Mark Perlman P.A.

Website & Marketing Proposal

Prepared by Green Dot Advertising — August 2nd 2016

Objectives & Marketing Strategy

Design a custom microsite for Mark Perlman P.A. that features an available office building for sale and supports marketing efforts.

Marketing Strategy:

Developing a mobile responsive microsite that is optimized to convert incoming traffic from search marketing efforts is critical to the success of the proposed strategy. Green Dot will create a microsite, based on popular key words involving commercial real estate, to help drive traffic to the page.

Green Dot will help drive qualified traffic to the microsite via AdWords, Display Advertising and LoopNet.

Green Dot will also 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.

Photography

Photography

Shoot the photography needed to produce the landing page and support the marketing campaigns with relevant content.

Integrating custom photography into your landing page and marketing campaigns is a powerful way to generate an engaging and visually stimulating experience for prospects and existing customers alike. Sourcing your own, custom assets ensures your building stands out in a crowded marketplace with unique creative that competitors using their own photos can’t match.

Deliverables Include the Following:
  • (1) Half day of photography
  • (25) Color corrected high resolution images
Photography & Video Production Services:
Pre-Production Planning
  • Shot list, planning, travel arrangements
  • Account Service
Photography
  • (1) Half day of photography w/ Canon 5D Mark iii
  • Canon L lenses and accessories

Website Scope of Work

Website Development Scope of Work

Design and develop a microsite to promote the available office building.

This microsite is quoted to be 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 microsite will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.

Microsite Content Outline
  • HomeIntro
    Gallery section
    Office Building Description/Amenities section
    Contact section
  • Gallery - links back to homepage
  • Amenities - links back to homepage
  • Contact - links back to homepage
Includes the Following:
  • Account service
  • Copywriting
  • Visual concept development for website designs
  • (2) sets of revisions
  • Custom website development & programming
  • Setup custom website design in WordPress CMS
  • Website setup on hosting account

Sales Brochure

Sales Brochure

Design and produce a custom trifold brochure featuring the office building for sale.

Project includes design and production for a three panel, 9″ x 4″ sales brochure. This format fits into a 9.5″ x 4.125″ standard #10 envelope and is easy for sales people to take with them when out in the field.

Brochure & Insert Content Outline
  • Cover
  • Inside Right FlapOffice Building Description
  • Center Spread - 3 PanelsExterior/Interior Pictures
    Amenities
    Link to Microsite
  • Back CoverOffice Building Location & Contact Information
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Page layouts
  • (2) sets of revisions
  • Production – final files ready for pre-press

* Printing not included

Outdoor Signage

Outdoor Signage

Outdoor signage allows you to reach a large segment of any local area with an advertising presence that can’t be skipped, zapped or ignored. Green Dot can research, design and place your signage where your target audience is most likely to see them.

Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • (2) sets of revisions

*Printing not included

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.

We also recommend marketing the office building through LoopNet.

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

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
  • 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 Photography

Photography services include:

  1.  Pre-Production Planning & Account Service
  2. (1) Half day photography sessions w/ Canon 5D Mark iii
  3. Pro lighting equipment
  4. Image import, editing and sorting
  5. Digital retouching and color correction for 25 images

$950

Microsite Design & Development

The project includes the following services:

  1. Account service
  2. Copywriting
  3. Visual concept development for website designs
  4. (2) sets of revisions
  5. Custom website development & programming
  6. Setup custom website design in WordPress CMS
  7. Website setup on hosting account

$3,900

Trifold Sales Brochure

The project includes the following services:

  1. Account service
  2. Copywriting
  3. Design
  4. Page layout
  5. Final digital files ready for pre-press

*Printing not included

$2,500

Outdoor Signage

The project includes the following services:

  1. Account service
  2. Copywriting
  3. Design & visual concept development
  4. (2) sets of revisions

*Printing not included

$500

Campaign Setup

One-time campaign setup fee includes:

  1. Keyword research and AdWords setup
  2. AdWords tracking setup
  3. Google Analytics set up
  4. LoopNet setup

$1,500

Digital Marketing Services

Your marketing services package includes the following:

  1. SEM using Google Adwords
  2. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  3. Monthly reporting
  4. Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.

$1,500 p/m

Suggested Monthly Media Spend

You set the budget
Search: $1,200 – $1,500 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Photography$950
Website Design & Development$3,900
Trifold Brochure$2,500
Outdoor Signage$500
Campaign Setup$1,500
Monthly Marketing Services$1,500$1,500$1,500
Monthly Totals$4,850$3,000$1,500$1,500$1,500$1,500
Notes
Authorized Signature