Rosaprima Design & Marketing Proposal, Prepared by Green Dot Advertising

Rosaprima

Design & Marketing Proposal

Prepared by Green Dot Advertising — April 20th, 2017

Objectives & Marketing Strategy

Develop high-end collateral materials to support the sales team when pitching wholesalers while executing a brand awareness campaign targeting florists to ensure the brand is recognized by the target audience and positioned for success.

Marketing Strategy:

A two-prong approach is needed for Rosaprima to successfully scale the business. Wholesales place the orders, as a result sales people require collateral materials that include everything from price lists and catalogs to websites and a strong presence at conferences. In addition, a standardized training program for the wholesalers’ sales reps is required to ensure florists are pitched properly by wholesalers.

Florists buy from wholesalers. As a result, brand awareness among florists drives requests for Rosaprima vs. simply “Ecuador roses”. Creating this level of awareness is key and requires multiple touch points including the Rosaprima website, social media marketing, email nurture campaigns, and a presence at floral conferences. Most importantly, Rosaprima will produce and publish fresh content including photography and video clips of the product to inspire florists and support wholesales with seasonally appropriate ideas for how to use and presents Rosaprima roses.

Green Dot recommends quarterly content shoots to acquire and produce the media needed to support an emotionally inspiring and seasonally relevant marketing campaign on Facebook, Instagram and Pinterest. By targeting industry associations such as the Society of American Florists and the WFFSA, Rosaprima can target Florists and Wholesalers alike using social media channels. Creating an ad campaign on Pinterest allows us to show the product to anyone who searches for roses or floral bouquets, ensuring consumers that are planning weddings or looking for something special are also aware of the Rosaprima brand and it’s quality.

Driving traffic to a user friendly, mobile responsive website loaded with inspiring, seasonally relevant content is the primary objective. Whether wholesaler, florist or consumer, photos and video clips of the product work for everyone. A blog that showcases seasonally appropriate arrangements will reside on the site to ensure every target audience segment finds content that is relevant to them.

Finally, content nurture campaigns such as email marketing and retargeting ads will ensure that prospects are continually “touched” by the brand wherever they go – email, the web, trade shows, etc. Green Dot will work with Rosaprima to continually track and optimize these efforts to ensure the effectiveness of the campaigns.

Photography & Video Production

Shoot the photography and video assets needed to produce the proposed sales collateral 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. 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 and photography
(45) Color corrected high resolution images
(3) testimonial videos – 90-120 seconds each
(1) company overview video – 120 seconds
(2) 90 second looping b-roll video clips for website

Photography & Video Production Services:

Pre-Production Planning

Shot list, planning, travel arrangements
Account Service

Photography

(2) Full days of photography w/ Canon 5D Mark iii
Canon L lenses and accessories

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 new, custom website to showcase the company’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

HomeIntro
Collections - link
b-roll video
RosaPrima - more than a rose - link
Partnerships - link
Blog teaser articles - link
About teaser - link
---
CTA - shop collection
CollectionOverview page - 25-30 products
Product list view template
Product detail template
Innovation Landing PageGrowing The Perfect Rose
Technology
B-roll video
Sustainable Farming
---
CTA - Explore the Collection
Rosaprima Landing PageSetting the Standard
The Art of the Rose
b-roll video
Stand out where it matters - weddings & events
Creating Lifelong Memories
---
CTA - Explore the Collection
Partnerships Landing PageRosaprima difference
Partnerships programs
Grow Your Business
Customer portal teaser - link
Global Reach
---
CTA - Become a Partner
Company SectionHeritage
People
Global Reach
BlogBlog article list interface
Blog article detail interface
ContactGeneral contact form & office locations
Thank you page

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

Package & POP Design

Green Dot will create a variety of packaging and POP related collateral for Rosaprima, including product hang tags to be displayed at retail and posters for wholesalers’ offices to drive home the superiority of the brand. Florists will pitch consumers, and wholesales will pitch florists.

Includes the Following:

Account service
Design & visual concept development
Hang Tag – up to (3) designs
Posters – up to (3) designs
(2) sets of revisions
Final digital art

Welcome Kit & Price Lists

Welcome Kit and Price Lists

Design and produce a custom sales brochure with inserts featuring specific products and services.

Project includes design and production for an (8) page 9” x 12” welcome package / brochure with a 4″ pocket on the back inside cover to hold single-sided 8.5” x 11” price list sales sheets. The key benefit of the sales sheets is that specific information can be updated and printed in-house without the need to reprint the entire welcome kit.

Digital templates?

Brochure & Insert Content Outline

Cover
Page 2-3 - Superior QualityRolex of Roses
Innovation
Growth Process
Page 4 & 5 - Partnership SupportSeasonal support - blog / content
Partner training programs
Page 6 - CollectionsOnline tools and collections access
Page 7 - Pocket
Back Cover
Price List - 2 sided price sheet

Includes the Following:

Account service
Copywriting
Design & visual concept development
Page layouts
(2) sets of revisions
Production – final files ready for pre-press

Direct Mailers

Targeting wholesaler through the mail ensures they receive your message loud and clear.

Wholesalers need to be engaged on a regular basis. Green Dot recommends sending emails regularly, however incorporating an occasional direct mailer to ensure the brand is top-of-mind with buyers at the wholesaler level will ensure Rosaprima is positioned as the premium brand it claims to be.

Includes the Following:

Account service
Copywriting
Design & visual concept development
Layout and final production
(2) sets of revisions

Not Included:

Printing and fulfillment
Mailing List

Presentation Deck

A professionally produced sales presentation ensures your company’s products and services are consistently represented and can be especially useful when training the sales staff at the wholesaler level to pitch Rosaprima products properly. Using Powerpoint, Keynote or a PDF slide deck, Green Dot helps clients standardize their pitch and ensure sales people represent the brand accurately.

Additionally, consider adding video or multimedia components to help establish reputability or explain a complex product or service.

Includes the Following:

Account service
Copywriting
Design & visual concept development
Layout (15-20) slides & (2) sets of revisions
Light animation inside Powerpoint or Keynote

Print Advertising

Print ads in industry association publications reach wholesalers and florists alike to ensure the Rosaprima brand is positioned as a market leader.

Green Dot recommends creating a series of (3) ads to rotate throughout the year in industry publications targeting both wholesalers and florists. These ads will support Rosaprima at trade shows and conferences, as well as the sales team while prospecting and making sales calls.

Includes the Following:

Account service
Copywriting
Design & visual concept development
Series of (3) print ads
Layout and final production
(2) sets of revisions

Trade Show Display

A custom trade show display helps distinguish your brand from competitors and establishes credibility.

When it comes to exhibiting at trade shows, we always tell our clients to “go big or go home”. Exhibiting in close proximity to competitors is a huge opportunity to stand out and make an impact. A visually stunning display that engages prospects and impresses clients can go a long way to making the most of this opportunity.

Green Dot can help source both modular and fully custom displays. We create audio / video content, large format graphics, and printed sales collateral, as well as arrange shipping, storage and on-site assembly.

Includes the Following:

Account service
Copywriting and concept development
Design & visual concept development
Layout and final production
(2) sets of revisions
Shipping & fulfillment (upon request)

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

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

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

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.

Green Dot can target both wholesalers and florists with dedicated messaging relevant to each. We suggest two campaigns with a distinct focus. Wholesalers will be prospected with a lead generation campaign, while florists will be engaged with messaging specific to the brand’s quality and unique characteristics.

Includes the Following:

Campaign setup and account creation
Ad copywriting and creative development
Campaign management & optimization
Geographic and demographic targeting
Like campaigns to grow your audience
Ad campaigns to drive traffic to your website
Conversion tracking and reporting (incl. phone call tracking)
Accounts service & monthly calls

Social Media Management

Social marketing on Facebook, Instagram, Twitter, Pinterest and other social networks allows you to engage directly with your social community on a daily basis.

Includes the Following:

Social media profile creation
Social media posting and content distribution
Copywriting and creative development
Conversion tracking and reporting (incl. phone call tracking)
Page management and post optimization
Geographic and demographic targeting for boosted posts
Account service & monthly calls

Reputation Management

Reputation management allows you to stay informed about what consumers and competitors are saying about your brand around the web. The service also includes building social proof and support for your brand through influencer relationships, as well as reviews and ratings from customers.

Green Dot actively monitors conversations about your brand online, then responds to comments and questions in a timely manner. We research and identify influencers for your brand category and establish relationships on your behalf asking for product reviews or posts about your services.

Includes the Following:

Set alerts for your brand name, product name(s) around the web
Set alerts for your brand name, product name(s) on social media
Respond to positive and negative reviews and posts
Develop influencer relationships and have them post about your brand

Email Marketing

Emails can be used to nurture a lead or promote a specific product, service or event. 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.

We recommend developing an email drip campaign targeting wholesaler who have engaged with the website and submitted a “become a partner” request. A series of 4-6 automated emails will be triggered to support the sales team during the sales cycle.

Includes the Following:

Write, design and code up to six (6) drip campaign emails
Campaign setup including drip campaign triggers, workflows and list segmentation
Copywriting and design – (1) email per month
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)

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, that are seasonally relevant to florists and wholesalers alike, 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

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

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

Custom Photography

Photography services include:

Pre-Production Planning & Account Service
(2) Full day photography sessions w/ Canon 5D Mark iii
(2) Full day video sessions w/ Canon C100 Mark ii
Pro lighting equipment
Ronin M
Osmo + and Inspire 2
Image import, editing and sorting
Digital retouching and color correction for 45 images
Video clip import and sorting
(3) testimonial videos – 90-120 seconds each
(1) company overview video – 120 seconds
(2) 90 second looping b-roll video clips for website

$15,000