Scheck Hillel
Landing Pages & Marketing Proposal
Prepared by Green Dot Advertising — September 21st. 2018
Objectives & Marketing Strategy
Support the Scheck Hillel marketing team with digital marketing strategy and execution.
Marketing Strategy:
Develop landing pages specifically designed to support digital marketing campaigns focused on generating leads for Open House events, while also developing a long-term marketing strategy to target new top-of-funnel prospects and nurture them towards inquiring over time.
The idea is to segment incoming traffic and land prospects on a page specific to the grade level they are researching. Since selecting a school suitable for your child is not an impulse decision, Scheck Hillel will benefit from being top-of-mind throughout the sales cycle with retargeting ads and email drip campaigns.
Incorporating captivating video footage and testimonial videos directly into the landing pages will help establish credibility and allow prospective patients to get to know the doctor prior to coming into the office. In addition, short versions of these video clips can be utilized as ads to further capture the attention of the target audience.
Once built, Green Dot will drive qualified traffic directly to specific landing pages 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 Open House landing page.
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.
Asking for Open House registrations will capture mostly the “low hanging fruit”, those targets who are already considering a new school. Generating net new demand for Scheck Hillel will require content rich ad campaigns and ongoing posts that create excitement about the community and specific programs. High quality and artistically shot video and still photography, along with blog articles and community updates combine to build a captivating and relevant wall for prospective new students and parents alike.
Website Scope of Work
Landing Pages
Develop an updated and segmented version of the Open House landing page.
The Open House landing pages are 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.
Content Outline
- Elementary School Open HouseHeader
Intro - Scheck Hillel
Program of Studies
b-roll video
College Acceptances
Arts
Athletics (competitive athletics starts in 4th grade)
---
CTA - Open House - Middle School Open HouseHeader
Intro - Scheck Hillel
Program of Studies
b-roll video
College Acceptances
Arts
Athletics
---
CTA - Open House - High School Open HouseHeader
Intro - Scheck Hillel
College Acceptances/Counseling Services
STEM
b-roll video
Athletics
Arts
---
CTA - Open House
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 hair restoration, consumers do extensive research to select a physician and staying top of mind during that process is of key importance.
Green Dot recommends an automated email drip campaign consisting of up to five (5) emails that are triggered for each new prospect that inquires for an Open House. As a result, a series of (3) campaigns consisting of (5) messages each will need to be setup (elementary, middle and high school).
Includes the Following:
- Write, layout and code a series of five (5) emails x 3 audiences (15 emails) – drip campaign
- Email setup including drip campaign triggers, workflows and list segmentation
- 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 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
Landing Page Design & Development
The project includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for landing page designs
- (2) rounds of revisions
- Landing Page development
- Setup WordPress CMS
- Setup of website on hosting account
$3,500
Reputation Management
The project includes the following services:
- Examining all major review sites for Scheck Hillel and making sure all reflect the current school name, website, physical address, phone number and other basic contact information.
- Responding to any negative comments to try and turn a negative experience into a positive one.
- Requesting the removal of any factually inaccurate reviews if and where applicable.
$250
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Facebook audience profiling
- Instagram audience profiling
- Keyphrase research and new Adwords creative
- Retargeting banner ad design
- Setup ActiveDemand
- Design & code drip emails
- 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
- Advertising on Instagram
- Google Adwords search advertising
- Retargeting ad management
- Phone call tracking
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $6k per month**Additional media management beyond $6k per month is billed at 12% of ad spend.
$3,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $950 – $1,500 p/m
Facebook: $1,500 – $2,000 p/m
Instagram: $1,500 – $2,000 p/m
Retargeting: $250 – $500 p/m
Content & Communication Services
Monthly content generation includes:
- Maintain monthly content calendar
- Up to 5 posts per week per channel
- 3 custom graphics per week per channel for posts to each account
- Coordinate timing with the Scheck Hillel team as necessary
- Tracking, analytics and monthly reporting
$500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Landing Pages | $3,500 | |||||
| Reputation Management | $250 | |||||
| Campaign Setup | $4,000 | |||||
| Digital Marketing | $3,500 | $3,500 | $3,500 | $3,500 | $3,500 | |
| Content Marketing | $500 | $500 | $500 | $500 | $500 | |
| ActiveDemand - 5k | $250 | $250 | $250 | $250 | $250 | $250 |
| Monthly Totals | $8,000 | $4,250 | $4,250 | $4,250 | $4,250 | $4,250 |
Social Advertising & Marketing
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.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand for specific grade levels or the school in general. Social advertising will focus on growing your audience and nurturing them with content about the specialized curriculum available at Scheck Hillel.
Includes the Following: