Find Me

Branding & Marketing Proposal

Prepared by Green Dot Advertising — November 7th, 2018

Marketing Strategy & Brand Positioning

Discover and define the marketing strategy and brand positioning for FindMe in the US market using online and retail sales channels.

For any product launch to be successful, it takes a clear strategy that aims to target a specific market segment of consumers with the perfect product for their needs. That positioning includes the price point, the product features, ease of use, and in many cases it means also featuring a proprietary technology.

Green Dot will work with FindMe to develop positioning ideas for the company’s product line and then survey potential customers to get real-world feedback. This includes building a landing page / surveys, and follow up emails to re-engage survey respondents to provide feedback on revised concepts.

Using this information from consumer, combined with competitor research and projected media expenses, Green Dot will craft a marketing strategy that includes a 12 month plan, adjusted for seasonality, outlining the focus, budget and goals for each quarter. In addition, this research will help determine the most effective messaging and how to position FindMe for success in the US market.

Green Dot will also assist FindMe with pitching marketing partners, i.e. big box stores and associations like AARP. We recommend creating a presentation deck complete with the product video, product line up and the partnership opportunity.

Marketing Strategy & Research includes the following:
  • Account service
  • Client discovery meeting
  • Competitor research / target audience profiling
  • Landing page design & development
  • Survey development
  • Social media ad campaign setup and management for survey
  • Analysis & marketing strategy
  • 12 month marketing plan
  • Survey prize winner email copy, design, coding and blast
  • ActiveDemand – 5k

Logos & Branding

Logo & Brand ID

A relevant, distinct and visually appealing brand identity your target audience identifies with is imperative for success in a crowded marketplace.

Green Dot takes a holistic approach to designing logos and brand identities. We don’t present raw ideas, we present finished concepts. Clients can make better decisions when seeing their entire brand story “in action” versus first a logo design and then other brand touch points in a linear manner. As a result, we thoroughly develop your brand’s story and multiple touch points prior to presenting any of it for client feedback.

While the cost for this holistic approach is initially higher than simply developing a logo, we credit the time spent designing additional brand touch points (website or brochure) to those projects going forward, leveraging the investment and offsetting the upfront costs.

Includes the Following:
  • Account service
  • Tag line and copy concept development
  • Design & visual concept development
  • Logo design and logo files
  • Business cards & email signature
  • Website home page concepts
  • Packaging design concepts
  • (2) sets of revisions

Package Design

Package Design

Since FindMe will be sold in retail stores, as well as online a high-end, engaging package design is imperative. The packaging not only has to attract attention on the shelf, but also explain how the product works and what it can do.

We recommend packaging multiple products together as “starter kit”, as well as offering each type of tracking device by itself, packaged individually. We anticipate 3 types of devices initially and are including (4) packaging SKUs.

Includes the Following:
  • Account service
  • Copywriting
  • Layout & Production based on approved design concepts
  • Production for up to (4) package SKUs – (1) starter kit & (3) individual products
  • (2) sets of revisions

Photography & Video Production

Photography & Video Production

Generate the photography and video assets needed to produce the ecommerce website and marketing campaigns for FindMe.

Video testimonials of customers talking about why they love their FindMe devices will be helpful for both the website, as well as the digital marketing campaigns.

We suggest shooting (3) customer testimonial videos of about 60 seconds each where customers talk about different aspects of the product and how they use it. We can include cut aways to lifestyle moments or product close ups attached to valubles.

In addition, we can create a 90 second positioning video that explains the benefits of the FindMe devices. Once complete, we can produce a 30 sec. version of the video with on-screen text to use as social media video ad.

Separately, we highly recommend shooting still photography the products that will be featured in the store to ensure the photography is consistent and creates a clean look / grid. We have included time for a half day of product photography and the digital processing work.

Deliverables Include the Following:
  • (3) Customer testimonial videos – 60 – 90 sec. each
  • (1) FindMe positioning video – 90 sec.
  • (1) 30 sec. ad video for social media with on-screen text based on full length FindMe video
  • Up to (35) color corrected and edited 22 megapixel product images
Photography Services:
Pre-Production Planning
  • Shot list, planning
  • Account Service
Product Photography
  • (1) half day w/ Digital 22.5 Megapixel Canon 5D Mark III, L lenses & accessories
Video Production
  • (2) full days w/ Cameraman & Cannon C100 Mark II Cinema Camera
  • Osmo Pro
  • Pro Light Kit
  • Pro Audio Capture
Digital Processing
  • Import, edit and sort images
  • Retouching and color correction for up to 35 images
  • Capture, sort and tag video footage

Website Scope of Work

Website Development Scope of Work

Develop a simple, user-friendly website for FindMe to showcase the products and drive online sales.

The FindMe e-commerce website is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to easily edit content. The site will use the WooCommerce plugin to provide a shopping cart and product database, including credit card processing through a third-party vendor.

The site will be designed for mobile devices and desktop computers utilizing mobile responsive code to ensure content is mobile friendly and renders consistently on tablets and smartphones.

Store includes:

  1. Focus on a single product pitch – photos, description, price
  2. Shopping cart setup and basic customization
  3. Credit card processing integration – 3rd party i.e. Square
  4. Billing / shipping / confirmation screens
  5. Confirmation email
  6. (1) hour training session for WordPress / WooCommerce
Website Content Outline
  • HomeHeader
    Intro - Find Anything
    Product line up - link
    ---
    Product Intro Video
    ---
    Consumer testimonial videos
    Ratings & Reviews
    Media Icons - PR
    ---
    GPS technology - link
    Example Uses - link
    ---
    Footer
  • StoreStore Home
    Header
    Product line up
    Example Uses
    ---
    Footer

    Product list interface
    Product detail interface
  • Cart & CheckoutCart page
    Shipping & Billing Info
    Review
    Confirmation
    Thank You email
  • Ratings & ReviewsRatings
    Reviews
    Testimonial videos
    ---
    CTA - Shop Now
  • BlogArticle List Interface
    Article Detail Interface
  • CompanyOur Story
    Our Team
  • Contact / Support
Includes the Following:
  • Account Service
  • Copywriting
  • Design & layout of inside pages
  • (2) sets of revisions
  • Custom website development & programming
  • Setup custom site design in WordPress CMS
  • Setup Woo Commerce
  • Website setup on hosting account

Presentation Deck

Presentation Deck

A professionally produced sales presentation ensures your company’s products and services are consistently represented and can really help your organization pitch major retailers and big box stores. Using Powerpoint, Keynote or a PDF slide deck, Green Dot helps clients standardize their pitch and ensure sales people represent the brand accurately.

Additionally, consider adding video or multimedia components to help establish reputability or help explain your sophisticated product.

Includes the Following:
  • Account service
  • Competitor research & Copywriting
  • Design & visual concept development
  • Layout (15-20) slides & (2) sets of revisions
  • light animation inside Powerpoint or Keynote

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

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%.

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.

Includes the Following:
  • Account service
  • Copywriting and concept development
  • Design of banner ad creative
  • Campaign management and optimization
  • Tracking and monthly reporting

Content Creation & Blogs

Content Creation & Blogs

Engaging and original content is vital to the success of every advertising campaign. Content can be shared via email and social media while helping to drive SEO rankings and free traffic for important long-tail keywords. Proprietary content in the form of well researched blog posts, and branded social media graphics engage visitors who are researching brands and evaluating the competition.

This service provides clients with individually researched and well written blog posts, as well as customized social media graphics on an ongoing basis.

Includes the Following:
  • (2) uniquely researched, written and published blog posts per month
  • Keyword research to optimize each post for SEO
  • Monitor and respond to comments
  • Fresh, weekly branded social graphics – up to 15 per month
  • Tracking and reporting on tagged links in posts

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 ActiveDemand (marketing automation platform).

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Ongoing campaign optimization based on data
  • Google Analytics goal tracking setup and management
  • RavenTools for campaign KPI reporting
  • ActiveDemand – email marketing and automation
  • 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

Marketing Strategy & Brand Positioning

Services include:

  • Account service
  • Client discovery meeting
  • Competitor research / target audience profiling
  • Landing page design & development (pages)
  • Survey development
  • Social media ad campaign setup and management for survey
  • Analysis & marketing strategy
  • 12 month marketing plan
  • Survey prize winner email copy, design, coding and blast
  • ActiveDemand – 5k

$12,500

Logo & Branding

These services include:

  1. Account service
  2. Tag line and copy concept development
  3. Design & visual concept development
  4. Logo design and logo files
  5. Business cards & email signature
  6. Website home page concepts
  7. Packaging design concepts
  8. (2) sets of revisions

$12,500

Product Photography & Video Production

Services include:

  1. Pre-Production Planning & Account Service
  2. (2) full day video sessions w/ Canon C100 Mark ii
  3. (1) half day product photo shoot w/ Canon 5D Mark iii
  4. Pro lighting equipment
  5. Pro Audio equipment
  6. Osmo Pro
  7. (3) Customer testimonial videos – 60 – 90 sec. each
  8. (1) Product positioning video – 90 sec.
  9. (1) 30 sec. ad video for social media with on-screen text based on FindMe positioning video
  10. Up to (35) color corrected and edited 22 megapixel product images
  11. Talent and location fees not included.

Testimonials & Photography – $6,500
Positioning Video & Ad – $15,000

Packaging Design

These services include:

  1. Account service
  2. Copywriting
  3. Layout & Production based on approved design concept
  4. Production for up to (4) package SKUs – (1) starter kit & (3) individual products
  5. (2) sets of revisions

$5,500

Website Development

The project includes the following services:

  1. Account Service
  2. Copywriting
  3. Design & layout of inside pages
  4. (2) sets of revisions
  5. Custom website development & programming
  6. Setup custom site design in WordPress CMS
  7. Setup Woo Commerce
  8. Website setup on hosting account

$15,500

Print Ad Campaign

These services include:

  1. Account Service
  2. Copywriting
  3. Design & visual concept development
  4. Series of (3) full page ad concepts
  5. Final production for up to (3) full page ads
  6. (2) sets of revisions

$3,500

Email Drip Creative

These services include:

  1. Account Service
  2. Copywriting
  3. Design & visual concept development
  4. Up to (5) email messages
  5. Programming & development
  6. (2) sets of revisions

$2,800

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Keyphrase research and new Adwords creative
  4. Facebook audience profiling
  5. Instagram audience profiling
  6. YouTube audience profiling
  7. Retargeting banner ad design
  8. Branding & account setup for social channels
  9. Seed blog with (3) existing posts
  10. ActiveDemand setup
  11. Setup drip email campaigns triggers & workflows

$7,500

Digital Marketing Services

Your marketing services package includes the following:

  1. Google Adwords management
  2. Facebook advertising
  3. Instagram advertising
  4. YouTube advertising
  5. Retargeting ad management
  6. Print ad insertions & management
  7. Influencer outreach
  8. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  9. Monthly reporting
  10. Includes media management up to $15k per month**Additional media management beyond $15k per month is billed at 12% of ad spend.

$6,000 p/m

Suggested Monthly Media Spend

You set the budget
Search: $1,500 – $2,500 p/m
Social: $5,000 – $15,000 p/m
Retargeting: $500 – $1,000 p/m
Print: $3,000 – $6,000 p/m
Influencers: $5,000 – $10,000 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Facebook page management – 3 posts per week
  2. Instagram page management – 3 posts per week
  3. Up to (15) social graphics for posts per month for 2 channels
  4. Write (2) unique blog posts
    Photo selection & licensing, blog post styling, SEO keywords & publishing
  5. Write, design and code (1) custom promotional email
  6. Test & blast email
  7. Monitor & optimize drip campaign
  8. Monthly performance report

$2,500

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Marketing Strategy$6,500$6,000
Logo & Branding$7,000$5,500
Packaging Design$5,500
Testimonials & Product Photography$6,500
Product Video & Ad$7,500$7,500
Website Development$8,000$7,500
Print Ads$3,500
Email Drip Creative$2,800
Presentation Deck$4,500
Campaign Setup$7,500
Digital Marketing$6,000$6,000
Content & Communications$2,500$2,500
ActiveDemand 5k$275$275$275
Monthly Totals$13,500$23,500$21,800$27,275$8,775$8,775
Notes
Authorized Signature