Hess Orthodontics

Integrated Marketing - Lite

Prepared by Green Dot Advertising — November 3rd, 2020

Objectives & Marketing Strategy

Deliver a marketing program that integrates search, social, branding ads, and retention campaigns including email marketing and retargeting as well as content generation to nurture prospects throughout the sales cycle.

Marketing Strategy:

Consumers carefully research specialists in the medical field when seeking treatment. Before patients make their choices, they check the doctor’s education, certifications and reputation, as well as available treatment and financing options amongst other considerations.  That’s why a successful marketing effort should engage potential patients and/or their parents during this process using multiple channels in a coordinated effort to inform, engage and convert.

Green Dot can act as a single point of contact to manage all of the touch points needed to communicate with prospects at every stage of the sales funnel. The proposed strategy aims to boost results by integrating and coordinating communications between the website, social media, email and other content and the prospect based on the service that most interests them.  By using automation and by segmenting content, we create curated experiences for each patient cohort.

Tracking, reporting and optimization of the campaigns is included with the monthly services fee. We report diligently on campaign performance and maintain a content calendar with seasonally appropriate content. During the live monthly call we review campaign performance and discuss any optimization initiatives and the content calendar for the upcoming period.

Google® Ads

Google® Ads

Google Ads allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. A Google Ads 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 has experience optimizing Google Ads campaigns to drive leads to specific office locations, as well as Google Local ad listings which can enhance results.

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

We strongly recommend retargeting landing page visitors for a period of one month. Digital display ads can be used to retarget all prospects who visited the landing page but did not complete the desired action.  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. Home Angels will have direct access to the marketers working on the campaigns as well as to reporting platforms like Google Analytics (landing page performance) and ActiveDemand to view a live campaign dashboard detailing the performance of the campaigns.

Green Dot publishes monthly reports detailing every lead that was generated, the source and the cost. We also review reports with clients by phone or via a virtual meeting platform.

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Ongoing campaign optimization based on data
  • Google Analytics goal tracking setup and management
  • Custom monthly performance reports
  • Monthly account review
  • SharpSpring for marketing automation, email campaigns, call tracking and campaign dashboards

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

Email Drip Creative

Services include:

  1. Write (10) email drip messages
  2. Design – (10) emails
  3. Development – (10) emails
  4. (2) rounds of revisions
  5. Setup drip campaign email workflows

$3,000

Retargeting Ad Creative

Services include:

  1. Write (2) retargeting display ads
  2. Design and visual concept development
  3. Layout (2) concepts x (3) sizes each for (6) total retargeting display ads
  4. (2) rounds of revisions

$1,500

Campaign Setup

One-time campaign setup fee includes:

  1. Google analytics goal conversion setup
  2. Tracking setup for Google Ads
  3. Google Ads analysis and optimization
  4. Instagram audience profiling
  5. Facebook audience profiling
  6. Setup phone call tracking
  7. Setup ad tracking

$3,200

Digital Marketing Services

Your marketing services package includes the following:

  1. SEM using Google Ads
  2. Retargeting ad management & creative
  3. Instagram Advertising – newsfeed ads
  4. Facebook Advertising – newsfeed ads
  5. Retargeting ad management & creative
  6. Phone call tracking
  7. Ongoing tracking & analytics
  8. Access to the GD project portal
  9. Monthly reporting and live account review
  10. Includes media management up to $20k per month**Additional media management beyond $20k per month is billed at 12% of ad spend.

$3,500 p/m

Suggested Monthly Media Spend

You set the budget
Google Ads: $3,500 – $7,500 p/m
Facebook: $1,500 – $2,500 p/m
Instagram: $1,500 – $2,500 p/m
Retargeting: $300 – $500 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Write, design and code (1) custom promotional email
  2. Blast, track and report (1) promotional email
  3. Create (12) custom graphics for Instagram posts
  4. Create (12) custom graphics for Facebook posts
  5. Manage content calendar
  6. Curate social media posts, including client content
  7. Monitor and respond to social media comments
  8. Monthly performance report

$2,400 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Email Drip Creative$1,500$1,500
Retargeting Ad Creative$1,500
Campaign Setup$3,200
Digital Marketing$3,500$3,500$3,500$3,500$3,500
Content and Communications$2,400$2,400$2,400$2,400$2,400
Monthly Totals$6,200$7,400$5,900$5,900$5,900$5,900

Ready to Get Started?

To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.

Notes

Terms and Conditions

Agreement & Definitions

The purpose of this agreement is to establish a continuing and mutually beneficial, cooperative Client / Agency relationship. This agreement is governed by the laws of the state of Florida. Hereinafter, “Client” is defined as the company and person executing this agreement, and “Agency” is defined as Behr Advertising, Inc. d/b/a Green Dot Advertising.

Ownership & Custody

All creative concepts, ideas and designs, prepared for and purchased by the Client shall be the property of the Client on receipt of payment. This includes the final approved version of any digital files for contracted work – i.e. the brochure, video or website. However, this does not include any working files or digital assets generated by the Agency that are not part of the final deliverable or required for the final deliverable to function. In the simplest terms, output files belong to Client and working files belong to the Agency. Copyright of all material produced for the Client is vested in the client, except where previous copyright may exist in purchased material. We, the Agency shall retain, in our care digital files of advertising creative produced on behalf of the Client for a period of three (3) years. Any physical materials such as film, mechanicals or printer’s proofs will not be stored or recovered unless specifically requested by the Client and agreed to by the Agency in writing.

Confidentiality

It shall be our duty as the Client’s agency not to discuss any confidential information entrusted to us by the Client without authorization. All studies and research done on behalf of the Client and paid for by the Client shall remain confidential to the Client.

Contract Term & Cancellation

This agreement is for described work only and is based upon acceptance by the Client within 30 days. The minimum term is six (6) months from the date of campaign launch, not the signing date. As a result, the duration of time dedicated to project work in preparation to launch marketing campaigns, such as design and development of creative assets prior to campaign activation, is not counted towards the minimum term. Early cancellation obligates the Client to pay 50% of the remaining unbilled services for the remainder of the current term, plus any outstanding balance due the Agency. This agreement renews automatically for a one (1) year term if not cancelled in writing at least thirty (30) days prior to the end of the initial six (6) month term and renews annually thereafter until cancelled in writing by the client with at least ninety (90) days written notice.

Obligation to Media & Suppliers

The Client authorizes the Agency to purchase and place advertising, and authorize media and production commitments for the Client, and to obligate the Client contractually or otherwise for the payment of such advertising, media and production projects. The Agency will service and bill the Client each month where payment is due the Agency. Once payment has been made to the Agency, the Agency assumes full financial responsibility for remitting payment to the media or vendors in a timely manner. If however, the Client fails to remit payment to the Agency, then financial responsibility for payment lies with the Client and not with the Agency.

Legal Liability & Indemnification

The Agency shall not be liable for delay, omission or error, in any advertisement or marketing communications in the absence of wilful fault or neglect. The Agency agrees to exercise its best judgement in the preparation and placing of all advertising and marketing materials for the Client with a view to avoiding any claims, proceedings or suits being made against the Client or the Agency. It is agreed however that the Client will indemnify the Agency against any loss we may incur as the result of any claim, suit or proceedings made or brought against the Agency based upon any advertising or marketing campaigns which the Agency prepared or managed for the Client based on information provided by the Client or published by the Client in the past. Likewise, the Agency will indemnify the Client against any loss the Client may sustain as a result of any claim, suit or proceeding made or brought against the Client caused by the Agency’s negligence.

Authorized Signature