Moran Yacht & Ship V2

Integrated Marketing

Prepared by Green Dot Advertising — October 9th, 2020

Objectives & Marketing Strategy

Deliver a marketing program that will integrate social media, email marketing and advertising to establish Moran Yacht & Ship as charter experts, while also nurturing the brokerage, construction and management segments with relevant messaging.

Marketing Strategy:

When high net worth individuals decide to charter a yacht, they expect everything but the packing to be done for them.  However, before they can take that vacation, they will need to know how to charter a yacht and will need to choose their destination, budget, and type of charter among other considerations.  That’s why a successful marketing effort should engage potential clients and their sphere of influence during this process on multiple channels.

The proposed strategy aims to engage and grow the contacts in your email database and on social media with custom messaging and curated content relevant to charter and each specific segment.  As users click links in ads, posts and emails to visit the sales, charter and construction pages on your website, they will be retargeted with relevant display ads when they are active on their favorite websites and on social media, keeping the brand top of mind and linking them back to Moran Yacht & Ship.

When a prospect inquires via a contact request form on the website, a series of emails (drip campaign) are triggered to nurture them with timely information, to set expectations and suggest next steps throughout the sales cycle. Green Dot recommends creating multiple segmented email drip campaigns for each business unit – charter, brokerage, new construction and management, as each of these divisions have a unique sales cycle and information relevant to one audience may not be relevant to the target in another segment.

Using the Salesforce / ParDot platform, Green Dot suggests building automated email workflows that re-engage clients who have become inactive, automatically suggests charter destinations based on previous activity, or up sells and cross sells services based on the behavior of the user. This project can run for multiple months as new opportunities are identified.

Tracking, reporting and optimization of the campaigns is included with the monthly services fee. We report diligently on campaign performance and maintain a content calendar with seasonally appropriate content. During the live monthly call we review campaign performance and discuss any optimization initiatives and the content calendar for the upcoming period.

Google® Ads

Google® Ads

Google Ads allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. A Google Ads certified marketer can help you write targeted ads that cost less than your competitors are paying by optimizing each part of your campaign.  Keywords and geography will change with seasonality and desirable locations for charters.

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 Production

Video Production

Produce custom video to support the marketing campaigns with relevant content.

This project includes the planning, creation and production of an engaging and powerful video ad unit designed to run on social media channels, primarily YouTube. As a result, short form content of five (5), ten (10) and thirty (30) second ad units is required.

Deliverables Include the Following:
  • (1) :05 video commercial
  • (1) :10 video commercial
  • (1) :30 video commercial
Photography & Video Production Services:
Pre-Production Planning
  • Account Service
  • Copy and concept
  • Shot list
  • pre-production planning
Production
  • Pro audio capture
Post-Production
  • Video editing
  • Voice-over
  • Audio editing

Retargeting Display Ads

Retargeting Display Ads

In order to lower cost per click, we strongly recommend retargeting landing page visitors for a period of one month. Digital display ads can be used to retarget all prospects who visited the landing page but did not complete the desired action.  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.

Green Dot recommends using segmented retargeting ads to ensure each type of client sees content they can relate to. As a result, users who visit the charter page and inquire from there see different retargeting ads than users who visit the new construction page or inquire from there.

Includes the Following:
  • Account service
  • Copywriting and concept development
  • Design of banner ad creative
  • Campaign management and optimization
  • Tracking and monthly reporting

Content Creation

Content Creation

Engaging and original content is vital to engaging this high net worth audience that has “seen it all”. Green Dot has included (budgeted) time to curate, create and produce custom content for social media and email communications on a monthly basis. This could include editing video footage supplied by the client into short clips, or styling supplied images with branding elements.

Content can be shared via email and social media while helping to help drive engagement, clicks to the website, sign ups for email and to keep the brand top of mind with all audiences. This service provides clients with customized social media graphics, GIFs and short video clips created from supplied assets on an ongoing basis.

Includes the Following:
  • Custom Instagram graphics – up to (15) a month
  • Custom Facebook graphics – up to (15) a month
  • Edit supplied client assets including videos, GIFs and images to create custom social content

Analytics & Reporting

Analytics & Reporting

Green Dot ensures you know how your campaigns are performing at all times. Moran Yacht & Ship will have direct access to the marketers working on the campaigns as well as to reporting platforms like Google Analytics to view a live campaign dashboard detailing the performance of the campaigns.

Green Dot publishes monthly reports detailing every lead that was generated, the source and the cost. We also review reports with clients by phone or via a virtual meeting platform.

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Ongoing campaign optimization based on data
  • Google Analytics goal tracking setup and management
  • Custom monthly performance reports
  • 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

Email Drip Creative

Services include:

  1. Write (5) email drip messages
  2. Design – (5) emails
  3. Development – (5) emails
  4. (2) rounds of revisions
  5. Setup drip campaign email workflow in Pardot

$1,500

Retargeting Ad Creative

Services include:

  1. Write (3) retargeting display ad concepts
  2. Charter, brokerage, construction / management
  3. Design and visual concept development
  4. Layout (3) concepts x (3) sizes each for (9) total retargeting display ads
  5. (2) rounds of revisions

$1,200

Custom Video

Services include:

  1. Pre-production planning
  2. Account service
  3. Copy and concept
  4. Video editing
  5. Audio Editing
  6. (1) :05 video commercial
  7. (1) :10 video commercial
  8. (1) :30 video commercial

$6,000

Campaign Setup

One-time campaign setup fee includes:

  1. Google analytics goal conversion setup
  2. Tracking setup for Google Ads
  3. Google Ads analysis and optimization
  4. Youtube audience profiling
  5. Instagram audience profiling
  6. Facebook audience profiling
  7. Setup phone call tracking
  8. Setup ad tracking

$3,500

Digital Marketing Services

Your marketing services package includes the following:

  1. SEM using Google Ads
  2. Retargeting ad management & creative
  3. Instagram Advertising – newsfeed ads
  4. Facebook Advertising – newsfeed ads
  5. Youtube Advertising – ads
  6. Retargeting ad management & creative
  7. Phone call tracking
  8. Ongoing tracking & analytics
  9. Access to the GD project portal
  10. Monthly reporting and live account review
  11. Includes media management up to $20k per month**Additional media management beyond $20k per month is billed at 12% of ad spend.

$4,000 p/m

Suggested Monthly Media Spend

You set the budget
Google Ads: $3,500 – $7,500 p/m
Facebook: $2,500 – $3,500 p/m
Instagram: $2,500 – $3,500 p/m
Youtube: $2,500 – $3,500 p/m
Retargeting: $300 – $500 p/m

Content & Communication Services

Includes the following:

  1. Write, design and code (1) promotional email / per month
  2. Blast, track and report (1) promotional email / per month
  3. Custom Instagram graphics – up to (15) a month
  4. Custom Facebook graphics – up to (15) a month
  5. Edit supplied client assets including videos, GIFs and images to create custom social content
  6. Monthly performance report

$3,000 p/m

 

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Video Production$6,000
Campaign Setup$3,500
Retargeting Ad Creative$1,200
Email Drip Creative$1,500$1,500
Digital Marketing$4,000$4,000$4,000$4,000$4,000
Content and Communications$3,000$3,000$3,000$3,000$3,000
Monthly Totals$12,200$8,500$7,000$7,000$7,000$7,000

Ready to Get Started?

To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.

Notes

Terms and Conditions

Agreement & Definitions

The purpose of this agreement is to establish a continuing and mutually beneficial, cooperative Client / Agency relationship. This agreement is governed by the laws of the state of Florida. Hereinafter, “Client” is defined as the company and person executing this agreement, and “Agency” is defined as Behr Advertising, Inc. d/b/a Green Dot Advertising.

Ownership & Custody

All creative concepts, ideas and designs, prepared for and purchased by the Client shall be the property of the Client on receipt of payment. This includes the final approved version of any digital files for contracted work – i.e. the brochure, video or website. However, this does not include any working files or digital assets generated by the Agency that are not part of the final deliverable or required for the final deliverable to function. In the simplest terms, output files belong to Client and working files belong to the Agency. Copyright of all material produced for the Client is vested in the client, except where previous copyright may exist in purchased material. We, the Agency shall retain, in our care digital files of advertising creative produced on behalf of the Client for a period of three (3) years. Any physical materials such as film, mechanicals or printer’s proofs will not be stored or recovered unless specifically requested by the Client and agreed to by the Agency in writing.

Confidentiality

It shall be our duty as the Client’s agency not to discuss any confidential information entrusted to us by the Client without authorization. All studies and research done on behalf of the Client and paid for by the Client shall remain confidential to the Client.

Contract Term & Cancellation

This agreement is for described work only and is based upon acceptance by the Client within 30 days. The minimum term is six (6) months from the date of campaign launch, not the signing date. As a result, the duration of time dedicated to project work in preparation to launch marketing campaigns, such as design and development of creative assets prior to campaign activation, is not counted towards the minimum term. Early cancellation obligates the Client to pay 50% of the remaining unbilled services for the remainder of the current term, plus any outstanding balance due the Agency. This agreement renews automatically for a one (1) year term if not cancelled in writing at least thirty (30) days prior to the end of the initial six (6) month term and renews annually thereafter until cancelled in writing by the client with at least ninety (90) days written notice.

Obligation to Media & Suppliers

The Client authorizes the Agency to purchase and place advertising, and authorize media and production commitments for the Client, and to obligate the Client contractually or otherwise for the payment of such advertising, media and production projects. The Agency will service and bill the Client each month where payment is due the Agency. Once payment has been made to the Agency, the Agency assumes full financial responsibility for remitting payment to the media or vendors in a timely manner. If however, the Client fails to remit payment to the Agency, then financial responsibility for payment lies with the Client and not with the Agency.

Legal Liability & Indemnification

The Agency shall not be liable for delay, omission or error, in any advertisement or marketing communications in the absence of wilful fault or neglect. The Agency agrees to exercise its best judgement in the preparation and placing of all advertising and marketing materials for the Client with a view to avoiding any claims, proceedings or suits being made against the Client or the Agency. It is agreed however that the Client will indemnify the Agency against any loss we may incur as the result of any claim, suit or proceedings made or brought against the Agency based upon any advertising or marketing campaigns which the Agency prepared or managed for the Client based on information provided by the Client or published by the Client in the past. Likewise, the Agency will indemnify the Client against any loss the Client may sustain as a result of any claim, suit or proceeding made or brought against the Client caused by the Agency’s negligence.

Authorized Signature