Lislu.com
Marketing Proposal
Prepared by Green Dot Advertising — June 24th, 2016
Objectives & Marketing Strategy
Run a targeted Facebook ad campaign for Lislu.com to create brand awareness for the boutique, drive traffic to the website and grow a highly engaged social media community.
Marketing Strategy:
With a budget of $1,500 per month for services, we recommend focusing on social media, as Facebook can accomplish both, brand awareness and drive traffic to the website. Additionally, this solution includes reputation management and blogger outreach. Green Dot will research and identify bloggers suitable to promote your boutique and engage them to review the store and its inventory.
We also included content creation and email management as a separate line item so you can see what the cost would be to add those services in the future. These are corporate communications and content marketing services, which help support the ad campaigns and nurture your audience and drive repeat business.
The advantage of a custom package is that the media budget to run ads is separate from the monthly services fees, allowing you to scale the campaigns to generate the reach and frequency you desire. Green Dot will optimize your marketing campaigns to achieve the greatest reach at the lowest possible cost.
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
Emails can be used to nurture a lead or promote a specific product, service or event. 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:
- 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)
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
Digital Marketing Setup
One-time campaign setup fee includes:
- Customize Facebook for ad campaigns including page header and pinned posts
- Setup tracking for Facebook in Google Analytics
- Audience profile and targeting
- Initial ad creative
$1,500
Content Marketing Setup
One-time campaign setup fee includes:
- Design email template
- Write and layout initial email
- Write and layout (3) initial blog posts
- Publish (3) blog posts to website
$1,500
Digital Marketing Services
Your marketing services package includes the following:
- Ad creative for Facebook
- Page Management for Facebook
- Advertising for Facebook
- Reputation management
- Blogger outreach
- 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.
$1,500 p/m
Suggested Monthly Media Spend
You set the budget
Social: $1,200 – $2,000 p/m
Content & Communication Services
Monthly content generation includes the following:
- 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
$1,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Digital Marketing Setup | $1,500 | |||||
| Content Marketing Setup | $1,500 | |||||
| Digital Marketing | $1,500 | $1,500 | $1,500 | $1,500 | $1,500 | |
| Content & Communications Services | $1,500 | $1,500 | ||||
| Monthly Totals | $1,500 | $1,500 | $1,500 | $3,000 | $3,000 | $3,000 |
Social Advertising & Management
Social Advertising
Advertising on social media 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.
Many social networks only allow you to reach a percentage of your community for free. For example, Facebook only allows you to reach up to 6% of your page follows organically and after that you must pay to reach the remaining 94%. Social advertising helps help reach and nurture the people in your community that the networks won’t allow you to reach for free.
Includes the Following:
Social Media Management
Social marketing on Facebook, Instagram, Twitter, LinkedIn, Pinterest and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: