Prepared by Green Dot Advertising — January 12th, 2021
Create an updated website and integrated digital marketing campaign targeting military and low income audiences with subsidized relationship counseling, while offering to enroll all other prospects in a low cost program.
The initial objective is to develop the new website and marketing content to successfully target the military and low income cohorts. A combination of landing pages, retargeting ads and drip emails will be created to support this effort. In addition, the home page of the website will be updated and the free vs. low cost qualification survey will be updated to suit the new audiences and parameters, and the be reactivated.
An integrated digital marketing campaign will be used to acquire new patients. Core tactics include search, social media and email marketing to engage prospects throughout the sales cycle. That’s why a successful marketing effort should engage potential patients and/or their parents during this process using multiple channels in a coordinated effort to inform, engage and convert.
Green Dot can act as a single point of contact to manage all of the touch points needed to communicate with prospects at every stage of the sales funnel. The proposed strategy aims to boost results by integrating and coordinating communications between the website, social media and email using a marketing automation platform called SharpSpring. By using automation and by segmenting content, we create curated experiences for each patient cohort – whether military, low income or general population, thereby significantly increasing signup conversion rates.
Tracking, reporting and optimization of the campaigns is included with the monthly services fee. We report diligently on campaign performance and maintain a content calendar with seasonally appropriate content. During the live monthly call we review campaign performance and discuss any optimization initiatives and the content calendar for the upcoming period.
The new and updated website for Our Relationship will be updated to segment two primary target audiences, military couples and low income couples – who receive the program at no cost. This redesign focused primarily on the home page, and the new military lading page. The low income page will adapt the existing template and re-introduce the qualifying screener only.
This website is quoted as custom built on the WordPress platform and include a content management system (CMS) to allow the client to add and edit content such as before and after photography and page copy without html coding.
The pages will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
This project includes the planning, creation and production of an engaging and powerful video ad unit designed to run on social media channels, primarily YouTube, but also Facebook and Instagram. As a result, short form content of five (5) and ten (10) second ad units is required.
Google Ads allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. A Google Ads certified marketer can help you write targeted ads that cost less than your competitors are paying by optimizing each part of your campaign.
Green Dot has experience optimizing Google Ads campaigns to drive leads to specific office locations, as well as Google Local ad listings which can enhance results.
Video ads drive more engagement than static images. Showing clips of military couples and low income families and sharing information about what can be accomplished with online relationship counseling in a short time period gets people to engage.
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%.
We strongly recommend retargeting landing page visitors with segmented ad creative for a period of one month. Digital display ads can be used to retarget all prospects who visited the landing page but did not complete the desired action. 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.
Email marketing can help reduce overall marketing costs by generating additional leads and referrals without incremental media spend. The program includes a series of emails that are triggered automatically once a prospect engages with the “do you qualify for free” survey.
Emails are sent 24/48/72 hours after completion of the survey for those who did not enroll. There will be a new set of emails customized to military audience who qualify, but didn’t enroll. The existing email drips will be moved edited and moved to the Sharpspring platform from Hatchbuck.
Military Email Drip Series
Low Cost Email Drip Series
Green Dot ensures you know how your campaigns are performing at all times. Home Angels will have direct access to the marketers working on the campaigns as well as to reporting platforms like Google Analytics (landing page performance) and ActiveDemand to view a live campaign dashboard detailing the performance of the campaigns.
Green Dot publishes monthly reports detailing every lead that was generated, the source and the cost. We also review reports with clients by phone or via a virtual meeting platform.
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.
$6,500
$1,200
$1,500
$2,250
One-time campaign setup fee includes:
$3,800
Your marketing services package includes the following:
$3,200 p/m
You set the budget
Google Ads: $2,500 – $5,500 p/m
Facebook: $1,500 – $3,500 p/m
Instagram: $1,500 – $3,500 p/m
Retargeting: $300 – $500 p/m
Monthly content generation includes the following:
$2,000 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Developmoent | $4,500 | $2,000 | ||||
| Email Drip Creative | $1,200 | |||||
| Retargeting Ad Creative | $1,500 | |||||
| Campaign Setup | $3,800 | |||||
| Video Production | $2,250 | $2,250 | $2,250 | |||
| Digital Marketing | $3,200 | $3,200 | $3,200 | $3,200 | ||
| Content and Communications | $2,000 | $2,000 | $2,000 | $2,000 | ||
| Monthly Totals | $7,200 | $8,050 | $5,200 | $7,450 | $5,200 | $7,450 |
Thank you for hiring Green Dot to help you make an impact and help you achieve your advertising and marketing objectives. My team and I aim to deliver quality work that gets noticed, on time and on budget. We look forward to working together and exceeding your expectations. Please don’t hesitate to call me directly for any reason.
The purpose of this agreement is to establish a continuing and mutually beneficial, cooperative Client / Agency relationship. This agreement is governed by the laws of the state of Florida. Hereinafter, “Client” is defined as the company and person executing this agreement, and “Agency” is defined as Behr Advertising, Inc. d/b/a Green Dot Advertising.
All creative concepts, ideas and designs, prepared for and purchased by the Client shall be the property of the Client on receipt of payment. This includes the final approved version of any digital files for contracted work – i.e. the brochure, video or website. However, this does not include any working files or digital assets generated by the Agency that are not part of the final deliverable or required for the final deliverable to function. In the simplest terms, output files belong to Client and working files belong to the Agency. Copyright of all material produced for the Client is vested in the client, except where previous copyright may exist in purchased material. We, the Agency shall retain, in our care digital files of advertising creative produced on behalf of the Client for a period of three (3) years. Any physical materials such as film, mechanicals or printer’s proofs will not be stored or recovered unless specifically requested by the Client and agreed to by the Agency in writing.
It shall be our duty as the Client’s agency not to discuss any confidential information entrusted to us by the Client without authorization. All studies and research done on behalf of the Client and paid for by the Client shall remain confidential to the Client.
This agreement is for described work only and is based upon acceptance by the Client within 30 days. The contract term includes the time from the date of signing until September 31st, 2021. Early cancellation obligates the Client to pay 50% of the remaining unbilled services for the remainder of the contract term, plus any outstanding balance due the Agency.
The Client authorizes the Agency to purchase and place advertising, and authorize media and production commitments for the Client, and to obligate the Client contractually or otherwise for the payment of such advertising, media and production projects. The Agency will service and bill the Client each month where payment is due the Agency. Once payment has been made to the Agency, the Agency assumes full financial responsibility for remitting payment to the media or vendors in a timely manner. If however, the Client fails to remit payment to the Agency, then financial responsibility for payment lies with the Client and not with the Agency.
The Agency shall not be liable for delay, omission or error, in any advertisement or marketing communications in the absence of willful fault or neglect. The Agency agrees to exercise its best judgement in the preparation and placing of all advertising and marketing materials for the Client with a view to avoiding any claims, proceedings or suits being made against the Client or the Agency. It is agreed however that the Client will indemnify the Agency against any loss we may incur as the result of any claim, suit or proceedings made or brought against the Agency based upon any advertising or marketing campaigns which the Agency prepared or managed for the Client based on information provided by the Client or published by the Client in the past. Likewise, the Agency will indemnify the Client against any loss the Client may sustain as a result of any claim, suit or proceeding made or brought against the Client caused by the Agency’s negligence.

Social Advertising & Page Management
Social Advertising
Advertising on Facebook, Instagram and Youtube 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.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand for both online programs by laser targeting military and low income audiences. Social advertising will focus on growing your audience and nurturing them with content campaigns focused on improving their relationships and developing themselves.
Includes the Following:
Social Media Management
Social marketing on Facebook and Instagram allows you to engage directly with your social community on a regular basis. Green Dot manages a content calendar and curates social media posts between content created by the agency, and content supplied by the client. We monitor and respond to comments while aiming to convert followers into prospects.
Includes the Following: