- Objectives & Marketing Strategy
- Logo & Brand ID
- Photography & Video Production
- Website Scope of Work
- Sales Brochure & Inserts
- Google® Adwords
- Video Advertising
- Social & Digital Advertising & Marketing
- Retargeting Display Ads
- Email Marketing
- Content Creation & Blogs
- Analytics & Reporting
- Services Summary & Pricing
ItalKraft
Brand ID & Marketing Proposal
Prepared by Green Dot Advertising — November 29th, 2017
Objectives & Marketing Strategy
Position ItalKraft as a leading kitchen design and bathroom remodeling resource in LA, NY and Miami in the ultra-luxury segment, focusing on the retail business as those are the users most likely to discover ItalKraft via the website and digital marketing.
Marketing Strategy:
ItalKraft already has a reputation for excellence and is well positioned to capitalize on opportunities in the NY, LA and Miami markets due to success on the wholesale side of the business. In order to achieve similar results in the ultra-luxury retail end of the market, upgrading existing brand touch points to deliver a user experience on par with the brand positioning is critical to success.
Green Dot suggests significant improvements are possible for the ItalKraft brand identity, as well as integrating brand communications, improving the website and using automation to stay top-of-mind with prospects throughout the sales cycle.
Improving conversion rates and lead quality from the website is the primary goal when it comes to the retail market. While a good portion of that equation rests with the targeting and media sources, the website itself plays a vital role. We suggest qualifying buyers with a pricing tool that offers varying project scopes, improving the user interfaces for the galleries titled “Projects, Inspiration, Before & After” and integrating CTR forms directly into each page.
Adding captivating b-roll video footage directly into key pages of the site along with customer testimonial videos and a ItalKraft overview video that roadmaps the remodeling process will help establish credibility and allow prospective buyers to get to know the company and build confidence prior to coming into the office.
Once the website is ready to support the marketing campaigns, Green Dot will drive qualified traffic directly to specific landing pages of the website via a variety of digital marketing campaigns. Targets will include high net worth homeowners, as well as interior designers and industry professionals that can drive repeat business. Site visitors will be retargeted with banner ads for a period of 2-4 weeks once they leave the ItalKraft website while they shop around.
In addition, a content marketing strategy will nurture social media followers with a weekly blog focused on inspiring remodeling ideas, frequent photo and video posts of new installations. Prospects who inquire with ItalKraft will receive an automated email drip campaign with messages specific to each phase of the buying process to keep them engaged and stay top-of-mind for several weeks.
Green Dot will carefully track and analyze the results of each campaign, chart which inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible, while establishing credibility and positioning ItalKraft as the premier kitchen & bath remodeling resource.
Logo & Brand ID
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 deliver finished concepts with a variety of touch points.
Clients can select the appropriate brand ID for their business venture with confidence when they see the website home page design, business card layout and brochure design along with the logo and tagline concepts. That’s why our process includes all the necessary steps in one round.
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
- Brochure cover & spread design
- (2) sets of revisions
Photography & Video Production
Photography & Video Production
Generate the photography and video assets needed to produce the website for Yello.
The new site will be designed as a full screen experience (2,400 pixels wide) on desktop computers. Integrating custom video is highly recommended to generate an engaging and visually stimulating experience in conjunction with this larger footprint.
We suggest creating a company sizzle video that showcases the ItalKraft process, and highlights the product’s Italian origin and quality. By shooting consultations, installations, finished kitchens as well as interviews with Alex and Raul and several customer testimonials. These images/videos will generate content for the website, as well as the marketing campaigns and allow prospects to get to know the company prior to the consultation.
Deliverables Include the Following:
- (1) ItalKraft sizzle video to detail the remodeling experience and introduce ItalKraft – 180 sec.
- (3) Customer testimonial videos – 60 – 90 sec. each
- (2) b-roll video clip for website – 90 sec.
- Up to (90) color corrected and edited 22 megapixel images
Photography Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (2) Full days w/ Digital 22.5 Megapixel Canon 5D Mark III, L lenses & accessories
Video Production
- (2) Full days w/ Cameraman & Cannon C100 Mark II Cinema Camera
- DJI Osmo +
- DJI Inspire 2
- Pro Light Kit
- Pro Audio Capture
Digital Processing
- Import, edit and sort images
- Retouching and color correction for up to 90 images
Video Production
- Digitze footage
- Post production
- Audio Production
Website Scope of Work
Website Development Scope of Work
Develop a fresh, upscale website for ItalKraft to showcase the company’s ultra high-end kitchen and bathroom designs.
The ItalKraft 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 or edit content. The site will be designed for desktop computers and include mobile responsive code to ensure content is mobile friendly and renders consistently on tablets and smartphones.
Website Content Outline
- HomeIntro
Capabilities
Inspiration
b-roll video
Pricing
Blog - link
---
CTA - Design Consultation - CapabilitiesIntro
Kitchen Design
Kitchen Remodeling
Bathroom Remodeling
Closet Remodeling
---
CTA - Design Consultation - InspirationKitchens
Bathrooms
Closets
Examples:
The Triangle
Islands
Drawer Segmentation
Eat-in
Appliances
Blog - links
---
CTA - Design Consultation - ProjectsCategory Selection - Kitchens, Bathrooms, Closets
Style Selection - Ultra Mod, Modern, Transitional
Project list view
Project gallery w/ short description
---
CTA - Design Consultation
Up to 12 project pages - built on a custom template - PricingPrice Ranges Intro
Segment - Kitchens, Bathrooms, Closets
Small
Medium
Large
X-tra Large
Payment Options
---
CTA - Design Consultation - BlogArticle List Interface
Article Detail Interface - AboutPeople
Craftsmanship
Warranty
- LocationsGeneral Contact Form & Location Map
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
Sales Brochure & Inserts
Sales Brochure & Inserts
Design and produce a custom sales brochure with inserts featuring specific products and services.
Project includes design and production for an (12) page 9” x 12” sales brochure with a 4″ pocket on the back inside cover to hold (4) single-sided 8.5” x 11” sales sheets. The key benefit of the sales sheets is that specific information can be updated and reprinted without the need to reprint the entire brochure.
Brochure & Insert Content Outline
- Cover
- Page 2 & 3 - ItalKraft - Ultra-Luxury
- Page 4 & 5 - Kitchen Remodeling
- Page 6 & 7 - Bathroom Remodeling
- Page 8 & 9 - Closet Remodeling
- Page 10 & 11 - Installation & Getting Started
- Page 12 - Back Cover
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- (12) Page layouts
- (2) sets of revisions
- Production – final files ready for pre-press
Google® Adwords
Google® Adwords
Search marketing is the best way to step in front of existing demand and drive highly qualified leads at a predictable cost.
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)
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%.
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. 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 can be used to nurture a lead or promote a specific product, service or event. When it comes to remodeling, consumers do extensive research to select a resource and staying top-of-mind during that process is of key importance.
Green Dot recommends an automated email drip campaign segmented by kitchens and bathroom prospects, consisting of up to five (5) emails that are triggered for each new prospect that inquires with ItalKraft. Green Dot has experience with a wide array of marketing automation platforms including HubSpot, Vbout, Hatchbuck and many more, and can help ItalKraft create a uniquly personalized experience for their prospects.
Beyond that, we can help ItalKraft integrate marketing automation and customer relationship management (CRM), as well as setup a process to track and analyze the source and cost of leads and what their value is to the company long-term.
Includes the Following:
- Write, layout and code a series of five (5) emails, for each of (2) segments (10 emails total) – drip campaign
- Campaign setup including drip 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 (incl. phone call tracking)
Content Creation & Blogs
Content Creation & Blogs
Engaging and original content is vital to prospects engaged and inspired. 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, as well as monitoring and responding to comments on a weekly basis.
Includes the Following:
- Maintain monthly content calendar
- Write (4) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Tracking and reporting on tagged links in posts
- Monitor and respond to comments
- Monitor and optimize email drip campaigns
- Create (3) unique weekly graphics for Facebook posts
- Resize (3) unique weekly graphics for Instagram posts
- Create weekly pins for Pinterest
- Tracking, analytics and monthly reporting
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
Services Summary & Pricing
Services Summary & Pricing
Brand ID & Logo Design
Services include:
- 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
- Brochure cover & spread design
- (2) sets of revisions
$14,500
Custom Video Production
Video services include:
- Pre-Production Planning & Account Service
- (2) Full Days w/ Canon 5D Mark iii
- (2) Full days w/ Canon C100 Mark ii
- Pro lighting equipment
- Pro Audio equipment
- (1) ItalKraft overview video to detail the remodeling experience and introduce ItalKraft – 180 sec.
- (3) Customer testimonial videos – 60 – 90 sec. each
- (2) b-roll video clip for website – 90 sec.
- Up to (90) color corrected and edited 22 megapixel images
$18,500
Website Design & Development
Includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for website designs
- (2) rounds of revisions
- Website development
- Setup WordPress CMS
- Setup of website on hosting account
$24,000
Brochure Design
Includes the following services:
- Account service
- Copywriting
- Design & visual concept development
- (12) Page layouts
- (2) sets of revisions
- Production – final files ready for pre-press
$12,500
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Facebook audience profiling
- Instagram audience profiling
- Setup Houzz ad campaign
- Pinterest setup
- Keyphrase research and new Adwords creative
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with (3) existing posts
- Setup marketing automation software and integrate with client CRM
- Email drip campaign creative (10) emails
- Email drip campaign workflow setup
- Setup email tempalte
- Phone call tracking setup
- Ad tracking setup
$9,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook & Instagram – 3 posts per week
- Pinterest – weekly updates
- Advertising for Facebook – incl. video ads
- Advertising on Instagram
- Advertising on Pinterest
- SEM using Google Adwords
- Houzz ad campaign management
- Retargeting ad management & creative
- Phone call tracking
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.
$7,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $3,500 p/m
Facebook: $2,000 – $3,500 p/m
Instagram: $1,000 – $1,500 p/m
Pinterest: $1,500 – $2,500 p/m
Houzz: $1,000 – $2,500 p/m
Retargeting: $400-$500 p/m
Content & Communication Services
Monthly content generation includes the following:
- Maintain monthly content calendar
- Write (4) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Tracking and reporting on tagged links in posts
- Monitor and respond to comments
- Monitor and optimize email drip campaigns
- Create (3) unique weekly graphics for Facebook posts
- Resize (3) unique weekly graphics for Instagram posts
- Create weekly pins for Pinterest
- Write, design and code custom monthly informational email
- Test, blast and report monthly informational email
- Tracking, analytics and monthly reporting
$4,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Brand ID & Logo Design | $8,000 | $6,500 | ||||
| Video Production | $8,000 | $10,500 | ||||
| Website Design & Development | $8,000 | $8,000 | $8,000 | |||
| Brochure Design | $8,000 | $4,500 | ||||
| Campaign Setup | $9,500 | |||||
| Digital Marketing | $7,500 | $7,500 | ||||
| Content Marketing | $4,500 | $4,500 | ||||
| Monthly Totals | $16,000 | $25,000 | $16,000 | $22,000 | $12,000 | $12,000 |
Social & Digital Advertising & Marketing
Social & Digital Advertising
Advertising on social media and specialized remodeling websites such as Houzz, 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.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand for specific services. Social advertising will focus on growing your audience and nurturing them with content about the specialized design expertise and craftsmanship available from ItalKraft.
Includes the Following:
Social Marketing
Social marketing is recommended on Facebook, Instagram, Pinterest and YouTube to engage directly with your social community on a daily basis.
Includes the Following: