Prepared by Green Dot Advertising — August 10, 2020
Update existing assets and brand touch points in preparation for a new Passpack product activation campaign using digital marketing to target small business owners across the US.
Small business owners in need of specific services generally begin their search online. They search Google for providers, reviews and solutions priced to fit their budget. They are also likely to click on social media ads if they are interested in receiving additional information about solutions relevant to them.
Prospects who click on ads are linked to a landing page / website to learn about product features, benefits and pricing. Those who do not inquire will be retargeted with display ads as they visit other sites online that support ad networks. Those who do sign up for the free trial will be nurtured with an email drip campaign throughout the trial period. Timely emails can significantly improve the experience with the product, and therefore the chance of conversion a paying customer.
As a result, several digital touch points are necessary to run a successful, comprehensive and cost effective product activation campaign. The proposed strategy aims to engage users when they search online or when they are active on social media and link them to landing page to sign up for the free trial.
Tracking, reporting and optimization of the campaign is included with the monthly services fee. We report diligently on campaign performance and maintain a content calendar with seasonally appropriate content.
The new website will introduce the updated PassPack product including the browser extensions, feature user testimonials and make a powerful pitch to sign up for the free trial. Driving traffic and tracking activity will allow us to optimize to results and budget by identifying areas of efficiency.
This website is quoted as custom built on the WordPress platform and include a content management system (CMS) to allow for easy editing of content without html coding.
The page will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
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.
In order to lower cost per click, we strongly recommend retargeting website visitors 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.
Emails can be used to nurture prospects to boost conversion rates during the free trial. Additionally, periodic email updates from the company help build and maintain engagement from a community of users. Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, ActiveDemand and many more.
Once a prospect signs up for the free trial a series of several emails will be triggered that are sent automatically during the free period. For example, if the user never signs in the system can continue to send email prompting this action – but also suspend that messaging once the user takes the desired step. Green Dot would build a workflow tree and optimize it over time based on results.
The program also includes a monthly email from PassPack to all users and prospects updating them as to progress with the product, and asking them for feedback as well as to refer their friends.
Example Email Drip Series
Green Dot ensures you know how your campaigns are performing at all times. PassPack 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.
The project includes the following services:
$7,500
Services include:
$1,800
Services include:
$950
One-time campaign setup fee includes:
$3,000
Your marketing services package includes the following:
$3,800 p/m
You set the budget
Search: $2,500 – $7,500 p/m
Facebook: $2,000 – $3,000 p/m
Instagram: $2,000 – $3,000 p/m
Retargeting: $250 – $450 p/m
Monthly content generation includes the following:
$2,500 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Development | $4,000 | $3,500 | ||||
| Retargeting Ad Creative | $950 | |||||
| Email Drip Creative | $1,800 | |||||
| Campaign Setup | $3,000 | |||||
| Digital Marketing | $3,800 | $3,800 | $3,800 | $3,800 | ||
| Content and Communications | $2,500 | $2,500 | $2,500 | $2,500 | ||
| ActiveDemand - 5K | $250 | $250 | $250 | $250 | $250 | |
| Monthly Totals | $6,750 | $6,750 | $6,550 | $6,550 | $6,550 | $6,550 |
To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.
Social Advertising and 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.
Using geographic and demographic targeting we can pinpoint small business owners and decision makers. Social advertising will focus on growing your audience and nurturing them with content about different campaigns to make them aware of PassPack and how their business can benefit from a password manager in the current environment.
Includes the Following:
Social Media Management
Social marketing allows you to engage directly with your social community on a daily basis. Posts about features, benefits and user testimonials will be shared regularly to nurture followers and get them ti sign up for the free trial or refer their friends.
Includes the Following: