- Objectives & Marketing Strategy
- Photography & Video Production
- Landing Pages
- Google® Adwords
- Social Advertising & Management
- Video Advertising
- Retargeting Display Ads
- Email Marketing
- Outbrain / Taboola Content Ads
- Content Creation & Blogs
- Analytics & Reporting
- Media Spend & Management Fees
- Services Summary & Pricing
HumanTelligence
Marketing Proposal
Prepared by Green Dot Advertising — June 6th, 2017
Objectives & Marketing Strategy
Develop a digital marketing strategy designed to generate awareness for the HumanTelligence platform among HR professionals while generating qualified leads to support the company’s sales team.
Marketing Strategy:
Targets for the HumanTelligence platform include HR professionals working for mid-size and Fortune 500 companies, as well as full-time recruiters in the business of matching talent with opportunities in corporate America. As HumanTelligence is a sales driven organization, the marketing campaigns will focus on creating brand awareness among the target audience to support outbound sales efforts. In addition, the marketing campaigns aim to generate up to 500 marketing qualified leads per month.
Digital marketing campaigns will be the primary channels to generate brand awareness and generate sales leads. Message matched landing pages will help boost the performance of the campaigns and play a crucial role in lifting conversions while reducing cost. We recommend utilizing channels including Facebook, LinkedIn, Google Adwords, retargeting ads and content marketing, such as testimonial videos, sponsored articles on news site, blogging and shareable social graphics. All of these initiatives will work together to help reach new prospects and support the sales team with fresh daily leads.
Email marketing will be utilized to nurture prospects throughout the sales cycle to ensure HumanTelligence is top-of-mind at all times. To ensure relevancy, Green Dot highly recommends email drip campaigns delivered via a marketing automation platform like Hubspot. Prospects can be emailed specific content driven by their behavior, or lack of it to ensure everyone receives content most relevant to them and their level of interest.
Green Dot will carefully track and analyze the results of each campaign, including the cost to reach, engage and convert prospects into customers. HumanTelligence will be provided with tracking technology to integrate into their CRM to allow prospect conversions to be tracked internally and then reported back to the agency. Our primary objective is to optimize your campaigns to achieve the lowest cost to inform and engage your audience, as well as drive a steady stream of leads via the website and landing pages.
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to produce the proposed sales collateral and support the marketing campaigns with relevant content.
Seeing is believing. Green Dot recommends shooting testimonial videos with existing customers to have them highlight the benefits they received from adopting the HumanTelligence platform into their hiring process. Hearing and seeing CEOs, HR managers and Recruiters talk about why they love this service is key to convincing their peers to sign on.
Deliverables Include the Following:
- (2) Full days of shooting video
- (2) Full days of shooting still photography
- (45) Color corrected high resolution images
- (3) testimonial videos – 90 seconds each
- (3) testimonial video ads – 40 sec. each
- (1) company overview video – 120 seconds
- (1) 90 second looping b-roll video clip for website landing pages
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (2) Full days of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (2) Full days of video w/ Canon C100 Mark ii
- Ronin M
- Osmo +
- Inspire 2 Drone
- Pro light kit
- Pro audio capture
Landing Pages
Landing Pages
Design and develop custom landing pages that are message matched to the marketing campaigns ensuring a high quality score and the highest possible conversion rates.
Landing pages that are specifically designed to support incoming traffic with messaging that delivers on the promise of the ad not only increases conversion rates on page, it also reduces the advertising spend significantly as a result of a higher quality score from the publisher (Google or Facebook).
The landing pages are 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 photography and page copy without html coding.
The landing pages will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Content Outline
- HR DepartmentsThis page targets companies with internal HR departments and drives home the benefits of the platform.
Intro - HR streamlined
Talent Fit Recruiting
The Assessment
Testimonial video
Talent Fit
b-roll video
Culture Fit
HT Profile
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CTA - Schedule a Demo - RecruitersThis page targets recruiters and headhunters.
Intro
Talent Fit Recruiting
The Assessment
Testimonial video
Talent Fit
b-roll video
Save Time & Money
Match Talent to Opportunities
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CTA - Schedule a Demo - Content DownloadThis page will prompt prospects to download a white paper focused on how to identify, evaluate and match talent to specific roles within a company.
Intro
Talent Fit Recruiting
Testimonial Video
---
CTA - Download White Paper
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
Google® Adwords
Google® Adwords
While paid search can be expensive, the leads this effort generates are ready to buy now. Paid search is one of the best ways to step in front of existing demand. Our Google Adwords certified marketers can help your company optimize your way to success. We recommend at least 3 months of search engine marketing and experimenting with a variety of landing pages to test the viability of this channel. Any learnings can be applied towards future SEO efforts, regardless of the CPA.
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)
Video Advertising
Social Media & YouTube Video Ads
Video ads can be placed on social media sites like Facebook 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 for up to a year. 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
Email Marketing
Email Marketing
Emails have the most impact when they are used to nurture a lead or promote a specific service. 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, Exact Target and many more. We recommend creating a series of email drip campaigns written to engage specific audience segments with the information most relevant to them.
Specific email messages, triggered automatically based on each prospect’s behavior will be written, designed, coded and programmed to support each step in the sales cycle. Recruiters and HR managers will receive distinct messages.
Includes the Following:
- Write, design and code two (2) separate drip campaigns – up to 6 messages each (12 total)
- Drip campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – (1) informational / promo email per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting (incl. phone call tracking)
Outbrain / Taboola Content Ads
Outbrain / Taboola Content Ads
A great way to supplement qualified traffic from across the is to run content ads that are inserted at the bottom of news articles, linking to editorial content about your product or service.
Both Outbrain and Taboola provide ad platforms allowing you to reach readers on popular news and entertainment sites with content that you control. Green Dot can manage these insertions, test a variety of headlines and content, and optimize the corresponding landing page on your website to ensure conversions are triggered at the highest possible rate.
Includes the Following:
- (1) uniquely researched, written and published editorial articles per month
- Image selection
- Media insertion and management
- Tracking and analytics
- Monthly reporting
Content Creation & Blogs
Content Creation & Blogs
Engaging and original content is vital to the success of every advertising campaign. Content can be shared via email and social media while helping to drive SEO rankings and free traffic for important long-tail keywords. 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.
This service provides clients with individually researched and well written blog posts, as well as customized social media graphics on an ongoing basis.
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
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
Photography & Video Production
Services includes:
- (2) Full days of shooting video
- (2) Full days of shooting still photography
- (45) Color corrected high resolution images
- (3) testimonial videos – 90 seconds each
- (3) testimonial video ads – 40 sec. each
- (1) product overview video – 120 seconds
- (1) 90 second looping b-roll video clip for website landing pages
$15,500
Landing Page Design & Development
The project includes the following services:
- 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
$4,500
Content Development
The project includes the following services:
- Account service
- Copywriting – 12 emails (6 per segment)
- Copywriting – white paper – up to 6 pages
- Visual concept development for email designs
- White paper layout & production
- (2) sets of revisions
- Setup email triggers, workflows and segment lists
$6,500
Campaign Setup
One-time campaign setup fee includes:
- Update branding for social channels
- Google Analytics set up
- Keyphrase research and new Adwords creative
- Social audience target profile setup
- Retargeting banner ad design
- Taboola / Outbrain campaign setup
- Tracking setup for ad campaigns
$4,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook
- Advertising for Facebook
- Video ads on Facebook
- Manage LinkedIn company
- Advertising on LinkedIn
- SEM using Google Adwords
- Retargeting ad management & creative
- Manage and optimize Taboola / Outbrain campaign
- Ongoing tracking & analytics
- Access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $30k per month**Additional media management beyond $30k per month is billed at 12% of ad spend.
$6,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $10,000 – $15,000 p/m
Social: $10,000 – $20,000 p/m
Taboola: $5,000 – $10,000 p/m
Video Ads: $4,000 – $10,000 p/m
Retargeting: $500 – $1,000 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write, style and submit one (1) Taboola / Outbrain advertorial article
- Write (2) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Write, design and code (1) custom info / promo email
- Manage email drip campaigns & lists
- Test & blast email
- Monthly performance report
$2,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photo / Video | $7,750 | $7,750 | ||||
| Landing Pages | $2,250 | $2,250 | ||||
| Content Development | $3,250 | $3,250 | ||||
| Campaign Setup | $4,500 | |||||
| Digital Marketing | $5,500 | $5,500 | $5,500 | |||
| Content & Communications | $2,500 | $2,500 | $2,500 | |||
| Monthly Totals | $11,000 | $13,250 | $6,750 | $8,000 | $8,000 | $8,000 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your 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 utilizing Facebook and LinkedIn, as well as YouTube to target HR managers and recruiters with newsfeed ads, video ads and downloadable content to engage them as they seek candidates to fill vacant positions for their clients or throughout their organizations.
Social Media Management
Social marketing on Facebook, Twitter, LinkedIn, YouTube and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: