PressXpress

Marketing Proposal

Prepared by Green Dot Advertising — August 3rd, 2017

Objectives & Marketing Strategy

Introduce PressXpress as a new breed of dry cleaning app focused on enabling people to have their dry cleaning picked up and dropped off at home or work. Campaign objectives include creating brand awareness and driving downloads on iOS and Android devices.

Marketing Strategy:

Launching a new app is all about generating downloads and adoption. To be successful requires an integrated, multi-channel campaign that reaches consumers most likely to prefer using their mobile devices to source dry cleaning services – in short – millennials and young Gen Xers. More specifically, among this age group we recommend targeting working moms, Instacart users, Blue Apron users and people who have adopted other home delivery focused apps.

PressXpress will launch in the Miami area initially. Keeping the geographic area small will reduce marketing costs during the optimization and beta testing process. Once the app is fully vetted, and the marketing campaign is optimized, the concept should be ready to scale with predictable costs.

Digital marketing campaigns will be the primary channels to generate brand awareness and help drive app downloads. Green Dot recommends utilizing channels including Facebook, Instagram, online radio ads, Google Adwords, retargeting ads and content marketing, such as blogging and drip email campaigns. These initiatives work together to help reach consumers and keep PressXpress top-of-mind and drive referrals among friends.

Green Dot recommends running video ads featuring interviews with early adopters talking about why they love PressXpress. These short testimonial videos can be used on the website, as well as on social media platforms as video ads – just like a TV ad except it runs on the targets mobile device.

Green Dot will carefully track and analyze the results of each campaign, including the cost to reach, engage and convert prospects into active users. Our primary objective is to optimize the campaigns to achieve the lowest cost to inform and engage the audience, and then drive downloads.

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.

Producing short, convincing videos is simple to do and ensures Green Dot has powerful content to create awareness and drive action. We recommend one full day of shooting both interviews and b-roll cut away footage of things like laundry being picked up and delivered to the home – possibly even the facility that does the actual washing.

Shooting photography of the same action will allow for a consistent look between ads and the website landing pages, as well as ensure a custom look vs. stock photography.

Deliverables Include the Following:
  • Pre-production planning
  • (1) Full day of shooting video on location
  • (1) Full day of shooting photography
  • (3) testimonial videos – 30 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 days of photography w/ Canon 5D Mark iii
  • Canon L lenses and accessories
Video
  • (2) Full days of video w/ Canon C100 Mark ii
  • Osmo +
  • Pro audio capture

Micro Site

Micro Site

Design and develop a custom microsite to showcase the company’s services and support the marketing campaigns.

The primary purpose of this site is to convert incoming traffic from ad campaigns, as well as help achieve a high quality score from publishing platforms (and discounted / premium placement as a result).

This website is quoted as a custom micro 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
  • HomeIntro & download
    Convenience - app, pick up / drop off
    Testimonial video
    CTA -Free Download
    Services - 3-5 offerings (link to rest)
    b-roll video
    Coverage area map
    ---
    CTA - Free Download
  • ServicesConcept - You Wash, We Press
    Services descriptions
    Coverage area map
    ---
    CTA - Free Dowload
  • BlogArticle list view
    Article detail view
    ---
    CTA - Free Download
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

Website Scope of Work

Website Development Scope of Work

Design and develop a new, custom website to highlight the key benefits of PressXpress and support the marketing campaigns with content designed to engage the local Miami audience.

The PressXpress website can benefit from a strong landing page that explains the key benefits of the app, and feature video endorsements from users living in Miami. Green Dot recommends creating a dedicated landing page for incoming traffic from the ad campaigns designed to link to the Apple Store or Google Play.

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 primarily mobile devices, as well as desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.

Website Content Outline
  • HomeIntro & download
    Convenience - app, pick up / drop off
    Testimonial video
    CTA -Free Download
    Services - 3-5 offerings (link to rest)
    b-roll video
    Coverage area map
    ---
    CTA - Free Download
  • ServicesConcept - You Wash, We Press
    Services descriptions
    Coverage area map
    ---
    CTA - Free Dowload
  • BlogArticle list page
    Article detail template
  • PressXpress
    • Mission & Concept
    • Management Team
    • Carees interfacejob list interface
      job detail interface
    • Sustainability / Green
  • SupportContact form for support issues
  • FranchiseOpportunity
    Locations Gallery
    Application
  • Contact & LocationsGeneral contact form
    Location addresses & maps
  • Terms & Conditions
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 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%.

Using video testimonials of users that are happy with the service is likely the most powerful way to drive downloads and engage millennials and working moms.

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

Online Radio Advertising

Online Radio Advertising

Advertising with online music streaming services such as Pandora and Spotify is a powerful way to create brand awareness and generate leads at the same time. Combining targeting parameters such as geography and demographics along with interests like music genre allows you to reach your target audience with precision.

Online radio ads also come with companion banner ads allowing you to earn a click right to your website – something that terrestrial radio stations cannot offer. Since you can get qualified prospects to take action on the spot, you don’t have to spend as much to earn brand recall through frequency. This same interactivity also generates feedback that helps to optimize your messaging and identify winning pitches.

Initial Campaign Setup:
  • Select voice talent, write script, record commercial, edit and prepare final audio file
  • Design and write companion banner ads
  • Design and develop landing page
Monthly Management:
  • Media research and audience targeting
  • Campaign management and optimization
  • Tracking and reporting
Not Included:
  • Media spend

Outbrain Content Ads

Outbrain Content Ads

A great way to supplement qualified traffic from across the web is to run content ads that are inserted at the bottom of news articles, linking to editorial content about your product or service.

Both Outbrain and Taboola provide ad platforms allowing you to reach readers on popular news and entertainment sites with content that you control. Green Dot can manage these insertions, test a variety of headlines and content, and optimize the corresponding landing page on your website to ensure conversions are triggered at the highest possible rate.

Includes the Following:
  • (1) uniquely researched, written and published editorial articles per month
  • Image selection
  • Media insertion and management
  • Tracking and analytics
  • Monthly reporting

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.

Targeting searches for dry cleaning delivery related keywords should be an effective way to supplement the amount of leads coming in from other channels.

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, article to article and to their preferred social network as they 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

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:
  • (2) 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

Off-Site SEO & Branded SEO

Search Engine Optimization

Organic listings on search engines drive free clicks to your website. Once profitable keywords are determined through research Green Dot conducts a website audit and optimizes content on your existing site to list for specific keywords. Subsequently, an Off-Site 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:
  • On-site SEO audit
  • Off-site SEO – backlink and reputation enhancement
  • (2) Uniquely researched, written and published articles per month
  • SEO Keyword optimization for each article
  • (2) Articles published monthly through national wire services
  • Tracking and reporting on rankings for articles

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), and RavenTools (campaign performance).

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Ongoing campaign optimization based on data
  • Google Analytics goal tracking setup and management
  • 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

Photography & Video Production

These services include:

  1. Pre-production planning
  2. (1) Full day of shooting video on location
  3. (1) Full day of shooting photography
  4. (3) testimonial videos – 30 seconds each
  5. (1) 90 second looping b-roll video clips for website

$12,500*
*Models, location fees, wardrobe and stylist not included

Micro Site Design & Development

The project includes the following services:

  1. Account Service
  2. Copywriting
  3. Visual concept development for web designs
  4. (2) sets of revisions
  5. Custom website development & programming
  6. Setup custom site design in WordPress CMS
  7. Website setup on hosting account

$5,500

Website Design & Development

The project includes the following services:

  1. Account Service
  2. Copywriting
  3. Visual concept development for website designs
  4. (2) sets of revisions
  5. Custom website development & programming
  6. Setup custom site design in WordPress CMS
  7. Website setup on hosting account

$9,500

Online Radio Ad Production

These services include:

  1. Account Service
  2. Copywriting – script & landing page
  3. Select voice talent & record commercial
  4. Edit and prepare final audio file
  5. Design and write companion banner ads
  6. Design and develop landing page

$5,500

Campaign Setup

One-time campaign setup fee includes:

  1. Keyphrase research and new Adwords creative
  2. Social audience profiling
  3. Tracking set up
  4. Google Analytics set up
  5. Retargeting & display banner ad design
  6. Update branding for social channels
  7. Seed blog with (3) existing posts
  8. (5) drip campaign emails
  9. Email template for monthly email

$6,500

Digital Marketing Services

Your marketing services package includes the following:

  1. Creative for social and search channels
  2. Page Management for Facebook & Instagram
  3. Advertising for Facebook & Instagram
  4. Video ads on Facebook, Instagram & YouTube
  5. SEM using Google Adwords
  6. Retargeting ad management & creative
  7. Pandora / Spotify ad campaign management
  8. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  9. Monthly reporting
  10. Includes media management up to $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.

$5,000 p/m

Suggested Monthly Media Spend

You set the budget
Search: $2,500 – $4,500 p/m
Social: $2,500 – $5,000 p/m
Retargeting: $500 p/m
Pandora / Spotify: $5,000 – 10,000 p/m
Taboola / Outbrain: $5,000 – $10,000 p/m

Content & Communication Services

Monthly content generation includes the following:

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

$1,500 – $2,200

Off-Site SEO & Branded SEO

These services include:

  1. On-site SEO audit
  2. Off-site SEO – backlink and reputation enhancement
  3. (2) Uniquely researched, written and published articles per month
  4. SEO Keyword optimization for each article
  5. (2) Articles published monthly through national wire services
  6. Tracking and reporting on rankings for article

$3,500

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Photography & Video Production$6,250$6,250
Mico Site$5,500
Website Design & Development$9,500
Radio Ad & Landing Page$5,500
Campaign Setup$6,500
Digital Marketing$5,000$5,000$5,000
Content & Communications$1,500$1,500$2,200
SEO & Branded SEO$3,500$3,500
Monthly Totals$6,250$18,250$15,000$6,500$10,000$10,700
Notes
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