Fitletic

Branding & Marketing Proposal

Prepared by Green Dot Advertising — November 1, 2016

Objectives & Marketing Strategy

Design and develop updated brand messaging that focuses on lifestyle and integrate all of the brand touch points to work together in a unified manner to support ongoing marketing campaigns.

Marketing Strategy:

Fitletic has the opportunity to really stand out amongst established competitors, as no one company has claimed the running accessories space. Using lifestyle photography and videos, as well as customer testimonials on the website, in print and as content for the marketing campaigns will create a brand story that engages consumers, increases traffic to the website and raises brand awareness.

Initially, the focus will be on defining the updated look and feel, as well as the messaging for the most important touch points – specifically the website and the 2017 product catalog. Once the new brand positioning is approved, the next step is to source the assets needed to tell the story. We suggest shooting in the Caribbean (Curacao) in the winter, and then in Colorado in the coming summer.

Both still images and video from the shoot will be integrated into the website, product catalog, trade show display, event sponsor banners, the social media channels as well as email communications. Green Dot can design and produce all of these elements, or hand off approved designs to Fitletic in-house team members, and the direct the production process.

On the marketing side, we can help as little or as much as you need. We have experience in the outdoor adventure space, as well as personal fitness. The goal would be to grow the social media following, increase traffic to the website and to better engage followers and customers on an ongoing basis.

In addition, Green Dot recommends integrating your influencer outreach (Ambassador activation) with your social media marketing using your own hashtag and running active promotions using these influencers to grow your Instagram and Twitter following – and of course Facebook as well.

Branding Update

Branding Update

Green Dot takes a holistic approach to designing and defining brand identities. We don’t present raw ideas, we present finished concepts. This project focuses on using existing assets and stock images and copy concepts to discover and define what the brand stands for in a competitive marketplace.

The big questions for Fitletic is who the brand is going to actively target with this new positioning. Will it be weekend warriors or competitively focused elite runners? Will it include hiking and other outdoor activities? These are all questions that can be explored during the creative process.

This project includes developing three (3) unique designs for the product catalog and the website. We present a cover and inside spread for the catalog, as well as the website home page design – each times (3) concepts. Fitletic will receive six (6) deliverables in total, three catalog designs, and three matching website home page designs.

Includes the Following:
  • Account service
  • Tag line and copy concept development
  • Design & visual concept development
  • Product Catalog – cover & inside spread
  • Website home page design
  • (3) Three concepts for each
  • (2) sets of revisions to the selected concept

Photography & Video Production

Photography & Video Production

Shoot the photography and video assets needed to produce the proposed collateral and support the marketing campaigns with relevant content.

We highly recommend Fitletic invest in custom photography and video assets for the lifestyle images used across all brand touch points. Taking two trips annually to locations you choose to shoot runners in their environment using Fitletic products. The goal is to source custom photography, video clips of runners in action as well as customer video testimonials and then create a variety of b-roll video elements for the website that match the photography in terms of location and subject matter.

In addition, Green Dot could shoot in the city at any time. Both at race events, as well as with runners training on their own. The only question is if these types of images will help tell the brand story and compliment the new positioning – but if this is desirable, this approach reduces costs and may be an excellent way to get meaningful customer testimonials at actual race events.

Deliverables Include the Following:
  • (2) Full days of shooting video and photography
  • (45) Color corrected high resolution images
  • (3) testimonial video – 90 seconds each
  • (1) company overview video – 120 seconds
  • (3) 90 second looping b-roll video clips for website
Photography & Video Production Services:
Pre-Production Planning
  • Shot list, planning, travel arrangements
  • Account Service
Photography
  • (2) Full days of photography w/ Canon 5D Mark iii
  • Canon L lenses and accessories
Video
  • (2) Full days of video w/ Canon C100 Mark ii
  • DJI Osmo +
  • DJI Inspire 1 Drone
  • DJI Ronin
  • Pro audio capture

Product Catalog

Product Catalog

Design and produce a custom product catalog for 2017.

Project includes design and production an up to (40) page 8” x 8” product catalog featuring the product line up for 2017. Using existing assets as well as the new photography from the shoot will ensure this catalog has a fresh and exciting feel going into the new year.

Brochure & Insert Content Outline
  • Cover
  • Page 2 & 3 - IntroAbout
    Table of Contents
  • Page 4 - 7 - HydrationTechnology
    Hydration Info and examples
  • Page 8 - 15 - Hydration ProductsHydration belts
  • Page 16 - 25 - RunningTechnology & Running Info
    Running belts and products
  • Page 26 - 31 - ArmbandsTechnology and Armbands Info
    Armband products
  • Page 32 - 35 - Lights & VisibilityHeadlamps Technology and Info
    Headlamp and lighting products
  • Page 36 - 39 - Add OnsAdd-on products
  • Page 40 - Back Cover
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Page layouts
  • (2) sets of revisions
  • Production – final files ready for pre-press

Trade Show Display Graphics

Trade Show Display Graphics

A custom trade show display and event signage helps distinguish your brand from competitors and establishes credibility.

 

Green Dot has experience creating everything from fully custom displays with audio / video integration, or simply creating fresh graphics and interactive elements like iPad kiosks and videos for a variety of clients.

We can help as little or as much as you need.

Includes the Following:
  • Account service
  • Copywriting and concept development
  • Design & visual concept development
  • Layout and final production
  • (2) sets of revisions
  • Shipping & fulfillment (upon request)

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)

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 (incl. phone call tracking)
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

Reputation Management

Reputation Management

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 influencer relationships, as well as reviews and ratings from customers.

Green Dot actively monitors conversations about your brand online, then responds to comments and questions in a timely manner. We research and identify influencers for your brand category and establish relationships on your behalf asking for product reviews or posts about your services.

Includes the Following:
  • Set alerts for your brand name, product name(s) around the web
  • Set alerts for your brand name, product name(s) on social media
  • Respond to positive and negative reviews and posts
  • Develop influencer relationships and have them post about your brand

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:
  • (4) 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
  • 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 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

Branding Update

These services include:

  1.  Account Service
  2. Design & visual concept development
  3. Tagline development
  4. Product catalog design
  5. Website homepage design
  6. (2) sets of revisions

$6,500

Photography & Video Production

These services include:

  • (2) Full days of shooting video and photography
  • (45) Color corrected high resolution images
  • (3) testimonial video – 90 seconds each
  • (1) company overview video – 120 seconds
  • (3) 90 second looping b-roll video clips for website

$15,500

Product Catalog

These services include:

  • Account service
  • Copy Supplied
  • Design & visual concept development
  • Page layouts
  • (2) sets of revisions
  • Production – final files ready for pre-press

$7,500

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Retargeting banner ad design
  4. Update branding for social channels
  5. Seed blog with existing posts
  6. Tracking setup
  7. Keyphrase research and new Adwords creative

$4,500

Digital Marketing Services

Your marketing services package includes the following:

  1. Creative for social and search channels
  2. Page Management for Facebook & Instagram
  3. Advertising for Facebook & Instagram
  4. Reputation management & influencer outreach
  5. SEM using Google Adwords
  6. Retargeting ad management & creative
  7. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  8. Monthly reporting
  9. Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.

$5,000 p/m

Suggested Monthly Media Spend

You set the budget
Search: $1,500 – $2,500 p/m
Social: $2,000 – $4,000 p/m
Retargeting: $300 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Write (4) unique blog posts
    Photo selection & licensing, blog post styling, SEO keywords & publishing
  2. Write, design and code (2) custom promotional emails per month
  3. Test & blast email
  4. Monthly performance report

$2,500

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Branding Discovery$6,500
Photography & Video$7,750$7,750
Product Catalog$7,500
Campaign Setup$3,500
Digital Marketing$5,000$5,000
Content & Communications$2,500$2,500
Monthly Totals$6,500$7,750$15,250$3,500$7,500$7,500
Notes
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