LLLG PA / NewCo
Marketing Proposal
Prepared by Green Dot Advertising — April 1, 2019
Objectives & Marketing Strategy
Generate brand awareness and sales leads for LLLG targeting high net worth individuals seeking to do business or immigrate to the USA and have a need for international tax accounting.
Marketing Strategy & Tactics:
The marketing phase is focused on launching the marketing and lead generation campaigns. The marketing strategy calls for targeting high net-worth individuals and the professionals that advise them on their mobile devices throughout Latin America, Europe and Russia. By targeting both the client, and the professionals within their sphere of influence the campaigns should yield both, direct sales leads and referrals from other professionals like lawyers, accountants and real estate agents.
Suitable media channels include Facebook, LinkedIn and Instagram, paid search channels like Google Adwords and programmatic display ads on content sites. We also recommend running video ads on social media and incorporating a re-marketing campaign that includes contextually relevant drip emails and retargeting ads.
Green Dot offers a 360 degree, integrated sales and marketing solution. At the heart of the solution is ActiveDemand, a sophisticated marketing automation platform connected to the CRM of the client’s choice (we recommend PipeDrive). Together, these tools can track prospects from all sources (web leads and inbound calls), serve dynamic content on the website for repeat visitors, control and direct all email communications including automated workflows and drip campaigns and provide live dashboards that keep everyone up to date in real-time about how campaigns and content are performing.
Green Dot suggests exploring the following media channels:
- Direct Mail
- Social Media Marketing
- Search Marketing – Google Adwords
- Retargeting Ads
- Blog Posts & Content
- Email Marketing
- Email Drip 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.
Telling a good story is still the best way to influence people’s opinion and drive them to take action. We recommend acquiring custom photography and video assets of the campus, faculty, future students and administrators to craft a series of short videos that can be utilized for the website and edited down to short video ads for use on social media and landing pages.
Deliverables Include the Following:
- (1) Full day of shooting video
- (1) Full day of shooting still photography
- (45) Color corrected high resolution images
- (3) ad videos – 30-45 seconds each focused on specific tax issues
- (1) Concept overview video – 60-90 seconds
- (1) 60 second looping b-roll video clip for website / landing pages
Photography & Video Production Services:
Pre-Production Planning
- Shot list
- Scouting & location planning
- VO script
- Account Service
Photography
- (1) Full day of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (1) Full days of video
- Canon C100 Mark ii
- DJI P4P Drone
- Osmo Pro
- Pro light kit
- Pro audio capture
- On-set assistant
Direct Mailers
Direct Mailers
Targeting prospects through the mail ensures they receive your message loud and clear.
When you know who the ideal targets are to create awareness about your firm’s capabilities and services, utilizing direct mailers is still the most effective way to ensure awareness about your services.
Direct mail campaigns also let you set the frequency of your communications and ask for the referral from other professionals advising your target clients, including real estate agents, attorneys and other accounting firms. Just like digital campaigns, direct mail campaigns can be tracked and optimized with precision by analyzing results.
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
Not Included:
- Printing and fulfillment
- Mailing list
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.
Green Dot is a Google Partner and certified in Adwords campaign management. These campaigns can be run in a variety of languages and used to target prospects internationally.
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. 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, ActiveDemand, Marketo and many more.
The strategy calls for creating two (2) email drip campaign, each consisting of (5) email messages. One campaign targets prospects inquiring directly, the other targets professionals that can refer business.
Includes the Following:
- Write, design and develop (10) email drip messages
- Drive campaign setup including 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 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:
- (2) uniquely researched, written and published blog posts per month
- Keyword research to optimize each post for SEO
- Monitor and respond to comments
- Three (3) weekly branded social graphics – (12 per month)
- Tracking and reporting on tagged links in posts
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
- ActiveDemand for goal tracking and live dashboards
- ActiveDemand – for phone call tracking
- ActiveDemand for email automation
- 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
Photography & Video Production
Services include:
- Pre-production planning
- (1) Full day of shooting video
- (1) Full day of shooting still photography
- (45) Color corrected high resolution images
- (3) ad videos – 30-45 seconds each focused on specific tax issues
- (1) Concept overview video – 60-90 seconds
- (1) 60 second looping b-roll video clip for website / landing pages
$9,500
Photography Day – $1,500
Video Day – $2,500
Direct Mailer
The project includes:
- Account service
- Copywriting
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
$2,000
Drip Email Creative
The project includes:
- Account service
- Copywriting
- Email template design
- Layout and final production – 10 drip emails
- (2) sets of revisions
$2,500
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Facebook audience profiling
- Instagram audience profiling
- Linkedin campaign setup
- Keyphrase research and new Adwords creative
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with (2) existing posts
- Setup ActiveDemand account
- Design & code promotional email template
- Phone call tracking setup
- Ad tracking setup
- Setup workflow for (10) drip emails
$6,500
Digital Marketing Services
Your marketing services package includes:
- Ad creative for social and search channels
- Advertising for Facebook
- Advertising for Instagram
- Advertising for LinkedIn
- Advertising Google Adwords
- Direct mail campaign management
- Retargeting ad management & creative
- Phone call tracking
- Ongoing tracking & analytics
- Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.
$4,500 p/m
Suggested Monthly Media Spend
You set the budget
Direct Mail: $5,000 – $10,000 p/m
Search: $2,500 – $5,500 p/m
Facebook: $1,500 – $2,000 p/m
Instagram: $1,500 – $2,000 p/m
LinkedIn: $1,500 – $2,000 p/m
Retargeting: $350 – $600 p/m
Content & Communication Services
Monthly content generation includes:
- Maintain monthly content calendar
- Write (2) 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 & Instagram posts
- Write, design and code (1) custom monthly promotional email
- Test, blast and report monthly promotional email
- Tracking, analytics and monthly reporting
$3,000 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photography & Video | $5,000 | $4,500 | ||||
| Direct Mailer | $2,000 | |||||
| Drip Emails | $2,500 | |||||
| Campaign Setup | $6,500 | |||||
| Digital Marketing | $4,500 | $4,500 | $4,500 | $4,500 | ||
| Content Marketing | $3,000 | $3,000 | $3,000 | $3,000 | ||
| ActiveDemand 10k | $350 | $350 | $350 | $350 | ||
| Monthly Totals | $5,000 | $15,500 | $7,850 | $7,850 | $7,850 | $7,850 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your services 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 utilizes newsfeed ads and “like” campaigns to target professionals on their mobile devices in South Florida, and the Northeast that advise internationally based high net worth individuals. Ad units link directly to corresponding landing pages optimized for mobile that ask professionals to “sign up” and join the network.
Social Media Management
Social marketing on Facebook, LinkedIn and Instagram allows you to engage directly with your social community on a daily basis and showcase your expertise in international tax consulting. Since the brand is new to Miami, using posts to nurture and educate followers is the best strategy to building familiarity, value and genuine interest.
Includes the Following: