New Reflection MedSpa

Brand ID & Marketing Proposal

Prepared by Green Dot Advertising — March 4th, 2020

Objectives & Marketing Strategy

Develop the brand ID for New Reflection med spa along with a website specifically designed to support digital marketing campaigns focused on a variety of aesthetic services.

Marketing Strategy:

Design and develop a brand ID for New Reflection med spa including the logo, stationary, website and other digital touch points prospects will be exposed to when initially connecting with the company. Three unique brand ID concepts including all touch points will be presented for initial evaluation.

Develop a mobile responsive website that is properly optimized to convert incoming traffic from search engines, social media and email marketing campaigns. The focus is to develop an upscale look, while incorporating marketing best practices and providing a good user experience.

The idea is to segment incoming traffic and land prospects on a page specific to the procedure the prospect is researching. Since the decision to undergo a med spa can involve comparing multiple offices, the marketing campaign aims to keep New Reflection top of mind throughout the sales cycle with retargeting ads and email drip campaigns.

Incorporating captivating video footage and customer testimonial videos directly into the website will help establish credibility and create familiarity with the procedure prior to the consultation.

Green Dot will drive qualified traffic directly to specific landing pages of the website via search engine marketing, social media advertising and email marketing. Site visitors will be retargeted with banner ads for a period of 2 weeks when they leave the New Reflection website.

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 New Reflection as the leader in the field.

Logo & Brand ID

Logo & Brand ID

A wholistic approach to developing brand identities.

Green Dot takes everything into account when designing logos and brand identities. We don’t present raw ideas. You receive finished concepts with the marketing strategy built-in. From the initial click, to the final conversion – we think about the entire customer journey before designing the first step.

This project includes the design of three (3) complete brand identities, each including the following touch points:

  • Logo design
  • Tagline options
  • Business card design
  • Stationary design
  • Email signature
  • Website home page concept
  • Display ad concept
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • (2) sets of revisions
  • Final logo files
  • Final stationary files & email signature
  • Final business card files

Photography & Video Production

Photography & Video Production

Generate the photography and video assets to support the website and marketing campaigns.

Video is key to engaging consumers and getting them to spend more time on your site. Professional custom photography helps set you apart from competitors and shows off your office to ensure prospects are aware of the premium experience offered by New Reflections.

The New Reflections website will feature both custom photography and video including patient testimonials,  doctor interviews and shots of the office. These images/videos will generate content for the website as well as the marketing campaigns.

Deliverables Include the Following:
  • (1) Overview video -120 sec.
  • (3) Customer testimonial videos – 30 – 60 sec. each
  • (3) autoplay video clips for website – 90 sec.
  • Up to (45) color corrected and edited 50 megapixel images
Photography Services:
Pre-Production Planning
  • Shot list, planning, travel arrangements
  • Account Service
Photography
  • (1) full day w/ Digital 50 Megapixel Canon 5Ds, L lenses & accessories
Video Production
  • (1) Full day w/ Cameraman & Cannon C100 Mark II Cinema Camera
  • Osmo Pro
  • Pro Light Kit
  • Pro Audio Capture
Digital Processing
  • Import, edit and sort images
  • Retouching and color correction for up to 15 images
Video Capture
  • Digitize footage

Website Scope of Work

Website Development Scope of Work

Develop a website for New Reflection med spa to support the marketing campaigns.

The website is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow for content to be easily added or edited. The site will be designed for both desktop computers and mobile devices to ensure content is responsive and renders consistently on tablets and smartphones.

The website features informational landing pages with specific content designed to message match with the marketing campaigns to convert incoming traffic at the highest possible conversion rates. A separate e-commerce component module is available to add a shopping cart and credit card processing functionality.

Website Content Outline
  • HomeHeader - New Reflection Med Spa
    Intro - A better you
    Services - link
    ---
    b-roll video
    ---
    Patient Gallery
    Testimonial videos
    Social feeds
    ---
    Map
    CTA - Free Consultation
  • ServicesHeader Image
    Intro - Procedure
    Results - before & after
    Reviews
    ---
    auto-play video
    ---
    Q&A section
    Testimonial video
    Social feeds
    ---
    Map
    CTA - Free Consultation
    • Botox & Fillers
    • Laser Hair Removal
    • Laser Skin Resurfacing
    • Body Sculpting - EmSculpt
    • Skin Tightening - Exills Ultra
    • Fat Disruption - Vanquish Me
  • Reviews & TestimonialsHeader
    Intro
    Patient Reviews
    ---
    Video Testimonials
    ---
    Patient Results Photo Gallery
    ---
    Map
    CTA - Free Consultation
  • Skin Care Products - StoreHeader - Skin Care
    Intro - New Reflection skincare line
    ---
    Product interface grid
    Product detail template
    ---
    Shopping Cart
    Checkout
    Confirmation & Shipping emails
  • AboutHeader
    Intro - About New Reflection
    Leadership
    Dr. Video
    Location Info
    ---
    CTA - Free Consultation
  • Contact & LocationHeader
    Contact info
    Location Map
    ---
    CTA - General contact form
Includes the Following:
  • Account service
  • Copywriting
  • Design – pickup from brand ID
  • Page layout
  • (2) sets of revisions
  • Custom website development
  • Setup WordPress CMS
  • 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.

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 (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 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

Content Production

Content Production

Engaging and original content is vital to the success of every advertising campaign. Prospects follow on social media to see what you’ll post next, if your channel isn’t engaging there’s no reason to stay connected or visit your establishment.

Content can be shared via social media and email to drive traffic directly to your website. However, keeping track of it all, scheduling its release and tracking the results is a monumental task. That’s why Green Dot maintains a content calendar and helps clients schedule, resize, post and track fresh weekly content such as supplied photos and video clips from the office along with branded content prepared by the agency.

This service provides clients with fresh weekly social media posts and one monthly email to existing customers and prospects.

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), and ActiveDemand (campaign performance).

In addition, Green Dot compiles and analyzes data monthly to generate a comprehensive report detailing performance. On a monthly call, we review the report with the client and make recommendations for content and tactics for the upcoming month.

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Ongoing campaign optimization based on data
  • Google Analytics goal tracking setup and management
  • ActiveDemand – phone call tracking
  • ActiveDemand 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

Brand ID Development

Design services include 3 concepts for:

  1. Logo design
  2. Tagline options
  3. Business card design
  4. Stationary design
  5. Email signature
  6. Website home page concept
  7. Display ad concept

$7,500

Photography & Video Production

Video services include:

  1. (1) Overview video -120 sec.
  2. (9) Customer testimonial videos – 30 – 60 sec. each
  3. (3) autoplay video clips for website – 90 sec.
  4. Up to (45) color corrected and edited 50 megapixel images

Video: $6,500
Photography: $1,850

Website Design & Development

The project includes the following services:

  1. Account service
  2. Copywriting
  3. Design – pickup from brand ID
  4. Page layout
  5. (2) sets of revisions
  6. Custom website development
  7. Setup WordPress CMS
  8. Website setup on hosting account

Website: $8,500
Store: $5,000

Drip Email Creative

The project includes the following services:

  1. Account Service
  2. Copywriting – 18 emails
  3. Design initial template
  4. Layout 17 emails
  5. (2) rounds of revisions
  6. Development / coding – 18 emails
  7. Setup drip workflows in ActiveDemand
  8. Testing & QA

$2,450

Campaign Setup

One-time campaign setup fee includes:

  1. Google Analytics set up
  2. Instagram audience profiling
  3. Keyphrase research
  4. Adwords creative
  5. Retargeting banner ad design
  6. Branding for Instagram
  7. Setup ActiveDemand
  8. Design & code promotional email template
  9. Phone call tracking setup
  10. Ad tracking setup

$5,000

Digital Marketing Services

Your marketing services package includes:

  1. Ad creative for Google Ads
  2. Ad creative for Instagram
  3. Instagram campaign management
  4. Google Ads management
  5. Retargeting ad management
  6. Phone call tracking
  7. Ongoing tracking & analytics
  8. GD project portal
  9. Campaign dashboard
  10. Monthly reporting
  11. 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
Google: $2,500 – $3,500 p/m
Instagram: $1,500 – $3,000 p/m
Retargeting: $250 – $500 p/m

Content & Communication Services

Monthly content generation includes:

  1. Maintain monthly content calendar
  2. Create (12) branded graphics for Instagram posts
  3. Resize client supplied content – photos / videos
  4. Tracking and reporting on tagged links in posts
  5. Page Management for Instagram
  6. Monitor and respond to comments
  7. Write, design and code custom monthly email
  8. Test, blast and report monthly email
  9. Monitor and optimize email drip campaigns
  10. Tracking, analytics and monthly reporting

$2,000

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Brand ID design$4,500$3,000
Video Production$2,600$3,900
Photography$1,850
Website Design & Development$4,500$4,000
Store$2,500$2,500
Email drip creative$1,000$1,450
Campaign Setup$5,000
Digital Marketing$3,000$3,000
Content Marketing$2,000$2,000
ActiveDemand - 5k$275$275$275
Monthly Totals$4,500$10,000$11,950$10,625$5,275$5,275
Notes
Authorized Signature