Magniflex
Website & Digital Marketing
Prepared by Green Dot Advertising — October 24th, 2018
Marketing Strategy & Brand Positioning
Discover and define the marketing strategy and brand positioning for Magniflex in the US market for ecommerce and retail sales.
The mattress market in the US is saturated and competitive. There are online only, in-home trial offers everywhere, and mattress stores have high-end features like adjustable firmness and heating or cooling technologies.
To be successful, it takes a clear strategy that aims to target a specific market segment of consumers with the perfect product for their needs. That positioning includes the price point, the product features, the guarantee (trial / ability to exchange) and in many cases it means also featuring a proprietary technology.
Green Dot will work with Magniflex to develop positioning ideas for select products and then survey potential customers to get real-world feedback. This includes building a landing page / surveys, and follow up emails to re-engage survey respondents to provide feedback on revised concepts.
Using this information, Green Dot will craft a marketing strategy that includes a 12 month plan, adjusted for seasonality, outlining the focus, budget and goals for each season. In addition, this research will help determine which products to feature on the e-commerce site, and how to position Magniflex for success in the US market.
Includes the Following:
- Account service
- Client discovery meeting
- Competitor research / target audience profiling
- Landing page design & development (x3 pages)
- Survey development x3
- Social media ad campaign setup and management for survey
- Analysis & marketing strategy
- 12 month marketing plan
- Survey prize winner email copy, design, coding and blast
- ActiveDemand – 5k
Website Scope of Work
Website Development Scope of Work
Develop a fresh, upscale website for Magniflex to showcase the company’s best-selling products online.
The Magniflex e-commerce website is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to easily edit content. The site will use the WooCommerce plugin to provide a shopping cart and product database, including credit card processing through a third-party vendor.
The site will be designed for desktop computers and include mobile responsive code to ensure content is mobile friendly and renders consistently on tablets and smartphones.
Store includes:
- Up to (6) products loaded and setup – photos, description, price
- Shopping cart setup and basic customization
- Credit card processing integration – 3rd party i.e. Square
- Billing / shipping / confirmation screens
- Confirmation email
- (1) hour training session for WordPress / WooCommerce
Website Content Outline
- HomeHeader
Intro - Exactly Right
Trial Offer / Magniflex product select interface
---
Consumer testimonial videos
Ratings & Reviews
Media Icons - PR
---
Technology teaser - link
Accessories teaser - link
---
CTA - In-home trial / shop - Product SelectorProduct selector interface
soft / firm
foam / springs
price
---
CTA - In-home trial / shop- Product 1
- Product 2
- Product 3
- Product 4
- Product 5
- Product 6
- Magniflex TechnologyIntro - Technology
Interiors
Fabrics & Treatment
Technologies
---
CTA - In-home trial / shop - Ratings & ReviewsRatings
Reviews
Testimonial videos
---
CTA - In-home trial / shop - ShopStore home page
Featured Products
Product Selector
---
Testimonial videos
Guarantee
---
CTA - In-home trial / shop- Product List TemplateMattresses
Pillows
Accessories - Mattressess
- Pillows
- Accessories
- Product Detail Template(6) Product pages loaded and setup w/ images, copy and pricing
- Product List TemplateMattresses
- OffersIn-home Trial
100 Days
Full refund - BlogArticle List Interface
Article Detail Interface - Contact & LocationsGeneral Contact Form & Location Map
USA locations
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
- WooCommerce shopping cart & checkout
- Website setup on hosting account
Photography & Video Production
Photography & Video Production
Generate the photography and video assets needed to produce the ecommerce website for Magniflex.
Video testimonials of customers talking about why they love their Magniflex mattress will be helpful for both the website, as well as the digital marketing campaigns.
We suggest shooting (3) customer testimonial videos of about 60 seconds each where customers talk about different aspects of the mattress and what they like about it. We can include cut aways supplied by Magniflex of the technology, inside materials, or manufacturing process. In addition, we can create a 30 sec. version of these videos with on-screen text to use as social media video ads.
Separately, we highly recommend shooting still photography of all products that will be featured in the store to ensure the photography is consistent and creates a clean look for the store. We have included time for a full day of product photography and the digital processing work.
Deliverables Include the Following:
- (3) Customer testimonial videos – 60 – 90 sec. each
- (1) b-roll video clip for website – 90 sec.
- (1) 30 sec. ad video for social media with on-screen text
- Up to (75) color corrected and edited 22 megapixel product images
Photography Services:
Pre-Production Planning
- Shot list, planning
- Account Service
Photography
- (1) full day w/ Digital 22.5 Megapixel Canon 5D Mark III, L lenses & accessories
Video Production
- (1) full day w/ Cameraman & Cannon C100 Mark II Cinema Camera
- Osmo Pro
- Pro Light Kit
- Pro Audio Capture
Digital Processing
- Import, edit and sort images
- Retouching and color correction for up to 75 images
- Capture, sort and tag video footage
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
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.
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
Emails can be used to nurture a lead or promote a specific product, service or event. When it comes to mattresses, consumers do extensive research prior to buying, so staying top of mind during that process is of key importance.
Green Dot recommends an automated email drip campaign consisting of up to five (5) emails that are triggered for each new prospect that inquires with Magniflex about a mattress purchase. These emails will be sent automatically, 2 days apart over a 10 day period to help close the sale.
In addition, we recommend sending a monthly promotional email to past customers and prospects asking them to buy for other rooms, or to recommend friends.
Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, ParDot, ActiveDemand and many more.
Includes the Following:
- Write, layout and code a series of five (5) emails – drip campaign
- Campaign setup including drip campaign triggers, workflows and list segmentation
- 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)
Content Creation & Blogs
Content Creation & Blogs
Producing ongoing, fresh and engaging 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 and includes responding to questions and comments posted to your social media pages 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
- Fresh, weekly branded social graphics – (3) per week
- 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), ActiveDemand dashboards (real-time campaign performance, RavenTools (monthly reports) and Call Tracking dashboards (phone call lead tracking).
Green Dot also hosts monthly calls to review the results and recommend next steps.
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- ActiveDemand – email automation, 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
Marketing Strategy & Brand Positioning
Services include:
- Account service
- Client discovery meeting
- Competitor research / target audience profiling
- Landing page design & development (x3 pages)
- Survey development x3
- Social media ad campaign setup and management for survey
- Analysis & marketing strategy
- 12 month marketing plan
- Survey prize winner email copy, design, coding and blast
- ActiveDemand – 5k
$12,500
Product Photography & Video Production
Services include:
- Pre-Production Planning & Account Service
- (1) full day video session w/ Canon C100 Mark ii
- (1) full day product photo shoot w/ Canon 5D Mark iii
- Pro lighting equipment
- Pro Audio equipment
- Osmo Pro
- (3) Customer testimonial videos – 60 – 90 sec. each
- (1) b-roll video clip for website – 90 sec.
- (1) 30 sec. ad video for social media with on-screen text
- Up to (75) color corrected and edited 22 megapixel product images
$9,750
Website Design & Development
The project includes the following services:
- Account service
- Copywriting
- Visual concept development for website designs
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- WooCommerce shopping cart & checkout
- Website setup on hosting account
$24,000
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Facebook audience profiling
- Instagram audience profiling
- YouTube audience profiling
- Keyphrase research and new Adwords creative
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with (2) existing posts
- Setup ActiveDemand marketing automation software
- Design & code promotional email template
- Phone call tracking setup
- Ad tracking setup
$6,500
Digital Marketing Services
Your marketing services package includes:
- Ad creative for social and search channels
- Advertising for Facebook
- Advertising on Instagram
- Advertising on YouTube
- 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 $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.
$3,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $3,500 p/m
Facebook: $1,500 – $5,000 p/m
Instagram: $1,500 – $5,000 p/m
YouTube: $1,500 – $3,000 p/m
Retargeting: $250 – $500 p/m
Content & Communication Services
Monthly content generation includes:
- Maintain monthly content calendar
- Write (2) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Tracking and reporting on tagged links in posts
- Monitor and respond to comments
- Monitor and optimize email drip campaigns
- Create (3) unique weekly graphics for social media posts
- Page Management for Facebook & Instagram
- Write, design and code custom monthly informational email
- Test, blast and report monthly informational email
- Tracking, analytics and monthly reporting
$2,500 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Strategy & Brand | $7,500 | $5,000 | ||||
| Photo & Video Production | $5,000 | $4,750 | ||||
| Website Design & Development | $8,000 | $8,000 | $8,000 | |||
| Campaign Setup | $6,500 | |||||
| Digital Marketing | $3,500 | $3,500 | ||||
| Content Marketing | $2,500 | $2,500 | ||||
| ActiveDemand - 5k | $250 | $250 | $250 | |||
| Monthly Totals | $7,500 | $18,000 | $12,750 | $14,750 | $6,250 | $6,250 |
Social Advertising & Marketing
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your mattresses 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.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand near the locations where Magniflex has retail stores. Additionally, social advertising will focus on growing your audience and driving traffic to the ecommerce site.
Includes the Following:
Social Page Management
Social media page management is recommended on Facebook, Instagram and YouTube to engage directly with your social community on a daily basis and educate them about the benefits of Magniflex mattresses and pillows.
Includes the Following: