Lauricella Furniture
Video, Website & Marketing Proposal
Prepared by Green Dot Advertising — May 26th, 2017
Objectives & Marketing Strategy
Position Lauricella Furniture as a leading built-in furniture design and remodeling contractor in the South Florida area using high-end video and photography and an integrated marketing campaign.
Marketing Strategy:
Lauricella already has a reputation for excellence and is well positioned to capitalize on opportunities in the South Florida market. Green Dot suggests that significant improvements are possible integrating brand communications, improving the website and marketing to interior designers and local home owners.
Improving conversion rates and lead quality from the website is the primary goal. 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 Lauricella overview video that roadmaps the furniture design and installation 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. Site visitors will be retargeted with banner ads for a period of 2 weeks once they leave the Lauricella Furniture website while they shop around for other contractors.
Green Dot will carefully track and analyze the results of each campaign, whether 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 Lauricella as the premier custom furniture contractor in South Florida.
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 (1,600 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 overview video that showcases the Lauricella design process, and highlights the product’s quality. By shooting consultations, installations, finished designs in the home, as well as interviews with Luis 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) Overview video to detail the custom furniture experience – 180 sec.
- (3) Customer testimonial videos – 60 – 90 sec. each
- (1) b-roll video clip for website – 90 sec.
- Up to (45) color corrected and edited 22 megapixel images
Photography Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (1) Full day w/ Digital 22.5 Megapixel Canon 5D Mark III, L lenses & accessories
Video Production
- (1) Full day w/ Cameraman & Cannon C100 Mark II Cinema Camera
- (1) Half day w/ Canon C1oo Mark ii for customer testimonials
- Osmo +
- Pro Light Kit
- Pro Audio Capture
Digital Processing
- Import, edit and sort images
- Retouching and color correction for up to 45 images
Video Production
- Digitze footage
- Post production
- Audio Production
Website Scope of Work
Website Development Scope of Work
Develop a fresh, upscale website for Found Hair to showcase the company’s approach to hair restoration.
The Kabco 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.
To ensure existing SEO listings improve as a result of developing the new site, Green Dot will setup a 301 redirect for each of the existing pages, effectively pointing Google to the new version of each page.
Website Content Outline
- HomeIntro
Capabilities
Inspiration
b-roll video
Pricing
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CTA - Design Consultation
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CTA - Design Consultation - CapabilitiesIntro
Furniture Design
Custom Built-ins
Bathroom Remodeling
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CTA - Design Consultation - InspirationEntertainment Areas
Kitchens
Shelving and walls
Bathrooms
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CTA - Design Consultation - ProjectsCategory Selection - Kitchens, Bathrooms, Entertainment
Project list view
Project gallery w/ short description
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CTA - Design Consultation
Up to 8 project pages - built on a custom template - PricingPrice Ranges Intro
Small
Medium
Large
X-tra Large
Payment Options
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CTA - Design Consultation - 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
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
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
Custom Video & Photography
Video services include:
- Pre-Production Planning & Account Service
- (1) Full Day w/ Canon 5D Mark iii
- (1) Full day w/ Canon C100 Mark ii
- (1) Half day w/ Canon C100 Mark ii for testimonial interviews
- Pro lighting equipment
- Pro Audio equipment
- (1) Overview video to detail the custom furniture experience – 180 sec.
- (3) Customer testimonial videos – 60 – 90 sec. each
- (1) b-roll video clip for website – 90 sec.
- Up to (45) color corrected and edited 22 megapixel images
$9,000
Website Design & Development
The project 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
$12,000
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Facebook audience profiling
- Keyphrase research and new Adwords creative
- Retargeting banner ad design
- Update branding for social channels
- Phone call tracking setup
$3,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook – 3 posts per week
- Instagram and Pinterest – weekly updates
- Advertising for Facebook – incl. video ads
- Manage Houzz campaign
- 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 $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.
$2,800 p/m
Suggested Monthly Media Spend
You set the budget
Houzz: $800 – $1,200 p/m
Social: $1,500 – $2,500 p/m
Retargeting: $250 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Video Production | $4,500 | $4,500 | ||||
| Website Design & Development | $6,000 | $6,000 | ||||
| Campaign Setup | $3,500 | |||||
| Digital Marketing | $2,800 | $2,800 | $2,800 | |||
| Monthly Totals | $10,500 | $10,500 | $3,500 | $2,800 | $2,800 | $2,800 |
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 Lauricella Furniture.
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: