Mount Sinai

Advertising & Marketing Proposal

Prepared by Green Dot Advertising — May 24rd, 2017

Objectives & Marketing Strategy

Develop the creative concepts to support Mount Sinai Medical Center urology ad campaigns, then adapt the concepts to a variety of brand touch points and execute the advertising campaign.

Marketing Strategy:

Up to 1 in 7 men over age 50 is likely to develop prostate cancer at some point during their lifetime. Mount Sinai has South Florida’s only Ivy League (Colombia University) urology program and is ideally positioned to provide a second opinion for patients that have been diagnosed with the condition.

The objective is to develop a captivating and informative multi-channel ad campaign that includes print, digital and outdoor ad units, as well as radio, TV and direct mail primarily focused on Miami-Dade county, while including secondary markets such as Broward and Palm Beach.

Green Dot will design and produce a series of up to three (3) creative concepts of which one (1) will be selected and adapted to each of the campaign’s media outlets. The agency will resize creative for print, outdoor, mailers and digital display ads as needed, and write the scripts for radio and TV executions. Green Dot will work with MSMC vendor of choice for TV production – Accord Video to produce the TV spots, while Green Dot will record and produce the radio spots in-house.

Any digital marketing, including search via Google Adwords or social media campaigns on Facebook or other social platforms can be executed by Green Dot if desired.

Creative Concept Development

Creative Concept Development

Design and produce a memorable and engaging creative communications concept for Mount Sinai’s urology treatment program.

Green Dot will develop and present a series of up to (3) creative executions to communicate the benefits of Mount Sinai’s urology program. The client will review the concepts and in collaboration with the agency select the concept that best fits the client’s needs.

Once established, the concept will be leveraged for a variety of other touch points, and adapted to TV and radio executions for the South Florida market.

Includes the Following:
  • Account service
  • Headline and copy concept development
  • Design & visual concept development
  • Up to (3) creative concepts
  • (2) sets of revisions
  • Final billboard and full page print ad executions

Landing Page

LandingPage

Design and develop a landing page to help convert incoming traffic from digital ad units into leads that can be retargeted via digital display and email.

This landing page is quoted as a custom page 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 landing page will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.

Landing Page Content Outline
  • Mount Sinai UrologyIntro - Ivy League Program
    2nd Opinion
    Specialized Expertise
    MSMC Urology Docs
    Treatment Options
    ----
    CTA - Get a 2nd Opinion
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
  • Website setup on hosting account

Direct Mailers

Direct Mailers

Design and produce a direct mailer using an approved creative concept for the Mount Sinai urology campaign

When you know who your ideal customers are and you know where they live or work, utilizing direct mailers is still the most effective way to ensure awareness about your product or service. Direct mail campaigns also let you set the frequency of your communications and ask for the sale. Just like digital campaigns, direct mail campaigns can be tracked and optimized with precision by analyzing results.

Green Dot will adapt the existing creative concept to a front and back direct mailer no larger than 6″ x 9″ and supply final digital art to Mount Sinai for printing, or at the client’s discretion arrange for printing on behalf of the client.

Includes the Following:
  • Account service
  • Copywriting
  • Layout and final production
  • (2) sets of revisions
Not Included:
  • Printing and fulfillment
  • Mailing List

Outdoor Advertising

Outdoor Advertising

Outdoor advertising 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 ads where your target audience is most likely to see them.

Green Dot will adapt the existing creative concept to a standard billboard bulletin size, as well as other sizes and executions as needed, and supply final digital art ready for pre-press to MSMC media partners.

Includes the Following:
  • Account service
  • Layout and final production
  • Supply digital art to media vendor

Radio Advertising

Radio Advertising

Radio ads are a cost effective way to reach a large audience segment throughout the local target area to create brand awareness for Mount Sinai and the specific service that is relevant to the target audience.

Green Dot will create a 30 second and 60 second radio ad based on the existing creative concept approved for print and outdoor ad units and present to the client for review. Once approved, the agency will record, edit and produce a final radio ad for placement into the local market.

Initial Campaign Setup:
  • Account Service
  • Copywriting – script
  • Select voice talent
  • VO talent fee
  • Record commercial
  • Edit and prepare final audio file
  • Supply audio file to MSMC media partners
Not Included:
  • Media spend and media management

Television Commercial

Television Commercial

Adapt the existing creative concept to a TV commercial and develop the necessary support materials to direct the production company’s efforts.

If done properly, TV Commercials are still the most cost effective way to reach the most amount of people. The agency suggests running a TV ad campaign targeting men to create awareness for Mount Sinai’s urology treatments is best accomplished by placing ads on news and sports programming, as these types of programs are less likely to be recorded by DVRs and then played back while skipping commercials.

Green Dot will adapt the existing approved ad creative to a 30 second TV commercial. The agency will write the script and develop the shot list to be reviewed by the client. Upon approval, a series of up to 8 storyboard illustrations will be created as a reference for the production company.

Includes the Following:
  • Account service
  • Copywriting – script
  • Shot list
  • Storyboard – up to 8 frames
  • (2) sets of revisions
  • TV commercial production not included

Google® Adwords

Google® Adwords

Green Dot is a Google Partner certified for Adwords with specialized expertise in running, tracking and optimizing Google Adwords campaigns. At the discretion of the client, Green Dot can research, create, deploy, track and optimize an effective campaign that outperforms competitors in the local market.

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.

Green Dot will adapt the existing, approved creative concepts from print ads and billboards to digital display ads that can be run on media partner sites throughout the local market, and / or be utilized for retargeting purposes.

Includes the Following:
  • Account service
  • Design of banner ad creative – up to (3) standard sizes
  • Supply final digital art to MSMC media partners
  • Campaign management and optimization
  • Tracking and monthly reporting

Content Creation & Blogs

Content Creation & Blogs

Engaging and original 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 on an ongoing basis.

Includes the Following:
  • (4) 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
  • Tracking and reporting on tagged links in posts

Reputation Management

Reputation Management

Reputation management allows you to stay informed about what consumers and competitors are saying about your brand around the web. The service also includes building social proof and support for your brand, as well as reviews and ratings from customers.

Green Dot actively monitors conversations about your brand online, then responds to comments and questions in a timely manner.

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

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

Services Summary & Pricing

Services Summary & Pricing

Creative Concept Development

Services include:

  1. Account service
  2. Headline and copy concept development
  3. Design & visual concept development
  4. Up to (3) creative concepts
  5. (2) sets of revisions
  6. Final billboard and full page print ad executions

$3,750

Landing Page Design & Development

Project includes:

  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 site design in WordPress CMS
  7. Website setup on hosting account

$1,500

Print Ads

Project includes:

  1. Account service
  2. Resize existing, approved artwork for media insertion
  3. Final, digital art ready for pre-press
  4. Supply to media partner

$250

Direct Mailers

Project includes:

  1. Account service
  2. Copywriting
  3. Layout and final production
  4. (2) sets of revisions

$500

Outdoor

Project includes:

  1. Account service
  2. Resize existing, approved artwork for media insertion
  3. Final, digital art ready for pre-press
  4. Supply to media partner

$250

Radio

Project includes:

  1. Account Service
  2. Copywriting – script
  3. Select voice talent
  4. VO talent fee
  5. Record commercial – 30 sec & 60 sec
  6. Edit and prepare final audio file
  7. Supply audio file to MSMC media partners

$3,500

TV Commercial

Project includes:

  1. Account service
  2. Copywriting – script
  3. Shot list
  4. Storyboard – up to 8 frames
  5. (2) sets of revisions
  6. TV commercial production not included

$3,750

Retargeting / Display  Banners

Project includes:

  1. Account service
  2. Design of banner ad creative – up to (3) standard sizes
  3. Supply final digital art to MSMC media partners

$500

Campaign Setup

One-time campaign setup fee includes:

  1. Account Service
  2. Keyphrase research and new Adwords creative
  3. Audience profiling on one social platform
  4. Google Analytics set up
  5. Tracking set up

$2,500

Digital Marketing Services

Your marketing services package includes the following:

  1. Creative for social and search channels
  2. Advertising for Facebook
  3. Page management on Facebook
  4. Reputation Management
  5. Monitor and respond to comments
  6. Fresh, weekly branded social graphics
  7. Tracking and reporting on tagged links in posts
  8. SEM using Google Adwords
  9. Retargeting ad management & creative
  10. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  11. Monthly reporting
  12. Includes media management up to $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.

$4,500 p/m

Suggested Monthly Media Spend

You set the budget
Search: $6,500 – $10,500 p/m
Social: $2,500 – $4,000 p/m
Retargeting: $400 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. (4) uniquely researched, written and published blog posts per month
  2. Keyword research to optimize each post for SEO
  3. Write, design and code (1) custom promotional email
  4. Test & blast email
  5. Monthly performance report

$1,800

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Creative Concepts$3,750
Landing Page$1,500
Direct Mailers, Print Ads & Outdoor$1,000
Radio Spots (2)$3,500
TV Concept$3,750
Digital Display Ads$500
Campaign Setup$2,500
Digital Marketing$4,500$4,500$4,500
Content & Communications$1,800$1,800$1,800
Monthly Totals$3,750$9,750$3,000$6,300$6,300$6,300
Notes
Authorized Signature