Prepared by Green Dot Advertising — February 11th, 2019
Execute a marketing program to support Royal Beauty Spa with visibility in Miami Beach and to generate sales leads via the internet.
Locals and tourists alike search online for salon and spa related services. They search on Google to locate a salon or spa that fits their budget and located close to them. They also tend to research service offerings, and the quality of work for hair coloring, extensions and some of the higher-end services.
Presenting the prospect with information focused primarily on the specific service they seek, along with stunning photography, and video clips is the most effective approach to get them to contact your business – by phone or via a website contact form.
As there are issues with the current website, Green Dot recommends building landing pages for specific services the salon wants to promote, or to design and develop a new website built around custom photography and video.
Green Dot has the capability to shoot at the salon, with still cameras and / or video cameras to acquire custom assets that can be used for the website and for ads on social media.
We recommend adding social media marketing if a higher lead volume is desired. Social media campaigns will target audiences not actively seeking foot related procedures or services. As a result, messaging should include stunning photos, video clips and custom content like special offers to engage potential customers.
Prospects will also see retargeting display ads for a period of up to 2 weeks as they visit other ad network supported websites. Calls to the salon from digital ads, the landing pages or the follow up email are tracked and recorded to aid with analytics and optimization.
Tracking, reporting and optimization of the campaigns is included with the monthly services fee. Green Dot also provides inbound phone call tracking resulting from the ad campaigns to help track inquiries from advertising efforts. The Green Dot marketing team reviews monthly marketing reports with the physician’s team by phone and answers any questions about past or future promotions.
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.
Green Dot will design and customize a dedicated landing page for each service that should be marketed (hair extensions, hair coloring, manicures, etc.,) to support digital marketing campaigns on the search engines and social media platforms.
Each landing page is designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Google AdWords allows a 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.
Cost-per-click keyword rates for Miami Beach salon related services range between $1 -$3 on Google depending on the geographic area and the targeted keywords. Green Dot recommends a media budget for Google of $1,000 – $2,500 per month, depending on the number of leads that need to be generated. The cost per marketing qualified lead will likely range between $25 – $75, resulting in 30 – 75 leads per month using the recommended budget.
We strongly recommend retargeting landing page visitors for a period of about 2 weeks. Digital display ads can used to retarget all prospects who visited the landing page but did not complete the desired action. 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.
Emails can be used to nurture a lead and 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, ActiveDemand and many more.
The program includes a follow up email triggered automatically once a prospect submits the consultation request. Another email alerts your staff that a new lead has come in.
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%.
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 (landing page performance) and ActiveDemand to view a live campaign dashboard detailing the performance of the campaigns.
Green Dot publishes monthly reports detailing every lead that was generated, the source and the cost. We also review reports with clients by phone or via a virtual meeting platform.
The project includes the following services:
First one: $1,250
Subsequent: $750
$4,850
One-time campaign setup fee includes:
$3,500
One-time campaign setup fee includes:
$4,500
Your marketing services package includes the following:
$2,500 p/m
Your marketing services package includes the following:
$3,750 p/m
You set the budget
Search: $1,000 – $2,500 p/m
Facebook: $1,000 – $1,500 p/m
Instagram: $1,000 – $1,500 p/m
Retargeting: $250 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Landing Page | $1,250 | $1,250 | $1,250 | $1,250 | ||
| Photography / Video | $4,850 | |||||
| Campaign Setup | $3,500 | $4,500 | ||||
| Digital Marketing - Starter | $3,000 | $3,000 | ||||
| Digital Marketing - Gold | $3,750 | $3,750 | ||||
| Media Spend | $2,000 | $2,000 | $3,500 | $3,500 | ||
| ActiveDemand - 5k | $275 | $275 | $275 | $375 | $375 | $375 |
| Monthly Totals | $5,025 | $6,525 | $5,275 | $10,975 | $8,875 | $7,625 |
To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.
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. Placing ads on social channels is the best way to grow your followers and reach targets that are not already aware of your practice, but should be.
Since salon and spa related services skew heavily female and because targeting wealthier prospects is desirable for this location, social media is ideal. Using Facebook and Instagram we can target specific segments with specific messaging. Green Dot’s strategy is to create ads targeted towards specific audiences, for specific services using photography and video on Instagram and Facebook.
Includes the Following:
Social Media Page Management
Social marketing on Facebook and Instagram, allows you to engage directly with your social community on a daily basis, using informative content to establish expertise and familiarity. Green Dot creates custom social graphics for specific services, and shares blog posts and video content depending on availability.
Includes the Following: