Galati Yacht Sales
Advertising & Marketing Proposal
Prepared by Green Dot Advertising — June 16th, 2017
Objectives & Marketing Strategy
Develop a comprehensive advertising and marketing campaign focused on generating qualified traffic that can be converted into sales leads for both buyers and sellers of cruising and sport fishing yachts along the east coast.
Marketing Strategy:
Galati Yachts is a boat broker focused on cruising and sport fishing yachts, primarily under 100 feet in length. Currently, the most pressing need is to generate qualified traffic that can convert into both new listings and potential buyers for existing inventory.
Green Dot recommends primarily digital marketing campaigns to target boat owners, as well as captains and crew as they tend to act as influencers during the buying and selling process. Search and social media channels are good choices to drive traffic and generate the initial inquiry. After a prospect leaves the Galati website, they can be retargeted with display ads and email communications during the sales cycle.
A key focus is to improve the content prospects are presented with once they land on a Galati Yachts web page in an effort to improve conversion rates, as well as the quality score associated with the traffic source (Google, Facebook, etc.). Green Dot recommends designing and developing custom landing pages, as well as high-end photography and video clips for each boat worth over a million dollars.
Generating sales leads consists of a short term and long term strategy. On one hand, Galati needs leads for buyers and sellers in the market today. However, there is also value to generating a list of softer targets that follow on social media and are subscribed to Galati’s email communications. These targets can be nurtured over time and will be the best source of new business as they re-enter the market as either a buyer or a seller.
Green Dot will can also provide photography and video production services for new listings. Many competitors, such as Denison Yachts are now including high-end video and photography production to attract sellers to their brokerage.
Landing Pages
Landing Pages
Design and develop a series of (2) custom landing page styles to support the marketing campaigns.
We recommend using a more dynamic layout that is more likely to engage users. This project includes a static page targeting sellers, and a dynamic, updatable template for boat listings (buyers) connected to a content management system (CMS). Pages will include custom contact forms, tracking code and trackable phone numbers.
These landing pages are 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 landing pages will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Content Outline
- Landing PagesThese two pages will feature customized content to match the messaging in the ad campaigns for a higher quality score on Google and Facebook to reduce the cost-per-click and improve conversion rates.
- Sellers - List with GalatiIntro - List with Galati
Free Evaluation
Our Promise / What You Get
Cruising to Fishing
Brokerage Team
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CTA - Sell Your Yacht - Buyers - Listing TemplateBoat Name & Description
Photo Gallery
Video
Specifications
Details
Broker
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CTA - Request a Showing
- Sellers - List with GalatiIntro - List with Galati
Includes the Following:
- Account service
- Copywriting
- Visual concept development for landing pages
- (2) sets of revisions
- Custom landing page development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
Photography & Video Production
Photography & Video Production
Shoot high end video and photo assets for a new boat listing profile, and to support social media marketing campaigns for features listings.
Sourcing custom high-end video and photography assets makes an impact on both sellers and buyers. For sellers, high quality photo and video assets create additional value and can help Galati become their broker of choice. Buyers are more likely to spend extra time exploring the listing if the media assets are engaging and beyond that what they see with other brokers.
This project includes shooting both video and stills, as well as the post production and digital processing work required to deliver a high-end turnkey media package.
Deliverables Include the Following:
- (1) Full day of shooting video
- (1) Full day shooting still photography
- (1) Hour of aerial shooting
- (1) Yacht overview video – up to 120 sec.
- (10) aerial images of the Yacht
- (35) color corrected 22 megapixel stills
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Video
- Canon C100 Mark ii
- Osmo gyrostabilized camera
- DJI Inspire 2 drone
Still Photography
- Canon 5D Mark iii
- Underwater camera – Olympus micro 4/3rd
- (45) final color corrected images
Google® Adwords
Google® Adwords
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. Targeting searches for yacht brand related keywords, boat brokerages or boat listing agents is a cost effective way to generate leads that are ready to buy.
Green Dot uses extensive tracking and optimization tactics, including tracking all incoming phone calls to ensure you know who is interested and how many leads are being generated. Ongoing optimization based on analysis, as well as monthly reporting is included.
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
For those yachts where quality video clips exist, video ads can be placed on social media sites like Facebook, Instagram and YouTube where they can reach a wide target audience at a cost of below 2¢ per view. 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
Print Ad Campaign
Print Ad Campaign
A creative print ad campaign promoting Galati Yachts as the boat broker of choice for cruising and fishing yachts can help raise awareness among owners and captains. We recommend creating a corresponding digital counterpart for social media and retargeting banner display ads.
The ad campaign will link to the Seller / Listing landing page to ensure a good message match for the incoming prospect to increase the likelihood of a conversion. Prospects that inquire will receive an immediate thank you / welcome email, and be subscribed to a drip campaign consisting of up to five (5) messages per audience – boat owner or management (crew).
Includes the Following:
- Account service
- Copywriting
- Final image selection
- Layout and final production
- (3) full page print ads
- (3) social media ads – Facebook & Instagram
- (3) retargeting banners x 3 sizes each
Email Marketing
Email Marketing
Emails is an ideal channel to nurture existing Galati customers, as well as new prospects to drive more business. Using marketing automation to administer email drip campaigns is an effective way to stay top-of-mind during the sales cycle. Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, Drip and many more.
We recommend creating an automated email drip campaign consisting of three (2) separate email campaigns for the various audience segments featuring five (5) emails each that go out to prospects who inquire for more info via the website. The two segments are:
- Sellers / List w/ Galati
- Buyers / Yacht Listing Template
Each of the two email drip campaigns will feature messages with information about the buying or selling process, benefits provided by Galati and attempt to get the prospect to take the next step.
In addition, we recommend sending periodic emails promoting Galati events, special offers or other important corporate communications. This package includes (1) custom email per month.
Includes the Following:
- Author (10) emails – two groups of five messages
- Layout, code and setup email drip campaign
- Initial email template design and development
- Copywriting and design – (1) email per month
- Testing for all popular desktop and mobile platforms
- 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), 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
Services Summary & Pricing
Services Summary & Pricing
Print Ad Campaign
Project includes:
- Account service
- Concept & copy development
- Visual concept development
- Series of (3) full page ads
- Series of (3) social media ads
- Series of (3) retargeting banners
- Final digital art
$4,500
Email Drip Creation
Project includes:
- Account service
- Copywriting – 10 emails
- Design – initial template
- Page layout – 10 emails
- html code
- Setup in MailChimp or Drip
- Program email triggers – 10 emails
$3,800
Landing Pages
Project includes:
- Account service
- Copywriting
- Design
- Page layout – (2) custom pages
- Stop up to (3) boat listing pages
- Responsive code for desktop and mobile
- Setup WordPress CMS for custom site
- Setup on hosting account
- $250 for future boat listing pages
$3,500
Videos & Photography
Project includes:
- Account service
- Pre-production planning
- (1) full days video
- (1) full day of photography
- Editing and post production
- (1) 120 second yacht video
- (10) aerial images
- (35) color corrected still images
$3,800
Campaign Setup
One-time campaign setup fee includes:
- Keyword Research
- Google Adwords setup
- Call tracking setup
- Promo email template design
- Setup Facebook ad targeting
- Tracking Setup
- Google Analytics
$3,500
Digital Marketing
Includes the following:
- Account service
- Creative for social and search channels
- Page management – Facebook, Instagram & YouTube
- Advertising on Facebook & Instagram
- Video advertising online
- Inbound Call tracking
- Retargeting ad management & creative
- 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.
$4,000 p/m
Suggested Monthly Media Spend
You set the budget
Search: $2,500 – $5,000 p/m
Social: $2,500 – $4,500 p/m
Retargeting: $300 p/m
Content & Communication Services
Includes the following:
- Write, design and code (1) custom promotional email
- Test & blast email
- Monitor & optimize drip campaign
- Monthly performance report
$950 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Print Ad Campaign | $2,750 | $2,750 | ||||
| Landing Pages | $3,000 | $500 | ||||
| Email Drip | $1,900 | $1,900 | ||||
| Campaign Setup | $4,500 | |||||
| Digital Marketing | $4,000 | $4,000 | $4,000 | $4,000 | $4,000 | |
| Content & Communications | $950 | $950 | $950 | $950 | $950 | |
| Monthly Totals | $12,150 | $10,100 | $4,950 | $4,950 | $4,950 | $4,950 |
Social Advertising & Marketing
Social Advertising
Facebook and Instagram can help address both short and long term marketing goals for Galati Yachts. Captains and crew spend a lot of time away from home. They stay connected with social media. Many boat owners also use social media to stay in touch with friends and family. There is no better way to generate engagement and awareness than mobile campaigns on social media.
“Social advertising also allows you to reach new people in your target audience. Once they follow you they can then be nurtured through your daily postings until they convert.”
Includes the Following:
Social Marketing
Many boat owners upgrade frequently, resulting in both a selling and a buying transaction. Social marketing on Facebook, Instagram, YouTube and other social networks allows you to engage directly with your social community and ensure you stay top-of-mind with existing and future customers.
Includes the Following: