- Objectives & Marketing Strategy
- Logo & Brand ID
- Photography & Video Production
- Website Scope of Work
- Presentation Deck
- Social Advertising & Management
- Video Advertising
- Google® Adwords
- Retargeting Display Ads
- Email Marketing
- Analytics & Reporting
- Media Spend & Management Fees
- Services Summary & Pricing
PhotoTap
Branding & Marketing Proposal
Prepared by Green Dot Advertising — December 21, 2017
Objectives & Marketing Strategy
Develop an updated brand identity and use storytelling to position PhotoTap as an innovative solution for instant photo delivery at events.
Marketing Strategy & Tactics:
Phase One:
During Phase One the focus will be to develop an updated brand ID for PhotoTap.
This initial phase includes developing three unique design concepts for the logo, tagline, business cards, website and other desired touch points, as well as developing new messaging that evokes emotion through storytelling. We present the concepts for all of these touch points simultaneously for feedback, and incorporate client revision requests to ensure everyone is happy with the company’s brand ID and messaging prior to moving into the production.
During this phase the PhotoTap team will work closely with Green Dot’s Art Director, Gerald de Bruijn.
Phase Two:
The transition to lead generation and digital marketing begins immediately after the various brand touch points needed to support the marketing campaigns are in place.
This phase will include the setup and execution of marketing campaigns related to social media, email marketing and digital advertising as well as the setup of a marketing automation tool to help manage leads since they will likely be coming in at a higher volume than before.
Combining these digital marketing efforts with a marketing automation platform and customer relationship management system (CRM) will streamline the tedious effort of manually following up with leads that still need to be nurtured and educated as to the benefits of working with PhotoTap.
You will have a customized tool, setup specifically to manage your company’s lead flow, and automated email campaigns for each phase of the sales cycle.
The goal of this phase is to generate leads and turn leads into customers in the most seamless way possible, without overloading the PhotoTap team.
During this phase the PhotoTap team will work closely with Green Dot’s Marketing Director, Kristina Allen.
Phase Three:
Once the sales funnel is being filled with leads and those leads are being nurtured into customers, Green Dot will help PhotoTap maximize Customer Lifetime Value (CLV) by using marketing automation to nurture existing customers to generate repeat bookings, as well as cross-sell and up-sell where appropriate.
During this phase Green Dot will also help PhotoTap automate the customer review and referrals process to generate more business at a low Cost Per Acquisition (CPA).
Green Dot will also manage and optimize your marketing campaigns, train your staff to use the technology platform and sales tools, as well as standardize the sales cycle from A-Z.
During this phase the PhotoTap team will work closely with Green Dot’s Marketing Director, Kristina Allen.
Green Dot suggests exploring the following initiatives:
- Brand ID development
- Photography and videography
- Sales Presentation
- Website
- Google Adwords
- Facebook Page Management
- Facebook Ad Management
- Retargeting Ads
- Email Marketing
- Automated Lead Nurture Campaigns
Logo & Brand ID
Logo & Brand ID
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. 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 any of it for client feedback.
Expect to review the logos, tagline, website design and other relevant design all at once rather than in a step-by-step linear manner. As a result, we credit the design fees for the website to that projects.
Includes the Following:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Business cards
- Website home page design
- (3) concepts presented in total
- (2) sets of revisions
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to produce the proposed videos for the new website and video ads for social media.
The existing PhotoTap video lacks emotion and doesn’t drive home all of the benefits of how the product makes events more fun and exciting for guests. We recommend shooting a local event in Florida to source both photography and video for the website to be used in headers, as b-roll autoplay video, an overview video with voice over narration and a video ad for social media.
Deliverables Include the Following:
- (1) Full day of shooting video
- (1) Full day of shooting still photography
- (45) Color corrected high resolution images
- (1) 60 second looping b-roll video clips for website
- (1) 60 second explainer video for website with VO
- (1) 30 second video ad for social
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 day of video w/ Canon C100 Mark ii
- DJI Osmo +
- Pro light kit
- On-set assistant
Website Scope of Work
Website Development Scope of Work
Design and develop a custom website to showcase PhotoTap’s innovative photo delivery service for events while supporting the marketing campaigns with relevant content needed to convert.
This website is quoted as a custom site built on the WordPress platform that 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 websites 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
- HomeIntro
Types of Events
Explainer video
Benefits
Wearables
Locations
---
CTA form - How it WorksOverview
Explainer video
Brands/Branding
b-roll video
Testimonial
Wearables
Delivery
---
CTA form
- Marketing Landing PageIntro specific to marketing events
Explainer video
Shortened (3-step) How it Works
b-roll video
Featured Testimonial
---
CTA form - Corporate Landing PageIntro specific to corporate events
Explainer video
Shortened (3-step) How it Works
b-roll video
Featured Testimonial
---
CTA form
- Social Landing PageIntro specific to social events
Explainer video
Shortened (3-step) How it Works
b-roll video
Featured Testimonial
---
CTA form - About & ContactShort about founders / founding the company
Contact info
Contact form
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
Presentation Deck
Presentation Deck
A professionally produced sales presentation ensures your company’s services 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 a complex product or service.
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
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%.
Includes the Following:
- Campaign setup including copywriting and precise targeting
- Media research and placement
- Campaign management & optimization
- Conversion tracking and reporting (incl. phone call tracking)
Does Not Include:
- Video Production
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 (incl. phone call tracking)
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
Email Marketing
Email Marketing
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 recommends an automated email drip campaign consisting of a series of up to (5) emails, segmented by topic that are sent to any prospect that inquires about PhotoTap’s services through the website.
Each email is sent automatically explaining specific benefits of the service and aims to help the sales team close the deal.
Includes the Following:
- Write, design and code up to (5) drip campaign emails
- (1) Promotional mail template (for one-off emails)
- Campaign setup for drip campaign triggers, workflows and list segmentation
- 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)
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
Logo Design & Brand ID
Services include:
Designing three unique concepts.
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Business cards
- Website home page design
- (3) concepts presented in total
- (2) sets of revisions
$9,500
Custom Photoshoot & Video Production
Photo & video services include:
- (1) Full day of shooting video
- (1) Full day of shooting still photography
- (45) Color corrected high resolution images
- (1) 60 second looping b-roll video clips for website
- (1) 60 second explainer video for website with VO
- (1) 30 second video ad for social
$8,500
Website Design & Development
- 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
$12,500
Presentation Deck (PowerPoint & PDF)
- Account service
- Competitor research & Copywriting
- Design & visual concept development
- Layout (15-20) slides & (2) sets of revisions
- Light animation inside Powerpoint or Keynote
$4,500
Campaign Setup
One-time campaign setup fee includes:
- Keyphrase research and new Adwords creative
- Google Adwords up
- Google Analytics set up
- Facebook page setup / update
- Facebook ad account setup
- Call Tracking Setup
- Retargeting banner ad design
- Email drip creative – (5) emails
- Email drip campaign setup
- Setup CRM & client orientation
$4,500
Digital Marketing Services
Your marketing services package includes the following:
- SEM using Google Adwords
- Facebook page management
- Facebook ad management
- Retargeting banner ad management
- Phone Call Tracking
- Ongoing analytics & optimization, 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.
$3,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $3,000 p/m
Facebook ads: $1,000 – $2,000 p/m
Retargeting: $200 – $500 p/m
Content & Communication Services
Monthly content generation includes the following:
- Drip campaign management & optimization
- Website maintenance
- Target audience list sourcing
- Promotional email (one per month)
- Monthly performance report
$2,000 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Brand ID | $5,000 | $4,500 | ||||
| Photo & Video Production | $4,000 | $4,500 | ||||
| Website Development | $6,500 | $6,000 | ||||
| Presentation Deck | $4,500 | |||||
| Campaign Setup | $4,500 | |||||
| Digital Marketing | $3,500 | $3,500 | ||||
| Content & Communications | $2,000 | $2,000 | ||||
| Monthly Totals | $9,000 | $9,000 | $11,000 | $10,500 | $5,500 | $5,500 |
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 recommends a combination of newsfeed ads – both video and static images to reach targets on their mobile devices and link them directly to the PhotoTap landing pages. In addition, we suggest running a “like” campaign to grow your list of future prospects and nurture them with exciting content such as custom graphics.
Includes the Following:
Social Media Management
Social marketing on Facebook, Instagram, Twitter, LinkedIn, Pinterest and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: