LPS Construction
Landing Page & Marketing Proposal
Prepared by Green Dot Advertising — April 26th, 2018
Objectives & Marketing Strategy
Generate leads for LPS Construction in the Florida Keys for marina and dock repair and reconstruction projects.
Marketing Strategy:
Hurricane Irma left a trial of destruction behind. As a result the opportunities for marina and dock construction and repair work in the Florida Keys remains robust. The strategy detailed in this proposal aims to maximize the results for every dollar spent on generating leads for these types of projects.
Digital marketing is the primary tactic we recommend – primarily Google Adwords. This channel is ideal for stepping in front of existing demand for a service. Most users search Google using their mobile devices, so having a web page that is designed for mobile, and more professional and engaging than your competitors is critically important when it comes to leveraging your investment in paid clicks from Google.
A display banner retargeting campaign will ensure prospects who have visited a LPS Marina & Dock landing page (which means LPS paid for that click already) will have a second and third opportunity to return to the site to convert into a lead. The retargeting ads are displayed on popular websites and “follow” the prospect around wherever they go online.
Those prospects who inquire via the website will be subscribed to an email drip campaign to stay top-of-mind during the course of the sales cycle. A series of three (3) automatically triggered messages is likely sufficient, but we can experiment with messaging as the campaign matures. Green Dot uses sophisticated marketing automation software to administer the drip campaign and manage user lists.
Landing Page
Landing Page Scope of Work
Design and develop a new, custom landing page for LPS Construction to support the Marina and Docks repair marketing campaign.
This landing page is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow the client to add and edit content such as photography and page copy without html coding.
The website will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Website Content Outline
- Marina & Docks Landing PageHeader
Intro - Marina & Docks Repair & Reconstruction
Marinas - seawalls, boat ramps, floating docks, boulders
Docks - boat lifts, pilings, rip rap
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CTA - Get a free quote
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Experience in the Keys
Bonded, Licensed, Insured, etc.
Photo Gallery
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CTA - Get a free quote
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
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)
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
Green Dot recommends creating an email drip campaign to stay top-of-mind with prospects throughout the sales cycle. A series of five (3) emails is likely sufficient. These email messages will be setup in ActiveDemand and deploy automatically at a set interval once a new subscriber is added to the list.
Includes the Following:
- Author, layout and program up to five (3) emails for a drip campaign
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Testing for all popular desktop and mobile platforms
- Monthly promotional email – draft, code, test and blast
- A/B testing of subject lines and content when applicable
- Tracking and reporting (incl. phone call tracking)
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
- ActiveDemand – phone call tracking
- ActiveDemand for email platform
- ActiveDemand for campaign KPI dashboards
- Monthly account review
Services Summary & Pricing
Services Summary & Pricing
Landing Page Development
Project Includes:
- 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
$2,150
VIP Discount -$350
Email Drip Creative
Project Includes:
- Account service
- Copywriting
- Drip email template design
- Custom development for email template
- Program (3) drip emails using existing template
$1,250
VIP Discount -$350
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Retargeting banner ad design
- Setup ActiveDemand account
- Keyword research and Adwords creative
- ActiveDemand phone call tracking setup
- ActiveDemand email drip workflow setup
- Ad tracking setup
$3,650
VIP Discount -$750
Digital Marketing Services
Project includes:
- SEM using Google Adwords
- Retargeting display ad management
- Email drip campaign management
- Inbound 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.
$2,250 p/m
VIP Discount -$350
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $2,500 p/m
Retargeting: $200 – $250 p/m
ActiveDemand: $200 p/m for up to $5k email contacts
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Landing Page | $1,800 | |||||
| Email Drip Creative | $900 | |||||
| Campaign Setup | $2,900 | |||||
| Digital Marketing | $1,900 | $1,900 | $1,900 | $1,900 | ||
| ActiveDemand - 5k | $200 | $200 | $200 | $200 | $200 | |
| Monthly Totals | $2,700 | $3,100 | $2,100 | $2,100 | $2,100 | $2,100 |