Loturas, Inc.
Marketing Proposal
Prepared by Green Dot Advertising — March 23rd, 2017
Objectives & Marketing Strategy
Loturas has fully developed a disruptive technology that has the potential to become the dominate player in the recruiting/applicant job hiring scenario.
Marketing Strategy:
Green Dot to support the sales team with sales support collateral and manage digital marketing campaigns critical to the success of the proposed strategy.
Green Dot will drive qualified traffic to the Loturas website via search engine marketing, social media advertising and then nurture prospects with email marketing. Site visitors will be re-targeted with banner ads for a period of 2 weeks when they browse other websites anywhere that support display advertising.
Email marketing combined with social media will be the primary nurture channels to support the sales cycle. Green Dot suggests implementing an email drip campaign as soon as a prospect inquires via the site or by phone. A series of four (4-10) emails will be sent with job search tips, information about the job market, salary guides and current opportunities. Additionally, we recommend sending up to two (2) custom promotional email per month.
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.
Video Direct Mailers
Video Direct Mailers
Green Dot has a unique direct mail solution that combines traditional print with a high tech approach. A personalized mail piece is crafted for each target and sent with a digital code the recipient enters into a webpage to view a specific message you create specifically for them (video or multimedia).
When the recipient enters the code to access your message, an email is sent to a sales rep alerting them that the prospect has taken time out of their day to engage with your corporate communication. Conversion rates from this type of direct mail campaign are 200-300% higher than with traditional mail campaigns.
Includes the Following:
- Design mail template
- Account setup
- Video message recording, editing and post-production
- Branded landing page
- Personalized high quality printed mailer
- Personal video recording functionality
- Unlimited user access to app / platform
- Instant email notifications
- Real-time reporting
- First class postage
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
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 they 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
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
Email Marketing
Email Marketing
Green Dot recommends using email marketing as the primary nurture channel to stay top-of-mind with prospects who have inquired or supplied their information via the website. An email drip campaign consisting of automated email messages that are segmented to ensure relevancy with the recipient. Segmenting recruiters and employers from job seekers will be critical to ensure messaging is relevant to each audience segment.
Includes the Following:
- Email drip campaign design – copy, layout and coding – up to 10 drip emails
- Campaign setup including drip campaign triggers, workflows and list segmentation – Hubspot
- Copywriting and design – (2) 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:
- (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
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
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
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with 3 posts
- Tracking setup
- Key phrase research and new Adwords creative
- email template design
$5,500
Email Drip Creative & Setup
One-time campaign setup fee includes:
- Account Service
- Copywriting – up to 10 emails
- Email design and layout – up to (10) emails
- Up to (2) sets of revisions
- Email coding
- Setup email triggers and automation in Hubspot or comparable platform
$4,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook, Instagram & Pinterest
- Advertising for Facebook, Instagram & Pinterest
- SEM using Google Adwords
- Retargeting ad management & creative
- Influencer outreach
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $5,000 per month**Additional media management beyond $5,000 per month is bill date 12%of ad spend.
$4,500 p/m
Search Engine Optimization
Monthly SEO includes the following:
- Keyword research
- Content development for blogs
- Search engine submission
- Monitoring and reporting
$2,800 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 (2) custom promotional emails
- Test & blast emails
- Monthly performance report
$2,500 p/m
Suggested Monthly Media Spend
loturas sets the budget
Search: $2,500 – $7,500 p/m
Social: $3,500 – $5,500 p/m
Influencers: $6,000 – $10,000 p/m
Retargeting: $400 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Campaign Setup | $5,500 | |||||
| Email Drip Creative | $4,500 | |||||
| Digital Marketing Services | $4,500 | $4,500 | $4,500 | $4,500 | $4,500 | |
| Content & Communication Services | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | |
| SEO | $2,800 | $2,800 | $2,800 | |||
| Suggested Monthly Media Spend | $5,500 | $5,500 | $11,900 | $15,500 | $20,000 | |
| Monthly Totals | $10,000 | $12,500 | $12,500 | $21,700 | $25,300 | $29,800 |
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: