LLLG PA / NewCo

Design & Marketing Proposal

Prepared by Green Dot Advertising — March 13th, 2019

Objectives & Marketing Strategy

Re-name, re-brand and reposition LLLG as the premier international tax consultant for high net worth individuals seeking to do business or immigrate to the USA.

Marketing Strategy & Tactics:

The initial focus during phase 1 will be on renaming, rebranding and repositioning LLLG to ensure the brand is well received by the target audience. The client will take the lead with the new name, supported by Green Dot. Once a name is approved, Green Dot will go to work on developing a comprehensive new brand identity.

Phase 2 involves developing all of the necessary sales collateral in various languages to support the company throughout the sales cycle. A new website complete with video clips of the staff as well as the new office, a sales brochure and a presentation deck will all work together to help pitch prospects.

Phase 3 is focused on transitioning to marketing and lead generation. 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

Logo & Brand ID

Logo & Brand ID

A relevant, distinct and visually appealing brand identity your target audience identifies with is imperative for success in a crowded marketplace.

Green Dot takes a holistic approach to designing logos and brand identities. We don’t present raw ideas, we deliver finished concepts with a variety of touch points.

Clients can select the appropriate brand ID for their business venture with confidence when they see the website home page design, business card layout and brochure design along with the logo and tagline concepts. That’s why our process includes all the necessary steps in one round.

Includes the Following:
  • Account service
  • Tag line and copy concept development
  • Design & visual concept development
  • Logo design and logo files
  • Stationary design and business cards
  • Website home page design
  • Brochure cover design
  • Brand standards guide – up to 6 pages
  • Up to (2) sets of revisions
  • (3) unique visual concepts

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

Website Development

Website Development

Design and develop custom website using video and custom photography to position the firm for success and support the marketing campaigns with dedicated messaging.

The website is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow for quick and easy updates to add and edit content such as photography and page copy without complex html coding.

The site will be designed for both mobile devices and desktop computers using mobile responsive code ensuring content renders consistently on tablets and smartphones as well as on desktop computers.

Once the English version is approved, the site can be updated to include additional languages.

Website Content Outline
  • Home PageHeader
    Key value statement - headline
    International Tax Consulting Intro
    Individuals & Businesses - link
    ---
    b-roll video
    ---
    Our People - link
    Services - link
    Resources - link
    ---
    CTA - Talk to Us
    ---
    Footer w/ T&C and Privacy Policy
  • ServicesA services overview page will list all of the services to give prospects and overview and let them easily select the services that interest them most.
    • Tax Advisory
    • Business Advisory
    • Forensic & Fraud
    • Assurance Auditing
    • Assurance Attestation
  • PeopleAn overview page will list all of the partners, as well as the staff. Each partner intro will link to a page with a photo and detailed bio of each partner.
    • Raimundo Lopez-Lima Levi
    • Eric Glinksky
    • James R. Pierce, Jr.
    • Elliot Lowenstein
    • Olga Vodolazschi
  • ResourcesThis is a single page with info about how LLLG is connected to other professionals, and the expertise these alliances provide. This can also be used as a landing page for other professionals to see the benefits of working with LLLG.
  • NewsIncludes an article overview list page with links to a detail page complete with a photo and the text for each news release.
  • BlogIncludes an article overview list page with links to a detail page complete with a photo and the text for each blog post.
  • ContactIncludes a general contact form, address info and a location map
  • Landing Page - Join Our TeamLanding page not accessible from the site's main navigation for outside resources like attorneys, real estate agents and accountants that can refer business.
Includes the Following:
  • Account service
  • Copywriting
  • Visual concept development for website designs
  • (2) sets of revisions
  • Custom development & programming
  • Setup custom site design in WordPress CMS
  • Website setup on hosting account

Presentation Deck

Presentation Deck

A professionally produced sales presentation ensures your that your company is consistently represented and can really help your organization stand out during the pitch process. Using Powerpoint, Keynote, a PDF slide deck or a custom web-based presentation, Green Dot helps clients standardize their pitch and ensure the sales team represents the brand consistently and accurately.

Additionally, consider adding video or multimedia components to help establish reputability or explain a complex product or service.

Includes the Following:
  • Account service
  • Competitor research & Copywriting
  • Design & visual concept development
  • Layout (18-20) slides & (2) sets of revisions
  • Light animation inside Powerpoint or Keynote

Sales Brochure

Sales Brochure

Design and produce two custom sales brochures featuring all aspects of international tax consulting services offered.

Project includes design and production of two separate brochures for NewCo. A small vest pocket brochure with inserts that travels well, and a larger odd sized branding focuses sales brochure in the form of a (12) page sales brochure that tells the NewCo story and helps prospects understand the profound benefits of working with the best consulting team in the USA.

Once an English version is approved, these assets can be created in additional languages. The design aims to generate an asset that can be used as a leave behind after an introductory meeting, or it can be mailed to families in advance.

Brochure & Insert Content Outline
  • Cover
  • Page 2 & 3 - International Tax Consulting
  • Page 4 & 5 - Our People Make the Difference
  • Page 6 & 7 - Connected to a World of Resources
  • Page 8 & 9 - Integrated Services for Individuals
  • Page 10 & 11 - Integrated Services for Business
  • Back Cover
Includes the Following:
  • Account service
  • Copywriting
  • 12 page sales brochure
  • 6 panel vest pocket w/ 3 inserts
  • Page layouts –  12 pages
  • Page layouts – 6 panels
  • (2) sets of revisions
  • Production – final files ready for pre-press

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

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

Logo & Brand ID

The project includes:

  1. Account service
  2. Tag line and copy concept development
  3. Design & visual concept development
  4. Logo design and logo files
  5. Stationary design and business cards
  6. Website home page design
  7. Brochure cover design
  8. Brand standards guide – up to 6 pages
  9. Up to (2) sets of revisions
  10. (3) unique visual concepts

$11,500

Photography & Video Production

Services include:

  1. Pre-production planning
  2. (1) Full day of shooting video
  3. (1) Full day of shooting still photography
  4. (45) Color corrected high resolution images
  5. (3) ad videos – 30-45 seconds each focused on specific tax issues
  6. (1) Concept overview video – 60-90 seconds
  7. (1) 60 second looping b-roll video clip for website / landing pages

$9,500
Photography Day – $1,500
Video Day – $2,500

Website Development

The project includes:

  1. Account service
  2. Copywriting
  3. Visual concept development for website design
  4. (2) sets of revisions
  5. Custom development & programming
  6. Setup custom site design in WordPress CMS
  7. Website setup on hosting account

$13,500

Presentation Deck (PowerPoint / PDF)

The project includes:

  1. Account service
  2. Competitor research & Copywriting
  3. Design & visual concept development
  4. Layout (18-20) slides & (2) sets of revisions
  5. Light animation inside Powerpoint or Keynote

$4,500

Direct Mailer

The project includes:

  1. Account service
  2. Copywriting
  3. Design & visual concept development
  4. Layout and final production
  5. (2) sets of revisions

$2,000

Sales Brochures – 2

The project includes:

  1. Account service
  2. Copywriting
  3. 12 page sales brochure
  4. 6 panel vest pocket w/ 3 inserts
  5. Page layouts –  12 pages
  6. Page layouts – 6 panels
  7. (2) sets of revisions
  8. Production – final files ready for pre-press

$10,000

Drip Email Creative

The project includes:

  1. Account service
  2. Copywriting
  3. Email template design
  4. Layout and final production – 10 drip emails
  5. (2) sets of revisions

$2,500

Campaign Setup

One-time campaign setup fee includes:

  1. Google Analytics set up
  2. Facebook audience profiling
  3. Instagram audience profiling
  4. Linkedin campaign setup
  5. Keyphrase research and new Adwords creative
  6. Retargeting banner ad design
  7. Update branding for social channels
  8. Seed blog with (2) existing posts
  9. Setup ActiveDemand account
  10. Design & code promotional email template
  11. Phone call tracking setup
  12. Ad tracking setup
  13. Setup workflow for (10) drip emails

$6,500

Digital Marketing Services

Your marketing services package includes:

  1. Ad creative for social and search channels
  2. Advertising for Facebook
  3. Advertising for Instagram
  4. Advertising for LinkedIn
  5. Advertising Google Adwords
  6. Direct mail campaign management
  7. Retargeting ad management & creative
  8. Phone call tracking
  9. Ongoing tracking & analytics
  10. 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:

  1. Maintain monthly content calendar
  2. Write (2) unique blog posts
    Photo selection & licensing, blog post styling, SEO keywords & publishing
  3. Tracking and reporting on tagged links in posts
  4. Monitor and respond to comments
  5. Monitor and optimize email drip campaigns
  6. Create (3) unique weekly graphics for Facebook & Instagram posts
  7. Write, design and code (1) custom monthly promotional email
  8. Test, blast and report monthly promotional email
  9. Tracking, analytics and monthly reporting

$3,000 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Logo & Brand ID$11,500
Photography & Video$5,000$4,500
Website Development$7,500$4,000$2,000
Sales Presentation$2,500$2,000
Direct Mailer$2,000
Sales Brochure$5,000$5,000
Drip Emails$2,500
Campaign Setup$6,500
Digital Marketing$4,500$4,500
Content Marketing$3,000$3,000
ActiveDemand 10k$350$350$350
Monthly Totals$16,500$17,000$13,500$13,350$7,850$7,850
Notes
Authorized Signature