Magniflex
Digital Marketing
Prepared by Green Dot Advertising — November 14, 2018
Objectives & Marketing Strategy
Support Magniflex with digital marketing campaigns focused on creating awareness for the mattresses and driving traffic to the website and retail store locations with monthly promotions.
Marketing Strategy:
Develop and optimize digital marketing campaigns using search engines, social media, ad retargeting and email drip campaigns to engage prospects with monthly promotions and motivate them to take action.
The strategy centers around targeting consumers living near the geographic locations of the Magniflex retail stores and advertising special promotions to them on their mobile devices. Once they see a Magniflex ad and click on it they will be taken to a landing page with a corresponding offer where they can learn more about the retail location offering the promotion near them.
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 inquiry, while establishing credibility and establishing Magniflex as a premium Italian mattress brand.
Landing Page
Landing Page
Design and develop a new, custom landing page to showcase monthly promotions and drive traffic to the Magniflex retail locations.
This custom designed landing page is quoted as a site built on the WordPress platform and includes a content management system (CMS) to allow for simple, fast and streamlined content updates 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
- Magniflex Promo PageMagniflex Header Graphic
Promotion / Offer
Participating locations
---
CTA - sign up for deals and promos
---
Premium Italian Mattress (brand positioning)
Product Line teaser - link to Corp. site
---
Footer
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
Search marketing is the best way to step in front of existing demand and drive highly qualified leads at a predictable cost.
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.
This strategy involves targeting consumers searching for premium mattresses within 25 miles of a Magniflex store location and linking them to the website for more information.
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
Email marketing can be used to nurture a lead or promote a specific product, service or event. When it comes to mattresses, consumers do extensive research to select the right brand for them, and staying top of mind during that process is of key importance – so is buying while it’s on sale!
We recommend allowing consumers to sign up to be notified of monthly promotions, and sending a monthly promotional email to anyone who has purchased a mattress or signed up on the landing page. Writing, designing and sending a monthly promotional email is included.
Green Dot recommends ActiveDemand for marketing automation, call tracking, email marketing and analytics.
Includes the Following:
- Design email marketing promo template
- 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)
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 ActiveDemand (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
- RavenTools for campaign KPI reporting
- ActiveDemand 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
Landing Page Development
This 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
$1,500
Landing Page Promo Updates
This project includes:
- Account service
- Promo details supplied by client
- Images and content supplied by client
- Copywriting / editing
- Update landing page via CMS with supplied images and copy for monthly offer / promo
- (1) set of revisions
- Tracking setup
Monthly update: $300 p/m
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Facebook audience profiling
- Keyphrase research and new Adwords creative
- Retargeting banner ad design
- Setup ActiveDemand software
- Design & code promotional email template
- Phone call tracking setup
- Ad tracking setup
$4,000
Digital Marketing Services
Your marketing services package includes:
- Ad creative for social and search channels
- Advertising for Facebook
- Google Adwords search advertising
- Retargeting ad management
- 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.
$2,900 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,000 – $3,500 p/m
Facebook: $1,500 – $3,000 p/m
Retargeting: $250 – $500 p/m
Content Marketing
Monthly email services:
- Maintain monthly content calendar
- Write, design and code custom monthly informational email
- Test, blast and report monthly informational email
- Up to (3) weekly posts on Facebook
- (12) monthly custom social media graphics
- Tracking and reporting on links in posts
- Tracking, analytics and monthly reporting
$1,500 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Landing Page Development | $1,500 | |||||
| Campaign Setup | $4,000 | |||||
| Digital Marketing | $2,900 | $2,900 | $2,900 | $2,900 | $2,900 | |
| Content Marketing | $1,500 | $1,500 | $1,500 | $1,500 | $1,500 | |
| LP Promo Updates | $300 | $300 | $300 | $300 | $300 | |
| ActiveDemand - 5k | $250 | $250 | $250 | $250 | $250 | |
| Monthly Totals | $5,500 | $4,950 | $4,950 | $4,950 | $4,950 | $4,950 |
Social Advertising & Marketing
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 Facebook and Instagram is the best way to grow your followers and reach targets that are not already aware of your brand, but should be.
Using geographic and demographic targeting we can pinpoint the most suitable targets near Magniflex retail locations and ensure they see ads on their mobile devices on Facebook and Instagram, then link them to the company website. Green Dot will run newsfeed ad campaigns, and “like” campaigns to grow your audience.
Includes the Following:
Social Media Page Management
Social page management includes up to (3) weekly posts to educate your audience about your product. Publishing sharable graphics about Magniflex products, features, materials and special offers, as well as the retail locations that offer them.
Includes the Following: