Mangoes Restaurant
Video, Website & Marketing Proposal
Prepared by Green Dot Advertising — September 11th, 2017
Objectives & Marketing Strategy
Develop video content and an exciting website designed to support digital marketing campaigns focused on targeting events and tourists.
Marketing Strategy:
Develop new, mobile responsive website that is properly optimized to convert incoming traffic from search engines, and support social media ad campaigns. We strongly recommend a well designed MENU page with images of popular food items, and a video. The focus is to develop more fun and engaging content, including video and photography of food and the location in the heart of Duval Street in Key West! You need to show the place off!
Incorporating captivating video footage of the amazing food and the fun atmosphere in and around the restaurant will allow this property to be marketed in a whole new way – both on social media, and on the website!
Once built, Green Dot will drive qualified traffic directly to events section of the website via search engine marketing for people looking for weddings and other events, and we’ll use social media advertising to target tourists looking for a place to go. Site visitors will be retargeted with banner ads for a period of 1 week.
Additionally, Green Dot will manage weekly posts to social media pages using content captured during the photo / video shoot to ensure there are professional images of food and the restaurant in the feed at all times. The client’s team can also post to social media pages periodically about current happenings at the venue.
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 lead possible, while establishing credibility and establishing Mangoes Restaurant as the go to destination for lunch and dinner on Duval Street in Key West.
Photography & Video Production
Photography & Video Production
Generate the photography and video assets needed to produce the website for Yello.
The new site will be designed as a full screen experience on desktop computers, and a simplified version for mobile devices. Integrating custom video is highly recommended to generate an engaging and visually stimulating experience, show off the food, and show off the location.
We suggest shooting shooting custom video of food presentations, outdoor atmosphere and Key West’s Duval Street. These images/videos will generate content for the website as well as the marketing campaigns.
Deliverables Include the Following:
- (2) 30 sec. social media ad videos
- (1) looping video clip for website – 60 sec.
- Up to (45) color corrected and edited 22 megapixel images of food dishes, people and the location.
Photography Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- 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
- DJI Phantom 4 Pro
Digital Processing
- Import, edit and sort images
- Retouching and color correction for up to 45 images
Video Capture
- Digitize footage
- Post production editing
- Motion graphics
- Audio editing
Website Scope of Work
Website Development Scope of Work
Develop a fresh, upscale website for Found Hair to showcase the company’s approach to hair restoration.
The Mangoes 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 or edit content. 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.
The site will include a feature allowing people to register and pay for Fantasy Fest tickets. Users will be signed up to an email list and sent a ticket upon paying the cost of admission.
Website Content Outline
- HomeIntro - header video
Mangoes Restaurant Intro - lunch & dinner
Menu - link
Events - link
---
Footer
- MenuLunch menu
Dinner menu
---
CTA - Reservations
---
Need to book and event - link - EventsWeddings
Dinner Programs
---
CTA - Book Now
---
Dinner Reservations - link - Fantasy Fest Parade PartyHeader
Fantasy Fest at Mangoes
What you get
Buy Tickets
---
Checkout
Billing info
Automatic email with ticket sent - About Us & LocationMangoes - header
Intro w/ location map
looping video
---
CTA - Make a reservation
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
- Setup payment processing & WooCommerce
- 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.
The strategy is to use Google AdWords when people are looking to book events, or make dinner reservations well in advance. 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)
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
Retargeting Display Ads
Retargeting Display Ads
Digital display ads are used to retarget all prospects who visited your website to inquire about events such as a wedding or dinner program, 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
Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action. Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, ActiveDemand and many more.
The strategy is to send email drip campaigns to anyone who inquires about an event or dinner program via the website. A series of (5) email messages will be created that are sent a week apart automatically, ensuring Mangoes Restaurant stays top of mind with prospects shopping around online.
Includes the Following:
- Write, design and layout up to (5) email messages – drip campaign for event inquiries
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Monthly monitoring
- 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
- 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
Custom Video Production
Video services include:
- Pre-Production Planning & Account Service
- (1) Full day video session w/ Canon C100 Mark ii
- Pro lighting equipment
- (2) 30 sec. social media ad videos
- (1) looping video clip for website – 60 sec.
- Up to (45) color corrected and edited 22 megapixel images of food dishes, people and the location.
$5,750
Website Design & Development
The project includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for website designs
- (2) rounds of revisions
- Website development
- Setup WordPress CMS
- Setup of website on hosting account
$7,000
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 marketing automation software
- Design & code drip emails – up to 5 messages
- Phone call tracking setup
- Ad tracking setup
$3,500
Digital Marketing Services
Your marketing services package includes:
- Ad creative for social and search channels
- Advertising for Facebook
- Advertising for Instagram
- Google Adwords search advertising – events focused
- Retargeting ad management
- Email drip monitoring & reporting
- Phone call tracking
- ActiveDemand software license – up to 5k emails
- 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.
$3,000 p/m
Suggested Monthly Media Spend
You set the budget
Search: $500 – $1,000 p/m
Facebook: $1,000 p/m
Instagram: $1,000 p/m
Retargeting: $250 p/m
Social Media Management
Monthly page management includes Facebook & Instagram:
- Maintain monthly content calendar
- Five (5) weekly posts on all managed platforms
- Post boosting as allowed by budget
- Reputation management & social listening – monitor and respond to comments, private messages, and reviews.
- Tracking and reporting on tagged links in posts
- Monthly reporting
$1,000 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Video Production | $2,500 | $2,500 | $1,250 | |||
| Website Design & Development | $2,500 | $2,500 | $2,500 | |||
| Campaign Setup | $3,500 | |||||
| Digital Marketing | $3,000 | $3,000 | $3,000 | |||
| Content Marketing | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 |
| ActiveDemand - 5k | $250 | $250 | $250 | |||
| Monthly Totals | $6,000 | $6,000 | $8,250 | $4,250 | $4,250 | $4,250 |
Social Advertising & Marketing
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your restaurant while they are on vacation in Key West. Placing ads on social channels is the best way to get found by tourists looking or a place to eat and have fun.
Using geographic and demographic targeting we can pinpoint tourists visiting Key West and ensure they see ads for your restaurant. Social advertising will focus on creating awareness for events, daily specials and showcasing popular menu items, as well as the restaurant’s atmostphere.
Includes the Following:
Social Marketing
Social marketing is recommended on Facebook and Instagram and YouTube to engage directly with your social community on a daily basis.
Includes the Following: