NextTrip
Marketing Proposal
Prepared by Green Dot Advertising — August 17th 2016
Objectives & Marketing Strategy
Green Dot’s objective is to help NextTrip execute a successful marketing campaign to support the company’s launch into the travel booking space.
The strategy to achieve this objective will include driving brand awareness, building brand affinity and differentiating NextTrip from it’s competitors to meet and/or exceed revenue goals.
Marketing Strategy
Green Dot will drive qualified traffic to the NextTrip website via pay-per-click advertising, social media marketing, social advertising, content marketing and SEO. Site visitors will be retargeted with banner ads for a period of 2 weeks when they browse other websites anywhere that support display advertising.
The team at Green Dot will carefully track and analyze the results of each campaign, with an emphasis on ensuring we will meet revenue goals and other important KPIs .
Our primary objective is to optimize your campaigns to achieve the lowest cost per transaction possible as quickly as we can. We believe this will be achieved in the short-term through pay-per-click advertising. During the initial phase we will optimize your pay-per-click campaigns while laying the foundation for social media awareness and SEO so that in the future NextTrip is not reliant on pay-per-click ads to drive transactions.
Green Dot will also work closely with the internal NextTrip team to ensure that there is cohesion between any internal marketing efforts and the campaigns managed by the team at Green Dot.
Google® Adwords
Google® Adwords
Green Dot will utilize pay-per-click (PPC) advertising to immediately increase traffic to NextTrip’s site with visitors who are actively looking for vacation booking websites. A Google AdWords certified marketer will be managing the PPC ads and will bid on keywords such as: vacation rentals (135,000 searches per month), airbnb (246,000 searches per month) and vacation rentals by owner (22,000 searches per month). The PPC ads will be a/b tested and optimized to achieve the best results.
Key Performance Indicators
Green Dot is allocating $10,000 per month of the budget to managing the PPC and retargeting campaigns. From the $10,000 budget $9,200 will be spend on the AdWords campaign and $800 will be allocated towards dynamic retargeting banner ads run using AdRoll.
We are projecting the follow results per month at this time:
- Estimated Average CPC: $1.50-$3.50
- 138 Transactions per month at a 1.5% conversion rate
- Average transaction value of $600 (based on 3 nights at $200/night)
- $83,333 per month in revenue generated
The above results are based strictly on the AdWords PPC campaign. Any conversions resulting from the dynamic banner ads used for retargeting will be above the estimates.
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
Retargeting Display Ads
Retargeting Display Ads
A retargeting campaign will be run to reach visitors who left the site without booking. The retargeting ads will be created to dynamically include the last property looked at or the last search results viewed on the NextTrip website to encourage the visitor to return to complete a booking.
Any conversions resulting from the banner ads used for retargeting will be supplemental to the revenue goals that will be achieved through the Google Adwords campaign.
Includes the Following:
- Account service
- Copywriting and concept development
- Design of banner ad creative
- Campaign management and optimization
- Tracking and monthly reporting
Content Creation & Marketing
Content Creation & Marketing
Content will form the foundation for all of our marketing efforts. It will be distributed and shared on social media, it will be available for searchers who reach the site via PPC campaigns and it will be used to build up an SEO campaign focused on important, strategically picked keywords.
Content may include a mix of: social media graphics, blog posts, guest blog posts on influential sites/blogs, video content (if available) and travel guides.
Unlike other digital agencies who prefer to run SEO campaigns in perpetuity, Green Dot only recommends SEO services until specifically targeted search listings are achieved.
Key Performance Indicators
- Create 5 SEO’d landing pages per month for important key phrases
- Rank within the first 10 pages of Google for these key phrases
- Average time on site/page from SEO efforts above 1:00
- Bounce rate from SEO efforts below 40%
- 6,000 social reactions (likes, comments, shares) minimum per month on custom content created for social
There may be some transactions from SEO in the first three months but we are not counting on them in order to reach revenue goals. Any transaction from SEO will be on top of what’s necessary to reach the revenue goals set forth by the NextTrip team.
Includes the Following:
- (5) Uniquely researched, written and published landing pages per month
- SEO Keyword optimization for each landing page
- Tracking and reporting on rankings for landing pages
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 RavenTools (campaign performance).
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
Campaign Setup
One-time campaign setup includes:
- Keyword research & Adwords setup
- Keyword identification for SEO
- Google Analytics integration
- Tracking setup
- Retargeting banner ad design
- Update branding for social channels
- Social advertising account setup
*We would roll out all the marketing initiatives at once.
Digital Marketing Services
Your marketing services package includes the following:
- Copywriting and visual concept for landing pages
- Creative for social and search channels
- Page Management for Facebook
- Advertising for Facebook
- SEM using Google Adwords
- Retargeting ad management & creative
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $15k per month**Additional media management beyond $15k per month is billed at 12% of ad spend.
$10,000 p/m
Monthly Media Spend
You set the budget
Search: $9,200 p/m
Social: $5,000 p/m
Retargeting: $800 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Monthly Marketing Services | $10,000 | $10,000 | $10,000 | $10,000 | $10,000 | $10,000 |
| Monthly Totals | $10,000 | $10,000 | $10,000 | $10,000 | $10,000 | $10,000 |
Social Advertising & Marketing
Social Advertising
Social ads will run continuously throughout the three month test period. The Green Dot team will a/b test ad copy, images, calls to action and all other aspects of the ad to achieve the best click-through rate. We will also want to work closely with the NextTrip team to optimize landing pages for the ad campaigns.
Green Dot uses a mix of tools to manage social advertising including but not limited to Facebook Business Manager, Facebook Power Editor, individual social media ad platforms and Google Analytics.
Key Performance Indicators
We are conservatively projecting the following results per month at this time:
Because social media users may not be planning a trip at the time they see an ad our goal will be to build up an audience on social media that can be marketed to in the future.
There will be some transactions from the social ads but we are not counting on them in order to reach revenue goals. Any transaction from social media will be on top of what’s necessary to reach the revenue goals set forth by the NextTrip team.
The above KPIs are very conservative. These are numbers we are positive we can achieve, and feel it is very likely that we will greatly exceed these numbers.
Includes the Following:
Social Media Marketing
Social media marketing will be conducted on a daily basis for NextTrip. During the first couple of weeks the Green Dot team will test different posting schedules to find the optimal time to reach NextTrip’s target audience.
Green Dot uses a mix of tools to manage social media marketing including but not limited to: Facebook Business Manager, Buffer App, Sprout Social, BuzzSumo and Google Analytics.
We also use a mix of content types for posting to social media and designing social media ads. Graphics, links and video content are all optimized and used on a daily basis. Green Dot reviews which content types drive the highest engagement and best transactional results and then adjust the posting schedule and type accordingly.
Key Performance Indicators
We are conservatively projecting the following results per month at this time:
There will be some transactions from social but we are not counting on them in order to reach revenue goals. Any transaction from social media will be on top of what’s necessary to reach the revenue goals set forth by the NextTrip team.
The above KPIs are very conservative. These are numbers we are positive we can achieve, and feel it is very likely that we will greatly exceed these numbers.
Includes the Following: