Iberico Club
Website Development & Marketing Proposal
Prepared by Green Dot Advertising — June 22th 2016
Objectives & Marketing Strategy
Upgrade the existing Iberico Club website to better support the marketing campaigns and generate brand awareness, targeted website traffic, social media engagement and direct sales for Iberico Club products offered for sale on the company website.
Marketing Strategy:
Integrating marketing efforts for Iberico Club represents the best opportunity to streamline, consolidate and optimize the effectiveness of the campaigns. Green Dot can provide a turnkey marketing solution by originating all of the content needed to support the brand under one roof.
As a first step, Green Dot recommends redesigning the IbericoClub website to focus more on telling the story about the product, and simplifying the ecommerce platform. While the Iberico Club website is aesthetically pleasing, the navigation does not provide a good overview of the site’s content, and it’s easy for visitors to get confused as to which part of the site they are on since everything is contained in one drop down menu. More importantly, there’s an opportunity to tell this exciting story on the home page to build up the value of the product, as well as to give search engines more content to help rank the site better organically (currently you list on page 2 for “jamoneiberico”). Telling the story with both words and pictures will help increase conversions from curios visitors that don’t already know everything about the Jamon Iberico product.
Further, the existing site uses Magento, an unnecessarily complex enterprise level shopping cart for a site with less than 10 skus. The cost to maintain and update the site can be reduced significantly by switching to a simpler system like WordPress and Woocommerce.
Finally, we strongly recommend creating pre-packaged product gift packs at two price points – $150 and $250. These packages should include everything needed to enjoy the complete experience, including the Jamon, the cheese, the bread and for the higher end package some of the cured meats like the Bellota, Chorizo or Salchichon. Having these packages available will make it possible to market the Jamon as a gift comparable to stone crabs or steaks for birthdays, anniversaries and other special occasions. We suggest this marketing strategy will increase conversions significantly, especially from visitors not already familiar with the product, allowing Iberico Club to target these buyers for a “whole ham” in the future. Also important is an option to “re-order” the hind leg or shoulder without the carving kit at a lower price point (due to no carving knife and ham holder)
Since the product is sold online and there are no retail outlets, we suggest utilizing digital marketing channels exclusively. Suggested channels include search engine marketing, social media advertising, content marketing, email marketing and influencer outreach. The scope and benefits of these services are explained in detail in the following pages.
Website Scope of Work
Website Development Scope of Work
Design and develop a website to showcase the company’s product story and support the digital marketing campaigns.
This website is 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, and the world’s most popular ecommerce platform Woocommerce to add shopping cart functionality. The website will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Areas of improvement
- Tell the story better – with words and photos
- Store interface – no more pop ups – dedicated pages for each product
- Product pages – each product will feature large images and product reviews
- Navigation – expanded nav that indicates what page a user is on clearly
- SEO – on-site SEO due to more on-page content (especially the story)
- Better blog interface with categories and article list view
Website Content Outline
- HomeProduct Intro - store link
Story about Iberico Pigs
Cordoba Spain
Free-Range Pigs & Diet
Curing Process
Selection Process
Store link - StoreProduct Overview Interface
Product Detail Interface w/ reviews
Checkout page
Confirmation email - About JamonHow to Enjoy
How to Plate
How to Eat
How to Pair
How to Store
How to Carve - BlogList view interface
Article detail view interface
Categories - recipes, origin, pigs, curing, carving, etc. - Contact & Location
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
- Setup Woo Commerce
- Website setup on hosting account
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.
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
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 & 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:
- (4) 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
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to present fresh and engaging content for social media channels and the Iberico Club website.
Using the same images and content repeatedly on social media channels results in followers unlocking and disengaging from your page. Green Dot has specialized expertise shooting and styling food products. We recommend quarterly photo shoots to generate new, custom content to support your marketing and to update the website with fresh content from time to time.
Deliverables Include the Following:
- (1) Half day of pre-production
- (1) Half day of shooting custom high resolution photography
- (25) Color corrected high resolution images
Photography & Video Production Services:
Pre-Production Planning
- Shot list & planning
- Sourcing props
- Account Service
Photography
- (1) Half day of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
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
Website 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
- Setup Woo Commerce
- Website setup on hosting account
$7,000
Custom Photography
The project includes the following services:
- (1) Half day of pre-production
- (1) Half day of shooting custom high resolution photography
- (25) Color corrected high resolution images
$1,500 (3-4 times a year)
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with existing posts
- Keyphrase research and new Adwords creative
$3,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook
- Advertising for Facebook
- SEM using Google Adwords
- 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.
$2,000 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $2,500 p/m
Social: $1,200 – $2,000 p/m
Retargeting: $200 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write (4) unique blog posts
- Photo selection & licensing, blog post styling, SEO keywords & publishing
- Write, design and code (1) custom promotional email
- Test & blast email
- Monthly performance report
$1,500 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Design & Development | $3,500 | $3,500 | ||||
| Custom Photography | $1,500 | $1,500 | ||||
| Campaign Setup | $3,500 | |||||
| Digital Marketing Services | $2,000 | $2,000 | $2,000 | |||
| Content & Communications Services | $1,500 | $1,500 | $1,500 | |||
| Monthly Totals | $3,500 | $3,500 | $5,000 | $3,500 | $3,500 | $5,000 |
Social Advertising & Management
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.
Many social networks only allow you to reach a percentage of your community for free. For example, Facebook only allows you to reach up to 6% of your page follows organically and after that you must pay to reach the remaining 94%. Social advertising helps help reach and nurture the people in your community that the networks won’t allow you to reach for free.
“Social advertising also allows you to reach new people in your target audience. Once they follow you they can then be nurtured through your daily postings until they convert.”
Includes the Following:
Social Media Management
Social marketing on Facebook, Instagram, Twitter, LinkedIn, Pinterest and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: