RoomSmarter
Marketing Proposal
Prepared by Green Dot Advertising — February 9th, 2017
Objectives & Marketing Strategy
Introduce RoomSmarter to those looking for a roommate in Miami or Washington DC and help drive online registrations through digital marketing efforts.
Marketing Strategy:
Green Dot recommends using digital market channels exclusively to target prospects under 35 years of age, with the primary target being single, 18-25 and either enrolled in college, or a recent graduate. In addition, we recommend a separate campaign targeting landlords with information about listing their properties free of charge.
To compliment and support the marketing campaigns, we recommend a microsite that can be edited via a CMS to make optimization efficient. Terms will be discussed separately as more information becomes available.
Digital marketing campaigns will be the primary channels to help drive registration. We recommend using Google Adwords, YouTube ads, Retargeting ads, Facebook, Instagram and blogging. All of these initiatives will work together to help reach those who are looking for a roommate and keep your roommate pairing company 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 possible to help drive registrations.
Video Production
Photography & Video Production
Shoot the photography and video assets needed to support the marketing campaigns with relevant content.
Integrating custom photography and video into your content marketing campaigns is a powerful way to generate an engaging and visually stimulating experience for prospects and existing customers alike. Sourcing your own, custom assets ensures your brand stands out in a crowded marketplace with unique creative that competitors using stock photos can’t match.
Deliverables Include the Following:
- (2) Full days of shooting video
- (3) testimonial videos – 30 seconds each
- (1) 30 second company overview
- (1) 60 second b-roll video clip for landing page
- (1) 30 second YouTube video commercial
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Video
- (2) Full days of video w/ Canon C100 Mark ii
- Pro light kit
- Pro audio capture
Actors, location frees and casting not included.
Website Scope of Work
Website Development Scope of Work
Design and develop a 4 page informational microsite to showcase the company’s services and support the marketing campaigns.
The microsite will be a custom sites built on the WordPress platform and include a content management system (CMS) to allow the client to add and edit content such as photography and page copy without html coding.
The microsite will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Microsite Content Outline
- Tenant PageIntro - Tenents
Roomate Benefits
Background Checks
Testimonial Video
Listings Teaser - link
Pricing
Contact - Landlord PageIntro - Landlords
Landlord Benefits
Background Checks
Steady tenant leads
Pricing
Contact
Includes the Following:
- Account service
- Copywriting
- Visual concept development for microsite design
- (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
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
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
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
Custom Video & Photography
Video & Photography services:
- Pre-Production Planning & Account Service
- (2) Full day of video with Canon C100 Mark ii
- Ronin M
- Osmo +
- Slider
- Pro lighting equipment
- Pro audio recording equipment
- Image import, editing and sorting
- (3) testimonial videos – 30 seconds each
- (1) 60 second b-roll video clip for the landing page
- (1) 30 second YouTube video commercial
$9,500
Casting, Actors & Location not included
Microsite Design & Development
The project includes the following services:
- Account Service
- Access to GD Client Portal
- Copywriting
- Visual Concepts for Microsite
- (2) Rounds of Revisions
- Microsite Development
- Setup WordPress CMS
- Setup of Microsite on Hosting Account
$5,750
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Keyphrase research and new Adwords creative
- Campaign Setup for Social Ads
- Campaign Setup for Online Radio Ads
- Campaign Setup for YouTube Ads
$3,800
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook
- Advertising for Facebook
- YouTube Ad Campaign Management
- SEM using Google Adwords
- Retargeting ad management & creative
- Online Radio Ad Management & Optimization
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $15k per month**Additional media management beyond $15k per month is billed at 12% of ad spend.
$4,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $3,500 – $5,000 p/m
YouTube: $2,000 – $3,000 p/m
Social: $2,000 – $3,000 p/m
Retargeting: $200 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Video Production | $9,500 | |||||
| Microsite / Landing Page | $5,750 | |||||
| Campaign Setup | $3,800 | |||||
| Digital Marketing Services | $4,500 | $4,500 | $4,500 | |||
| Monthly Totals | $9,500 | $5,750 | $3,800 | $4,500 | $4,500 | $4,500 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your product 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.
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 and nurture the people in your community that the networks won’t allow you to reach for free.
Includes the Following:
Social Media Management
Social marketing on Facebook, Instagram, Twitter, LinkedIn, Pinterest and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: