FPI Security Services Design & Marketing Proposal, Prepared by Green Dot Advertising

FPI Security Services

Design & Marketing Proposal

Prepared by Green Dot Advertising — October 18th, 2016

Objectives & Marketing Strategy

Modernize the FPI Security Services brand with an updated corporate identity and brand touch points in preparation for a marketing campaign designed to generate for specific services.

Marketing Strategy & Tactics:

FPI seeks to update the company logo and brand to better position the company for success in a competitive marketplace. This updated look will be integrated into a variety of sales collateral including a brochure, pocket folder, sales inserts and a custom website to support the sales team in their efforts.

A company multimedia sales presentation will be created to engage prospects visiting the site and explain FPI’s focus, areas of expertise and the services offered. The multimedia movie will feature voice over narration, some of the custom images from the photo shoot, as well as stock photography to fill any holes.

Once these new brand touch points are in place, the primary objective is to launch and manage a marketing campaign designed to drive traffic to the company website where prospects can inquire. Recommended channels include digital marketing and direct response.

Green Dot suggests targeting qualified prospects with a novel direct mailer that links to a video introduction recorded specifically for each prospect by the sales person. Interested prospects are directed to a landing page to view the video from which they can inquire directly, and an email is automatically sent to the sales person notifying them their prospect has engaged.

To step in front of existing demand, Green Dot recommends search engine marketing by targeting specific key phrases related to the security industry – everything from commercial security services to body guards. Every prospect would be linked directly to the landing page the corresponds with their search to increase the chance of them inquiring with FPI.

Green Dot suggests exploring the following marketing channels:

Google Adwords for “Security Guard” related searches
Retargeting Ads
Direct Mailers

Logo & Brand ID

The client has requested to update their logo and brand ID, while keeping the established lettering style for FPI.

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 feedback. That means we present the logo design, tagline, website design and the brochure design all at once.

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 and 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
Stationary design and business cards
Website home page design
Brochure cover & spread design
(2) sets of revisions

Photography & Video Production

Shoot the photography needed to produce the proposed sales collateral and the company multimedia sales presentation.

This project includes all of the necessary crew and equipment to shoot the custom photos of uniformed security officers and equipment (cars, trucks, etc.) for the new FPI website, brochure and multimedia sales presentation. Green Dot will work with FPI to write the script, create a shot list, and execute the shoot. Creating the sales presentation and color correcting 45 images is also included.

This project does not include the cost for the models, the location, food related expenses on the shoot days or hair & make-up stylist (if needed). Green Dot can supply these services upon request.

Deliverables Include the Following:

(1) Full day of shooting custom photography
(45) Color corrected high resolution images
(1) company overview multimedia sales presentation with VO – 120 seconds

Photography & Video Production Services:

Pre-Production Planning

Shot list, planning, travel arrangements
Account Service

Photography

(1) Full days of photography w/ Canon 5D Mark iii
Canon L lenses and accessories

Multimedia

Account Service
Copywriting – script
Storyboarding and layout
Motion graphics & light animation
Voice over talent & recording
Music & audio production

Website Scope of Work

Website Development Scope of Work

Design and develop a new, custom website to showcase the company’s products and 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 - multimedia presentation
HOA & Residential - link
Malls, Schools & Hospitals- link
Car lots, Warehouse & Construction Sites - link
Government - link
----
CTA - security audit
Services - 9 pgsOverview - multimedia & links to sections
HOA & Residential
Malls, Schools & Hospitals
Car lots, Warehouse & Construction Sites
Government - Airports, Armed Guards, etc.
CompanyAbout
Founders
Associations
CareersJob list template
Job description template
Contact & Location pageContact info
General contact form
Location map

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

Sales Brochure & Inserts

Design and produce a custom sales brochure with inserts featuring specific services for a variety of markets.

Project includes design and production for an (8) page 7” x 9” sales brochure without a pocket. Separately, Green Dot will design and produce (4) single-sided 8.5” x 11” sales sheets meant to be inserted into a 9″ x 12″ pocket folder. The pocket folder will feature a slit to hold the brochure, a pocket to hold selected inserts and it can do double duty to house a proposal that is submitted to the client.

The key benefit of the sales sheets is that specific information can be updated and reprinted without the need to reprint the entire brochure.

Brochure & Insert Content Outline

Cover
Page 2 & 3 - At Your ServiceSecurity Guards
Armed & Unarmed
Training
Full Service
Page 4 & 5 - Security ServicesCommercial
Private & Personal
Events
Investigations
Body Guards
Government
Page 6 & 7 - CompanyFPI Focus
Associations
Security Audit
Back Cover
Insert 1 - Commercial Security
Insert 2 - Armed & Unarmed Guards
Insert 3 - Private & Personal Security
Insert 4 - Government
Pocket folderFront and back cover with graphics, inside front cover with general content about FPI

Includes the Following:

Account service
Copywriting
Design & visual concept development
Page layouts
(2) sets of revisions
Production – final files ready for pre-press
Deliverables – Pocket Folder, Brochure & inserts

Presentation Deck

A professionally produced sales presentation ensures FPI’s services are consistently represented and can really help your organization stand out during the sales process. 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 explain a complex product or service.

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

Video Direct Mailers

Green Dot has a unique direct mail solution that combines traditional print with a high tech approach. A personalized mail piece is crafted for each target and sent with a digital code the recipient enters into a webpage to view a specific message you create specifically for them (video or multimedia).

When the recipient enters the code to access your message, an email is sent to a sales rep alerting them that the prospect has taken time out of their day to engage with your corporate communication. Conversion rates from this type of direct mail campaign are 200-300% higher than with traditional mail campaigns.

Includes the Following:

Design mail template
Account setup
Video message recording, editing and post-production
Branded landing page
Personalized high quality printed mailer
Personal video recording functionality
Unlimited user access to app / platform
Instant email notifications
Real-time reporting
First class postage

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.

Search Engine Marketing is the best way to step in front of existing demand and drive prospects that are actively searching for your services directly to your website’s landing pages.

The strategy calls for bidding on specific keywords such as “mall security guard” or “personal protection services” and then linking those prospects directly to the landing page that corresponds with what they are searching for. This tactic is the best way to generate leads from prospects that have an active need for FPI’s services.

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

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

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

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

Logo Design & Brand ID

Services include:

Logo design & final logo files
Tag line
Letterhead & envelope design
Business card design & setup for up to 10 people
Website home page design
Brochure design

$7,500

Custom Photography

Services include:

Pre-production planning, shot list and account service.
(1) full days of shooting stills
Digital retouching and color correction for 45 images

$1,500

Multimedia Production

Services include:

Account Service
Copywriting – script
Voice over talent & recording
Storyboard
Motion graphics & animation
Audio editing & music
120 seconds

$9,500

Website Design & Development

Account service
Copywriting
Page layout
WordPress CMS
(2) sets of revisions

$9,500

Presentation Deck (PowerPoint / PDF)

Account Service
Copywriting
Design and page layout
(2) sets of revisions

$3,500

Video Direct Mailer

Account setup
Mailers, postage & fulfillment
Access to software platform
Reporting & user management

Priced Separately – 3rd party

Sales Brochure, Pocket Folder & Inserts

Account Service
Copywriting
Design & page layout
(2) sets of revisions
Printing not included

$10,500

Campaign Setup

One-time campaign setup fee includes:

Tracking set up
Google Analytics set up
Keyphrase research and new Adwords creative
Phone Call Tracking setup
Retargeting setup and banner creative

$2,500

Digital Marketing Services

Your marketing services package includes the following:

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**Additional media management beyond $5k per month is billed at 12% of ad spend.

$2,000 p/m

Suggested Monthly Media Spend

You set the budget
Search: $1,500 – $2,500 p/m
Retargeting: $200 p/m

Projected Monthly Payments

	Month 1	Month 2	Month 3	Month 4	Month 5	Month 6
Logo & Brand ID	$3,750	$3,750
Photography & Video	$1,500
Multimedia Presentation	$4,750	$4,750
Website Development		$4,750	$4,750
Brochures, Pocket Folder & Inserts			$5,250	$5,250
Sales Presentation			$3,500
Campaign Setup				$2,500
Digital Marketing					$2,000	$2,000
Monthly Totals	$10,000	$13,250	$13,500	$7,750	$2,000	$2,000

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