Prepared by Green Dot Advertising — November 3rd, 2020
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.
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.
A redesigned, simplified website designed to segment patients into two distinct cohorts is required to successfully identify the type of prospect when they initially inquire. Creating two distinct silos for content for Invisalign and Braces will steer site visitors to the content that most interests them. If all of the content they need to make a decision is located in that section, it will be a lot easier to properly segment the prospect, and allow all fo the re-marketing touch points to be more relevant and engaging.
Digital marketing is the best way to reach busy consumers who spend lots of time on their mobile devices. We recommend adding a YouTube video ad campaign to the mix to help drive overall awareness for Hess Orthodontics among millennial parents and their children alike. As the Tampa community becomes more familiar with Hess, the search and social media marketing campaigns will experience a measurable lift.
Re-marketing will include display ads and email drip campaigns segmented by the service the prospect explored on the website (Braces and Invisalign). Adding a segmented email drip campaign for each of the two services will help improve no shows for consultations and conversions once patients leave after the consultation.
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.
The new and updated website for Hess will be designed to identify which of the two primary services offered (Invisalign or Braces) the prospect is most interested in. Once a prospect visits a specific page or inquires from a specific page, retargeting ads and drip emails specific to the service the explored are triggered.
This website is quoted as custom built on the WordPress platform and include a content management system (CMS) to allow the client to add and edit content such as before and after photography and page copy without html coding.
The pages will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
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.
Video ads drive more engagement than static images. Showing beautiful smiles and sharing information about what can be accomplished with orthodontics in a short time period gets people excited.
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%.
This project includes the planning, creation and production of an engaging and powerful video ad unit designed to run on social media channels, primarily YouTube. As a result, short form content of five (5), ten (10) and thirty (30) second ad units is required.
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.
Emails can be used to nurture a lead, promote a specific service and share news about the practice. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action. Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, ActiveDemand and many more.
Monthly Hess Orthodontics emails will inform customers about new treatments, oral hygiene tips, referral incentives and community involvement. Email marketing can help reduce overall marketing costs by generating additional leads and referrals without incremental media spend.
The program also includes a series of emails that are triggered automatically once a prospect submits a request for information on Invisalign or braces. Each email is sent 2-3 days apart from the previous message in an effort to remind the customer to follow through with scheduling an appointment.
Invisalign Email Drip Series
Braces Email Drip Series
Drip emails spaced out over a 2 week period while the prospect shops alternative solutions have been proven to increase response rates dramatically, thereby reducing overall marketing costs.
Proprietary content in the form of well researched blog posts, and branded social media graphics engage visitors who are researching brands and evaluating the competition.
Green Dot has included (budgeted) time to curate, create and produce custom video content for social media and email communications on a monthly basis. This could include editing video footage supplied by the client into short clips with branding elements.
Content can be shared via email and social media while helping to help drive engagement, clicks to the website, sign ups for email and to keep the brand top of mind with all audiences. This service provides clients with short video clips created from supplied assets and two (2) individually researched and well written blog posts on a monthly basis.
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.
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.
Includes the Following:
$7,500
Services include:
$4,500
Services include:
$3,000
Services include:
$1,500
One-time campaign setup fee includes:
$3,500
Your marketing services package includes the following:
$4,000 p/m
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
Youtube: $1,500 – $2,500 p/m
Retargeting: $300 – $500 p/m
Monthly content generation includes the following:
$3,000 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Development | $3,500 | $3,500 | ||||
| Video Production | $2,000 | $2,500 | ||||
| Email Drip Creative | $1,500 | $1,500 | ||||
| Retargeting Ad Creative | $1,500 | |||||
| Campaign Setup | $2,000 | $1,500 | ||||
| Digital Marketing | $4,000 | $4,000 | $4,000 | $4,000 | ||
| Content and Communications | $3,000 | $3,000 | $3,000 | $3,000 | ||
| Monthly Totals | $8,500 | $8,500 | $9,500 | $7,000 | $7,000 | $7,000 |
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.
Social Advertising
Social Advertising
Advertising on Facebook, Instagram and Youtube 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.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand for both Invisalign and braces. Social advertising will focus on growing your audience and nurturing them with content campaigns focused on Invisalign and braces, information about Hess or “before and after.”
Includes the Following:
Social Media Management
Social marketing on Facebook and Instagram allows you to engage directly with your social community on a regular basis. Green Dot manages a content calendar and curates social media posts between content created by the agency, and content supplied by the client. We monitor and respond to comments while aiming to convert followers into prospects.
Includes the Following: