Riccardo Malisano
Digital Marketing Proposal
Prepared by Green Dot Advertising — June, 2nd 2017
Objectives & Marketing Strategy
Introduce the Riccardo Malisano Hair Spa to new consumers in the Miami Beach area.
Marketing Strategy:
The primary objective is introduce Riccardo Malisano Hair Spa to new fashionable consumers in the Miami Beach area and to drive inquiries to help grow the brand.
After reviewing the website for RM Miami (bainysalon.com) we recommend rebuilding the site from the ground up to support the marketing campaigns. For search and social media campaigns to be successful, it is best to have landing pages for the important services that are segmented by how people consume them. We suggest grouping together haircuts and color treatments, then having a separate page for spa treatments and another for nails. We also recommend creating a home page that links traffic to the (3) segmented services offerings.
This approach to the site will allow you to run specific ads for haircuts and color, spa treatments and manicure / pedicure relates services, and link each ad to a page that features a message that leads from the service the prospect is interested in. The benefit is a higher quality score from Facebook and Google, which means a lower cost-per-click, and higher conversion rates from site visitor as they find exactly the information they are seeking.
Digital marketing campaigns will be the primary channels to generate brand awareness and help drive qualified traffic to the salon website. We recommend search and social media ad campaigns using Facebook, Google Adwords, retargeting ads and shareable social graphics.
We highly recommend shooting video of hair styling, cutting and coloring procedures, and capturing customer testimonials on video and then using that content on social media as video ads. All of these initiatives will work together to help reach new consumers and keep your salon top of mind.
Green Dot will carefully track and analyze the results of each campaign, including the cost to reach, engage and convert prospects into customers. Our primary objective is to optimize your campaigns to achieve the lowest cost to build brand awareness and drive foot traffic into the salon.
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom website to showcase RM Miami’s products and services 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
- Home PageIntro
Hair
Nails
Spa
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CTA - Book Now - ServicesThe services section is the meat of the site. We recommend an overview page that pitches all three service segments generally, and links site visitors to the area they are most interested in. Each page will feature an image gallery, a "book now" contact form and a trackable phone number.
- Haircuts, Styling & Hair Color
- Nails - Manicure / Pedicure
- Spa Services - Facials, MakeUp and Waxing
- AboutIntro / Philosophy
Management bios - Biany, Riccardo
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CTA - Book Now - Locations & ContactLocation map
Contact Info
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CTA - Book Now
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
Video Production
Shoot the photography and video assets needed to produce the proposed testimonial videos and support the marketing campaigns with relevant content.
Integrating custom photography and video into your sales collateral and content marketing campaigns is a powerful way to generate an engaging and visually stimulating experience for prospects and existing customers alike. Testimonial videos of happy customers are among the most powerful marketing assets available. In addition, integrating video into your website significantly elevates your site’s appeal.
Deliverables Include the Following:
- (1) Half day of shooting video
- (3) testimonial videos – 90 seconds each
- (1) 120 second looping b-roll video clip for the website
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Video
- (1) Half day of video w/ Canon C100 Mark ii
- Osmo +
- Pro light kit
- Pro audio capture
Google® Adwords
Google® Adwords
Google AdWords allows your website or landing pages to be listed prominently on Google when people search for relevant keywords related to salons in the Miami Beach area. 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.
Search is the best way to step in front of existing demand, effectively targeting consumers looking to buy your services today. However, a good website with the right content matched to the exact search the user entered is critical to drive conversions.
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 Ads
Video ads can be placed on social media sites like Facebook 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
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
Email Marketing
Email Marketing
Emails can be used to nurture a lead or 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, Exact Target and many more.
Includes the Following:
- Campaign setup including initial email template design and setup in MailChimp
- Copywriting and design – (1) email per month
- Testing for all popular desktop and mobile platforms
- 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 (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
Services Summary & Pricing
Services Summary & Pricing
Website Development
Project includes:
- 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
$7,500
Video Production
Project includes:
- Account Service
- Shot list and pre-production planning
- (1) Half day of shooting video
- (3) testimonial videos – 90 seconds each
- (1) 120 second looping b-roll video clip for the website
$3,500
Campaign Setup
One-time campaign setup fee includes:
- Keyphrase research and new Adwords creative
- Tracking set up for social & search
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Phone tracking setup
- Design & code email template & setup in MailChimp
$3,800
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook & Instagram – (3) posts per week
- Advertising for Facebook & Instagram
- SEM using Google Adwords
- Inbound phone call tracking
- Retargeting ad management & creative
- 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.
$2,800 p/m
Suggested Monthly Media Spend
You set the budget
Search: $750 – $1,000 p/m
Social: $1,000 – $1,500 p/m
Retargeting: $150 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write, design and code (1) custom promotional email p/m
- Test & blast email
- Monthly performance report
$750
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Video Production | $3,500 | |||||
| Website Development | $3,750 | $3,750 | ||||
| Campaign Setup | $3,800 | |||||
| Monthly Marketing Services | $2,800 | $2,800 | $2,800 | $2,800 | ||
| Email Marketing | $750 | $750 | $750 | $750 | ||
| Monthly Totals | $7,250 | $7,550 | $3,550 | $3,550 | $3,550 | $3,550 |
Social Advertising & Marketing
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 reach the people in your community that the networks won’t allow you to reach for free. This ensures that your message casts reaches all of the right people that meet the target demographics for your salon.
“Social advertising allows you to reach new people in your target audience that are not aware of your salon, but should be. Once they follow you they can then be nurtured through your daily postings until they convert.”
Includes the Following:
Social Marketing
Social marketing on Facebook and Instagram allows you to engage directly with your social community on a daily basis, pass along special offers and introduce new services.
Includes the Following: