Ilene Berg Shoes
Branding & Marketing Proposal
Prepared by Green Dot Advertising — June 8th 2016
Objectives & Marketing Strategy
Reintroduce the Ilene Berg Shoe brand with updated brand touch points and digital marketing efforts to increase brand awareness and help generate sales.
Marketing Strategy:
Repositioning the Ilene Berg Shoes brand to appeal to fashion conscious consumers is essential for success in this price segment of the footwear industry. Green Dot recommends updating the logo and redesigning the website so that the company brand will become more recognizable and relevant to your target audience. Green Dot will also extend this new positioning to other brand touch points, including social media and retargeting ads.
Digital marketing campaigns will be the primary channels to generate brand awareness and help drive sales. The new brand positioning will help boost the performance of the campaigns and play a crucial role in helping to generate sales. We recommend utilizing channels including Facebook, Google Adwords, retargeting ads and content marketing, such as blogging and shareable social graphics. All of these initiatives will work together to help reach new consumers and keep your product top of mind.
Green Dot will carefully track and analyze the results of each campaign, including the cost to reach, engage and convert prospects into customers. Our primary objective is to optimize your campaigns to achieve the lowest cost to inform and engage your audience, as well as drive sales via the website.
Logos & Branding
Logo & Brand ID
A relevant, distinct and visually appealing brand identity your target audience identifies with is imperative for success in a crowded marketplace.
Green Dot takes a holistic approach to designing logos and brand identities. We don’t present raw ideas, we present finished concepts. Clients can make better decisions when seeing their entire brand story “in action” versus first a logo design and then other brand touch points in a linear manner. As a result, we thoroughly develop your brand’s story and multiple touch points prior to presenting any of it for client feedback.
While the cost for this holistic approach is initially higher than simply developing a logo, we credit the time spent designing additional brand touch points (website or brochure) to those projects going forward, leveraging the investment and offsetting the upfront costs.
Includes the Following:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Stationary design and business cards
- Website home page design
- (2) sets of revisions
Website Scope of Work
Website Development Scope of Work
Design and develop a website to showcase the company’s new branding 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, such as shoe images and information, without html coding. The website will also integrate the new brand as well as utilize Woo Commerce.
The website will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Website Content Outline
- HomeIntro
Featured shoes - link
Featured blog posts - link - About UsBackground
Management Team
- Patented TechnologyLanding page content for people searching for comfortable shoes
- Shoe CollectionStore interface with categories
Product list interface
Product detail interface
Shopping Cart
Checkout
Confirmation email - NewsArticle list interface
Article detail interface
- BlogBlog list interface
Blog detail interface - 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
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
Logo & Branding
These services include:
- Account Service
- Design & visual concept development
- Logo design and logo files
- Stationary design and business cards
- Website homepage design
- (2) sets of revisions
$3,500
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
$8,500
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 three posts
- Keyphrase research and new Adwords creative
$3,500
Monthly 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
- Blogging 2 posts/month
- 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.
$2,900 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
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Logo & Branding | $3,500 | |||||
| Website Design & Development | $4,250 | $4,250 | ||||
| Campaign Setup | $3,500 | |||||
| Monthly Marketing Services | $2,900 | $2,900 | ||||
| Monthly Totals | $3,500 | $4,250 | $4,250 | $3,500 | $2,900 | $2,900 |
Social Advertising & Marketing
Social Advertising
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 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 Marketing
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: