Serve 2 Earn
Validation & Brand ID
Prepared by Green Dot Advertising — March 8th, 2018
Objectives & Marketing Strategy
Conduct the necessary market research to validate the Serve 2 Earn concept, then design and develop the Brand ID and key touch points to pitch investors and raise the initial round of capital to begin development.
Strategy & Tactics:
Initially, the focus will be on validation of the Serve 2 Earn concept. Green Dot initiates a comprehensive process to gather information about the platform the client envisions. Starting with an initial client brief and interview, we quickly move you through a process of investigation, discovery and competitive analysis to identify and capture the novel and unique ideas that inspire and captivate the imagination of the target audience and future investors alike.
Once the initial research is complete, Green Dot can help Serve 2 Earn articulate this vision. We design and develop a brand identity that is appropriately positioned and clearly expresses the vision and mission of the founder.
Finally, we recommend creating and developing two important brand touch points to pitch the concept to future investors. An informational website that pitches the vision, along with a pitch deck and engaging multimedia presentation can go a long way towards convincing skeptics and inspiring supporters.
Green Dot suggests exploring the following initiatives:
- Marketing Research & Validation
- Logo and Brand ID
- Informational website
- Sales Presentation Deck
- Video / Multimedia
Market Research & Validation
Market Research & Validation
Discovering existing concepts and competitors, as well as trends in the charitable giving space is key to appropriately positioning Serve 2 Earn for future success.
Phase 1: Discovery
Initially we lead the client through a discovery process that defines the client’s objectives, business model, funding sources, and value proposition to craft a brief that guides this entire project to a successful conclusion.
Phase 2: Market Research
We get smart about charitable giving market trends and document competitive and complimentary organizations and concepts. The information is analyzed and disseminated in a comprehensive report.
Phase 3: Target Audience
We explore and define relevant target audience personas and user types. Each type of user and stakeholder is profiled to define what motivates them to sign up, transact and refer. Through exploring the goals and objectives various users have, we can develop an effective marketing strategy and a roadmap for the launch of the Serve 2 Earn platform.
Phase 4: Report & Recommendations
The final deliverable is a report aggregating all of the market research and user personas to define the marketing strategy for the Serve 2 Earn launch.
Includes the Following:
- Account Service
- Client briefing and discovery meeting
- Define and develop initial concept and hypothesis
- Initial market research
- Competitor research and analysis
- Identify initial target personas and user types
- Define target personas and user types, and what motivates them to engage and transact
- Develop marketing strategy
- Develop roadmap to launch
- Author report detailing market research finding, target personas, and the marketing strategy
Logo & Brand ID
Logo & Brand ID
A relevant, distinct and visually appealing brand identity your target audience identifies with is imperative for success in a crowded marketplace.
Green Dot takes a holistic approach to designing logos and brand identities. Clients can make better decisions when seeing their entire brand story “in action” versus first a logo design and then other brand touch points in a linear manner. As a result, we thoroughly develop your brand’s touch points prior to presenting any of it for client feedback.
Includes the Following:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Business cards
- Website home page design
- (2) sets of revisions
Website Scope of Work
Website Development Scope of Work
Design and develop an informational website to pitch the concept to potential investors and stakeholders.
This website is quoted as a custom sites built on the WordPress platform and include a content management system (CMS) to allow the client to add and edit content such as photography and page copy without html coding.
The websites 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
- HomeIntro - Be the Change
Charitable Landscape
Enabling philanthropists
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Concept video / multimedia
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The platform
The opportunity
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CTA form - CompanyServe 2 Earn - About
Team
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CTA form - Contact & Location pageGeneral contact form
Location map
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
Presentation Deck
Presentation Deck
A professionally produced sales presentation ensures your company’s concept and opportunity is consistently represented and can really help you stand out during the pitch to potential investors. Using Powerpoint, Keynote or a PDF slide deck, Green Dot helps clients standardize their pitch and ensure your team to represent the brand accurately.
Additionally, consider adding video or multimedia components to help establish reputability or explain a complex product or service.
Includes the Following:
- Account service
- Competitor research & Copywriting
- Design & visual concept development
- Layout (15-20) slides & (2) sets of revisions
- light animation inside Powerpoint or Keynote
Video Production
Video Production
Write, storyboard and develop a concept overview video that pitches and explains the vision and technology platform for Serve 2 Earn.
Green Dot will work with the client to write the initial script for a 120 second concept video that aims to explain and showcase the future Serve 2 Earn platform and key benefits. The video will likely use a combination of stock footage and on-screen motion graphics to convey the message and engage viewers.
Include the following:
- Account
- Copywriting for script
- Storyboarding for a 120 second video
- (1) day video shoot – testimonials
- VO talent search
- VO talent recording
- Post production for a 120 concept video including audio production
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Video
- (1) Full day of video w/ Canon C100 Mark ii
- Pro light kit
- Pro audio capture
- DJI Osmo+
Services Summary & Pricing
Services Summary & Pricing
Market Research & Validation
Services include:
- Client briefing and discovery meeting
- Define and develop initial concept and hypothesis
- Initial market research
- Competitor research and analysis
- Define market opportunity
- Identify and define initial target personas
- Target persona research and motivations
- Concept validation and roadmap to launch
$6,500
Logo Design & Brand ID
Services include:
- Logo design & final logo files
- Tag line
- Business card design
- Website home page design
- Brochure design
$12,500
Website Design & Development
- Account service
- Design
- Copywriting
- Page layout
- WordPress CMS
- (2) sets of revisions
$7,500
Presentation Deck (PowerPoint & PDF)
- Account Service
- Copywriting
- Design and page layout – 15-20 slides
- Type animation & transitions
- Video integration (existing video)
- (2) sets of revisions
$4,500
Video Production
- Account
- Copywriting for script
- Storyboarding for a 120 second video
- (1) full day video shoot – testimonials
- VO talent search
- VO talent recording
- Post production for a 120 concept video including audio production
$14,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Market Research & Validation | $6,500 | |||||
| Logo & Brand ID | $6,500 | $6,000 | ||||
| Website Development | $7,500 | |||||
| Presentation Deck | $4,500 | |||||
| Video Production | $7,500 | $7,000 | ||||
| Monthly Totals | $6,500 | $6,500 | $6,000 | $12,000 | $7,500 | $7,000 |