nlite

Branding & Marketing Proposal

Prepared by Green Dot Advertising — July 20th, 2017

Objectives & Marketing Strategy

Develop a new brand identity and introduce nlite smoke shops in several states throughout the country to establish the brand and confirm the retail concept.

Marketing Strategy:

nlite is to smoke shops what Disney is to amusement parks. This new concept will define the smoke shop category and disrupt the industry. The concept is to create a first class retail experience for novices and regular marijuana consumers alike to support them with information, accessories for consumption and a rich and stimulating browsing experience both online and at the retail locations.

nlite plans to open 3-5 stores throughout the United States during phase one, located in states where marijuana is both legal and illegal for recreational consumption to ensure the concept is viable in either scenario. Phase 2 consists of franchising the concept and scaling nationally.

Green Dot will develop the new brand identity, including the logo, tagline, signage, and all brand touch points needed for a successful launch. We will work in conjunction with the company tasked to design the interior of the retail locations to connect various brand elements and ensure a consistent user experience.

The initial launch will take place in the Wynwood area of Miami and quickly scale to other states. Since this concept is rooted in education, content and discovery, Green Dot recommends “showing” consumers what this concept is all about with beautifully crafted videos and photography of the retail locations, as well as showcasing some of the informational and educational content on the website.

The nlite website will be key to making the concept viable. The site will be specifically designed to support the digital marketing campaigns with landing pages, video content, blog content and an online version of the store to allow users to order and re-order products with ease.

Green Dot recommends using primarily digital marketing campaigns to spread the word, drive awareness and to generate foot traffic into the store location. A combination of social media marketing on popular platforms like Facebook and Instagram, search engine marketing, online radio advertising, working with influencers and an automated email communications strategy should all be part of the mix.

As new retail locations are launched, Green Dot will scale the campaign into those geographic areas and apply the learnings already gained in other markets – this means running top performing ads and applying targeting parameters that have already been proven effective.

We develop a content calendar working closely with the client to ensure promotions for seasonal opportunities are fully leveraged and implemented with plenty of lead time. Campaigns are carefully tracked, analyzed and optimized. Green Dot generates a detailed performance report and reviews results with the client on a monthly basis. Working together, we are confident we can make nlite a success.

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 signage) 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
  • Signage and business cards
  • Website home page design
  • Collaborate with retail designer
  • (3) unique concepts for each deliverable
  • (2) sets of revisions

Photography & Video Production

Photography & Video Production

Shoot the photography and video assets needed to produce the proposed touch points and support the marketing campaigns with relevant content.

The nlite concept has to be “shown”. Consider shooting video and stills of the retail interior and the various experiences offered within. These images and videos can be used on the website to showcase the concept and ensure prospects “get” the concept. In addition, the videos can be edited into short 30 – 45 second ads that run on social media and drive traffic to the website.

In addition, the online store will require product photography that is shot consistently for a uniform presentation. Green Dot will shoot up to 150 products in our studio to generate the assets needed to develop the online store.

Deliverables Include the Following:
  • (1) Full day of shooting video on location
  • (1) Full day of shooting photography on location
  • (45) Color corrected high resolution images
  • (150) product shots – 2 angles each
  • (1) testimonial video – 90 seconds
  • (1) company overview video – 120 seconds
  • (2) 90 second looping b-roll video clips for website
  • (2) video ads – 30-45 seconds
Photography & Video Production Services:
Pre-Production Planning
  • Shot list, pre-production planning
  • Account Service
Photography
  • (1) Full days of photography w/ Canon 5D Mark iii
  • Canon L lenses and accessories
Video
  • (1) Full days of video w/ Canon C100 Mark ii
  • Pro light kit
  • Pro audio capture
  • Osmo +
  • Slider

Website Scope of Work

Website Development Scope of Work

Design and develop a website to showcase nlite’s new branding 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 to nlite concept
    Retail stores - teaser / link
    Shop Online - teaser / link
    video
    Content - 3 blog articles
    Social media - like / follow
    ---
    CTA - sign up for 20% store discount
  • nliteConcept
    Retail offering
    Products
    company concept video
    Content
    Activism
    Join online community
    ---
    CTA - sign up for 20% store discount
  • Retail StoresIntro
    Products
    Content experience A
    b-roll video
    Content experience B
    Locations map
    ---
    CTA - sign up for 20% store discount
  • ShopStore home page with categories
    Product list interface
    Product detail interface
    Shopping Cart
    Checkout
    Confirmation email
    User accounts / profiles
  • BlogBlog list interface
    Blog detail interface
  • Contact & LocationLocation maps & location info
    General contact form
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 – up to (150) products
  • Website setup on hosting account

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
Does Not Include:
  • Video Production

Online Radio Advertising

Online Radio Advertising

Advertising with online music streaming services such as Pandora and Spotify is a powerful way to create brand awareness and generate leads at the same time. Combining targeting parameters such as geography and demographics along with interests like music genre allows you to reach your target audience with precision.

Online radio ads also come with companion banner ads allowing you to earn a click right to your website – something that terrestrial radio stations cannot offer. Since you can get qualified prospects to take action on the spot, you don’t have to spend as much to earn brand recall through frequency. This same interactivity also generates feedback that helps to optimize your messaging and identify winning pitches.

Initial Campaign Setup:
  • Select voice talent, write script, record commercial, edit and prepare final audio file
  • Design and write companion banner ads
  • Design and develop landing page
Monthly Management:
  • Media research and audience targeting
  • Campaign management and optimization
  • Tracking and reporting
Not Included:
  • Media spend

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

SEO & Branded SEO

Search Engine Optimization

Organic listings on search engines drive free clicks to your website. Once profitable keywords are determined through pay-per-click campaigns a Search Engine Optimization (SEO) campaign can be initiated to rank specific pages of your site organically for the best performing keywords.

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.

A Branded SEO campaign can also be executed to seed information about your brand’s name and product names in the search results. A branded SEO campaign can incorporate reviews, testimonials, press releases and similar content. The key benefit is that when prospects research your company / brand by name, they will encounter this seeded content, allowing your organization to control the narrative.

Includes the Following:
  • (4) Uniquely researched, written and published articles per month
  • SEO Keyword optimization for each article
  • (4) Articles published monthly through national wire services
  • Generate back links through reputable websites
  • Tracking and reporting on rankings for articles and web page Google rankings

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
  • Call Tracking Metrics – phone call tracking
  • 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. Tag line and copy concept development
  3. Design & visual concept development
  4. Logo design and logo files
  5. Signage and business cards
  6. Website home page design
  7. Collaborate with retail designer & visit store location
  8. (3) unique concepts for each deliverable
  9. up to (2) sets of revisions

$11,500

Photography & Video

These services include:

  1. (1) Full day of shooting video
  2. (1) Full day of shooting photography
  3. (45) Color corrected high resolution images
  4. (150) product shots – 2 angles each
  5. (1) testimonial video – 90 seconds
  6. (1) company overview video – 120 seconds
  7. (2) 90 second looping b-roll video clips for website
  8. (2) video ads – 30-45 seconds

$15,500

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 – up to 150 products
  8. Website setup on hosting account

$25,500

Online Radio Creative

The project includes the following services:

  1. Account Service
  2. Copywriting for script
  3. Copywriting for landing page
  4. Select voice talent, record commercial, edit and prepare final audio file
  5. Design and write companion banner ads
  6. Design and develop landing page

$6,500

Email Drip Creative

The project includes the following services:

  1. Account Service
  2. Copywriting for up to (10) drip emails
  3. Design and layout (10) drip emails
  4. Setup emails on email platform (Hubspot)
  5. Program email triggers and workflows
  6. List setup and segmentation

$5,500

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Key phrase research – SEM & SEO
  4. Adwords creative
  5. Social audience profiling & campaign setup
  6. Retargeting banner ad design
  7. Update branding for social channels
  8. Seed blog with up to (3) existing posts
  9. Design & code monthly email template
  10. Online radio media buy

$6,500

Digital Marketing Services

Your marketing services package includes the following:

  1. Creative for social and search channels
  2. Page Management for Facebook & Instagram – (5) posts per week
  3. Advertising for Facebook & Instagram
  4. Online radio campaign management
  5. SEM using Google Adwords
  6. Retargeting ad management & creative
  7. Reputation management
  8. Influencer engagement & management
  9. Ongoing tracking & analytics- including access to the GD project portal and a 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.

$5,500 p/m

Suggested Monthly Media Spend (per market)

You set the budget
Search: $1,500 – $2,500 p/m
Social: $2,500 – $3,500 p/m
Online Radio: $5,000 – $10,000 p/m
Retargeting: $300 p/m
Influencers: $2,000 – $5,000 ??

Content & Communication Services

Monthly content generation includes the following:

  1. Write (4) 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 and optimize email drip campaigns
  5. Monthly performance report

$2,500

Off-Site & Branded SEO

Monthly content generation includes the following:

  1. (4) Uniquely researched, written and published articles per month
  2. SEO Keyword optimization for each article
  3. (4) Articles published monthly through national wire services
  4. Generate back links through reputable websites
  5. Tracking and reporting on rankings for articles and web page Google rankings

$3,500

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Logo & Branding$5,750$5,750
Website Design & Development$8,500$8,500$8,500
Photography & Video$7,750$7,750
Radio Ad Creative$6,500
Email Drip Creative$5,500
Campaign Setup$6,500
Digital Marketing$5,500$5,500
Content & Communications$2,500$2,500
SEO & Branded SEO$3,500$3,500
Monthly Totals$5,750$14,250$21,750$29,250$11,500$11,500
Notes
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