Rosinella Market & Due Baci
Marketing Proposal
Prepared by Green Dot Advertising — February 16th, 2018
Objectives & Marketing Strategy
Raise awareness, as well as drive reservations and foot traffic to Rosinella Market and Due Baci restaurant from the immediate surrounding area and neighborhoods of Miami Beach.
Marketing Strategy:
The target audiences for Rosinella Market and Due Baci are very similar. Both the restaurant and the market are targeting the hyper local surrounding area, and aim to appeal at anyone who enjoys authentic Italian food prepared fresh with only all natural ingredients.
As a result, Green Dot will run two separate campaigns – one for the restaurant, and one for the market – under the same management agreement. The strategy calls for targeting the audience on their mobile devices. Facebook and Instagram are ideal channels to engage the local community and create awareness for both venues. In addition, for Rosinella Market, we recommend using email as means of communication for people who are interested in lunch specials and items that may be available seasonally or “on sale”.
To track the effectiveness of the Due Baci campaign, Green Dot recommends using a trackable phone number in digital ads along with a call to action to “book a reservation”. Using this tactic, we will be able to measure the effectiveness of the restaurant ads. This tactic along with the growth of the social channels is a good indicator of success.
For Rosinella Market, foot traffic and the sales of weekly specials and advertised products can be used to track progress. More so however, using a powerful marketing automation platform, Green Dot can engage customers who provide their email address via the website to be informed about daily lunch specials and promotions. We can survey them and ask for ratings and reviews from the happiest customers, and email can be used to stay top-of-mind throughout the month.
In order to be successful with this strategy, two things are important:
- Engaging content – beautifully styled photos of food and premium products
- Better landing page / website for Rosinella Market
Green Dot will visit both Rosinella Market and Due Baci to shoot photos and video of both venues. The assets from this shoot should provide 2-3 months worth of content for the campaigns. In addition, we can use this content to create a stunning landing page / microsite for Rosinella Market.
Green Dot carefully tracks and optimizes your campaigns and your website content to ensure maximum performance and efficiency. We report monthly to review all key metrics and recommend next steps.
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to support the marketing campaigns with relevant content and create an updated site for Rosinella Market.
Green Dot can shoot photos and videos of ingredients and food being prepared, cold cuts being sliced, products and displays at the market, final dishes ready to serve, guests enjoying their experience, as well as shots of the location and staff. These assets can be used as content for the digital marketing campaigns, as well as for the Rosinella Market website.
Deliverables Include the Following:
- (1) Full day of shooting video
- (1) Full day of shooting photography
- (60) Color corrected high resolution images
- (2) Rosinella Market looping food items video for website – 60 seconds
- (2) Rosinella Market 30 second video ads for social media
- (2) Due Baci 30 second video ads for social media
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, location
- Account Service
Photography
- (1) Full days of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (1) Full days of video w/ Canon C100 Mark ii
- Osmo +
- Slider
- Inspire 2
- Pro light kit
Website - Rosinella Market
Website Development Scope of Work
Design and develop a website to showcase Rosinella Market and support the digital 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 shoe images and information, 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 - Rosinella MarketHeader - rotating images
Italian Market Intro - 100 words or less
Deli & Meats
Daily Lunch Special - link
---
b-roll video
---
Bread
Produce
---
email sign up
---
Products
Wine
---
Location Map
- Lunch MenuHeader
Italian Deli Intro
Daily Specials
Featured Menu items
Photo Gallery
---
email sign up
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 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%.
Using the video assets from your shoot, Green Dot can create short 20-45 second video ads for social media platforms targeting users on their mobile devices while within proximity of the restaurant.
Includes the Following:
- Campaign setup including copywriting and precise targeting
- Media research and placement
- Campaign management & optimization
- Conversion tracking and reporting
Does Not Include:
- Video Production
Email Marketing
Email Marketing
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, ActiveDemand and many more.
We recommend a weekly promotional email that features the lunch specials, as well as a different Italian specialty product at the market. We will design a custom template that can be updated quickly on a weekly basis.
In addition, we recommend setting up an email drip campaign to drive ratings and reviews. A month after someone signs up to receive email, we recommend sending a survey to determine if they are satisfied. A rating of 7 or above triggers an email asking for a rating or review online.
Includes the Following:
- Write, design and develop (2) emails for drip campaign – survey & ratings request
- Program workflows for survey / ratings email
- Design template for lunch specials email
- Weekly lunch specials email update, test and blast – (4) email per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting
Direct Mailers
Direct Mailers
Target local prospect through the mail ensures they receive your message loud and clear.
When you know who your ideal customers are and you know where they live or work, utilizing direct mailers is still the most effective way to ensure awareness about your product or service. Direct mail campaigns also let you set the frequency of your communications and ask for the sale. Just like digital campaigns, direct mail campaigns can be tracked and optimized with precision by analyzing results.
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
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).
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
Custom Video & Photography
Video & Photography services:
- Pre-Production Planning & Account Service
- (1) Full day photography sessions w/ Canon 5D Mark iii
- (1) Full day of video with Canon C100 Mark ii
- Ronin M
- Osmo +
- Slider
- Inspire 2
- (60) Color corrected high resolution images
- (2) Rosinella Market looping food items video for website – 60 seconds
- (2) Rosinella Market 30 second video ads for social media
- (2) Due Baci 30 second video ads for social media
$5,500
Website Design & Development
Project includes:
- Account service
- Copywriting
- Visual concept development for website designs
- Custom website development & programming
- Video integration
- (2) sets of revisions
- Setup custom site design in WordPress CMS
- Website setup on hosting account
$3,500
Direct Mailer
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Layout and final production
- (2) sets of revisions
Design – $1,750
Printing & Postage 10k – $10,000
Campaign Setup
One-time campaign setup fee includes:
- Social audience profiling & targeting
- Update branding for social channels
- Campaign tracking setup
- ActiveDemand account setup and email workflow programming
- Lunch specials email template design and development
- Drip campaign email design and development
- Google Analytics integration
- Phone call tracking setup
$3,500
Digital Marketing Services
Your marketing services package includes the following:
- Page Management for Facebook & Instagram – Due Baci & Rosinella Market
- Advertising for Facebook & Instagram – Due Baci & Rosinella Market
- (15) social graphics for Due Baci per month
- (15) social graphics for Rosinella Market per month
- Video ads on Facebook & Instagram
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $2k per month**Additional media management beyond $2k per month is billed at 12% of ad spend.
$2,500 p/m
Suggested Monthly Media Spend
You set the budget
Social: $1,200 – $1,500 p/m for each venue
Email Marketing
Includes the following:
- Monitor survey / ratings drip campaign
- Layout, test and blast (4) weekly lunch special emails per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting
$1,000 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photography & Video | $3,500 | $2,000 | ||||
| Website Development | $3,500 | |||||
| Direct Mailer | $1,750 | |||||
| Printing & Postage - 10k | $10,000 | |||||
| Campaign Setup | $3,500 | |||||
| Digital Marketing | $2,500 | $2,500 | ||||
| Email Management | $1,000 | $1,000 | ||||
| Monthly Totals | $3,500 | $5,500 | $11,750 | $3,500 | $3,500 | $3,500 |
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.
Green Dot will focus on the geographic region within 3-5 miles of the restaurant and market. The focus of social media is to create awareness for both venue, drive traffic to the websites and book reservations for the restaurant.
Social Media Management
Social marketing on Facebook and Instagram allows you to engage directly with your social community on a daily basis to stay top-of-mind and promote lunch specials for Rosinella market and feature popular dishes for Due Baci.
Includes the Following: