GotSneakers
Landing Page & Marketing Proposal
Prepared by Green Dot Advertising — May 26, 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.
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.
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
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
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:
- (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
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
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
Landing Page 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
$2,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook
- Advertising for Facebook
- Write (2) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - 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.
$2,500 p/m
Suggested Monthly Media Spend
You set the budget
Social: $1,200 – $2,000 p/m
Retargeting: $200 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Fundraiser Support Kit | $1,750 | |||||
| Landing Page | $1,500 | |||||
| Campaign Setup | $2,500 | |||||
| Digital Marketing Campaigns | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | |
| Monthly Totals | $5,750 | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 |
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: