Race of Champions
Marketing Proposal
Prepared by Green Dot Advertising — September 6, 2016
Objectives & Marketing Strategy
Green Dot will manage the digital media spend for the inaugural Race of Champions (ROC) event in Miami to increase awareness for the event and drive attendance.
Marketing Strategy:
Using digital marketing and advertising, Green Dot will focus on selling tickets for the ROC event at Marlin’s Park. Additionally, Green Dot will aim to increase awareness for the ROC brand and its international events.
Green Dot will use digital advertising to reach the target audience of affluent adult males and families interested in a fun weekend outing in Miami (or to Miami). Green Dot will target these ads based on age, gender, income, family status, location and interest (e.g.: Formula 1, NASCAR, IndyCar, Le Mans, MotoGP, RallyX, etc.).
While many of the ads will be focused on the world-class auto racing aspect of the event, Green Dot will also be sure to position ROC as a fun international event with appeal to those with interests outside of racing.
Because there are several different groups of people that ROC will reach with its ads, we suggest creating specific ad creative and landing pages for each audience type. For example, ads targeted at NASCAR fans should feature images of NASCAR drivers/cars and the landing page should lead with images of NASCAR drivers/cars, while Formula 1 ads should have creative relating to Formula 1. This 1 to 1 match will help ROC achieve the highest conversion rate possible.
Green Dot will collaborate with the existing creative agency to provide direction on assets needed to run the most successful campaigns.
Google® Adwords
Google® Adwords
Google AdWords allows the ROC website or landing pages to be listed prominently on Google when people search for ROC related 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 & In App Ads
Retargeting & In-App 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, as well as in a variety of apps with in-app banners. These ads “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
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
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 increase attendance for ROC 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 people to take action on the spot, you don’t have to spend as much to earn brand recall through frequency!
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
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
Green Dot charges a digital marketing management fee which covers planning, campaign creative, a/b testing, insertion, campaign setup, campaign management, account service, analytics and reporting.
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.
Services Summary & Pricing
Services Summary & Pricing
Campaign Setup
Setup includes:
- Account Management
- Audience Profiles for Digital Ads
- Campaign Setup for AdWords
- Campaign Setup for Social Ads
- Campaign Setup for Online Radio Ads
- Retargeting Campaign Setup
- Collaboration with Creative Agency on Assets Needed
$3,800 one-time fee
Landing Pages
- Account management
- Visual concept for one landing page template
- Copywriting for each of 10 landing pages
- Image selection for each of 10 landing pages
- Design of header images for each of 10 landing pages
- Real time optimization updates to landing pages as dictated by campaigns
- Stock photos if necessary
- Analytics integration
$3,750 one-time fee
$1500 for first landing page to come up with visual concept and to develop template. $250 for each additional landing page (9 in total) that will use the same template as the first landing page with custom copy and images. 10 landing pages in total will be delivered.
Online Radio Commercial Production
- Account management
- Script writing
- Sourcing voice over talent
- Audio recording session
- Audio production, sound effects and music
- (2) sets of revisions
- Delivery of final file
- Companion banner ad design
$3,800 one time fee
Digital Marketing Services
Your marketing services package includes the following:
- Account Management
- Copywriting for social and search channels
- Ad campaign management for social media channels
- Google AdWords management from Google Certified marketer
- Retargeting ad management
- A/B testing of all digital ads and assets
- Optimization suggestions & implementation
- Collaboration with Creative Agency
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
$4,000 p/m
Suggested Monthly Media Spend Month 1
Nov 28th – Nov 30th
Search: $600
Online Display & Social: $3,000
Retargeting: $400 p/m
Suggested Monthly Media Spend Month 2
Search: $1,500
Online Display & Social: $11,500 p/m
Retargeting: $1,000 p/m
Online Radio: $5,000 p/m
Suggested Monthly Media Spend Month 3
January 1 – 22
Search: $2,000
Online Display & Social: $18,000 p/m
Retargeting: $1,500 p/m
Online Radio: $5,000 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | |
|---|---|---|---|---|
| Campaign Setup | $3,800 | |||
| Digital Marketing | $2,500 | $4,000 | $4,000 | |
| Media Budget | $4,000 | $19,000 | $26,500 | |
| Landing Pages | $1,875 | $1,875 | ||
| Online Radio Production | $3,800 | |||
| Monthly Totals | $9,475 | $8,375 | $23,000 | $30,500 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your product, service or event relevant, interesting and valuable. Placing ads on social channels is the best way to grow your followers and reach event attendance and awareness goals.
The ROC social media ads will include campaigns that help grow the number of Likes/Followers that the ROC social media channels have as well as campaigns that link directly to the ROC website and the ticketing website.
Agency Services Include the Following:
Achieving Outstanding Results
Using social advertising ROC will be able to place ads in front of users who are very likely to want to purchase a ticket based on their demographics and interests.
All ROC ads will include compelling copy, stunning visuals and a strong call-to-action.
Ads will be a/b tested to achieve the highest click-through and conversion rate at the lowest cost.