IMACS

Integrated Marketing

Prepared by Green Dot Advertising — July 16th, 2020

Objectives & Marketing Strategy

Launch a re-enrollment campaign targeting local past students while creating an integrated digital marketing campaign to drive enrollment for IMACS’ online learning programs.

Marketing Strategy:

The IMACS program is now 100% online. For many long-time students accustomed to attending classes in person this is a big change. Re-engaging them and explaining the changes that have been made since their experience in the spring and highlighting the benefits of the new online approach will be the key to success. The top priority is to re-enroll as many past students as possible. Green Dot recommends a carefully planned email marketing campaign combined with social media posts linking to the IMACS website. Consider a special offer.

In parallel, Green Dot recommends launching an alumni referral campaign. Now that students can enroll from anywhere in the world, alums who were never able to refer friends and family before can do so. We suggest curating a list of as many alums as possible and warming them up by introducing the new concept, then asking for reviews and referrals over time. We could go so far as to support them with social media graphics / videos they can post on social media for their friends and family to see. In essence, alums would become micro-influencers for IMACS.

The recommended marketing strategy continues to be using digital marketing campaigns to target parents with elementary school age children with the intent to generate awareness for the IMACS program while prompting them to discover if their kids qualify for the program. The goal is to create an engaging customer experience (buyer journey) that integrates the various touch points and lets prospects discover and explore the uniqueness and the benefits of the IMACS program.

The journey (funnel) consists of social media ads, the website, reviews, alums testimonials, email communications and social media posts delivered over a period of time (days or weeks), all leading to the free class / placement class sign up. The goal is to build a marketing funnel with multiple pieces of content – videos, interactive logic puzzles, competitions, etc. that all support each other to nurture curious students and parents towards signing up for the free evaluation and letting them discover how special IMACS is along the way.

Creating this experience will require optimizing the communication such as the website and emails from the site.  That’s why initially we recommend using landing pages and focusing only on the sign up process so we can quickly test and optimize the messaging and sign up related content before revising the entire website. Once we have confirmed the new approach and enrollment is trending up we recommend a comprehensive audit and then developing a game plan that prioritizes each touchpoint and optimizes the customer experience to ensure we don’t waste marketing and media resources due to missed opportunities and confusing messaging.

Tracking, reporting and optimization of the campaigns is included with the monthly services fee. We report diligently on campaign performance and provide live campaign dashboards. On a monthly basis, we compile a comprehensive report to review performance and discuss upcoming messaging to maintain a content calendar with seasonally appropriate content.

Landing Pages

Landing Pages

Design and develop (2) customized landing pages to support marketing campaigns.

The landing pages will support the two campaigns by integrating the messaging from the emails or ad creative with the messaging on the page where the prospects land. We suggest integrating the enrollment form, and free class sign up form directly with the landing page. Using landing pages will allow us to optimize for conversions quickly and confirm successful messaging tactics.

This landing pages are quoted as custom built on the WordPress platform and include a content management system (CMS) to allow adding and editing content such as 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.

Landing Pages Content Outline
  • Re-enrollment Landing PageHeader - Enroll for fall
    Program improvements
    Courses
    ---
    CTA - Special offer
    ---
    Challenge your kids beyond school
    Invite a friend to join
    ---
    CTA - Special Offer
  • Free Class Landing PageHeader - intro
    IMACS - making better thinkers
    Available courses
    What alums are saying
    ---
    CTA - Free Class
    ---
    Challenge your kids beyond school
    Video testimonials
    ---
    CTA - Free Class
Includes the Following:
  • Account service
  • Copywriting
  • Visual concept development for landing pages
  • (2) sets of revisions
  • Custom website development & programming
  • Setup custom site design in WordPress CMS
  • Website setup on hosting account

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.

Now that the targetable IMACS audience has significantly expanded there are new opportunities to engage with existing demand for math enrichment and computer science related classes.

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

Since the current marketing costs for IMACS is high, we strongly recommend retargeting landing page visitors for a period of at least 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
  • ActiveDemand 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

(2) Landing Pages –  Design & Development

The project includes the following services:

  1. Account service
  2. Copywriting
  3. Visual concept development for landing page
  4. (2) sets of revisions
  5. Custom website development & programming
  6. Setup custom site design in WordPress CMS
  7. Website setup on hosting account

$2,500

Re-enrollment Drip Creative

Services include:

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

$1,500

Alums Drip Creative

Services include:

  1. Write (4) email drip messages
  2. Design – (4) emails
  3. Development – (4) emails
  4. (2) rounds of revisions

$1,200

Free Class Drip Creative

Services include:

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

$1,500

Retargeting Ad Creative

Services include:

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

$750

Campaign Setup

One-time campaign setup fee includes:

  1. Google Ads analysis and optimization
  2. Tracking setup for Google Ads
  3. Google Analytics set up for landing page
  4. Facebook audience profiling
  5. Instagram audience profiling
  6. Setup ActiveDemand account & dashboards
  7. Setup re-enrollment email drip workflow
  8. Setup free class email drip workflow
  9. Setup phone call tracking

$3,000

Digital Marketing Services

Your marketing services package includes the following:

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

$3,800 p/m

Suggested Monthly Media Spend

You set the budget
Media budget: $10,000 (2 months)

Content & Communication Services

Monthly content generation includes the following:

  1. Write, design and code (1) promotional email / per month
  2. Blast, track and report (1) promotional email / per month
  3. Custom Facebook graphics – up to (15) a month
  4. Custom Instagram graphics – up to (15) a month
  5. Monthly performance report

$2,500 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4
Landing page development$2,500
Retargeting Ad Creative$750
Email Drip Creative$2,700$1,500
Campaign Setup$1,500$1,500
Digital Marketing$3,000$3,000
Content and Communications$1,500$1,500
ActiveDemand - 5K$275$275$275
Monthly Totals$7,725$3,275$4,775$4,500

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