HealthSnap
Multimedia & Digital Marketing
Prepared by Green Dot Advertising — October 31st, 2016
Objectives & Marketing Strategy
The primary objective for HealthSnap is to develop a proven sales methodology that can scale to a variety of markets.
Marketing Strategy:
The sales team seeks to engage physicians and clinics to adopt the HealthSnap VO2 Max assessment and administer it to the vast majority of their patients for a variety of health benefits – both short and long-term. Green Dot can offer a set of integrated solutions to assist the process of identifying, educating and inspiring physicians to take action. We can also help create demand for the product at the consumer level.
Initially, we recommend creating three (3) versions of the multimedia presentation. The full length version is intended to be presented as part of a demo, or on the website. The other two versions are intended to be run as ads on social media and consist of a much shorter, benefits oriented pitch separately focused on consumers and physicians. Each of these two targets will only be presented with the benefits that are relevant to them. The physician version is more focused on the benefits to their practice (patient engagement, etc.) whereas the consumer version intends to stimulate market demand for the assessment by highlighting the benefits.
The next phase focuses on delivering these messages precisely to each of the two end markets. Green Dot recommends using primarily Facebook to run video ads using the customized and shorter versions of the presentation to target physicians and consumers separately. This campaign seeks to drive traffic to the site and raise awareness about HealthSnap and this revolutionary technology.
Multimedia Movie
Multimedia Movie
Develop a multimedia movie to educate prospects and two shorter versions to support a social media ad campaign.
The project includes developing a 120 second full length multimedia movie to be used on the website or during product demos with prospects. Additionally, Green Dot will create two shorter 30 second versions focused on each of the two end markets – consumers and physicians – to run as video ads on Facebook.
Includes the Following:
- Account service
- Copywriting – script
- Design & visual concept development
- Storyboarding
- Stock photography
- VO recording and talent fee
- Motion graphics and type animation
- (2) sets of revisions
- (1) 120 sec. version
- (2) 30 sec. versions for social ad campaign
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%.
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
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
Multimedia Movie Production
Includes the following:
- Account service
- Copywriting – script
- Design & visual concept development
- Storyboarding
- Stock photography
- VO recording and talent fee
- Motion graphics and type animation
- (2) sets of revisions
- (1) 120 sec. version
- (2) 30 sec. versions for social ad campaign
$9,500 for 120 sec. version
$1,500 for (2) 30 sec. versions
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Retargeting banner ad design
- Social audience profiling
- Initial ad development
$1,500
Digital Marketing Services
Your marketing services package includes the following:
- Advertising for Facebook
- 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.
$1,800 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 | |
|---|---|---|---|---|---|
| Multimedia Production - 120 sec | $4,750 | $4,750 | |||
| Multimedia Production - 30 sec | $1,500 | ||||
| Campaign Setup | $1,500 | ||||
| Digital Marketing | $1,800 | $1,800 | |||
| Monthly Totals | $4,750 | $4,750 | $3,000 | $1,800 | $1,800 |
Social Advertising
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 running an ad campaign using video ads (the multimedia movies) to target physicians and consumers separately, with customized messaging for each market. We carefully track all incoming leads via a web form as well incoming phone calls and use this data to optimize your campaign based on performance throughout the duration.
Includes the Following: