RoomSmarter
Marketing Proposal
Prepared by Green Dot Advertising — November 30, 2016
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 will design and program a microsite for both desktop and mobile using the WordPress platform including a content management system (CMS). The microsite will target two audiences: landlords and college students looking for a roommate. They will feature information about RoomSmarter and a link to where someone can register and fill out an application.
We will also assist in the production of an online radio commercial. Through this avenue Green Dot will target males and females ranging from 18 years old to 35 years old who live in Miami or Washington DC (preferably college students).
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.
We also recommend discussing the use of SnapChat advertising and HubSpot email marketing campaigns.
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
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
- RoomStmarter MicrositeSuggested information to include:
Intro
Roomate Benefits
Landlord Benefits
Testimonial Video
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
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
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:
- (4) 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
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
- Image import, editing and sorting
- (3) testimonial video – 30 seconds each
- (1) 60 second b-roll video clip for the landing page
- (1) 30 second YouTube video commercial
$9,500
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
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
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
- SEM using Google Adwords
- 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 $15k per month**Additional media management beyond $15k per month is billed at 12% of ad spend.
$3,800 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
Content & Communication Services
Monthly content generation includes the following:
- Write (4) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing
$1,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photography | $9,500 | |||||
| Website Design & Development | $5,750 | |||||
| Campaign Setup | $3,800 | |||||
| Monthly Marketing Services | $5,300 | $5,300 | $5,300 | |||
| Monthly Totals | $9,500 | $5,750 | $3,800 | $5,300 | $5,300 | $5,300 |
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: