PMWeb Design & Marketing Proposal, Prepared by Green Dot Advertising

PMWeb

Design & Marketing Proposal

Prepared by Green Dot Advertising — June 23nd, 2016

Objectives & Marketing Strategy

Update the brand touch points for PMWeb with modern tools designed to support sales efforts during every stage of the sales cycle, while managing a mixed media marketing campaign to drive brand awareness and assist with lead generation.

Marketing Strategy:

At it’s core, the strategy for PMWeb is to support the sales team with the best possible sales collateral and marketing tactics to make them as efficient and effective as possible. That means the highest quality website, brochure, sales presentation, software demo and trade show display to stand out amongst competitors and targeted marketing campaigns that reach the right people and get them interested in learning more about PMWeb.

To reach key decision makers in the construction industry we recommend utilizing a novel direct mail and video platform that links prospects to a personalized video recorded for them by a PMWeb sales rep. The platform even alerts the sales rep when a prospect views their video so they can engage immediately. This tactic is the favorite B2B prospecting tool for many of our clients.

Brand awareness and an understanding of PMWeb benefits and advantages in the marketplace are just as important as connecting directly with prospects. We recommend a mixed media approach consisting of print ads in trade publications and exhibiting at well attended conferences, as well as targeted digital marketing using social media and search engine marketing.

Finally, Green Dot can assist with corporate communications to nurture leads and help establish PMWeb as a leader in the construction management software industry. Well written and professionally designed blog posts combined with an email drip campaign ensure that protects in every stage of the sales funnel are aware of PMWeb benefits and feel supported throughout the entire sales process.

Website Scope of Work

Website Development Scope of Work

Design and develop a new, custom website to showcase PMWeb’s platform and support the marketing campaigns.

This website is 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 website 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

HomeVideo - header video w/ on-screen graphics
PMWeb Intro
Asset Management Solutions - link
Featured Blog Articles - link
Schedule Demo
SolutionsOverview Page for Solutions Landing Pages
CapEx Planning & Management
Project Portfolio Management
Facility Management
Real Estate Management
Industries - Landing PagesArchitecture / Engineering
Construction
Energy
Government
Heavy Highway
Healthcare
Manufacturing
Mining
Project Management
Property Management
Transportation
SupportSupport Policy
FAQ
Downloadable Help Guides
Contact Info
CompanyAbout
Management Team
Events Page
BlogList view interface
Article detail view interface
PartnersList and descriptions for Partners
Contact & LocationContact form and location map

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

Video Production

Produce a company sales video that can be integrated into the company website, trade show display and sales presentation to help explain the complex asset management solutions PMWeb offers.

The idea is to shoot a 3 minute (180 second) sales video and b-roll footage that can be edited to produce several versions that are appropriate depending on the application. We suggest incorporating client testimonial interviews and custom footage of assets that PMWeb manages today. The final deliverable will be a sales video narrated by a voice over with cut aways to interviews with clients talking about their experience with PMWeb.

A second version of the video will be produced for the website and trade show booth without audio but instead with large on-screen graphics to ensure the key points of the message get across. Finally, a short 30-45 second version of this video can be produced to use for social media ads. We have had success reaching B2B prospects for less than 2¢ per view on Facebook.

Deliverables Include the Following:

(2) Full days of shooting video
(2) testimonial interviews
(1) company overview video with VO narration – 180 seconds
(1) company overview video with on-screen graphics (no audio)
b-roll footage

Video Production Services:

Pre-Production Planning

Shot list, planning, travel arrangements
Account Service

Video Production

(2) Full days of video w/ Canon C100 Mark ii
Pro light kit
Pro audio capture
Inspire 1 drone
Camera stabilization accessories

Sales Brochure & Inserts

Sales Brochure

Design and produce a custom sales brochure with a pocket for inserts that can be used to customize the brochure for a specific 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 8.5” x 11” sales sheets. The main purpose of the brochure is to provide prospects with a take-home summary of the procedure, next steps and a proposal for treatment options. The insert / inserts will be printed at the dental office with specific information for each patient.

Brochure & Insert Content Outline

Cover
Page 2 & 3 - PMWeb SolutionsOverview Page for Solutions Landing Pages
CapEx Planning & Management
Project Portfolio Management
Facility Management
Real Estate Management
Page 4 & 5 - ProductsPlanning
Engineering Forms
Cost Management
Scheduling
Asset Management
Visual Workflow
Timesheets
Document Management
Custom Forms
Integration Manager
Page 6 - IndustriesFlexible and applicable to a wide array of industries
Page 7 - Pocket
Back Cover
Inserts - 11 single sided 8.5" x 11" inserts

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

A professionally produced sales presentation ensures your company’s products and 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

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)

Video Direct Mailers

Green Dot has a unique direct mail solution that combines traditional print with a high tech approach. A personalized mail piece is crafted for each target and sent with a digital code the recipient enters into a webpage to view a specific message you create specifically for them (video or multimedia).

When the recipient enters the code to access your message, an email is sent to a sales rep alerting them that the prospect has taken time out of their day to engage with your corporate communication. Conversion rates from this type of direct mail campaign are 200-300% higher than with traditional mail campaigns.

Includes the Following:

Design mail template
Account setup
Video message recording, editing and post-production
Branded landing page
Personalized high quality printed mailer
Personal video recording functionality
Unlimited user access to app / platform
Instant email notifications
Real-time reporting
First class postage

Print Advertising

Print ads reach targets with similar interests and provide an important touch point for brand awareness campaigns.

Whether utilizing industry focused trade publications to reach a B2B audience or national consumer magazines to target the masses, print advertising allows for concept driven ad campaigns that are relevant and memorable.

Born a design studio, Green Dot knows how to leverage print for maximum impact and deliver your message in way that gets recalled and prompts the desired action.

Includes the Following:

Account service
Copywriting
Design & visual concept development
Layout and final production
(2) sets of revisions

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)

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

Social Advertising & Management

Social Advertising

Many social networks only allow you to reach a percentage of your community for free. For example, Facebook only allows you to reach up to 6% of your page follows organically and after that you must pay to reach the remaining 94%. Social advertising helps help reach the people in your community that the networks won’t allow you to reach for free.

“Social advertising also allows you to reach new people in your target audience. Once they follow you they can then be nurtured through your daily postings until they convert.”

Includes the Following:

Campaign setup and account creation
Ad copywriting and creative development
Campaign management & optimization
Geographic and demographic targeting
Like campaigns to grow your audience
Ad campaigns to drive traffic to your website
Conversion tracking and reporting (incl. phone call tracking)
Accounts service & monthly calls

Social Media Management

Social marketing on Facebook and other social networks allows you to engage directly with your social community on a daily basis.

Includes the Following:

Social media profile creation
Social media posting and content distribution
Copywriting and creative development
Conversion tracking and reporting (incl. phone call tracking)
Page management and post optimization
Geographic and demographic targeting for boosted posts
Account service & monthly calls

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

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 setting up an email drip campaign consisting of a series of 6 emails customized to each of the target industries that a sales person can trigger once they engage a prospect to nurture them during the sales cycle and ensure PMWeb stays top of mind.

Additionally, we recommend sending 1 custom email to all prospects that have never converted into being a customer.

Includes the Following:

Email drip campaign creative – series of (4) post consultation emails
Program drip campaign triggers, workflows and list segmentation
Copywriting and design – (1) promotional email per month
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)

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

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

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

Sales Video

Production services include:

Pre-Production planning
Copywriting – scripts
Shot lists
Gear Prep
(2) Full days of shooting HD video
(2) client testimonial videos
(1) Sales video w/ VO – 180 seconds
(1) Sales video w/ no audio and on-screen graphics
(1) Video Ad for digital marketing
b-roll footage
Voice-over talent
Custom motion graphics

Pre-Production:
$3,500

Video Production:

$5,000

Editing, Audio & Motion Graphics:

$7,500