GotSneakers
Landing Page & Marketing Proposal
Prepared by Green Dot Advertising — May 16, 2017
Objectives & Marketing Strategy
Develop a landing page for GotSneakers to support a back-to-school marketing campaign that helps generate awareness and inquiries for sneaker drives. Then nurture partners to ensure continuous engagement.
Marketing Strategy:
Green Dot suggests a landing page featuring a complete pitch that details the fundraising component, and includes the recycling and reusing argument. The page should feature the contact form more than once, and especially at the bottom. Once a prospect submits their information via email, or calls by phone they will be signed up for a sneaker drive by Got Sneakers staff. At a later time, those prospects that become partners will be subscribed to the email drip campaign
The landing page will support search and social media marketing campaigns. The landing page outline in this proposal details the content we recommend, and how it could be structured.
Targeting schools and colleges to host fundraisers is the primary objective of the marketing campaigns. However, brand awareness is also of key importance, as without it, successfully scaling engagement will be more costly and challenging.
Landing Pages
Landing Page Scope of Work
Design and develop a landing to support the back-to-school digital marketing campaigns.
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 shoe images and information, 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.
Landing Page Content Outline
- Back-to-School FundraisersRaise money with no upfront investment
Make a Positive Impact - Recycling Sneakers
How we support you - bins & bags
Compensation
Instructions - downloadable
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CTA - Get Started - contact form
Includes the Following:
- Account service
- Copywriting
- Visual concept development for landing page design
- (2) sets of revisions
- Custom landing page 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 (incl. phone call tracking)
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
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.
Green Dot will create content to boost the listings of specific pages of your site on Google. In the case of Got Sneakers, the fundraiser landing page, and the home page will be the the primary focus.
Includes the Following:
- Keyword research
- Keyword targeting strategy and creating of daily off-site content linking to client website
- Content submission to search engines
- Tracking and reporting for rankings of targeted pages on client website
Content Creation & Blogs
Content Creation & Blogs
Green Dot will design and produce specific deliverables for Got Sneakers to support their partners in the field during their fundraisers. This content includes:
- (1) Email template for partners to share with their network
- (5) Social media graphics to share on their feed to promote the fundraiser
In addition, Green Dot will develop bi-weekly blog posts for Got Sneakers that can be shared via social media to support the social channel with unique and inspiring content. Fresh inspiring graphics will also be created and shared as boosted posts.
Includes the Following:
- (2) 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
Email Marketing
Email Marketing
Green Dot recommends using MailChimp to schedule and administer an email drip campaign of up to (5) emails that go out automatically when a prospect inquires about a starting fundraiser. Messages will initially explain the concept, then how to get started, and drive home the point of why a sneaker drive benefits everyone involved.
In addition, Green Dot will create an email drip campaign of (5) messages to support partners that are actively engaged in a sneaker drive. These messages will help partners get started, and then scale their drive for maximum success.
In addition, we recommend a custom, monthly promotional email to all current partners, as well as past participants in fund raisers to keep the company top of mind and renew interest in another fundraiser or sneaker drive.
Includes the Following:
- Prospect Drip – Write, design, and code up to (5) email drip campaign messages
- Sneaker Drive Drip – Write, design, and code up to (5) email drip campaign messages
- 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), 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
Fundraiser Support Kit
These services include:
- Account Service
- Design & visual concept development
- Copywriting
- Layout & code partner email
- Layout up to (4) social graphics for partner sneaker drive support
- (2) sets of revisions
$1,750
Email Drip Setup
These services include:
- Account Service
- Copywriting for up to (3) drip campaign email messages
- Design & visual concept development for email template
- Layout up to (3) emails for partner drip
- Setup drip campaign triggers in MailChimp
- (2) sets of revisions
$1,200
Website Design & Development
The project includes the following services:
- Account Service
- Copywriting
- Visual concept development for landing page design
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
$1,500
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Facebook campaigns setup, ad creative & audience segmentation
- Retargeting banner ad design
- Update branding for social channels
- Keyphrase research and new Adwords creative
$3,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook
- Advertising for Facebook
- Google Adwords
- 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.
$2,000 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $2,500 p/m
Social: $1,200 – $2,000 p/m
Retargeting: $200 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write (2) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Write, design and code (1) custom promotional email
- Test & blast email
- Monthly performance report
- Monitor drip campaigns
$1,200
Off-Site SEO
Monthly content generation includes the following:
- Keyword research
- Keyword targeting strategy and creating of daily off-site content linking to client website
- Content submission to search engines
- Tracking and reporting for rankings of targeted pages on client website
$2,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Fundraiser Support Kit | $1,750 | |||||
| Email Drip Setup | $1,200 | |||||
| Landing Page | $1,500 | |||||
| Campaign Setup | $3,500 | |||||
| Digital Marketing Campaigns | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | |
| Content & Communications Management | $1,200 | $1,200 | $1,200 | $1,200 | $1,200 | |
| Off-site SEO | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | |
| Monthly Totals | $7,950 | $5,700 | $5,700 | $5,700 | $5,700 | $5,700 |
Social Advertising & Management
Social Advertising
Targeting schools, church groups, gyms and corporate partners via social media will not only raise awareness, but actually generate leads. Green Dot recommends running a variety of ads to target these audiences throughout Florida using Facebook.
A “like campaign” will grow the audience of followers, who can then be nurtured via boosted posts, including the blog articles. In addition, the newsfeed ad campaign will continue to drive qualified traffic directly to the landing page.
Social Media Management
Social marketing on Facebook allows you to engage directly with your social community on a daily basis. Boosted posts with ideas and tips on how to run the fundraisers, as well as information about how donated sneakers benefit others around the world will keep your audience inspired and active.
Includes the Following: