Lucy Print
Website & Digital Marketing
Prepared by Green Dot Advertising — August 28, 2019
Objectives & Marketing Strategy
Design and develop a mobile responsive website for Lucy Print that converts site visitors from digital marketing campaigns.
Marketing Strategy:
The website for Lucy Print has to be mobile responsive. Most people search using their mobile devices. The site also has to be inspiring and capture people’s imagination. While a photo gallery of past work is important, a video of the shop including Lucy, as well as custom photography will create an emotional connection with site visitors.
The existing Lucy Print website already lists prominently for “letterpress” related keywords on Google as long as the word “Miami” is included in the search. This redesign as well as adding responsive code should help improve listings. As a result, you should get some traffic from search organically. That said, Green Dot does not offer SEO services any longer. We do our best to make your site Google friendly, but SEO is not the goal. Creating landing pages for specific topics that convert visitors into leads is the primary objective.
A digital marketing campaign using Google to step in front of existing demand for broader searches like wedding invitations or custom stationary will produce additional leads. Once optimized, this campaign can be turned “off and on” as needed to manage inquiries and work load. A retargeting campaign using retargeting display banner ads will ensure prospects who have visited a Lucy Print landing page will have a second and third opportunity to return to the site to book studio time. 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 added the email list so they can be marketed to via email in the future. Periodic email communications with special offers or showcasing recent work can lead to new business from existing customers, as well as referrals. Green Dot can include a monthly email, or a quarterly email for existing clients – depending on the client’s objectives and budget.
In addition, each prospect who inquires via the website will be subscribed to a email drip campaign consisting of three emails, each helping educate prospects about how letterpress is different from regular printing, as well as cross-marketing other letterpress services and linking back to the website.
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom website to showcase Unicorn Fire Studios and support the marketing campaigns.
This website 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 feature several distinct landing pages focused on popular print order categories like weddings, business cards and holiday cards.
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 - Unicorn Fire Studio
- HomeVideo header
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Lucy Print - Meet Lucy
Letterpress is gorgeous
Invitations | Stationary | Cards
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Video b-roll
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Work Gallery
Hours
Location map
---
Contact Lucy
Email Sign up
- InvitationsVideo header
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Wedding Invitations
Special Event Invitations
Paper Options
Envelopes
Inspiration - work gallery
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Video b-roll
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Meet Lucy
Design & Printing
---
Contact Lucy
Email Sign up - Stationary, Business CardsVideo header
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Letterpress Stationary
Business Cards
Letterhead & Envelopes
Inspiration - work gallery
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Video b-roll
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Meet Lucy
Design & Printing
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Contact Lucy
Email Sign up - CardsVideo header
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Letterpress Holiday Cards
Letterpress Greeting Cards
Envelope options
Inspiration - work gallery
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Video b-roll
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Meet Lucy
Design & Printing
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Contact Lucy
Email Sign up - About LucyVideo header
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Meet Lucy
About Letterpress
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Video b-roll
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Print Shop
Address & Location Map
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Contact Lucy
Email Sign up - ContactContact header
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Address and phone
Location Map
General contact form
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Email sign up
Includes the Following:
- Account service
- Copywriting – supplied by client
- 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 related to letterpress printing, invitations, holiday cards and stationary. 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 people while the research a vendor for their event invitations or corporate stationary. A series of three (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.
Additionally, Green Dot recommends a monthly or quarterly email campaign reminding existing customers that Lucy Print offers a variety of letterpress printing options for special occasions.
Includes the Following:
- Author, layout and program up to three (3) emails for a drip campaign
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Testing for all popular desktop and mobile platforms
- Bi-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
Website Development
Project Includes:
- Account service
- Copywriting – supplied by client
- Photography & video content – supplied by client
- Visual concept development for website designs
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Setup and configure Birchpress scheduler
- Setup and configure payment processor
- Website setup on hosting account
$5,500
VIP client discount – $1,500
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
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
$2,500
Digital Marketing Services
Project includes:
- SEM using Google Adwords
- Retargeting display ad management
- Email drip campaign management
- Inbound phone call tracking
- Ongoing tracking & analytics
- Access to the GD project portal
- Access to 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.
$2,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $2,000 p/m
Retargeting: $200 – $250 p/m
ActiveDemand: $275 p/m for up to $5k email contacts
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Development | $2,000 | $2,000 | ||||
| Email Drip Creative | $1,250 | |||||
| Campaign Setup | $2,500 | |||||
| Digital Marketing | $2,500 | $2,500 | $2,500 | |||
| ActiveDemand - 5k | $275 | $275 | $275 | $275 | ||
| Monthly Totals | $2,000 | $2,000 | $4,025 | $2,775 | $2,775 | $2,775 |