Gabel Hair Restoration
Website & Marketing - Pro Package
Prepared by Green Dot Advertising — December 10th, 2019
Objectives & Marketing Strategy
Develop a website specifically designed to support digital marketing campaigns focused on a variety of hair restoration procedures offered by Dr. Gabel.
Marketing Strategy:
Develop new, mobile responsive website that is properly optimized to convert incoming traffic from search engines, and support social media as well as email marketing campaigns. The focus is to develop a more upscale look, while incorporating marketing best practices and providing a better user experience.
The idea is to segment incoming traffic and land prospects on a page specific to the procedure the prospect is researching. Since the decision to undergo this type of procedure, and selecting a surgeon is usually a multi-step process, the marketing campaign aims to keep Gabel Hair Restoration top of mind throughout the sales cycle with retargeting ads and email drip campaigns.
Incorporating captivating video footage and customer testimonial videos directly into the website will help establish credibility and allow prospective patients to get to know the doctor prior to coming into the office.
Once built, Green Dot will drive qualified traffic directly to specific landing pages of the website via search engine marketing, social media advertising and email marketing. Site visitors will be retargeted with banner ads for a period of 2 weeks when they leave the Gabel Hair Restoration website.
Green Dot will carefully track and analyze the results of each campaign, whether inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible, while establishing credibility and establishing Dr. Gabel as a thought leader and expert in the field of hair restoration.
Photography & Video Production
Photography & Video Production
Generate the photography and video assets needed to produce the website for Gabel Hair Restoration.
The new site will be designed as a full screen experience (1,600 pixels wide) on desktop computers, and completely redesigned for mobile devices. Most site visitors clicking on ads will be using mobile devices when using the website, whereas repeat visitors are more likely to use their desktop computer to see images at a larger size before making a final decision.
Integrating custom video is highly recommended to generate an engaging and visually stimulating experience. Seeing the doctor consulting patients, what the office looks like and some of the staff creates familiarity and adds a human touch.
We suggest shooting consultations, doctor interviews, patient testimonials and the office if possible. These images/videos will generate content for the website as well as the marketing campaigns.
Deliverables Include the Following:
- (1) Overview video to present the concept -120 sec.
- (1) Doctor interview video – 60 sec.
- (3) Customer testimonial videos – 60 – 90 sec. each
- (1) b-roll video clip for website – 90 sec.
- Up to (15) color corrected and edited 22 megapixel images
Photography Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (1) full day w/ Digital 22.5 Megapixel Canon 5Ds, L lenses & accessories
Video Production
- (1) Full day w/ Cameraman & Cannon C100 Mark II Cinema Camera
- Osmo +
- Pro Light Kit
- Pro Audio Capture
Digital Processing
- Import, edit and sort images
- Retouching and color correction for up to 15 images
Video Capture
- Digitize footage
Website Scope of Work
Website Development Scope of Work
Develop a fresh, upscale website to showcase Dr. Gabel’s approach to hair restoration.
The Gabel Hair Restoration 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 or edit content. The site will be designed for desktop computers and include mobile responsive code to ensure content is mobile friendly and renders consistently on tablets and smartphones.
The development process includes a design phase where layouts are presented for review and approval prior to the development phase. Development includes access to a live test server to review completed work. Uploading the completed site to your server and configuring contact forms and an email response is included.
Website Content Outline
- HomeIntro - Gabel Hair Restoration
Solutions- link
Dr. Gabel - link
---
b-roll video
---
Results - link
CTA - Consultation - Surgical Solutions - (landing pages)Overview page
FUT - link
FUE - link
---
CTA - Consultation
- Folicular Unit Transplant - FUTHeader
Intro - Hair transplant - FUT
Dr. Gabel
Before & Afters
---
B-roll video
---
CTA - Consultation
---
Procedure details
Hairline and Crown design
Graft Prep & Insertion
High Density Placement
Trichophytic Closure
Megassession
Lateral Slit Technique
---
CTA - Consultation - Folicular Unit Excision- FUEHeader
Intro - Hair transplant - FUE
Dr. Gabel
Before & Afters
---
B-roll video
---
CTA - Consultation
---
Procedure details
Hairline and Crown design
Graft Prep & Insertion
High Density Placement
Trichophytic Closure
Megassession
Lateral Slit Technique
---
CTA - Consultation
- Folicular Unit Transplant - FUTHeader
- Non-Surgical SolutionsOverview page
Finasteride - link
Minoxidil - link
Low Level Laser Therapy - link
Platelet Rich Plasma (PRP) - link
Tricopigmentation - link
---
CTA - Consultation
- Finasteride
- Minoxidil
- Low Level Laser Therapy
- Low Level Laser Therapy
- Platelet Rich Plasma
- Tricopigmentation
- Reviews & PhotosWritten Reviews / Testimonials
Video Testimonials (if available)
---
Before & After photo galleries
---
CTA - Consultation
- Dr. GabelThe Gabel difference
Dr. Video
Expertise
Accomplishments
Staff
---
CTA - Consultation - Pricing & FinancingWhat's Included
Traveling to GHR
Pricing & Financing
---
CTA - Consultation - BlogArticle list interface
Article detail interface
Import and style existing articles - FAQQuestions
Answers - Contact & LocationLocation Map
General Contact Form
---
CTA - Consultation
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
Google® Adwords
Google® Adwords
Search marketing is the best way to step in front of existing demand and drive highly qualified leads at a predictable cost.
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.
Green Dot drives prospects directly to the landing page featuring the solution or procedure they wish to learn more about. We track all ad impressions, clicks, site visits and conversions regardless of whether prospects fill out a website contact form, or call in by phone.
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%.
We recommend video patient testimonials and video clips of the Doctor speaking about results or specific aspects of a procedure.
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
Email Marketing
Email Marketing
Emails can be used to nurture a lead or promote a specific product, service or event. When it comes to hair restoration, consumers do extensive research to select a physician and staying top of mind during that process is of key importance.
Green Dot recommends an automated email drip campaign consisting of up to five (5) emails that are triggered for each new prospect that inquires with Gabel Hair Restoration, each focused on moving them towards booking their consultation and procedure.
Green Dot has experience with a wide array of email marketing platforms including MailChimp, ActiveDemand, HubSpot and many more.
Includes the Following:
- Write, layout and code a series of five (5) emails – drip campaign
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – (1) email per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting (incl. phone call tracking)
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), ActiveDemand (campaign performance, email & call tracking).
We publish comprehensive marketing results reports on a monthly basis and review them with the client by phone. On these calls we review results and discuss the content calendar for the upcoming period. Green Dot makes recommendations on budget, seasonal adjustments and content optimization opportunities.
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- ActiveDemand – phone call tracking
- ActiveDemand 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
Custom Video Production
Video services include:
- (1) Overview video to present the concept -120 sec.
- (1) Doctor interview video – 60 sec.
- (3) Customer testimonial videos – 60 – 90 sec. each
- (1) b-roll video clip for website – 90 sec.
- Up to (15) color corrected and edited 22 megapixel images
$8,500
Website Design & Development
The project includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for website designs
- (2) rounds of revisions
- Website development
- Setup WordPress CMS
- Setup of website on hosting account
$16,000
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Facebook audience profiling
- Keyphrase research and new Adwords creative
- Retargeting banner ad design
- Setup marketing automation software
- Design & code promotional email template
- Phone call tracking setup
- Ad tracking setup
$4,000
Digital Marketing Services
Your marketing services package includes:
- Ad creative for social
- Advertising for Facebook or Instagram
- Video Advertising
- Ad creative for search
- Google Adwords search advertising
- Retargeting ad management
- Phone call tracking
- Ongoing tracking & analytics
- Access to the GD project portal
- Access to 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.
$3,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $2,500 – $3,500 p/m
Social: $1,500 – $3,000 p/m
Retargeting: $250 – $500 p/m
Content & Communication Services
Monthly content generation includes:
- Maintain monthly content calendar
- Write, design and code custom monthly informational email
- Test, blast and report monthly informational email
- Tracking, analytics and monthly reporting
$750
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Video Production | $4,250 | $4,250 | ||||
| Website Design & Development | $8,000 | $8,000 | ||||
| Campaign Setup | $4,000 | |||||
| Digital Marketing | $3,500 | $3,500 | $3,500 | |||
| Content Marketing | $750 | $750 | $750 | |||
| ActiveDemand - 5k | $250 | $250 | $250 | $250 | ||
| Monthly Totals | $12,250 | $12,250 | $4,250 | $4,500 | $4,500 | $4,500 |
Social Advertising & Marketing
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 ads on social channels is the best way to grow your followers and reach targets that are not already aware of your brand, but should be.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand for hair transplant procedures. Social advertising will focus on growing your audience and nurturing them with content about the specialized expertise, procedures and techniques available at Gabel Hair Restoration.
Includes the Following: