LIB Ventures

G-Up Design & Marketing Proposal

Prepared by Green Dot Advertising — July 26th, 2017

Objectives & Marketing Strategy

Develop the brand for G-Up and position the company for success in the senior assistance category. Then launch, manage and optimize two marketing campaigns – a recruiting campaign targeting care-givers, as well as a marketing campaign designed to raise awareness and subscribe end-users.

Marketing Strategy & Tactics:

There are several phases associated with the G-Up launch. Initially, the focus is on developing the brand identity and brand touch points while the app is finalized and readied for launch. Phase 2 involves recruiting care-givers and beta-testing the concept and the technology. Phase 3 focuses on launching the platform to end-users and scaling the service nationwide.

Brand
Green Dot recommends developing the brand identity for G-Up in a holistic manner, including various concepts of the logo, tagline, positioning statement, website design and a print ad for the client to review. In addition, we recommend including the name of the service in this project to ensure all angles are considered and explored.

Recruiting Campaign
As the app nears completion and is readied for launch, one of the first priorities is to recruit a staff of care-givers, train them for the job and ready them for the product launch as brand ambassadors. Green Dot suggests a digital marketing campaign targeting college students in search of additional income, and anyone wishing to work part-time from home seeking flexible working hours.

Using social media and search marketing channels, along with retargeting ads, email campaigns and content such as blog posts detailing the benefits of working from home with flexible hours is well-suited to recruit the care-givers needed to fulfill the service. We recommend a period of 3-6 months to recruit, enroll and train the workforce needed to launch the service to end-users.

End-User Campaign
The marketing campaign targeting end-users will be deployed in a phased approach. Phase 1 will consist of a 200-500 user trial period to beta test the app and its user interfaces, as well as confirm the overall viability of the concept. Phase 2 focuses on scaling the service into key geographic areas where seniors are concentrated and the service is in demand.

The key to success is targeting primarily the children of seniors in need of assistance. Adults with aging parents living in other cities around the world are the primary targets, however, anyone who’s parents are in their 70’s, 80’s and 90’s can benefit form this service. Green Dot recommends primarily digital marketing tactics targeting the end-user’s mobile devices since the goal of any campaign is an app download. Once the app is installed, email nurture campaigns will drive registration, adoption and referrals.

Targeting senior living facilities as partners and distributors is an effort primarily lead by an internal sales team. Green Dot will develop collateral materials to support a sales team with a professional presentation and printed leave-behinds, as well as direct mailers to help setup appointments. A trade show display and print ad campaign readies the company to make an impact at conferences and industry events.

Green Dot suggests the following media channels:
  • Social Media Marketing
  • Taboola content network
  • Google Adwords for “senior assistance” related searches
  • Retargeting Ads
  • Pandora / Spotify – online radio (target caregivers)
  • Quantcast programatic display ads (banners)
  • Email Marketing (drip campaigns)
  • Blog Posts
  • Reputation Management
  • Trade Shows
  • Print Ads

Logo & Brand ID

Logo & Brand ID

Develop a well positioned and distinct brand ID that positions the company and concept for success.

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
  • Name & tag line
  • Design & visual concept development
  • Logo design and logo files
  • Stationary design and business cards
  • Website home page design
  • Print Ad Concept
  • (2) sets of revisions

Website Scope of Work

Website Development Scope of Work

Design and develop a new, custom website to showcase the company’s product and support the marketing campaigns.

The primary focus of the website is to sign up both care-givers and end-users. As a result the deliverable being described here is a site with content focused primarily on marketing and recruiting, leaving the responsibility to develop customer service and support related UI and functionality with the client.

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
    G-Up Benefits & Capabilities - link
    CTA - end-user sign-up notification
    Caregiver - link
    CTA - caregiver sign up notification
    Blog - featured articles
    ---
    CTA - app download notification
  • App Capabilities LP - 1 pgEnabling Seniors
    Services
    Testimonial video
    App download
    More Services
    Multimedia
    App download
  • Caregiver LP - 1pgEnable Seniors
    Work part time
    Testimonial video
    App download
    Services needed
    Multimedia
    App download
  • BlogHome page
    Blog article list view
    Blog article detail view
  • Company
    • Management team
    • Partners page
    • NewsList view of news stories w/ links to articles
    • CareersList view of corporate job openings
      Detail view of corporate job listing
  • BlogBlog list view
    Blog article detail view
    Categories
  • Contact & Location page
  • Customer Login
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

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 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

Sales Brochure

SalesBrochure

Design and produce a leave behind sales brochure for strategic partners.

Project includes design and production for an (6) panel 9” x 12” sales brochure that folds to 9″ x 4″ inches and easily fits in a standard #10 envelope. The brochure can be used by the sales team as a leave behind when meeting with strategic partners.

Brochure & Insert Content Outline
  • Cover
  • Inside Cover - 1 panelSenior services
    Delivery model
  • Inside spread - 3 panelsPartnership Opportunity
    Community Benefits
    Call to action - sign up
  • Back CoverCall to action repeated
    Contact info
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

Trade Show Display

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

When it comes to exhibiting at trade shows, we always tell our clients to “go big or go home”. Exhibiting in close proximity to competitors is a huge opportunity to stand out and make an impact. A visually stunning display that engages prospects and impresses clients can go a long way to making the most of this opportunity.

Green Dot can help source both modular and fully custom displays. We create audio / video content, large format graphics, and printed sales collateral, as well as arrange shipping, storage and on-site assembly.

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)

Multimedia Movie

Multimedia Movie

Seeing is believing. And showing end-users what they can do with this app is going to be the key to getting them to download and register. Green Dot suggests creating an animated multimedia movie showing seniors receiving the support they need. Complete with voice-over narration and motion graphics, this presentation show the app’s user interfaces and capabilities without the need to shoot live-action video.

Includes the Following:
  • Account service
  • Copywriting / script
  • Storyboarding – 120 sec
  • VO talent and recording
  • Animation
  • Audio editing & music
  • 120 sec. and 45 sec. version
  • (2) sets of revisions

Video Production

Video Production

Shoot the video assets needed to produce the proposed testimonial videos needed to support the marketing campaigns for caregivers & end-users.

Using video testimonials is one of the most powerful ways to influence prospects to take the next step. We envision (3) testimonials with end-users, and (3) with caregivers telling their story and why they love G-Up. The full length testimonials will be used on the landing pages, and the short versions are to be used as ad units on social media sites.

Deliverables Include the Following:
  • Pre-production planning, shot list and account service.
  • Casting – caregivers & end-users
  • Hair / make-up stylist
  • (1) full day of shooting video
  • Footage import, editing and sorting
  • (6) 75 – 90 sec. testimonial videos
  • (3) 30 sec. testimonial video ads
  • Models & location fees not included
 Video Production Services:
Pre-Production Planning
  • Shot list, planning, travel arrangements
  • Account Service
Video
  • (1) Full day of video w/ Canon C100 Mark ii
  • Pro light kit
  • Pro audio capture
  • Slider
  • Osmo +

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

Online Radio Advertising

Online Radio Advertising

Advertising with online music streaming services such as Pandora and Spotify is a powerful way to create brand awareness and generate leads at the same time. Green Dot recommends this tactic for the recruiting campaign targeting caregivers.

Combining targeting parameters such as geography and demographics along with interests like music genre allows you to reach your target audience with precision. Online radio ads also come with companion banner ads allowing you to earn a click right to your website – something that terrestrial radio stations cannot offer.

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. 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)

Taboola & Outbrain

Taboola & OutbrainContent Ads

A great way to supplement qualified traffic from across the web is to run content ads that are inserted at the bottom of news articles, linking to editorial content about your product or service.

Both Outbrain and Taboola provide ad platforms allowing you to reach readers on popular news and entertainment sites with content that you control. Green Dot can manage these insertions, test a variety of headlines and content, and optimize the corresponding landing page on your website to ensure conversions are triggered at the highest possible rate.

Includes the Following:
  • (1) uniquely researched, written and published editorial articles per month
  • Image selection
  • Media insertion and management
  • Tracking and analytics
  • Monthly reporting

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.

In addition, Green Dot recommends utilizing Quantcast to serve display ads to a variety of prospects once the campaign scales to a national level. Quancast can target consumers based on behavior they are displaying online, making it possible to target pre-natal mothers and new home-owners with accuracy.

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

SEO & Branded SEO

Search Engine Optimization

Organic listings on search engines drive free clicks to your website. Once profitable keywords are determined through pay-per-click campaigns a Search Engine Optimization (SEO) campaign can be initiated to rank specific pages of your site organically for the best performing keywords.

Unlike other digital agencies who prefer to run SEO campaigns in perpetuity, Green Dot only recommends SEO services until specifically targeted search listings are achieved.

A Branded SEO campaign can also be executed to seed information about your brand’s name and product names in the search results. A branded SEO campaign can incorporate reviews, testimonials, press releases and similar content. The key benefit is that when prospects research your company / brand by name, they will encounter this seeded content, allowing your organization to control the narrative.

Includes the Following:
  • (4) Uniquely researched, written and published articles per month
  • SEO Keyword optimization for each article
  • (4) Articles published monthly through national wire services
  • Tracking and reporting on rankings for articles

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

Logo Design & Brand ID

Services include:

  1. Concept name
  2. Logo design & final logo files
  3. Tag line
  4. Letterhead & envelope design
  5. Business card design & setup for up to 20 people
  6. Website home page design
  7. Print Ad design
  8. Branding guide – up to 8 pages

$15,000

Video Production

Services include:

  1. Pre-production planning, shot list and account service.
  2. Casting – caregivers & end-users
  3. Hair / make-up stylist
  4. (1) full day of shooting video
  5. Footage import, editing and sorting
  6. (6) 75 – 90 sec. testimonial videos
  7. (3) 30 sec. testimonial video ads
  8. Models & location fees not included

$6,500

Website Design & Development

Services include:

  1. Account service
  2. Copywriting
  3. Page design and layout
  4. Development and coding
  5. WordPress CMS setup
  6. (2) sets of revisions

$14,000
$2k credit from Brand ID

Presentation Deck (PowerPoint / PDF)

Project includes:

  1. Account Service
  2. Copywriting
  3. Design and page layout – 15 – 20 slides
  4. Light animation – Keynote or PowerPoint
  5. (2) sets of revisions
  6. PDF version

$6,500

Trifold Brochure

The project includes:

  1. Account service
  2. Copywriting
  3. Design & visual concept development
  4. Page layouts
  5. (2) sets of revisions
  6. Production – final files ready for pre-press

$2,800

Print Ad

The project includes :

  1. Account service
  2. Copywriting
  3. Design and page layout
  4. Print production
  5. (2) sets of revisions

$2,500
$2k credit from Brand ID

Trade Show Display Graphics

The project includes:

  1. Account service
  2. Booth selection
  3. Design and production of graphics
  4. (2) sets of revisions

$3,500 – $5,500

Pandora / Spotify Ad Creative

The project includes:

  1. Account service
  2. Copywriting / script
  3. VO talent and recording
  4. Audio editing & music
  5. Design and layout companion banner
  6. (2) sets of revisions

$7,500

Concept Overview – Multimedia Movie

The project includes:

  1. Account service
  2. Copywriting / script
  3. Storyboarding – 120 sec
  4. VO talent and recording
  5. Animation
  6. Audio editing & music
  7. 120 sec. and 45 sec. version
  8. (2) sets of revisions

$12,500

Email Drip Creative

The project includes :

  1. Account service
  2. Copywriting – up to (10) emails
  3. Design and layout
  4. Coding and development – responsive
  5. Setup on Hubspot or Drip platform.
  6. List segmentation & workflow programming
  7. (2) sets of revisions

$4,500

Campaign Setup

One-time campaign setup fee includes:

  1. Social audience profiling & targeting
  2. Display & retargeting banner ad design
  3. Tabloola / Outbrain article creative
  4. Pandora / Spotify media insertion
  5. Update branding for social channels
  6. Seed blog with (3) existing posts
  7. Keyphrase research and new Adwords creative
  8. Tracking set up
  9. Google Analytics set up

$8,500

Digital Marketing Services

Your marketing services package includes the following:

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

$7,500 p/m

Suggested Monthly Media Spend

You set the budget
Search: $1,500 – $4,500 p/m
Social: $2,000 – $3,500 p/m
Retargeting: $300 p/m
Pandora / Spotify: $5,000 – $10,000 + p/m
Taboola / Outbrain: $5,000 – $10,000 + p/m
Quantcast / Display: $5,000 + p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Write (4) unique blog posts
  2. Photo selection & licensing, blog post styling, SEO keywords & publishing
  3. Write, design and code (1) custom promotional email
  4. Test & blast email
  5. Manage and optimize drip campaigns
  6. email list management / segmentation
  7. Monthly performance report

$2,500

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Logo & Brand ID$10,000$5,000
Photography & Video$6,500
Website Development$6,000$6,000
Sales Presentation$3,250$3,250
Brochure$2,800
Print Ad$500
Trade Show Graphics$4,500
Multimedia Movie$6,250$6,250
Email Drip Creative$4,500
Campaign Setup$8,500
Pandora / Spotify Creative$7,500
Digital Marketing$7,500$7,500
Content & Communications$2,500$2,500
SEO & Branded SEO$3,500
Monthly Totals$10,000$12,000$22,800$36,000$13,500$10,000
Notes
Authorized Signature