Prepared by Green Dot Advertising — October 18, 2021
Help generate demand for SickDay by leading the digital marketing and content management activities with a focus on reducing the cost of conversions through optimization.
Keep the main thing, the main thing. If there is little awareness there will be little demand. So you have to build demand by creating awareness.
Green Dot will manage all digital marketing and content management initiatives for SickDay with a focus on segmentation. The goal is to raise awareness about the brand and the availability of house calls in the NY metro area among specific target audiences by making the service relevant to their lifestyle. From month to month, Green Dot aims to optimize each marketing channel to reduce the cost of the traffic and increase conversion rates – in effect, that stretches the advertising budget over time.
Digital marketing services include running ads on Google, and up to 2 social media channels to reach a variety of targets segmented by persona – including moms, millennials, and seniors. Using search ads, Green Dot will generate prospect inquiries from existing demand for each segment. Social media marketing will be utilized to create awareness and generate new interest within the geographic areas included in the service area.
All prospects are directed to a specially designed landing page focused on their specific segment, featuring photography and copy relevant to them, as well as a testimonial by a peer. They can book an appointment – or follow on social media for the future. If the prospect does not book, retention tactics include retargeting ads, SMS messages and automated email workflows (drip emails), as well as social media posts to continue to engage them over time.
Content and marketing retention campaigns will also be segmented to ensure prospects receive only information that’s relevant to them featuring solutions tailored to their lifestyle.
Green Dot will maintain a content calendar for the selected social media channels consisting of popular services to be promoted, health tips, special promotions and supplied content to create a story on social media that accurately reflects the company’s focus, values, capabilities and culture. Using this content calendar, Green Dot will prepare 3-4 posts per week as well as a monthly email to all SickDay patients and prospects reminding them of the many benefits of having house calls available in your area.
SickDay will supply content from actual patient visits or office interactions whenever possible. Stock photography will be utilized by Green Dot whenever first party content is not provided or available.
Adding marketing automation and segmentation can improve the customer experience, boost conversion rates and lower marketing costs. Using a marketing automation platform like SharpSpring, Green Dot can help lower acquisition costs by automatically triggering a series of follow up emails and SMS messages for anyone who inquires to ensure they complete the process and book an appointment. Email automation can also be used to remind patients about an upcoming appointment or follow-up, or write a review. In addition, displaying retargeting ads to prospects when they visit their favorite websites and social media networks for a second and third opportunity to close the deal, as well as to stay top-of-mind post treatment.
Green Dot will provide monthly performance reports and account for all media investments including a live client call to review the report, approve future budgets and initiatives and discuss future content.
Custom photography and video means powerful and relevant content for your digital marketing campaigns. Powerful content reduces the overall cost of the campaign significantly! Further, there is limited content available of doctors treating patients in a residential setting. 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. Most importantly, video content is the key to showcasing the concept of house calls for patients to ensure they conceptualize the value the service offers.
This proposal includes the design and development for a series of three individual landing pages that contains all of the information a patient needs to say “yes” to the next step in booking an appointment (phone call, online booking, etc.) This page is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow for easy content updates such as photography and page copy without html coding.
The pages will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Google Ads allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. A Google Ads certified marketer can help you write targeted ads that cost less than your competitors are paying by optimizing each part of your campaign.
Green Dot will optimize the keyword strategy and selection on an ongoing bases, as well as geofence ads to ensure the media spend is focused on geographic areas within your service area.
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.
Reputation management allows you to stay informed about what consumers and competitors are saying about your brand around the web. The service also includes building social proof and support for your brand through building up reviews and ratings from customers. Green Dot actively monitors conversations about your brand online, then responds to comments and questions in a timely manner.
Email marketing and SMS reminders are of key importance when a multi-step process is required to turn an online interaction into a real-world event. 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 SharpSpring, HubSpot, MailChimp, and many more.
We recommend creating an automated email drip campaign spaced out over a 2 week period. When a prospect inquires via the site or by phone, they will receive a series of five (5) emails with more information about the school, an on-campus visit, and reminders to complete their application. These emails will be automated and triggered automatically to assist the sales team.
Mom’s Email Workflow
Millennials Email Workflow
Seniors Email Workflow
SMS Appointment Scheduling Workflow
At a later time, automated appointment reminder emails & SMS messages can be created and setup. We can use similar technology to automatically ask for reviews or survey patients.
Additionally, Green Dot is including one monthly promotional / informational email with custom content that goes out to all patients – present or past – with seasonally relevant content. This email will ensure SickDay remains top-of-mind and is sure to drive additional bookings while nurturing everyone who has come into contact with the brand.
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).
Services include:
Photo & Video Shoots – $7,500
Production – $4,900
Services include:
$4,500
The project includes:
$3,500
One-time campaign setup fee includes:
$4,500
Includes the following:
$3,500 p/m
You set the budget
Facebook: $2,000 – $3,500 p/m
Google: $2,500 – $5,000 p/m
Instagram: $2,000 – $3,500 p/m
Retargeting: $350 p/m
Includes the following:
$2,500 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Video & Photography | $7,500 | $4,900 | ||||
| Landing Pages | $2,000 | $2,500 | ||||
| Drip Email & SMS | $1,500 | $2,000 | ||||
| Campaign Setup | $4,500 | |||||
| Digital Marketing | $3,500 | $3,500 | $3,500 | |||
| Content Management | $2,500 | $2,500 | $2,500 | |||
| SharpSpring - 10k | $450 | $450 | $450 | $450 | ||
| Monthly Totals | $9,500 | $8,900 | $6,950 | $6,450 | $6,450 | $6,450 |
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 Media Page Management
Social Advertising
Advertising on social media allows you to laser target the patient segments most likely to find your services relevant and valuable. Placing ads on social channels is the best way to grow awareness and reach targets that are not already aware of your brand, but should be.
Green Dot suggests initially using Facebook and Instagram to target specific patient segments with messaging optimized for their persona using social media ads directly in their newsfeed. The ads aim to create awareness and drive traffic to the SickDay website landing page corresponding with the patient’s audience segment, asking them to schedule an appointment or follow SickDay in case they need the service in the future.
Includes the Following:
Social Media Page Management
Social media page management on Facebook and Instagram allows you to nurture your social community on a daily basis with content about the value of SickDay, benefits of house calls, testimonials, alternate services and other content relevant to families and businesses alike. This service includes maintaining a content calendar to produce (3-4) posts per week.
Includes the Following: