No Name Chinese
Branding & Marketing Proposal
Prepared by Green Dot Advertising — February 8th, 2017
Objectives & Marketing Strategy
Design and develop a corporate identity for No Name Chinese along with all brand touch points, then setup marketing campaigns to raise awareness and drive traffic to the website resulting in reservations at the restaurant.
Marketing Strategy:
Initially, No Name Chinese needs a logo and brand identity in order to source signage, a menu, photography, video clips and a website. This project includes everything the company needs to launch, including designs for the menu both online and at retail, as well as defining the brand positioning, and brand standards.
Upon delivering the files the company needs to place their initial order for business cards, menus and signage, Green Dot will begin developing the website to support the initial launch in 2017. Shooting custom photography and video assets will enable a stunning presentation of the food and venue via a website that will engage visitors and inspire them to make a reservation. The site will feature the menu, information about the concept, the location and the ingredients.
As No Name Chinese is located in close proximity of the University of Miami, the marketing campaigns will focus on the surrounding area and target students aggressively after 10pm for delivery. Using social media and retargeting banner ads along with occasional email marketing featuring special offers, the goal is to create awareness in the area and regular customers on their mobile devices to keep the restaurant top of mind while they are on the go.
Green Dot carefully tracks and optimizes your campaigns and your website content to ensure maximum performance and efficiency. We report monthly to review all key metrics and recommend next steps.
Logo & Brand ID
Logo & Brand ID
Position No Name Chinese as a farm to table, top quality Chinese option, on par with what you get in NYC, without the pretentious attitude. A variety of classic Chinese dishes will be available for lunch and dinner.
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 touch points prior to presenting for client feedback.
As our client, you will receive three (3) unique design concepts for the logo, website and the menu design to evaluate and provide feedback. We include two rounds of revisions for the selected concept, and upon approval begin final production on the remaining touch points and marketing assets. Please see the list of what’s included.
Includes the Following:
- Account service
- Tag line and copy concept development
- Logo design and logo files
- Business card design
- Website home page design
- Menu Design
- Storefront signage
- (2) sets of revisions
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to produce the proposed sales collateral, menu, signage and support the marketing campaigns with relevant content.
Integrating custom photography and video into your sales collateral and content marketing campaigns is a powerful way to generate an engaging and visually stimulating experience for prospects and existing customers alike.
Green Dot can shoot photos and videos of ingredients and food being prepared, final dishes ready to serve, guests enjoying their experience, as well as shots of the location and staff for the website.
Deliverables Include the Following:
- (1) Full day of shooting video
- (1) Full day of shooting photography
- (45) Color corrected high resolution images
- (2) looping food items video – 120 seconds
- (2) 90 second looping b-roll video clips for website
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, location
- 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
- Osmo +
- Ronin M
- Pro light kit
Website Scope of Work
Website Development Scope of Work
Design and develop a website to showcase the company’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 be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Website Content Outline
- HomeConcept
Appetizer Teaser - link
Featured Menu teaser - link
b-roll video
Dim Sum teaser - link
Dessert teaser - link
Location
----
CTA - Resi
- MenuIntro
Featured Menu items
menu video
Menu categories (5-6) - open to reveal details
Menu category details page
Photo Gallery
---
CTA - Resi - ConceptNo Name Chinese Concept
Ingredients
b-roll video
Preparation
Proprietors
- DeliveryDelivery Menu - reduced items
Specials after 10pm
Delivery Area
---
CTA - Call to place your order - LocationsLocation map
Contact info - Contact
- Terms & Conditions / Privacy Policy
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
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%.
Using the video assets from your shoot, Green Dot can create short 20-45 second video ads for social media platforms targeting users on their mobile devices while within proximity of the restaurant.
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
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
Email Marketing
Email Marketing
Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action. Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, Exact Target and many more.
Emails will be custom designed for each occasion, rather than use a standardized template where only food images and copy changes – either to promote a featured menu item, a seasonal event or special such as Valentines Day or Mother’s Day.
Includes the Following:
- Copywriting and design – (1) email per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting
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).
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
Logo & Brand ID
Project includes:
- Account service
- Tag line and copy concept development
- Logo design and logo files
- Business card design
- Website home page design
- Menu Design
- Storefront signage
- (2) sets of revisions
$15,000
Custom Video & Photography
Video & Photography services:
- Pre-Production Planning & Account Service
- (1) Full day photography sessions w/ Canon 5D Mark iii
- (1) Full day of video with Canon C100 Mark ii
- Ronin M
- Osmo +
- Slider
- Pro lighting equipment
- Image import, editing and sorting
- Digital retouching and color correction for 45 images
- (1) 120 sec. looping menu video
- (2) b-roll video clips for website – 90 sec. each
$12,000
Website Design & Development
Project includes:
- Account service
- Copywriting
- Visual concept development for website designs
- Custom website development & programming
- Video integration
- (2) sets of revisions
- Setup custom site design in WordPress CMS
- Website setup on hosting account
- $2,500 credit from Brand ID phase
$11,500 – ($9,000)
Campaign Setup
One-time campaign setup fee includes:
- Social audience profiling & targeting
- Retargeting banner ad design
- Update branding for social channels
- Campaign tracking setup
- Google Analytics integration
- Phone call tracking setup
$2,900
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social channels
- Page Management for Facebook & Instagram
- Advertising for Facebook & Instagram
- Video ads on Facebook & YouTube
- 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 $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.
$2,250 p/m
Suggested Monthly Media Spend
You set the budget
Social: $1,500 – $2,000 p/m
Retargeting: $200 p/m
Reputation Management
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
$750 p/m
Email Marketing
Includes the following:
- Copywriting and design – (1) email per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting (incl. phone call tracking)
$750 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photography & Video | $6,000 | $6,000 | ||||
| Brand ID & Logo | $7,500 | $7,500 | ||||
| Website Development | $4,500 | $4,500 | ||||
| Campaign Setup | $2,900 | |||||
| Digital Marketing | $2,250 | $2,250 | ||||
| Reputation Management | $750 | $750 | ||||
| Email Management | $750 | $750 | ||||
| Monthly Totals | $7,500 | $7,500 | $10,500 | $13,400 | $3,750 | $3,750 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your product or service relevant, interesting and valuable. Placing ads on social channels is the best way to grow your followers and reach targets that are not already aware of your brand, but should be.
Green Dot will focus on the geographic region within 5 miles of the restaurant and run segmented campaigns for a variety of audiences – including a delivery campaign to UM students after 9:30pm on weekdays. The focus of social media will be to drive traffic to the website, as well as grow an engaged social media community.
Social Media Management
Social marketing on Facebook, Instagram and YouTube allows you to engage directly with your social community on a daily basis.
Includes the Following: