Main Merch
Branding & Marketing Proposal
Prepared by Green Dot Advertising — August 2nd, 2016
Objectives & Marketing Strategy
Deliver integrated marketing solutions for the Main Merch family of brands, including Super Hero Den, Wear You Beer, and TV Movie Depot through engaging, high-frequency content marketing campaigns featuring themed promotions published via a variety of digital channels focused on creating a buzz, building the brand and driving qualified traffic to the websites.
Marketing Strategy
Green Dot proposes creating themed promotional campaigns up to three times per site every week. Promotional concepts include Movie Mondays, 25% off Tuesdays, Hump-Day Heroes, Party Thursdays, Free Shipping Fridays or Sidekick Saturdays (buy one get one free). The idea is to feature specific items, along with specific promos on each of these days and promote them in conjunction with the theme on all available channels, including social media, email and newsfeed ads.
This effort requires close cooperation between the client and the agency and planning up to a month in advance using a content calendar. Green Dot will prepare custom, branded graphics for social media ads, promotional emails and social media posts featuring products and the promotional themes well in advance.
Simultaneously, we suggest continuing to run paid search marketing campaigns to leverage current trends related to new movies, TV shows and popular apps to aggressively drive traffic to grow the email lists for all three websites and increase the size of the social media communities. Even if inventory is low, getting people to sign up to be notified when new shipments arrive can seed stale lists with new prospects quickly and inexpensively.
This campaign aims to drive qualified traffic as much as it aims to develop the family of Main Merch brands. The goal is to grow social media communities, email lists and make the sites fun, cool and engaging. Once we learn more about what types of content customers enjoy most, a website update is likely to further create buzz and keep people coming back.
Other tactics and services include careful tracking, analysis and optimization of the campaigns. Green Dot will retarget website visitors as they move around the internet with display ads on various site and provide reputation management services.
Retargeting Display Ads
Retargeting Display Ads
Digital display ads are used to retarget all prospects who visited your website. 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 is a low cost channel that continually becomes less expensive as your lists continue to grow. The strategy calls for daily emails, up to three times per week for each site, integrated with the corresponding promotions that run that day. Green Dot works to actively grow your existing email lists and aims for open rates and click through rates that are above industry benchmarks.
Includes the Following:
- Up to 6 custom promotional emails per week
- Copywriting and design – (24) promotional email per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting
Reputation Management
Reputation Management
Reputation management allows you to stay informed about what consumers and competitors are saying about your brand around the web. Green Dot actively monitors conversations about your brand online, then responds to comments and questions in a timely manner.
Influencer Outreach
We research and identify influencers for your brand category and establish relationships on your behalf asking for product reviews or posts about your services. The service also includes building social proof and support for your brand through influencer relationships, as well as reviews and ratings from customers.
Includes the Following:
- Set alerts for your brand name, product name(s) around the web
- Set alerts for your brand name, product name(s) on social media
- Respond to positive and negative reviews and posts
- Develop influencer relationships and have them post about your brand
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)
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
- Initial planning and content for social ads
- Tracking setup for social & search
- Keyphrase research and new Adwords creative
$8,500
All three sites
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook and Instagram
- Advertising for Facebook & Instagram
- Up to 24 themed monthly promotions spread across all three sites to support with emails
- SEM using Google Adwords
- Retargeting ad management & creative
- 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.
$6,000 p/m
All three sites
Suggested Monthly Media Spend
You set the budget
Search: $3,500 – $9,500 p/m
Social: $4,500 – $6,000 p/m
Retargeting: $500 p/m
Content & Communication Services
Monthly content generation includes the following:
- Reputation Management
- Influencer Outreach
- Write, design and code up to (24) unique emails p/m
- Test & blast emails
- Monthly performance report
$4,000 p/m
All three sites
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Campaign Setup | $8,500 | |||||
| Digital Marketing | $6,000 | $6,000 | $6,000 | $6,000 | $6,000 | |
| Content Marketing | $4,000 | $4,000 | $4,000 | $4,000 | $4,000 | |
| Monthly Totals | $8,500 | $10,000 | $10,000 | $10,000 | $10,000 | $10,000 |
Social Advertising & Management
Social Advertising
The strategy calls for three types of campaigns. A “like” campaign to grow the community, boosted posts to nurture that community and inform them of the various themed promotions and newsfeed ads to reach beyond the existing community, leverage existing pop culture trends and drive traffic directly to each of the websites.
Current social media page management activities are unlikely to yield optimal results. Rather than post a series of memes without promoting specific products, Green Dot recommends publishing themed promotions and actively focusing on growing the social communities to continually expand the number of brand enthusiasts.
Includes the Following:
Social Media Management
Green Dot actively develops and managed content for social media pages and responds to comments and questions in a timely manner. Additionally, we carefully track, analyze and report on the performance of your channels.
Includes the Following: