Pilixo
Marketing Proposal
Prepared by Green Dot Advertising — February 15th, 2017
Objectives & Marketing Strategy
Create awareness and generate leads for the Pilixo suite of products, leading from REMO, but also marketing Replay and Bodi to MSPs and end users.
Marketing Strategy:
Pilixo’s products distinguish themselves through both the technology, and the price point. Both aspects of the pitch need to be equally weighted to ensure proper positioning in the marketplace.
From a targeting perspective, MSPs are the primary audience as they can offer Pilixo the most value in terms of repeat business and the number of end-points available.
Green Dot recommends a multi-channel approach to ensure the campaigns leverage one another and support the end goal – which is to generate leads. However, awareness is also critically important when it comes to initiating deals with prospects, and should not be overlooked.
Digital marketing is the primary tactic we recommend. Google Adwords will focus on lead generation from those already in the market for a new Remote or employee monitoring solution. To create demand, Green Dot recommends targeting the members of various trade associations catering to MSPs using social media – primarily Facebook. This channel is especially important for Replay, since that product is a new concept that is unlikely to be searched. As for Remo and Bodi, creating awareness among MSPs should create demand, lifting the effectiveness of the search campaigns, as well as generating leads directly from social media sources.
In addition, Green Dot recommends using an email drip campaign to stay top-of-mind with prospects during the course of the sales cycle. A series of five (5) automatically triggered messages is likely sufficient, but we can experiment with messaging as the campaign matures.
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
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
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Retargeting banner ad design
- Social audience profiling and targeting setup
- Keyphrase research and new Adwords creative
- Campaign tracking set up
- Phone call tracking setup
- Email template design
- Write, design and author email drip campaign – up to five (5) emails
- Setup email drip workflow
$6,500
Digital Marketing Services
Your marketing services package includes the following:
- Advertising for Facebook
- SEM using Google Adwords
- Retargeting ad management & creative
- Inbound phone call tracking
- Ongoing tracking & analytics- 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
VIP discount – $500
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $2,500 p/m
Social: $2,000 – $3,500 p/m
Retargeting: $200 p/m
Content & Communication Services
Monthly content generation includes the following:
- Monitor and optimize email drip campaign
- Write, design and code (1) custom promotional email
- Test & blast email
- Monthly performance report
$750
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Campaign Setup | $6,500 | |||||
| Digital Marketing | $3,000 | $3,000 | $3,000 | $3,000 | $3,000 | |
| Email Marketing | $750 | $750 | $750 | $750 | $750 | |
| Monthly Totals | $6,500 | $3,750 | $3,750 | $3,750 | $3,750 | $3,750 |
Social Advertising
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. The strategy is to target MSPs by running ads for Pilixo products in the Facebook newsfeed.
Green Dot uses a mash-up of targeting techniques to profile MSPs on Facebook including appending email addresses submitted by the client, targeting members of industry associations, geography and job titles.