Sea Spine Orthopedic Institute Advertising & Marketing Proposal, Prepared by Green Dot Advertising

Sea Spine Orthopedic Institute

Advertising & Marketing Proposal

Prepared by Green Dot Advertising — June 7th 2016

Objectives & Marketing Strategy

Create a branding campaign for Sea Spine Orthopedic Institute that will extend across a mix of mass media outlets to increase brand awareness and support the existing digital marketing efforts.

Marketing Strategy:

Green Dot recommends utilizing advertising platforms such as television, radio and billboards, so that Sea Spine Orthopedic Institute is able to reach a mass audience, whether they are at home or on the go, who have experienced an injury due to a car accident or have other existing back issues. The selected mass media channels will work together to reinforce the brand and make it more recognizable throughout the Orlando and Jacksonville area.

These advertising efforts will benefit existing digital marketing campaigns by helping to boost their performance and generate appointments.

Television Commercial

Television commercials are a great way to reach a mass audience at home. Green Dot can research, design and air your commercials on the channels where your target audience is most likely to see them.

Jacksonville (Zone Level)

$5k/month = 367, 500 impressions (West Side, Clay West & Clay only)
$10k/month = 661,444 impressions (all of Jacksonville)
$20k/month = 1,163,673 impressions (all of Jacksonville)

Minimum frequency is determined by budget and will increase with more budget.

Orlando (Zone Level)

$5k/month = 277,034 impressions
$10k/month = 314,445 impressions
$20k/month = 983,666 impressions

Minimum frequency is determined by budget and will increase with more budget.

The cost to shoot a 30 second TV spot can vary significantly, and is heavily dependent on the concept and script. The number of locations, actors, voice-over narration and many other factors are determined solely by the script and concept for the spot, including whether or not the crew will need to include hair & makeup, wardrobe and audio capture.

Green Dot recommends engaging us to write the script and develop the concept to work within a certain budget amount supplied by the client. Commercials made with mostly computer graphics start at $7,500. Live action commercials start at $15,000, and can easily exceed $25,000 in production costs.

Includes the Following:

Account service
Pre-production
Copywriting / script
Storyboards
Production
Post production
(2) sets of revisions
Media planning and insertion

Outdoor Advertising

Outdoor advertising allows you to reach a large segment of any local area with an advertising presence that can’t be skipped, zapped or ignored. Green Dot can research, design and place your outdoor ads where your target audience is most likely to see them.

Jacksonville

$5k/month = 3 billboards for four (4) weeks with approximately 500k impressions per billboard
$10k/month = 6 billboards for four (4) weeks with approximately 500k impressions per billboard
$20k/month = 13 billboards for four (4) weeks approximately 500k impressions per billboard

Orlando

$5k/month = 2 to 3 billboards for four (4) weeks with over 1.5 million impressions per billboard
$10k/month = 4 to 6 billboards for four (4) weeks with over 1.5 million impressions per billboard
$20k/month = 8 to 12 billboards for four (4) weeks with over 1.5 million impressions per billboard

The number of billboards and the actual amount of impressions per billboard will vary depending on the location chosen.

Includes the Following:

Account service
Copywriting
Design & visual concept development
Final digital art
(2) sets of revisions
Media planning and insertion

Online Radio Advertising

Advertising with online music streaming services such as iHeart Radio is a powerful way to create brand awareness and generate leads at the same time. Combining targeting parameters such as geography and demographics along with interests like music genre allows you to reach your target audience with precision.

Additionally, music streaming services like iHeart Radio allow you to reach fans of terrestrial radio stations while they listen to programming online.

iHeart RADIO Renewable Package:

$5k/month = 250k impressions and one script
$10k/month = 500k impressions and two scripts (up to 2 markets)
$25k/month = 1.5 million impressions and five scripts (up to 2 markets)

We recommend that you sign up at the end of the month and run the ads for a minimum of three (3) months.

Initial Campaign Setup:

Select voice talent, write script, record commercial, edit and prepare final audio file

Monthly Management:

Media research and audience targeting, media insertion

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.

We manage and execute the media buys, create all ads, handle the media research, planning and insertion on a monthly basis. All media expenditures are the responsibility of the client and are billed in advance of becoming non-cancellable.

Green Dot bills a minimum media management fee regardless of your spend, which includes media management up to $10,000 per month. 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

Television Commercial Production

Commercial services include:

Account Service
Pre production
Copywriting/script
Storyboard/shot list
Post production and motion graphics
Audio production and music
Voice over talent
(2) sets of revisions

$2,500 for concept & script

TV Production cost depends on script – $7,500 – $20,000

Radio Commercial Production

The project includes the following services:

Account Service
Copywriting / script
Voice-over talent
Audio recording session
Audio production, sound effects and music
(2) sets of revisions

$6,500

Billboard Design

The project includes the following services:

Account Service
Copywriting
Design and visual concept development
Final digital art
(2) sets of revisions

$2,500

Media Planning

One-time cost to develop media plan:

Media research for 2 markets
Channel selection & budget allocation
Inventory review & slot selection
Negotiation
Create media plan document

$3,500

Media Management

Your marketing services package includes the following:

Negotiation
Media Insertion
Artwork and file submission
Confirmation
Monthly audit & tracking
Manage make goods
Media invoice review and payment
Includes media management up to $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.

$2,500 p/m

Suggested Monthly Media Spend

You set the budget
TV: $10,000 – $15,000 p/m
iHeart Radio: $5,000 – $10,000 p/m
Billboards: $10,000 – $15,000 p/m

Projected Monthly Payments

	Month 1	Month 2	Month 3	Month 4	Month 5	Month 6
Media Planning	$3,500
TV Commercial Script		$2,500
TV Commercial Production
Radio Commercial Production		$6,500
Billboard Design & Production		$2,500
Media Management			$2,500	$2,500	$2,500	$2,500
Monthly Totals	$3,500	$11,500	$2,500	$2,500	$2,500	$2,500

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