GiftBasket.com
Branding & Marketing Proposal
Prepared by Green Dot Advertising — December 21, 2017
Objectives & Marketing Strategy
Update brand architecture (look-and-feel) and develop an integrated marketing solution to help Giftbasket.com generate awareness, new sales, repeat sales and corporate sales to stabilize revenue throughout the year. The goal is to create a closed loop marketing system that starts with awareness and ends with repeat sales through the use of social advertising, landing pages and marketing automation software.
Marketing Strategy & Tactics:
Phase One:
During Phase One the focus will be to develop an updated brand architecture for GiftBasket.com.
This initial phase includes developing updated design concepts for the logo, tagline, business cards, landing page and other desired touch points. We present the concepts for all of these touch points simultaneously for feedback, and incorporate client revision requests to ensure everyone is happy with the company’s brand ID and messaging prior to moving into the production.
Green Dot recommends updating the brand architecture for GiftBasket.com and then applying those exercises across two sub-brands to begin testing a more segmented approach to the brand’s sales and marketing strategy.
Phase Two:
The transition to digital marketing begins immediately after the various brand touch points needed to support the marketing campaigns are in place.
This phase will include the setup and execution of marketing campaigns related to Facebook Page management and Facebook advertising as well as the setup of a marketing automation tool to manage lifecycle marketing and increase customer lifetime value (CLV) thus improving ROI from the marketing campaigns.
Because the goal is to generate steady and reliable revenue outside of holiday buying, Green Dot will create campaigns specific to other life events that occur through the year such as birthdays, anniversaries, births and so on.
Each life event will have it’s own ad campaign that leads to a specific landing page relating to that life event. On the landing page the visitor will have the opportunity to purchase and/or sign up for promotions. Once the user’s email address is captured, using the marketing automation software we will be able to re-market to the user both immediately and in the future.
Phase Three:
Once digital marketing and the marketing automation software is in place, Green Dot will help GiftBasket.com setup a workflow to automate the customer review and referrals process to generate more business at a low Cost Per Acquisition (CPA).
Green Dot will also manage and optimize your marketing campaigns, train your staff to use the technology platform and sales tools, as well as standardize the e-commerce sales cycle from A-Z.
Green Dot suggests exploring the following initiatives:
- Brand architecture update
- Product photography
- Landing page development
- Google Adwords
- Facebook Ad Management
- Retargeting Ads
- Automated Customer Nurture Campaigns
Brand Architecture
Brand Architecture
A relevant, distinct and visually appealing brand identity your target audience identifies with is imperative for success in a crowded marketplace.
Green Dot takes a holistic approach to designing logos and brand identities. 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 touch points prior to presenting any of it for client feedback.
Expect to review the logos, tagline, landing page design and other relevant design all at once rather than in a step-by-step linear manner. As a result, we credit the design fees for the website to that projects.
Green Dot recommends updating the brand architecture for GiftBasket.com and then applying those exercises across two sub-brands to begin testing a more segmented approach to the brand’s sales and marketing strategy.
Includes the Following:
- Account service
- Design & visual concept development
- Digital banner ads
- Social media ads
- Email design(s)
- Dynamic landing page design(s)
- (2) sets of revisions
Product Photography
Product Photography
Shoot the assets needed to support the marketing campaigns and landing pages with relevant content.
Integrating custom photography into your sales collateral and content marketing campaigns is a powerful way to generate an engaging and visually stimulating experience for prospects and existing customers alike. Sourcing your own, custom assets ensures your brand stands out in a crowded marketplace with unique creative that competitors using stock photos can’t match.
Deliverables Include the Following:
- (1) Full day photoshoot
- (50) Color corrected high resolution images
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (1) Full day of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Landing Page Scope of Work
Landing Page Scope of Work
Design and develop a new, custom landing page to showcase products relating to specific life events.
This landing page 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 landing page will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
The layout for the first landing page can be updated and used for various life events as we roll out their campaigns over time.
Website Content Outline
- Birthday Landing PageIntro header
Three gift basket options (various price points)
Customer review/rating/testimonials
Newsletter signup
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Footer
Includes the Following:
- Account service
- Copywriting
- Visual concept development for landing page
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
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
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. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action.
Green Dot recommends an automated email drip campaign consisting of a series of up to (5) emails, segmented by each life event that we are advertising to on Facebook.
Each email is sent automatically explaining specific benefits of the products and aims to earn a sale.
Includes the Following:
- Write, design and code up to (5) drip campaign emails
- (1) Promotional mail template (for one-off emails)
- Campaign setup for drip campaign triggers, workflows and list segmentation
- 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) and RavenTools (campaign performance).
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- 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
Brand Architecture
For GiftBasket.com Only
Services include:
- Account service
- Design & visual concept development
- Digital banner ads
- Social media ads
- Email design
- (1) Dynamic landing page design
- (2) sets of revisions
$9,500
Brand Architecture
For GiftBasket.com and 2 sub-brands
Services include:
- Account service
- (3) Design & visual concepts
- (3) Digital banner ads
- (3) Social media ads
- (3) Email designs
- (3) Dynamic landing page designs
- (2) sets of revisions
$18,000
Landing Page Development
For GiftBasket.com
- Account service
- Copywriting
- Visual concept development for landing page
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
$1,200
Product Photography
- Account Service
- Shot list, planning, travel arrangements
- (1) Full day of photography w/ Canon 5D Mark iii
- (50) Color corrected high resolution images
$2,500
Campaign Setup
One-time campaign setup fee includes:
- Keyphrase research and new Adwords creative
- Google Adwords up
- Google Analytics set up
- Retargeting banner ad design
- Email drip creative – (5) emails
- Email drip campaign setup
- Setup CRM & client orientation
$5,500
Digital Marketing Services
Your marketing services package includes the following:
- SEM using Google Adwords
- Facebook page management
- Facebook ad management
- Retargeting banner ad management
- Ongoing analytics & optimization, including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.
$4,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $5,000 – $15,000 p/m
Facebook ads: $5,000 – $20,000 p/m
Retargeting: $500 – $1,000 p/m
Content & Communication Services
Monthly content generation includes the following:
- 15 Custom Facebook graphics
- Drip campaign management & optimization
- Website maintenance
- Target audience list sourcing
- Promotional email (one per month)
- Monthly performance report
$2,500 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Brand Architecture | $9,000 | $9,000 | ||||
| Product Photography | $2,500 | |||||
| Landing Page Development | $1,200 | |||||
| Campaign Setup | $5,500 | |||||
| Digital Marketing | $4,500 | $4,500 | $4,500 | $4,500 | ||
| Content & Communications | $2,500 | $2,500 | $2,500 | $2,500 | ||
| Monthly Totals | $11,500 | $15,700 | $7,000 | $7,000 | $7,000 | $7,000 |
Social Advertising & Management
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.
Green Dot recommends a combination of newsfeed ads – both video and static images to reach targets on their mobile devices and link them directly to the GiftBasket.com landing page to shop. In addition, we suggest running a “like” campaign to grow your list of future prospects and nurture them with exciting content such as custom graphics.
Includes the Following:
Social Media Management
Social marketing on Facebook and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: