Vestergaard

PermaNet Marketing

Prepared by Green Dot Advertising — July 24th, 2017

Objectives & Marketing Strategy

Introduce PermaNet by Vestergaard to the US market for both commercial and retail applications.

Marketing Strategy & Tactics:

Initially, Vestergaard will focus on introducing the PermaNet product to the commercial market in South Florida, while preparing for a retail launch that includes brick and mortar home improvement stores as well as online sales direct to the consumer.

A launch event focused on the University of Miami installation is planned for October of 2017. Using this event as a springboard, Vestergaard plans to market the product to various markets including education, theme parks, municipalities, construction sites, OEM home contractors, as well as other commercial applications. Green Dot will source video testimonials and on-site photography to create a case study as well as assets that can be used for future digital marketing campaigns and sales presentations.

The commercial market will be targeted primarily using the sales team to initiate contact, schedule sales meetings and negotiate directly with prospects. The sales team will attend relevant trade shows and conferences to raise awareness and schedule appointment, as well as work the phones. As a result, Green Dot will develop a first class sales support solutions including the following:

Commercial media channels:
  1. Direct Mailers
  2. Sales Brochure w/ industry focused inserts
  3. Pitch Deck – modular
  4. Multimedia Sales Presentation
  5. Trade Show Display
  6. Print Ads – trade publications

Along with direct sales to commercial targets, the sales team will also be pitching national retailers with the PermaNet product line to secure distribution at retail throughout the US for a spring 2018 launch. The same sales support materials can be leveraged for the purpose of pitching retailers.

In the spring of 2018, Green Dot will launch a multi-channel marketing campaign targeting consumers. The low hanging fruit is the pre-natal market, along with southern states that have warmer climates and higher incidence of screened windows, porches and swimming pools. The strategy involves running digital ads, including on social media sites, search engines, and display ads on popular news and sports sites linking to segmented landing pages. The campaign will be supported by a variety of content including DIY videos, testimonial videos by moms, informative blog posts and automated email nurture campaigns.

Ads will be places strategically to run within 5-10 miles of retail locations that carry the products. Green Dot has significant experience geo-targeting areas where there is distribution close by. In addition, we recommend segmenting the consumer audience into categories and creating content relevant specifically to the pre-natal market and home owners in general. Further, each category will be presented with content highlighting a DIY solution, as well as a contractor driven installation where available.

Once a consumer clicks on a digital ad, they are linked to a specific landing page featuring content closely related to the ad messaging. The landing page will include informational and educational content focused on the product benefits, installation, sourcing (retailers nearby), as well as a way to locate contractors in the area offering installation services. These prospects are then retargeted with display ads, email nurture campaigns and social media content designed to drive conversions and sales at local retail outlets.

Consumer media channels:
  • Social Media Marketing
  • Google Adwords for “Zika” “mosquito control”, etc.
  • Video ads & testimonials
  • Taboola / Outbrain content network
  • Retargeting Ads
  • Quantcast programatic display ads (banners)
  • Email Marketing
  • Blog Posts

Direct Mailers

Direct Mailers

Targeting hot prospects through the mail ensures they are aware of the PermaNet brand prior to being contacted by the sales team.

When you know who your ideal customers are and you know where they live or work, utilizing direct mailers is still the most effective way to ensure awareness about your product. Direct mail campaigns also let you set the frequency of your communications and ask for the sale. Just like digital campaigns, direct mail campaigns can be tracked and optimized with precision by analyzing results.

Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Layout and final production
  • (2) sets of revisions
Not Included:
  • Printing and fulfillment
  • Mailing list

Sales Brochure & Inserts

Sales Brochure & Inserts

Design and produce a custom sales brochure with inserts segmented by target industry.

Project includes design and production for an (8) page 9” x 12” sales brochure with a 4″ pocket on the back inside cover to hold (5) double-sided 8.5” x 11” sales sheets segmented by target industry. The key benefit of the sales sheets is that specific information can be included to ensure the benefits for each distinct vertical market are clearly presented and explained.

Brochure & Insert Content Outline
  • Cover
  • Page 2 & 3 - PermaNetPhysical & chemical barrier
    How it works
    Why it's effective
  • Page 4 & 5 - Indoor & Outdoor ProtectionWindows and doors
    Outdoor spaces
  • Page 6 - Getting StartedSite plan consultation
    Make an appointment today
  • Page 7 - PocketPocket contains the sales / services inserts
  • Back Cover
  • Insert 1 - Education
  • Insert 2 - Construction
  • Insert 3 - Theme Parks
  • Insert 4 - Municipalities
  • Insert 5 - Retail Opportunity
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Page layouts
  • (2) sets of revisions
  • Production – final files ready for pre-press

Presentation Deck

Presentation Deck

A professionally produced sales presentation ensures your company’s products are consistently represented and can really help your organization stand out during the sales process. Using Powerpoint, Keynote or a PDF slide deck, Green Dot helps clients standardize their pitch and ensure sales people represent the brand accurately.

Additionally, consider adding video or multimedia components to help establish reputability or explain the specific benefits of the PermaNet product.

Includes the Following:
  • Account service
  • Competitor research & Copywriting
  • Design & visual concept development
  • Layout (15-20) slides & (2) sets of revisions
  • Light animation inside Powerpoint or Keynote

Trade Show Display

Trade Show Display

A custom trade show display helps distinguish your brand from competitors and establishes credibility.

When it comes to exhibiting at trade shows, we always tell our clients to “go big or go home”. Exhibiting in close proximity to competitors is a huge opportunity to stand out and make an impact. A visually stunning display that engages prospects and impresses clients can go a long way to making the most of this opportunity.

Green Dot can help source both modular and fully custom displays. We create audio / video content, large format graphics, and printed sales collateral, as well as arrange shipping, storage and on-site assembly.

Includes the Following:
  • Account service
  • Copywriting and concept development
  • Design & visual concept development
  • Layout and final production
  • (2) sets of revisions
  • Shipping & fulfillment (upon request)

Photography & Video Production

Photography & Video Production

Shoot the photography and video assets needed to produce the proposed sales collateral 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. As commercial installations become available, such as UM, shooting photography of the site and video testimonials of the people involved will be critical.

Additionally, testimonial videos of pre-natal consumers and home owners will prove invaluable. Green Dot recommends using this content as video ads for digital marketing campaigns, as well as on the landing pages to help convert consumers. DIY installation videos, as well as corporate videos by Vestergaard product engineers could also be helpful.

Deliverables Include the Following:
  • (1) Full day of shooting video
  • (1) Full day of shooting photography
  • (45) Color corrected high resolution images
  • (2) testimonial videos – 90 seconds each
  • (1) 90 second looping b-roll video clips for website
Photography & Video Production Services:
Pre-Production Planning
  • Shot list, planning, travel arrangements
  • Account Service
Photography
  • (1) Full day 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 +
  • Inspire 2 Drone

Landing Pages

Landing Pages

Design and develop a series of segmented landing pages to support the geo-targeted consumer marketing campaigns.

The landing pages will be segmented by pre-natal and DIY home owners featuring highly relevant content for each target audience, including a way to locate retail stores close by, as well as contractors offering installation.

The landing pages are 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 photography and page copy without html coding.

The landing pages 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
  • Pre-Natal LPIntro - Zika protection
    Physical and Chemical Barrier
    How it works
    Testimonial Video - mommy
    Mosquito born diseases
    Indoor & Outdoor applications
    DIY vs. Contractors (DIY video)
    ---
    CTA - Find retail location / contractor
  • Home OwnersIntro - Mosquito control
    Physical and Chemical Barrier
    How it works
    Testimonial Video
    Mosquito born diseases
    Indoor & Outdoor applications
    DIY vs. Contractors (DIY video)
    ---
    CTA - Find retail location / contractor
  • BlogBlog list view
    Blog article detail view
    Categories
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

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

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
  • Tracking and reporting on rankings for articles

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%.

Green Dot recommends running a variety of video and multimedia ads for PermaNet, including testimonial videos, product demos and product ads highlighting the benefits for specific applications.

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

Outbrain & Taboola

Outbrain & Taboola

Another great way to target consumers is to present content in the form of advertorials through trusted news and entertainment sites using the Outbrain and Taboola content networks.

Green Dot places ads linking to advertorials about PermaNet towards the bottom of editorial content created by popular national publishers. This tactic is highly effective and drives content directly to relevant landing pages on your domain.

Includes the Following:
  • (1) uniquely researched, written and published advertorial per month
  • Media management
  • Tracking and optimization
  • Monthly 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.

In addition, Green Dot recommends utilizing Quantcast to serve display ads to a variety of prospects once the campaign scales to a national level. Quancast can target consumers based on behavior they are displaying online, making it possible to target pre-natal mothers and new home-owners with accuracy.

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

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

Tagline Development

Services include:

  • Tag line development

$1,200

Presentation Deck (PowerPoint / PDF)

Project includes:

  1. Account Service
  2. Copywriting
  3. Design – 15 page slide deck
  4. Light animation – PPT or Keynote
  5. (2) sets of revisions

$4,500

Direct Mailer

Project includes:

  1. Account service
  2. Copywriting
  3. Design and page layout – 9 x 6 folding mailer
  4. (2) sets of revisions

$2,800

Sales Brochure & Inserts

Project includes:

  1. Account Service
  2. Copywriting
  3. Design & page layout – (8) page brochure
  4. Layout – (5) double sided inserts
  5. Production – final print ready files
  6. (2) sets of revisions

$11,500

Print Ad

Project Includes:

  1. Account service
  2. Concept development & copywriting
  3. Design and layout
  4. Final digital production
  5. (2) sets of revisions

$2,500

Trade Show Display

Project Includes:

  1. Account service
  2. Booth selection
  3. Design and production of graphics
  4. (2) sets of revisions

$2,500 – $5,500

Custom Photography & Video

Services include:

  1. Pre-production planning, shot list and account service.
  2. (1) Full day of shooting video
  3. (1) Full day of shooting photography
  4. (45) Color corrected high resolution images
  5. (2) testimonial videos – 90 seconds each
  6. (1) 90 second looping b-roll video clips for website

$12,500

Landing Pages

Project Includes:

  1. Account service
  2. Copywriting
  3. Design & page layout – (2) landing pages
  4. Coding and development
  5. WordPress CMS
  6. (2) sets of revisions

$3,500

Email Drip Creative

Project Includes:

  1. Account service
  2. Copywriting – 10 emails
  3. Design & layout – 10 emails
  4. Coding and development
  5. (2) sets of revisions

$4,500

Multimedia Presentation

Project Includes:

  1. Account service
  2. Copywriting / script
  3. Storyboards – 120 sec. presentation
  4. VO talent fee
  5. VO recording
  6. Animation & motion graphics
  7. Audio production
  8. (2) sets of revisions

$10,000

Campaign Setup

One-time campaign setup fee includes:

  1. Keyphrase research and new Adwords creative
  2. Social audience profiling & campaign setup
  3. Taboola advertorial & campaign setup
  4. Tracking set up
  5. Google Analytics set up
  6. Retargeting banner ad design
  7. Setup reputation alerts
  8. Update branding for social channels
  9. Seed blog with (3) existing posts

$6,500

Digital Marketing Services

Monthly marketing services:

  1. Creative for social and search channels
  2. Page Management for Facebook & Instagram
  3. Advertising for Facebook & Instagram
  4. SEM using Google Adwords
  5. Retargeting ad management & creative
  6. Taboola & Outbrain campaign management
  7. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  8. Monthly reporting
  9. 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

You set the budget
Search: $1,500 – $2,500 p/m
Social: $2,500 – $3,500 p/m
Retargeting: $300 p/m
Taboola / Outbrain: $1,500 – 2,500 p/m
Display ads: $5,000 + p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Write (4) unique blog posts
  2. Photo selection & licensing, blog post styling, SEO keywords & publishing
  3. Write, design and code (1) custom promotional email
  4. Test & blast email
  5. Monitor and optimize email drip campaign
  6. Monthly performance report

$2,800

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Tagline$1,200
Presentation Deck$4,500
Direct Mailer$2,800
Brochures & Inserts$5,750$5,750
Print Ad$2,500$2,500
Trade Show Graphics$3,500
Photography & Video$6,250$6,250
Landing Pages$3,500
Email Drip Creative$2,250$2,250
Multimedia Presentation$5,000$5,000
Campaign Setup$6,500
Digital Marketing$5,500$5,500
Content & Communications$2,800$2,800
SEO & Branded SEO$3,500
Monthly Totals$23,000$15,500$10,750$16,250$8,300$11,800
Notes
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