RVP Tours
Website & Marketing Proposal
Prepared by Green Dot Advertising — August 10th, 2018
Objectives & Marketing Strategy
Develop a website specifically designed to support digital marketing campaigns focused on a variety of transportation services and vehicles from RVP Tours in a variety of geographic markets.
Marketing Strategy:
Develop new, mobile responsive website that is properly optimized to convert incoming traffic from search engines, and support social media as well as email marketing campaigns. The focus is to develop a more upscale look, while incorporating marketing best practices and providing a better user experience.
The idea is to segment incoming traffic and land prospects on a page specific to the vehicle and type of transportation service the prospect is seeking. Since most prospects search using their mobile device, or will visit as a result of clicking on a social media ad it is of key importance that all of the landing pages are optimized for mobile.
Incorporating captivating video footage of the vehicles directly into the website will help establish credibility and allow prospects to have a superior user experience. In addition, a photo gallery of still shots is also highly recommended. Transportation services are a commodity. Creating a captivating on-page experience is the different between getting an inquiry, and losing the marketing dollars invested into that click..
Once built, Green Dot will drive qualified traffic directly to specific landing pages of the website via search engine marketing, social media advertising and email marketing. Site visitors will be retargeted with banner ads for a period of 2 weeks when they leave the RVP Tours website.
Green Dot will carefully track and analyze the results of each campaign, whether inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible, while establishing credibility and establishing RVP Tours as a premier transportation services provider.
Photography & Video Production
Photography & Video Production
Generate the photography and video assets needed to produce the website for RVP Tours.
The new site will be designed as a full screen experience on desktop computers. Integrating custom video is highly recommended to generate an engaging and visually stimulating experience in conjunction with this larger footprint.
We suggest shooting shooting each category of vehicle – both stills and video. These images/videos will generate content for the website as well as the marketing campaigns.
Deliverables Include the Following:
- (1) RVP Tours overview video to present the concept -90 sec. Mashup of all vehicles
- (6) Vehicle category videos – 30 sec. each interior & exterior
- Up to (60) color corrected and edited 22 megapixel images – 10 per vehicle
Photography Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (1) full day w/ Digital 22.5 Megapixel Canon 5D Mark III, L lenses & accessories
Video Production
- (1) Full day w/ Cameraman & Cannon C100 Mark II Cinema Camera
- DJI Osmo Pro
- DJI Phantom 4 Pro v2.0
- Pro Light Kit
Digital Processing
- Import, edit and sort images
- Retouching and color correction for up to 60 images
Video Capture
- Digitze footage
Website Scope of Work
Website Development Scope of Work
Develop a fresh, upscale website for Found Hair to showcase the company’s approach to hair restoration.
The Found Hair 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 or edit content. The site will be designed for desktop computers and include mobile responsive code to ensure content is mobile friendly and renders consistently on tablets and smartphones.
To ensure existing SEO listings improve as a result of developing the new site, Green Dot will setup a 301 redirect for each of the existing pages, effectively pointing Google to the new version of each page.
RVP Tours Website Content Outline
- HomeIntro - RVP Tours
Transportation Services - link
Fleet - link
---
Overview mashup video
---
Testimonials
CTA - Reservations - Services - landing pagesOverview - select a service
Services page template
Header
Intro - copy about service
Vehicle images - appropriate for service
---
CTA - Reservation
---
Video - general video
Fleet - link
Testimonial
---
CTA - Reservation
----- Airport Transfer
- Promos
- Weddings
- Bachelor / Bachelorette
- Night Out
- Multi State Transportation
- Charter / Party Bus
- FleetFleet Overview - select a ride
Fleet page template
Header
Intro - copy about vehicle
Video - vehicle video
Vehicle image gallery
---
CTA - Reservation
---
Fleet - link
Testimonial
---
CTA - Reservation
---- - 6 - 10 Passenger Limos
- Hummer Limo
- Lincoln Navigator
- Cadillac Escalade
- Party Busses
- Luxury Coaches
- Service AreaHeader
Intro
Service area maps
---
CTA - Reservations - Contact & LocationAbout Us
Location map for offices
General contact form
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
Google® Adwords
Google® Adwords
Search marketing is the best way to step in front of existing demand and drive highly qualified leads at a predictable cost.
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)
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
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
Email Marketing
Email Marketing
Emails can be used to nurture a lead or promote a specific product, service or event. When it comes to transportation, consumers tend to make an impulse decision based on their initial impression of the company and a quick price comparison.
Green Dot recommends an automated email drip campaign consisting of up to three (3) emails that are triggered for each new prospect that inquires with RVP Tours – with specific images of the vehicle type they requested.
Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, ActiveDemand and many more.
Includes the Following:
- Write, layout and code a series of three (3) emails – drip campaign
- Customize all (3) emails for each of (6) vehicle types – (18 email layouts)
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – (1) promotional 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)
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 ActiveDemand dashboards to stay current on incoming traffic and leads generated.
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- ActiveDemand – phone call tracking
- ActiveDemand – dashboards
- 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
Photo & Video Production
Services include:
- Pre-Production Planning & Account Service
- (1) Full day video session w/ Canon C100 Mark ii, DJI Osmo Pro & DJI P4P
- (1) Full day still photography with Canon 5D Mark iii
- (1) RVP Tours overview video to present the concept -90 sec. Mashup of all vehicles
- (6) Vehicle category videos – 30 sec. each interior & exterior
- Up to (60) color corrected and edited 22 megapixel images – 10 per vehicle
$8,500
Website Design & Development
Includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for website designs
- (2) rounds of revisions
- Website development
- Setup WordPress CMS
- Setup of website on hosting account
$12,000
Email Drip Creative
Services include:
- Account Service
- Copywriting – 3 email messages
- Design – 3 drip email messages
- Layout – 15 emails based on approved design – swap images & headlines
- Email workflow programming in ActiveDemand for drip campaigns
$3,500
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Facebook audience profiling
- Keyphrase research and new Adwords creative
- Retargeting banner ad design
- Setup marketing automation software
- Design & code promotional email template
- Phone call tracking setup
- Ad tracking setup
$4,000
Digital Marketing Services
Your marketing services package includes:
- Ad creative for social and search channels
- Advertising for Facebook
- Google Adwords search advertising
- Retargeting ad management
- Phone call tracking
- Monitor and optimize email drip campaign
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.
$3,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $2,500 – $3,500 p/m
Facebook: $1,500 – $3,000 p/m
Retargeting: $250 – $500 p/m
Content & Communication Services
Monthly content generation includes:
- Maintain monthly content calendar
- Write, design and code custom monthly informational email
- Test, blast and report monthly informational email
- Tracking, analytics and monthly reporting
$750
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photo & Video Production | $4,250 | $4,250 | ||||
| Website Design & Development | $6,000 | $6,000 | ||||
| Email Drip Creative | $3,500 | |||||
| Campaign Setup | $4,000 | |||||
| Digital Marketing | $3,500 | $3,500 | $3,500 | |||
| Content Marketing | $750 | $750 | $750 | |||
| ActiveDemand - 5k | $250 | $250 | $250 | $250 | ||
| Monthly Totals | $10,250 | $10,250 | $7,750 | $4,500 | $4,500 | $4,500 |
Social Advertising
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 reach targets in specific geographic locations that are not already aware of your brand, but should be.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand for specific transportation services. For example, social advertising can be used to target frequent travelers for airport transfers, 16 – 18 year olds ahead of prom season, and football fans for away games.
Includes the Following: