Joorney Business Plans
Marketing Proposal
Prepared by Green Dot Advertising — May 1st, 2018
Objectives & Marketing Strategy
Generate quality sales leads and help nurture affiliate relationships for Joorney Business Plans using digital marketing campaigns and marketing automation.
Marketing Strategy:
The primary marketing objective is to generate sales leads and to grow the network of affiliates. To successfully accomplish both goals, a segmented marketing campaign is recommended. Segmenting audiences and messaging is key to engaging targets and prompting the desired action.
The client has an existing website with landing pages for each service, and also has in-house resources for content including web development, SEO and content writing. Green Dot recommends the client’s team integrate with the agency’s efforts and that we all support one another. However, when it comes to testing marketing messaging, designs, audiences and content the agency will provide A/B testing and analytics, as well as develop the messaging and content.
Green Dot recommends an integrated strategy with a multi-channel approach segmented by service for search, and by audience for social. The goal is to drive leads from both sources directly to the landing pages, then retarget prospects with banner ads and drip emails to drive conversions.
Green Dot has certified Google Adwords marketers on staff to take over and optimize existing Adwords campaigns or launch new ones. We can A/B test keywords, ad copy and landing page content to dial in the best combination of targeting and creative, as well as integrate tracking for search campaigns with ActiveDemand and Google Analytics.
Integrating email drip campaigns to nurture leads throughout the sales cycle using ActiveDemand is highly recommended. Green Dot has experience with a variety of marketing automation platforms, including Hubspot, Marketing, ParDot and ActiveDemand.
Additionally, we highly recommend incorporating display ad retargeting campaigns to provide a second and third opportunity for prospects to convert after leaving your website or landing pages. We can also expand retargeting to Facebook and other social platforms.
Facebook is likely the best platform to build an affiliate community bolstered by loyal customers. Here, we can create awareness for Joomla products, and generate sales leads as well as ratings and reviews. While existing campaigns on LinkedIn and Twitter could be helpful, Green Dot has been very successful sourcing leads from Facebook for the other clients targeting B2B audiences in the past.
Testimonial videos from existing clients that are happy with the service they received would be extremely helpful. We recommend shooting three to six short 60-90 second testimonial videos and using those assets on Facebook, LinkedIn, Twitter and the Joorney website landing pages.
Fresh new content on a monthly basis will be supplied largely by the client. Joorney Business Plans will supply blog content, white papers and product marketing direction for promotions, packages and overall product positioning in the market. Green Dot can assist as requested on a project basis.
Monthly account servicing includes a monthly call with the client to discuss and finalize the content calendar for the upcoming campaigns. Green Dot will setup tracking for any ad campaign we manage to facilitate robust reporting at the end of each month. Where possible we will setup live dashboards in ActiveDemand or Google Analytics, and review the monthly report with the client.
Video Production
Video Production
Shoot client testimonial videos to support the digital marketing campaigns and landing pages with high impact content.
We suggest capturing a variety of customer testimonial videos to showcase how existing MSP clients are marketing and monetizing the Unitrends MSP BCDS backup solution. Hearing directly from colleagues and peers is always a powerful a good way for new prospects to learn about an new opportunity.
Deliverables Include the Following:
- (1) Half day video shoot
- (3) Customer testimonial videos – 60 – 90 sec. each
- (3) short Facebook ad videos – 30-45 sec. with on-screen text
Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Video Production
- (1) Half day w/ Cameraman & Cannon C100 Mark II Cinema Camera
- DJI Osmo +
- Pro Light Kit
- Pro Audio Capture
Video Production
- Digitze footage
- Post production
- Audio Production
Landing Pages
Landing Pages
Design, develop and test custom landing pages to optimize the digital marketing campaigns.
An initial landing page, adapted for three (3) of the business plan formats offered by Joorney is recommended initially. Green Dot will optimize the messaging and layouts in an effort to improve conversion rates from the website.
The landing pages are quoted as a custom site coded for 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 landing pages 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
- Investor Business PlanHeader
Get funded!
Investor business planning services
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Client Testimonial videos
CTA - Get started
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What's included
Download sample
The process explained
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CTA - Get started
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Footer - Affiliate SupportHeader
Business planning for your clients
List of services
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Affiliate Testimonial Videos
CTA - Become an Affiliate
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Affiliate network
What's in it for You
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CTA - Become an Affiliate
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Footer - Market ResearchHeader
Get the Data That Drives Success
Market Research services
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Client Testimonial videos
CTA - Get started
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What's included
Download sample
The process explained
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CTA - Get started
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Footer - Terms & Conditions
Includes the Following:
- Account service
- Copywriting
- Design & layout
- (2) sets of revisions
- Custom development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
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.
We address all three components of the search marketing puzzle – keywords, ad copy and landing page content. By addressing all three aspects, we can turn the right dials to optimize your results. To make sure nothing slips through the cracks we add phone call tracking to the mix to ensure you’re in the know about every aspect of your search marketing efforts.
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.
Green Dot can take over and manage existing campaigns or launch new ones, design new banner ad creative and introduce additional retargeting channels through Perfect Audience or Facebook retargeting.
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
Green Dot recommends an automated email drip campaign segmented by the type of lead that engages with an ad campaign.
Emails could simply be segmented by affiliate, business plan prospect or consulting prospect. Alternately, it is possible to create a dedicated email drip campaign for each type of service related inquiry for maximum relevancy.
To start, we recommend creating a dedicated email drip campaigns to support each of the three landing pages.
- Investor Business Plan Drip – 5 emails
- Affiliate Drip – 5 emails
- Marketing Research Consulting Drip – 5 emails
Includes the Following:
- Write a series of fifteen (15) emails for a total of (3) segments
- Design, layout and code (15) emails
- Campaign setup including drip campaign triggers, workflows and list segmentation
- 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)
Analytics & Reporting
Analytics & Reporting
Green Dot ensures you know how your campaigns are performing at all times. This engagement includes setting up tracking for all campaigns managed by the agency in Marketo and / or Google Analytics.
In addition, Green Dot publishes a monthly report detailing all of the key metrics for your campaigns, as well as the performance of the leads throughout your sales pipeline (if a CRM is integrated) and reviews the results with you by phone and screen share.
Includes the Following:
- Ongoing campaign tracking and analytics
- Live campaign dashboards
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- Call Tracking Metrics – phone call tracking
- Marketo – email performance
- Monthly 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
Landing Page Development
Includes the following services:
- (3) Landing Pages
- Account service
- Copywriting
- Design & layout
- (2) sets of revisions
- Custom development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
$4,500
Email Drip Creative & Workflows
Includes the following services:
- Account Service
- Copywriting – 15 emails
- Visual concept development
- Layout and development – 15 emails
- Upload / setup in ActiveDeman
- Testing for various email browsers
$4,750
Custom Video Production
Video services include:
- Pre-Production Planning & Account Service
- (1) Half day w/ Canon C100 Mark ii
- DJI Osmo
- Pro lighting equipment
- Pro Audio equipment
- (3) Customer testimonial videos – 60 – 90 sec. each
- (3) short Facebook ad videos – 30-45 sec.
$4,500
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Facebook audience profiling
- Keyphrase research and new Adwords creative
- Update branding for Facebook
- Setup ad tracking in ActiveDemand
- Setup email drip workflows in ActiveDeman – 15 emails
- Design & code promotional email template
- Phone call tracking setup
$5,500
Digital Marketing Services
Your marketing services package includes:
- Facebook ad creative
- Facebook Newsfeed & like campaign
- SEM using Google Adwords
- 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.
$3,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $2,500 – $20,000 p/m
Facebook: $1,500 – $4,500 p/m
Retargeting: $300 – $750 p/m
Content & Communication Services
Monthly content generation includes:
- Maintain monthly content calendar
- Page Management for Facebook – 3 posts per week
- Client to supply links to 4 blog articles per month for GD to promote
- Tracking and reporting on tagged links in social posts
- Monitor and respond to comments
- Monitor and optimize email drip campaigns
- Create (12) unique monthly graphics for Facebook posts
- Tracking, analytics and monthly reporting
$2,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Video Production | $4,500 | |||||
| Landing Pages | $2,500 | $2,000 | ||||
| Email Drip Creative | $2,000 | $2,750 | ||||
| Campaign Setup | $5,500 | |||||
| Digital Marketing | $3,500 | $3,500 | $3,500 | $3,500 | ||
| Content Marketing | $2,500 | $2,500 | $2,500 | $2,500 | ||
| Monthly Totals | $9,000 | $10,250 | $6,000 | $6,000 | $6,000 | $6,000 |
Social & Digital Advertising & Marketing
Social Media Advertising
Targeting B2B audiences on social media is not only possible, it’s plausible and effective. Green Dot has experience targeting this audience on Facebook and recommends Joorney invest in building a following on social media to generate low cost conversions and referrals from past clients and affiliates well into the future.
Using geographic and demographic targeting we can pinpoint the audiences you care about. Unlike search marketing, social advertising will focus on growing your audience and creating demand with content relevant to the specific needs of prospects and affiliates. We recommend two types of campaigns – newsfeed ads and a like campaign to grow your audience.
Includes the Following:
Social Media Page Management
Social page management includes posting 3 per week to educate your audience about your services and capabilities. Publishing blog posts and sharable graphics about business planning services and the opportunity for affiliates helps raise awareness and drive leads.
Includes the Following: