- Objectives & Marketing Strategy
- Website Scope of Work
- Online Radio Advertising
- Video Advertising
- Video Production
- Google® Adwords
- Social Advertising & Management
- Retargeting Display Ads
- Reputation Management
- Email Marketing
- Outbrain Content Ads
- Content Creation & Blogs
- Analytics & Reporting
- Media Spend & Management Fees
- Services Summary & Pricing
Invite and Meet
Marketing Proposal
Prepared by Green Dot Advertising — July 5th, 2017
Objectives & Marketing Strategy
Introduce Invite & Meet as a new breed of dating app focused on enabling people to meet up in the real world by facilitating activity based experiences. Campaign objectives include creating brand awareness and driving downloads on iOS and Android devices.
Marketing Strategy:
Launching a new dating app is all about creating a buzz and excitement. Working hand-in-hand with a PR agency specializing in technology, Green Dot will deploy a two-prong strategy consisting of buzz in the press combined with digital marketing tactics to ensure singles between 22 – 40 hear about Invite and Meet.
Invite & Meet will launch in Miami and Boston for an initial market test. Using a southern and a northern city will help ensure the initial data and trends are reliable and indicative of the results from a broader launch. Limiting the initial launch to two markets will allow the company to beta-test the app and work out any bugs, as well as raise additional funds prior to scaling to a national platform.
Digital marketing campaigns will be the primary channels to generate brand awareness and help drive app downloads. Green Dot recommends utilizing channels including Facebook, Instagram, online radio ads, Google Adwords, retargeting ads and content marketing, such as blogging, fun shareable social graphics and using influencers to spread the word. These initiatives work together to help reach consumers and keep Invite & Meet top-of-mind amongst singles in the targeted geographic area.
Green Dot recommends running video ads featuring interviews with young, attractive women / couples talking about how much they love I&M. Shot “out on the town”, these short testimonial videos show people enjoying themselves at local events, cafes, sporting events, restaurants and night clubs. Singles continually praise how quickly and easily they go from discovering matches to the actual date in the real world.
Green Dot will carefully track and analyze the results of each campaign, including the cost to reach, engage and convert prospects into active users. Our primary objective is to optimize the campaigns to achieve the lowest cost to inform and engage the audience, and then drive downloads.
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom website to highlight the key benefits of Invite & Meet and support the marketing campaigns with content designed to engage local Boston and Miami audiences.
The Invite & Meet website can benefit from strong landing pages that explain the key benefits of the app, and feature video endorsements from singles living in Miami and Boston. Green Dot recommends creating a dedicated landing page for each city, featuring the names of local neighborhoods, hot spots, sports teams and other recognizable local attractions.
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 photography and page copy without html coding.
The website will be designed for primarily mobile devices, as well as desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Website Content Outline
- Home - MiamiIntro - I&M
Matches & Likes
Video
Get Invited
Less Chatting
Local Event Calendar - Miami
Vetted Members
---
Try it Free - Download I&M - Home - BostonIntro - I&M
Matches & Likes
Video
Get Invited
Less Chatting
Local Event Calendar - Boston
Vetted Members
---
Try it Free - Download I&M - FAQQ&A Interface
Address "how it works" here, along with other aspects - PressDownload press kit
PR contacts
Agency contacts
Article links (to I&M press coverage) - BlogArticle list page
Article detail template - SupportContact form for support issues
- CareersJob listing page
Job description and resume submission - InvestorsCompany
Investment Opportunities - Terms & Conditions
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
Online Radio Advertising
Online Radio Advertising
Advertising with online music streaming services such as Pandora and Spotify is a powerful way to create brand awareness and generate leads at the same time. Combining targeting parameters such as geography and demographics along with interests like music genre allows you to reach your target audience with precision.
Online radio ads also come with companion banner ads allowing you to earn a click right to your website – something that terrestrial radio stations cannot offer. Since you can get qualified prospects to take action on the spot, you don’t have to spend as much to earn brand recall through frequency. This same interactivity also generates feedback that helps to optimize your messaging and identify winning pitches.
Initial Campaign Setup:
- Select voice talent, write script, record commercial, edit and prepare final audio file
- Design and write companion banner ads
- Design and develop landing page
Monthly Management:
- Media research and audience targeting
- Campaign management and optimization
- Tracking and reporting
Not Included:
- Media spend
Video Advertising
Social Media & YouTube Video Ads
Video 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%.
Using videos of attractive young females and couples commenting on how much fun they are having on their night out on the town is likely the most powerful way to drive downloads and engage millennials.
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
Video Production
Video Production
Shoot the photography and video assets needed to produce the proposed sales collateral and support the marketing campaigns with relevant content.
Producing short, convincing videos is simple to do and ensures Green Dot has powerful content to create awareness and drive action. Taking a camera into the streets with young, aspiring actors to shoot couples enjoying activities facilitated by I&M is simple and cost effective. We recommend one full day of shooting in each city to source the dialect, local architecture and culture of Miami & Boston.
Deliverables Include the Following:
- Pre-production planning
- (2) Full days of shooting video on location – Miami & Boston
- (10) testimonial videos – 30 seconds each – Miami & Boston
- (2) 90 second looping b-roll video clips for website – Miami & Boston
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (1) 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
- Osmo +
- Pro audio capture
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, article to article and to their preferred social network as they 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
Reputation Management
Reputation Management
Reputation management allows you to stay informed about what consumers and competitors are saying about your brand around the web. The service also includes building social proof and support for your brand through influencer relationships, as well as reviews and ratings from customers.
Green Dot actively monitors conversations about your brand online, then responds to comments and questions in a timely manner. We research and identify influencers for your brand category and establish relationships on your behalf asking for product reviews or posts about your services.
Includes the Following:
- Set alerts for your brand name, product name(s) around the web
- Set alerts for your brand name, product name(s) on social media
- Respond to positive and negative reviews and posts
- Develop influencer relationships and have them post about your brand
Email Marketing
Email Marketing
Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, Drip, Exact Target and many more. Emails can be used to drive adoption and convert users who register into active users that login repeatedly. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action.
We recommend an email drip campaign for all users that create an account to ensure they hear from I&M with usage tips that are relevant to each early stage of signing up – earning and buying hearts, inviting and responding to invites from other users, security tips, dating tips and more.
Includes the Following:
- Author, design and develop (5) New User emails – drip campaign
- Drip campaign setup including campaign triggers, workflows and list segmentation
- Copywriting and design – (1) email per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting
Outbrain Content Ads
Outbrain Content Ads
A great way to supplement qualified traffic from across the web 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
- 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
Video Production
These services include:
- Account Service
- Pre-production planning
- (2) Full days of shooting video on location – Miami & Boston
- (10) testimonial videos – 30 seconds each – Miami & Boston
- (2) 90 second looping b-roll video clips for website – Miami & Boston
- Actors, model agency fees, travel and location fees not included
$15,500
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
$9,500
Online Radio Ad Production
These services include:
- Account Service
- Copywriting – script & landing page
- Select voice talent & record commercial
- Edit and prepare final audio file
- Design and write companion banner ads
- Design and develop landing page
$4,500
Campaign Setup
One-time campaign setup fee includes:
- Keyphrase research and new Adwords creative
- Social audience profiling
- Tracking set up
- Google Analytics set up
- Retargeting & display banner ad design
- Update branding for social channels
- Seed blog with (3) existing posts
- (5) drip campaign emails
- Email template for monthly email
$6,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook & Instagram
- Advertising for Facebook & Instagram
- SEM using Google Adwords
- Retargeting ad management & creative
- Display ad management & creative
- Reputation management
- Influencer relationship management
- Online radio ad campaign management
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $15k per month**Additional media management beyond $15k per month is billed at 12% of ad spend.
$6,000 p/m
Suggested Monthly Media Spend
You set the budget
Search: $2,500 – $4,500 p/m
Social: $5,200 – $10,000 p/m
Retargeting: $500 p/m
Display Ads: $5,000 – $10,000 p/m
Pandora / Spotify: $10,000 p/m
Taboola / Outbrain: $5,000 – $10,000 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write (2) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Write, design and code (1) custom promotional email
- Test & blast email
- Monitor & optimize email drip campaign
- Taboola & Outbrain campaign management
- Monthly performance report
$2,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Design & Development | $4,750 | $4,750 | ||||
| Video Production | $7,750 | $7,750 | ||||
| Radio Ad & Landing Page | $4,500 | |||||
| Campaign Setup | $6,500 | |||||
| Digital Marketing | $6,000 | $6,000 | $6,000 | $6,000 | ||
| Content & Communications | $2,500 | $2,500 | $2,500 | $2,500 | ||
| Monthly Totals | $17,000 | $19,000 | $8,500 | $8,500 | $8,500 | $8,500 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find Invite & Meet 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.
Advertising on Facebook and Instagram using Newsfeed ads, including features such as FB Canvas and Instagram Carousel ads ensures potential users engage with a rich media experience. Driving likes and followers allows for remarketing and continued exposure for Invite & Meet.
Social Media Management
Social marketing on Facebook, Instagram and Twitter allows you to engage directly with your social community on a daily basis.
Includes the Following: