HealthSnap

App Launch Marketing & Support

Prepared by Green Dot Advertising — November 8th, 2019

Objectives & Marketing Strategy

Launch the HealthSnap app to consumers in two phases using a mix of channels. 

Green Dot recommends a phased approach for marketing. Consider a soft launch in January of 2020 targeting two distinct audiences. Health conscious consumers who have adopted wearables, and patients on provider partner lists. Ideally, both audiences are located in the same geographic areas. The goal is to test a variety of ad creative and messaging, audience behavior and to build attribution models that identify the most efficient and effective tactics and channels.

The combination of optimized ad creative, reliable real-world metrics and a revised in-app activation funnel will exponentially improve the effectiveness of the hard launch phase. In addition, an improved user experience will lead to higher ratings and reviews, activation rates an overall efficiency.

Digital marketing campaigns will be primarily focused on social media and email nurture campaigns to reach both target audiences. In conjunction with a PR campaign, the app launch campaign aims to accomplish three things:

  1. Build brand awareness / engagement
  2. Drive downloads
  3. Drive activations

Outreach to patients on the provider lists will consist of HealthSnap staff initiating phone calls and sending introductory email communications. In parallel, Green Dot will run digital marketing campaigns targeting both the patient group, as well as a separate carefully curated audience of ideal targets for the HealthSnap app.

On social media both target audiences will see video ad creative and static posts promoting specific benefits of the app. Patients of partners would also receive an automated email drip campaign introducing the app and explaining key benefits.

Some social media ads can initiate downloads directly from an ad without leaving Facebook or Instagram. Whereas prospects and patients who want to learn more before committing can click the ad to visit a landing page with additional messaging. From here users can link to the app store to download. If they leave the page without downloading, they see retargeting ads on popular websites, and supporting content on social media.

Users who download the app will be supported with a dedicated email drip campaign focused on helping them complete the activation and integration with their wearable device.

The soft launch will be critical to identifying and optimizing any pre-existing issues with both the ad creative and marketing messages, as well as the app activation funnel and App Store Optimization. Green Dot suggests a combination of surveys, live chat, and tech support to gather the necessary information to streamline the activation process as much as possible.

Phase 1 – Soft Launch – Goal of 5,000 downloads. Media budget $30k – $35k – January / February. Geographically diversified campaign. Learn about messaging, conversion rates, downloads and successful activations. Use email and surveys to engage consumers and get feedback. Identify ideal target. Drive reviews only from happy users. Prepare for hard launch.

Phase 2 – Hard Launch – Goal of 50k downloads. Media budget $250k – $300k. March – July. Geographically diversified. Relaunch optimized ad messaging, content and PR campaign. Add keynote influencer. Scale media budget. Drive reviews and continue to gather consumer feedback. ASO optimization.

Phase 3 – Scale – Q3 & Q4 – Scale the media budget and focus the campaign on the geographic regions that are outperforming.

Tools & Resources – A successful launch requires a variety of software resources and capabilities. Green Dot will procure and supply the necessary technology including an ASO tool, a marketing automation platform called ActiveDemand to support email drip campaigns, dynamic website content and integrated campaign tracking and analytics. Additionally, we highly recommend leveraging the the micro-influencer and content procurement platform Heartbeat to amplify results.

Landing Pages

Landing Pages

Design and develop a series of landing pages that message match the ad creative to boost conversion rates.

A landing page that is easy to edit and update lends facilitates efficient testing for a variety of messages and ad creative. Identifying the value proposition and target audience that yields the lowest cost per download / activation is key to maximizing the media budget during the hard launch.

Landing pages are quoted as a custom site built on the WordPress platform and include a content management system (CMS) to allow the client and agency to add and edit content such as photography and page copy without html coding.

The landing pages will be designed primarily for mobile devices (with support for desktop) due to the heavy focus on social media marketing to ensure content renders consistently on tablets and smartphones.

Landing Pages
  • Landing Page AHeader - download
    Value Prop / target audience A
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    Testimonial video
    Download
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    How it Works
    Free forever
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    Download
  • Landing Page BHeader - download
    Value Prop / target audience B
    ---
    Product features video
    Download
    ---
    How it Works
    Free forever
    ---
    Download
  • Landing Page C - short versionHeader - download
    Value Prop C
    ---
    Download
    ---
Includes the Following:
  • Account service
  • Copywriting
  • Visual concept development for website designs
  • (2) sets of revisions
  • Custom website development & programming
  • Setup custom site design in WordPress CMS
  • Website setup on hosting account

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%.

Green Dot recommends creating both screen shot / features focused style videos, as well as user testimonial videos to use as ad creative for the social media marketing campaigns.

Includes the Following:
  • Campaign setup including copywriting and precise targeting
  • Media research and placement
  • Campaign management & optimization
  • Conversion tracking and reporting
Does Not Include:
  • Video Production

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.

Green Dot recommends a low budget branded Google Adwords campaign to ensure that any users who search for the HealthSnap app on Google can easily find information and the download link.

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

Content Creation & Influencers

Content Creation and Influencers

Engaging and original content is vital to the success of every advertising campaign. The app launch campaign will require fresh content daily to nurture prospects and followers. Green Dot suggests sourcing a combination of stock images and video bolstered by custom content from the micro-influencer platform Heartbeat. Green Dot can customize stock images or footage with captions and quotes, and we can source lifestyle images from consumers engaged with the app, or while they engage in various parts of their lifestyle routine.

We also recommend shooting or sourcing testimonial videos from actual users sharing what they love about the HealthSnap app and how they use it. In addition, the HealthSnap team could provide weekly blog posts to share on social media to further nurture followers with relevant information.

Finally, Green Dot recommends engaging a Keynote Influencer for the Hard Launch. We recommend identifying this individual after the Soft Launch has been completed and the ideal target audience has been defined and confirmed in order to assure the ideal influencer can be selected.

Includes the Following:
  • Monthly promotions / content via Heartbeat
  • Micro influencer management & reporting
  • Monitor and respond to comments on social media
  • Fresh, weekly branded social graphics – up to (5) per channel / week
  • 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 ActiveDemand campaign dashboards that report on website and landing page performance, campaign performance and other important metrics.

Green Dot delivers monthly performance reports and live reviews on a call with the client team. Additionally, weekly calls are included initially to facilitate quick and efficient optimization during the launch and include discussing the content calendar, campaign performance and next steps.

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 the reach and frequency of your marketing campaigns. In essence, the media budget can be set at whatever level HealthSnap is comfortable with, so long as expectations for performance are in line with the allocated budget. Green Dot provides recommendations and guidance to help clients correlate the media budget with objectives and expectations.

Green Dot does not bill clients a media commission and we don’t require a minimum budget. Instead, we invoice a flat monthly rate for services to 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 without a markup. This approach creates pricing transparency and trust, while allowing media budgets to be adjusted as needed.

Green Dot includes 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

Email Drip Creative & Templates

These services include:

  1. Account Service
  2. Copywriting – up to 8 drip emails
  3. Design up to 8 drip emails
  4. (2) sets of revisions
  5. Development & coding
  6. Workflow setup in ActiveDemand
  7. Testing and troubleshooting

$2,500

Retargeting Ads

These services include:

  1. Account Service
  2. Copywriting
  3. Design – up to 3 concepts
  4. (2) sets of revisions
  5. Production – 3 sizes x 3 concepts (9 banners)

$1,500

Landing Pages

The project includes the following services:

  1. Account Service
  2. Copywriting – up to 3 landing pages
  3. Design for landing pages
  4. (2) sets of revisions
  5. Custom website development & programming
  6. Includes up to 3 landing pages
  7. Setup custom site design in WordPress CMS
  8. Landing page setup on hosting account

$3,500

Video Ad Creative

The project includes the following services:

  1. Account Service
  2. Script / shot lists – up to 3 screen shot videos
  3. Interview questions for testimonial videos
  4. (1) half day video shoot w/ audio
  5. Post production – testimonial videos – (3) 60 sec.
  6. Production – 3 screen shot videos – 30 sec. each
  7. Talent and location not included

$5,500 – (6 videos)

Heartbeat Content

The project includes the following services:

  1. Account Service
  2. Content outlines & briefs
  3. Heartbeat platform management
  4. Influencer selection & direction
  5. Content sourcing and categorization
  6. Influencer campaign management
  7. 50 – 100 unique photos
  8. Reporting
  9. Includes Heartbeat platform fee – $2,500

$4,500

Campaign Setup

One-time campaign setup fee includes:

  1. ActiveDemand Setup
  2. Google Analytics set up
  3. Facebook audience profiling
  4. Instagram audience profiling
  5. Retargeting campaign setup
  6. Update branding for social channels
  7. UTM tracking setup

$4,500 – one time

Digital Marketing Services

Your marketing services package includes the following:

  1. Manage & optimize ad creative
  2. Advertising for Facebook
  3. Advertising on Instagram
  4. Advertising on YouTube
  5. Branded SEM on Google Adwords
  6. Retargeting ad management & creative
  7. Ongoing tracking & analytics
  8. Weekly calls
  9. Monthly reporting
  10. Includes media management up to $20k per month**Additional media management beyond $20k per month is billed at 12% of ad spend.

$5,750 /month
$7,500 /month

Suggested Monthly Media Spend

You set the budget
Search: $500 – $1,500 p/m
Facebook: $5,000 – $25,000 p/m
Instagram: $5,000 – $25,000 p/m
YouTube: $5,000 – $15,000 p/m
Hulu: $5,000 – $15,000 p/m
Retargeting: $200 – $1,500 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Facebook page management / comments
  2. Instagram page management / comments
  3. Facebook – up to 5 social posts / week
  4. Instagram – up to 5 social posts / week
  5. Design and production for social graphics
  6. Monthly performance report

$2,500 / month

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Retargeting Ads$1,500
Landing Pages$3,500$500$500$500$500
Video Ad Creative$2,500$3,000
Email Drip Creative$2,500
Campaign Setup$4,500
Campaign Management$5,750$5,750$7,500$7,500
Content Management$2,500$2,500$2,500$2,500
ASO Tool / ActiveDemand$1,500$1,500$1,500$2,000$2,000
Monthly Totals$10,000$9,000$10,250$10,250$12,500$12,500
Notes
Authorized Signature