- Objectives & Marketing Strategy
- Creative Reference
- Photography & Video Production
- Website Scope of Work
- Brochures & Sales Sheets
- Video Advertising
- Social Advertising & Management
- Retargeting Display Ads
- Reputation Management
- Content Creation & Blogs
- Email Marketing
- Google® Adwords
- SEO & Branded SEO
- Print Advertising
- Outdoor Advertising
- Radio Advertising
- Analytics & Reporting
- Services Summary & Pricing
Jungle Island
Marketing Proposal
Prepared by Green Dot Advertising — March 14th, 2017
Objectives & Marketing Strategy
Effectively reposition Jungle Island as an adventure destination offering a variety of integrated experiences including animal encounters, zip lines, a water park, a private beach and a future resort.
Marketing Strategy:
Repositioning, and renaming Jungle Island as an adventure destination, rather than a zoo like experience will be key to attracting a broader demographic of tourists and Miami locals alike. The timing for the transition will also be important, as key experiences need to be in place to deliver on this promise.
In the short term, driving attendance and creating a buzz about the experiences currently available at Jungle Island is important to ensure a smooth transition to the future venue. Green Dot proposes sourcing new animal focused media assets and updating the website and digital marketing campaigns with fresh, exciting content.
Reaching consumers on their mobile devices is the best way to drive awareness and conversions. As a result, Green Dot proposes that digital marketing will be at the heart any marketing efforts aimed at achieving both short and long term objectives. Growing the social media audiences for the existing Jungle Island park will pay dividends during and after the transition to the new concept.
As new attractions become available, the new identity for the venue will be developed along with new media assets for the advertising and marketing campaigns. Video and still photos of interactions, adventures and experiences will engage local and international audiences alike. Green Dot knows how to design and develop engaging websites that keep visitors coming back for more.
As the new concept matures and the resort comes online, ad campaigns can expand to include a presence at the airport, on billboards and walls leading to Miami Beach, as well as in hotel lobbies and concierge desks.
Creative Reference
Creative Reference
This mood board showcases a variety of print and outdoor creative for water parks, zoos and adventure theme parks. Clearly, having access to top notch creative assets is key to producing engaging ads, videos and websites and social media campaigns.
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to produce the proposed sales collateral and support the marketing campaigns with relevant content.
Sourcing custom photography and video assets is key to first class creative. Green Dot has the in-house expertise and equipment to source our own assets. We own the latest aerial photography and video platforms, gyro-stabilized camera gear and cinema quality camera systems with the capability to capture professional quality audio as well.
Green Dot Adventure Photos
https://www.greendotadvertising.com/client/JI/ji/
Deliverables Include the Following:
- (2) Full days of shooting video and photography
- (45) Color corrected high resolution images
- (3) testimonial video – 45 seconds each
- (1) company overview video – 120 seconds
- (2) 90 second looping b-roll video clips for website
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (2) 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
- Pro light kit
- Pro audio capture
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom website to showcase the Jungle Island experience and support the 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 photography and page copy without html coding.
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 - video header
Parrots
Petting Zoo
Animal Encounters
Everglades
Food
Shows
Beach
---
CTA - Tickets
- ExhibitsParrot Cove
Manu Encounter
Petting Zoo
Orangutans
Kangaroo
Penguins
Tortoise
Tiger
---
CTA - Tickets - Animal EncountersLemurs
Sloths
Go Wild
Ultimate Jungle Trek
---
CTA - Tickets - ShowsWinged Wonders
Wild Encounter
Wild Adventures
---
CTA - Tickets - Park InfoPricing - tickets
Park Map
Events
Groups
Hours & Location
- Buy TicketsTicket Selection
Payment Info
Review
Confirmation & email - CompanyNews
Careers
Corporate Partners
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
Brochures & Sales Sheets
Brochures & Sales Sheets
Design and produce a custom brochures and sales sheets for the park as well as the corporate meeting facilities.
Project includes design and production for a 9” x 12” folder with a 4″ pocket on the back inside cover to hold (4) single-sided 8.5” x 11” sales sheets. In addition, a 4″ x 9″ four panel rack brochure suitable for display at local hotels and restaurants is included as well.
Content Outline
- Cover
- Inside CoverPrivate Events at Jungle Island
- Back Cover
- Birthday Parties
- Corporate Events
- Treetop Ballroom
- Beach Rental
- Rack Brochure4 panel rack brochure for local hotels and restaurants
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Page layouts
- (2) sets of revisions
- Production – final files ready for pre-press
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 the Jungle Island 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
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
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
Email Marketing
Email Marketing
Monthly promotional emails to corporate clients and Miami locals with kids is important to driving repeat business at a low cost. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action. Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, Exact Target and many more.
Includes the Following:
- 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)
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)
SEO & Branded SEO
Search Engine Optimization
Organic listings on search engines drive free clicks to your website. Once profitable keywords are determined through pay-per-click campaigns a Search Engine Optimization (SEO) campaign can be initiated to rank specific pages of your site organically for the best performing keywords.
Unlike other digital agencies who prefer to run SEO campaigns in perpetuity, Green Dot only recommends SEO services until specifically targeted search listings are achieved.
A Branded SEO campaign can also be executed to seed information about your brand’s name and product names in the search results. A branded SEO campaign can incorporate reviews, testimonials, press releases and similar content. The key benefit is that when prospects research your company / brand by name, they will encounter this seeded content, allowing your organization to control the narrative.
Includes the Following:
- (4) Uniquely researched, written and published articles per month
- SEO Keyword optimization for each article
- (4) Articles published monthly through national wire services
- Tracking and reporting on rankings for articles
Print Advertising
Print Advertising
Born a design studio, Green Dot knows how to leverage print for maximum impact and deliver your message in way that gets recalled and prompts the desired action.
The objective is to develop a creative print campaign concept combining animals and adventure to inspire the curiosity and desire for locals and tourists alike to explore Jungle Island’s new attractions as they become available.
The concept for this campaign will form the basis for all other touch-points including digital, outdoor and video.
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
Outdoor Advertising
Outdoor Advertising
Outdoor advertising allows Jungle Island to reach a large segment of any local area with an advertising presence that can’t be skipped, zapped or ignored. Green Dot can research, design and place your ads where your target audience is most likely to see them.
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Research available inventory
- Media placement
- (2) sets of revisions
Radio Advertising
Radio Advertising
Local radio personalities can be powerful influencers when it comes to creating awareness and inspiring trust among the public. Strategically placed radio ads combined with an endorsement and live read from a local radio personality can go a long way towards convincing locals to visit new attractions at Jungle Island
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
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
Video & Photography
Services include:
- Pre-Production Planning & Account Service
- (2) Full day photography sessions w/ Canon 5D Mark iii
- (2) Full day video sessions w/ Canon C100 Mark ii
- DJI Inspire 2 Drone
- DJI Ronin M
- DJI Osmo +
- Pro lighting equipment
- Pro Audio equipment
- Image import, editing and sorting
- Video import, tagging and sorting
- Digital retouching and color correction for 45 images
- (3) testimonial video – 45 seconds each
- (1) company overview video – 120 seconds
- (2) 90 second looping b-roll video clips for website
- Video ad for social – 30 sec.
$15,000
Website Design & Development
The project includes the following services:
- Account service
- Copywriting
- Design & layout
- Coding & development
- WordPress setup
- WooCommerce integration
- Hubspot Integration
- (2) sets of revisions
$22,000
Brochure & Sales Sheets
The project includes the following services:
- Account service
- Copywriting
- Design & layout
- Final digital art
- (2) sets of revisions
Rack Brochure – $2,500
Pocket Folder & Inserts – $4,500
Print & Outdoor Ads
The project includes the following services:
- Account service
- Copywriting
- Design & Creative Concepts
- Series of (3) concepts
- Final digital art – print ads
- Final digital art – billboards
- (2) sets of revisions
$5,500
Radio Ad
The project includes the following services:
- Account service
- Copywriting
- VO talent
- Studio recording
- Audio editing
- Sound effects & music
- (2) sets of revisions
$4,500
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Keyphrase research and new Adwords creative
- Update branding for social channels
- Retargeting banner ad design
- Seed blog with existing posts
- Google Analytics set up
- Email template design
- Compile list of influencers
$5,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook, Instagram, Twitter, Pinterest & YouTube
- Advertising for Facebook, Instagram and YouTube.
- SEM using Google Adwords
- Retargeting ad management & creative
- 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.
$3,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $2,500 – $15,500 p/m
Social: $2,500 – $20,000 p/m
Retargeting: $300 – $1,000 p/m
Content & Communication Services
Monthly content generation includes the following:
- Reputation management and influencer outreach
- Write (4) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Write, design and code (1) custom promotional email
- Test & blast email
- Monthly performance report
$2,500
SEO
Monthly SEO management:
- Keyword research
- Keyword rank tracking and optimization
- Off-site SEO content publishing
- On-site SEO keyword optimization
- Localized and geo targeted keywords
- (2) new landing pages per month
- Monthly ranking report
$2,800
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photography & Video | $7,500 | $7,500 | ||||
| Website Design & Development | $5,000 | $8,500 | $8,500 | |||
| Brochures & Sales Sheets | $2,500 | $4,500 | ||||
| Campaign Setup | $5,500 | |||||
| Digital Marketing | $3,500 | $3,500 | ||||
| Content Marketing | $2,500 | $2,500 | ||||
| SEO | $2,800 | $2,800 | ||||
| Monthly Totals | $12,500 | $18,500 | $13,000 | $5,500 | $8,800 | $8,800 |
Social Advertising & Management
Social Advertising
Advertising on social media allows Jungle Island 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.
Green Dot recommends targeting locals with children under 12 and tourists visiting from abroad with video ads, blog posts and engaging photography. Boosted posts combined with targeted ads and like campaigns to grow your audience is the most effective way to leverage social media channels.
Includes the Following:
Social Media Management
Green Dot engages and monitors the activity of your followers on Facebook, Instagram, Twitter, Pinterest and other social networks to ensure content and ad campaigns are tightly integrated to ensure objectives are met.
Includes the Following: