Google® Adwords
Google AdWords allows your website or landing pages to be listed prominently on Google when people search for relevant keywords – in this case specifically the name of the law firm, or the personal injury related keywords in Spanish. 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
Radio Spot Production
Services include:
- Account Service
- Script writing
- VO recording session & talent fee
- Audio production and editing
- 30 second spot
- 60 second spot
- Talking points for on-air talent
$3,800
Custom Photography & Video
Services include:
- (1) Full day of shooting video
- (1) Full day of shooting still photography
- (35) Color corrected high resolution images
- (3) testimonial videos – 120 seconds each
- (1) company overview video – 120 seconds
- (2) 90 second looping b-roll video clips for website
$8,500
Website Development
Services include:
- Account service
- Copywriting
- Visual concept development
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
$9,500
Campaign Setup
One-time campaign setup fee includes:
- Campaign Tracking set up
- Phone call tracking setup
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Keyphrase research and new Adwords creative
$3,800
Marketing Services
Your marketing services package includes the following:
- Radio Campaign management
- Ad creative for social and search channels
- Advertising for Facebook
- SEM using Google Adwords
- Retargeting ad management & creative
- Phone call tracking
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $5k per month for digital marketing. Additional media management beyond $5k per month is billed at 12% of ad spend.
$2,850 p/m
Suggested Monthly Media Spend
You set the budget
Radio: $15,000 – $18,000 p/m
Search: $1,500 – $2,500 p/m
Social: $1,200 – $2,500 p/m
Retargeting: $200 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Radio Spot Production | $3,800 | |||||
| Website Development | $4,750 | $4,750 | ||||
| Video Production | $4,250 | $4,250 | ||||
| Campaign Setup | $3,800 | |||||
| Marketing Services | $2,850 | $2,850 | $2,850 | |||
| Media Budget | $22,000 | $22,000 | $22,000 | |||
| Monthly Totals | $9,000 | $9,000 | $7,600 | $24,850 | $24,850 | $24,850 |
Social Advertising
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 Spanish language ads on social channels is the best way to leverage the awareness created by the radio ads, while targeting the primary audience on their mobile devices, promoting them to call.
Since many US Hispanics use their mobile device as the primary way to access the internet, Green Dot highly recommends running ads in the Facebook newsfeed in Spanish to drive additional inquiries from those targets that are already aware of the firm as a result of the radio ads.