Print Doctor
Website & Marketing
Prepared by Green Dot Advertising — July 11, 2018
Objectives & Marketing Strategy
Deliver a 6-month marketing program to support Print Doctor by creating awareness and qualified traffic to the new website.
Marketing Strategy:
Companies looking for help to maintain their printer fleet search online and / or order printer supplies online. They search on Google to diagnose printer related issues and to order supplies, and are likely to click on social media ads if they feel the company behind the ad can solve their issue.
As a result, several digital touch points are necessary to run a successful, comprehensive and cost effective marketing test campiagn. The proposed strategy aims to engage users when they search online, or when they are active on social media and link them to a single landing page that has been customized to educate them about the services available through Print Doctor.
When a prospect inquires via the contact form on the website, a series of emails are triggered to ensure they follow through with actually hiring Print Doctor for ongoing maintenance and printer service. Users that are linked to the landing page but do not inquire will be retargeted with display ads as they visit other sites online that support ad networks. Users can also call the office to request a consultation if desired.
Tracking, reporting and optimization of the campaign is included with the monthly services fee. Green Dot also provides inbound phone call tracking resulting from the ad campaigns and can provide Print Doctor with a CRM to manage the leads and calculate cost per acquisition for each customer resulting from an ad.
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. We don’t present raw ideas, we deliver finished concepts with a variety of touch points.
Clients can select the appropriate brand ID for their business venture with confidence when they see the website home page design, business card layout and brochure design along with the logo and tagline concepts. That’s why our process includes all the necessary steps in one round.
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
- (2) sets of revisions
Microsite Development
MicrositeDevelopment
Design and develop a customized landing page for My Educational Solutions to support the marketing campaigns.
The microsite will introduce the approach and available services from Print Doctor and feature a landing page to support the ad 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 before and after 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
- Print DoctorHeader - intro
Print Management Solutions - link
Printer Supplies
---
Schedule Consultation
---
Footer & T&C - Print Management SolutionsHeader
Current Problem - 40% of IT support = printers
Fixed budget for repairs
Print Management Solutions
---
CTA - Schedule Consultation
---
Printer service
Preventative maint
Toner management
Delivery & Recovery
Same Day / Next Day
---
CTA - Schedule Consultation
---
Footer & T&C - Printer SuppliesHeader
Intro - we have what you need
List of printer cartridges / supplies
---
CTA - Schedule Consultation
---
Footer & T&C - FAQQuestions List
Answers Interface
---
CTA - Schedule Consultation
---
Footer & T&C - Contact & LocationContact form and location info
Includes the Following:
- Account service
- Copywriting
- Visual concept development for landing page
- (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 (incl. phone call tracking)
Retargeting Display Ads
Retargeting Display Ads
Since the cost-per-click for medical marijuana certification is high, we strongly recommend retargeting landing page visitors for a period of one month. Digital display ads can used to retarget all prospects who visited the landing page but did not complete the desired action. 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 and promote a specific service. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action. Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, ActiveDemand and many more.
The program includes a series of emails that are triggered automatically once a prospect submits the consultation request. Each email is sent 2-3 days apart from the previous message and the campaign is cancelled when a patient schedules their appointment.
Email Drip Series
- Thanks for consultation request – we’ll contact you soon
- Benefits of Print Management
- IT help calls are mostly printer related
- All inclusive service
- Consultation reminder
Drip emails spaced out over a 2 week period while the prospect shops alternative solutions have been proven to increase response rates dramatically, thereby reducing overall marketing costs.
Includes the Following:
- Write, design and code up to (5) drip campaign emails
- Campaign setup including 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 (landing page performance) and ActiveDemand to view a live campaign dashboard detailing the performance of the campaigns.
Green Dot publishes monthly reports detailing every lead that was generated, the source and the cost. We also review reports with clients by phone or via a virtual meeting platform.
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
- ActiveDemand for marketing automation, email drip campaigns, call tracking and campaign dashboards
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 & Brand ID
Services include:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Business cards
- Website home page design
- (2) sets of revisions
$4,500
Microsite Design & Development
The project includes the following services:
- Account service
- Copywriting
- Visual concept development for website
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
$5,500
Email Drip Creative
Services include:
- Write (5) email drip messages
- Design – 5 emails
- Development – 5 emails
- (2) rounds of revisions
$1,200
Retargeting Ad Creative
Services include:
- Write (3) retargeting display ads
- Design and visual concept development
- Layout (3) concepts x (3) sizes each for (9) total retargeting display ads
- (2) rounds of revisions
$1,000
Campaign Setup
One-time campaign setup fee includes:
- Google Adwords account setup
- Tracking setup for Google Adwords
- Google Analytics set up for landing page
- Facebook audience profiling
- Setup ActiveDemand dashboard and integrate with client CRM
- Setup drip campaign email workflows
- Setup phone call tracking
$3,250
Digital Marketing Services
Your marketing services package includes the following:
- Facebook Advertising – newsfeed ads
- SEM using Google Adwords
- Retargeting ad management & creative
- 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.
$3,250 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $3,000 p/m
Facebook: $1,500 – $2,000 p/m
Retargeting: $250-$500 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Logo & Brand ID | $4,500 | |||||
| Microsite Development | $5,500 | |||||
| Email Drip Creative | $1,200 | |||||
| Retargeting Ad Creative | $1,000 | |||||
| Campaign Setup | $3,250 | |||||
| Digital Marketing | $3,250 | $3,250 | $3,250 | |||
| ActiveDemand - 5K | $250 | $250 | $250 | $250 | ||
| Monthly Totals | $4,500 | $7,700 | $3,500 | $3,500 | $3,500 | $3,500 |
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. 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.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand for specific services. Social advertising will focus on growing your audience and nurturing them with content about how advocacy services could help their special needs child.
Includes the Following: