Prepared by Green Dot Advertising — January 7th, 2020
Re-name, re-brand and reposition an existing rental community located in Boca Raton in preparation for a condo conversion, then market the new property to generate awareness and sales leads.
The initial focus during phase 1 will be on renaming, rebranding and repositioning the property to ensure the brand is well received by the target audience. The client will take the lead with the new name, supported by Green Dot. Once a name is approved, Green Dot will go to work on developing a comprehensive new brand identity.
Phase 2 involves developing all of the necessary sales collateral to effectively target both existing renters who may qualify to purchase a unit, as well as young professionals living in South Florida or snowbirds living in the Northeast seeking a second home. A new website complete with video clips of the development, 3-D renderings of the units, detailed floor plans, a sales brochure and a presentation deck will all work together to help pitch prospects.
Phase 3 is focused on transitioning to marketing and lead generation. The marketing strategy calls for targeting a variety of audiences using a mix of tactics. By targeting prospects in South Florida and in the Northeast and using both digital and more traditional media the campaigns aim to assist the sales team by creating awareness for the development, as well as generating sales leads over over a sustained period of time.
Suitable media channels include Facebook, LinkedIn and Instagram, paid search channels like Google Adwords. A mix of print and digital ads with established publishers like the Wall Street Journal, New York Times, SF Business Journal, Ocean Drive and Miami New Times can help with awareness locally as well as PR. Finally, running ads on popular real estate search platforms like Zillow, Trulia and Realtor.com could be helpful. Incorporating a re-marketing campaign that includes contextually relevant drip emails and retargeting ads to nurture prospects who have engaged with marketing touch points will ensure a second and third at bat with the most interested targets.
Green Dot offers a 360 degree, integrated sales and marketing solution. At the heart of the solution is ActiveDemand, a sophisticated marketing automation platform connected to the CRM of the client’s choice (we recommend PipeDrive or SalesForce). Together, these tools can track prospects from all sources (web leads and inbound calls), serve dynamic content on the website for repeat visitors, control and direct all email communications including automated workflows and drip campaigns and provide live dashboards that keep everyone up to date in real-time about how campaigns and content are performing.
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 deliver finished concepts with a variety of touch points.
This project includes developing three distinct visual concepts for all of the touch points listed in the scope of work. As a result, clients can select the appropriate brand ID with confidence when they see the website home page design, brochure design and business card layout along with the logo and tagline concepts.
Telling a good story is still the best way to influence people’s opinion and drive them to take action. We recommend acquiring custom photography and video assets of the development, from the air, common areas and demo units to craft a series of short videos that can be utilized for the website and edited down to short video ads for use on social media, cable and streaming services to link directly to the landing pages.
The website is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow for quick and easy updates to add and edit content such as photography and page copy without complex html coding.
The site will be designed for both mobile devices and desktop computers using mobile responsive code ensuring content renders consistently on tablets and smartphones as well as on desktop computers.
Once the English version is approved, the site can be updated to include additional languages.
A professionally produced sales presentation ensures the development is consistently represented and can really help your organization stand out during the pitch process. Using Powerpoint, Keynote, a PDF slide deck or a custom web-based presentation, Green Dot helps clients standardize their pitch and ensure the sales team represents the brand consistently and accurately.
Additionally, consider adding video or multimedia components to help establish reputability or explain a complex product or service.
Project includes design and production of a sales brochure featuring inserts for each style of residence for NewCo. We recommend a custom designed, odd sized sales brochure focused on branding consisting of 12 pages and a back pocket so that it can accommodates sales sheets for each style of residence.
Targeting prospects through the mail ensures they receive your message loud and clear.
When you know who the ideal targets are to create awareness about your offering, utilizing direct response is still the most effective way to ensure awareness and to generate a response.
Direct response campaigns targeting existing renters could result in direct sales leads or referrals. And just like digital campaigns, direct response campaigns can be tracked and optimized with precision by analyzing results.
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.
Green Dot is a Google Partner and certified in Adwords campaign management. These campaigns can be run in a variety of geographic locations and used to target prospects internationally.
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%.
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.
Emails can be used to nurture a lead or promote a specific product, service or event. 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, ActiveDemand, Marketo and many more.
The strategy calls for creating an email drip campaigns, each consisting of (5) email messages sent within days of each other. The campaign aims to get prospects to follow through on their inquiry for a tour / appointment by sending information about the area, the residences and directions to the sales center.
In addition, we recommend creating a custom, monthly email sent to anyone who inquired throughout the sales cycle. Green Dot will work with the client to develop a unique email every month that re-engages prospects and keeps NewCo Dev top of mind.
Engaging and original content is vital to the success of every advertising campaign. Content such as videos, graphics, testimonials, progress updates and local happenings can be shared via email and social media while helping to drive awareness and website traffic to keep prospects engaged while they visit other properties. Proprietary content in the form of inspiration images, testimonial videos, promotional videos and branded social media graphics engage visitors and generate visits to the landing pages from where prospects can inquire.
This service provides clients with weekly website and landing page updates (photos and copy), as well as customized social media graphics on an ongoing basis, formatting and basic editing for supplied media to post on social feeds, and surveys or polls to help grow email lists.
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.
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.
Green Dot includes 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.
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 our client portal where monthly reports and marketing assets are posted for review. In addition, all marketing clients have access to ActiveDemand Dashboards allowing them to monitor campaign performance in real-time. By logging in, clients can see their website traffic, injuries including the names of the prospects, email performance and they can listen to or review any incoming phone calls generated by the marketing campaigns.
The project includes:
$12,500
The project includes:
$13,500
The project includes:
$5,500
The project includes:
$1,700
The project includes:
$9,500
The project includes:
$1,500
One-time campaign setup fee includes:
$6,500
Your marketing services package includes:
$4,500 p/m
You set the budget
Direct Mail: $1,000 – $5,000 p/m
Search: $2,500 – $4,500 p/m
Facebook: $2,500 – $4,000 p/m
Instagram: $2,500 – $4,000 p/m
Zillow, Trulia, Realtor: $2,500 – $10,000 p/m
Print / digital: $2,500 – $10,000 p/m
Retargeting: $350 – $750 p/m
Monthly content generation includes:
$2,500 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Logo & Brand ID | $9,000 | $3,500 | ||||
| Website Development | $4,000 | $7,500 | $2,000 | |||
| Sales Presentation | $2,500 | $3,000 | ||||
| Direct Mailer | $1,700 | |||||
| Sales Brochure | $4,500 | $5,000 | ||||
| Drip Emails | $1,500 | |||||
| Campaign Setup | $6,500 | |||||
| Marketing Services | $4,500 | $4,500 | ||||
| Content Marketing | $2,500 | $2,500 | ||||
| ActiveDemand 10k | $350 | $350 | $350 | |||
| Monthly Totals | $9,000 | $12,000 | $16,700 | $13,350 | $7,350 | $7,350 |
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 & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your services 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 utilizes newsfeed ads and “like” campaigns to target prospects on their mobile devices in South Florida, and the Northeast based on their income and lifestyle. Ad units link directly to corresponding landing pages optimized for mobile that ask prospects to inquire and sign up for a tour.
Social Media Management
Social marketing on Facebook, LinkedIn and Instagram allows you to engage directly with your social community on a daily basis and showcase the NewCo Development. Since the brand is new to Miami, using posts to nurture and educate followers is the best strategy to building familiarity, value and genuine interest.
Includes the Following: