Mundial Quilting

Branding & Marketing Proposal - Revised

Prepared by Green Dot Advertising — September 15th, 2017

Objectives & Marketing Strategy

Develop a name, brand identity and marketing strategy for Mundial’s new Roto Blade subscription club targeting the Modern Quilting market in the US and beyond.

Marketing Strategy:

Launching a brand that appeals to modern quilters means becoming relevant to this eclectic group of people. What they all have in common is a desire to craft their own creations using artistic, colorful, fun fabrics and patterns. As a result, designing a brand that embodies these qualities and relates to their desire to create is they key to success.

This demographic has used the internet to organize, inspire and communicate with one another. Quilters now have multiple trade shows annually, several printed publications and a variety of online groups, forums and blogs they frequent to share their designs, ideas and latest creations. It stands to reason that engaging these groups, connecting with influencers and targeting the followers of these groups, associations, and trade shows is the best way to create awareness and begin to build a following for Mundial’s new business.

Green Dot has identified the following channels that should be considered for marketing campaigns:

  1. Pinterest – quilters use this social media site heavily
  2. Facebook – groups, publishers and trade shows targeting quilters all use Facebook
  3. QuiltCon & Quilt Market – these events attract quilters from all over the world
  4. Quilting Arts & Modern Patchwork – these magazines target the niche quilting market
  5. Influencers – established pattern designers and quilters can help establish Mundial quickly
  6. Google – quilters search for items they have trouble finding in stores
  7. Crafsty – this site has over 750k followers on Facebook and a very popular Quilting Blog

Logos & Branding

Logo & Brand ID

A relevant, distinct and visually appealing brand identity your target audience identifies with is imperative for success in a crowded marketplace.

Green Dot takes a holistic approach to designing logos and brand identities. We don’t present raw ideas, we present finished concepts. Clients can make better decisions when seeing their entire brand story “in action” versus first a logo design and then other brand touch points in a linear manner. As a result, we thoroughly develop your brand’s story and multiple touch points prior to presenting any of it for client feedback.

While the cost for this holistic approach is initially higher than simply developing a logo, we credit the time spent designing additional brand touch points (website or brochure) to those projects going forward, leveraging the investment and offsetting the upfront costs.

Includes the Following:
  • Account service
  • Tag line and copy concept development
  • Design & visual concept development
  • Logo design and logo files
  • Stationary design and business cards
  • Website home page design
  • Packaging Design
  • (2) sets of revisions

Package Design

Package Design

Most subscription products, such as Dollar Shave Club and Harry’s, as well as beauty and fashion subscription boxes feature high-end, well designed packaging to project value and quality. Green Dot suggests creating a starter kit, as well as attractive packaging for the refills packs and accessories that inspire quilters will be key to driving subscriptions. Most users are unlikely to subscribe just for savings or convenience – they also want to be inspired and feel supported by the brands they use for an activity they are passionate about.

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

Photography

Photography

Shoot the photography assets needed to produce the proposed sales collateral and support the marketing campaigns with relevant content.

Green Dot recommends arranging a photo shoot to capture the products and the high-end packaging needed to design and produce the website. Showcasing the packaging in a way that gets people excited about the brand is key to engaging consumers and getting them to try for the first time – after which the goal is to keep them subscribed. The images of the products are also necessary to create the ads and marketing collateral.

Deliverables Include the Following:
  • (1) Full day of shooting photography
  • (45) Color corrected high resolution images
Photography & Video Production Services:
Pre-Production Planning
  • Shot list, planning
  • Account Service
Photography
  • (1) Full days 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 website to showcase the company’s brand and support the digital marketing campaigns.

This 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 and edit content, such as shoe images and information, without html coding. The website will also integrate the new brand as well as utilize Woo Commerce.

The website will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.

Website Content Outline
  • HomeIntro
    Quality Blades
    Starter Kit
    Crafting Plan
    Products
    Inspiration (blog)
    ---
    CTA - Start Trial
  • Starter KitThe Kit
    The machine
    The Blades
    Refills
    ---
    CTA - Start Trial
  • Crafting PlanCustomize Your Kit
    After the First Month
    No long term commitments
    On Your Schedule
    Money Back Guarantee
    ---
    Start Trial
  • ProductsStore interface with categories
    Product list interface
    Product detail interface
    Shopping Cart
    Checkout
    Confirmation email
  • Gift PlansGift Plans - 3, 6, 12 months
    Starter Kit
    Blades
    Other products (up to 5)
    Start Trial
  • AboutOur Story
    Our Factory
    Our Team
  • BlogBlog list interface
    Blog detail interface
  • Contact / Support
  • Cart & CheckoutCart page
    Shipping & Billing Info
    Review
    Confirmation
    Thank You email
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 Woo Commerce
  • Website setup on hosting account

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

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.

Includes the Following:
  • Account service
  • Copywriting and concept development
  • Design of banner ad creative
  • Campaign management and optimization
  • Tracking and monthly 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. The service also includes building social proof and support for your brand through influencer relationships, 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. We research and identify influencers for your brand category and establish relationships on your behalf asking for product reviews or posts about your services.

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

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

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

Logo & Branding

These services include:

  1. Account Service
  2. Design & visual concept development
  3. Logo design and logo files
  4. Business cards
  5. Website homepage design
  6. Packaging Design – product & kit
  7. (2) sets of revisions

$9,500

Photography

These services include:

  1. Account Service & Pre-production planning
  2. (1) Full day of shooting photography
  3. (45) Color corrected high resolution images
  4. Canon 5D Mark iii & L Lenses

$2,500

Packaging Design

These services include:

  1. Account Service
  2. Starter Kit
  3. Product Packaging – blades
  4. Final production

$5,000

Website 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 site design in WordPress CMS
  7. Setup Woo Commerce
  8. Website setup on hosting account

$15,500

Print Ad Campaign

These services include:

  1. Account Service
  2. Copywriting
  3. Design & visual concept development
  4. Series of (3) full page ad concepts
  5. Final production for up to (3) full page ads
  6. (2) sets of revisions

$3,500

Trade Show Display Design

These services include:

  1. Account Service
  2. Copywriting
  3. Design & visual concept development
  4. Graphics for up to a 10 x 20 booth
  5. Final production of digital artwork
  6. (2) sets of revisions
  7. Display hardware not included

$4,500

Email Drip Creative

These services include:

  1. Account Service
  2. Copywriting
  3. Design & visual concept development
  4. Up to (5) email messages
  5. Programming & development
  6. (2) sets of revisions

$2,800

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Keyphrase research and new Adwords creative
  4. Retargeting banner ad design
  5. Update branding for social channels
  6. Seed blog with (3) existing posts
  7. Setup drip email platform, triggers & workflows
  8. Social audience profiling
  9. Branding & account setup for social channels
  10. Print ad media placement

$6,500

Digital Marketing Services

Your marketing services package includes the following:

  1. Creative for social and search channels
  2. Page Management for Facebook & Pinterest
  3. Advertising for Facebook & Pinterest
  4. SEM using Google Adwords
  5. Retargeting ad management & creative
  6. Print ad insertions & management
  7. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  8. Monthly reporting
  9. Includes media management up to $15k per month**Additional media management beyond $15k per month is billed at 12% of ad spend.

$4,500 p/m

Suggested Monthly Media Spend

You set the budget
Search: $1,500 – $2,500 p/m
Social: $3,500 – $5,000 p/m
Retargeting: $500 p/m
Print: $3,000 – $6,000 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Write (2) unique blog posts
    Photo selection & licensing, blog post styling, SEO keywords & publishing
  2. Write, design and code (1) custom promotional email
  3. Test & blast email
  4. Monitor & optimize drip campaign
  5. Monthly performance report

$1,800

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Logo & Branding$5,000$4,500
Packaging Design$5,000
Photography$2,500
Website Design & Development$8,000$7,500
Print Ads$3,500
Email Drip Creative$2,800
Campaign Setup$6,500
Digital Marketing$4,500$4,500
Content & Communications$1,800$1,800
Monthly Totals$5,000$12,000$14,300$14,000$6,300$6,300
Notes
Authorized Signature