Snapshot in 3-D
Website & Marketing Proposal
Prepared by Green Dot Advertising — March 13th, 2018
Objectives & Marketing Strategy
Raise awareness and drive leads from families and couples using digital marketing for a unique photography and 3-D printing service called Snapshot in 3-D.
Marketing Strategy:
The target audiences for Snapshot in 3-D are mostly families with kids and young couples. The photography studio’s primary challenge is to build awareness about this novel and unique service that not only produces beautiful family photographs, but also figurines of various sizes.
As a result, Green Dot will run a digital marketing campaign on Facebook, and later on Instagram to show the target audience the benefits of this service. The strategy calls for targeting the audience on their desktop computers as well as their mobile devices. Facebook and Instagram are ideal channels to engage the local community and create awareness for a service most people are not aware of.
All prospects will be linked to a custom website, to learn about Snapshot in 3-D and to request an appointment or inquire by phone for more information. All prospects who don’t inquire and leave the website will be retargeted with display ads that “follow” them around the internet to give Snapshot in 3-D a second and third opportunity to drive that prospect back to the site.
An email drip campaign will be setup to ensure prospects who have inquired actually show up for their initial appointment. A series of 3-5 email messages is automatically triggered for anyone who inquires via the contact form on the website, significantly increasing the likleyhood these prospects keep their appointment and are educated and prepared to buy when they arrive.
In order to be successful with this strategy, two things are important:
- Engaging content – beautiful photos and video clips of the products & sessions
- High impact landing page / website for Snapshot in 3-D
Green Dot will visit the photography studio and shoot videos and still images of an actual live session with a family of clients. We’ll document the process and create engaging content for the website and social media campaigns.
Green Dot carefully tracks and optimizes your campaigns and your website content to ensure maximum performance and efficiency. We report monthly to review all key metrics and recommend next steps.
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to support the marketing campaigns with relevant content and create an engaging website for Snapshot in 3-D.
Green Dot can shoot photos and videos of a photography session with a family, as well as the process of printing the figurines and preparing the photo albums. Interactions with clients, testimonial interviews, as well as interviews with the proprietors can go a long way towards communicating the unique aspects of this service and creating demand.
Deliverables Include the Following:
- (1) Full day of shooting video
- (1) Full day of shooting photography
- (45) Color corrected high resolution images
- (1) looping b-roll video for website – 60 seconds
- (2) 30 second video ads for social media
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, location
- Account Service
Photography
- (1) Full days of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (1) Full days of video w/ Canon C100 Mark ii
- Osmo +
- Slider
- Inspire 2
- Pro light kit
Website Development
Website Development Scope of Work
Design and develop a website to showcase the Snapshot in 3-D concept and support the digital marketing campaigns.
This 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 and edit content, such as shoe images and information, without html coding.
The website 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
- Home Header - rotating images
Intro to concept
Photo & Figurines
---
b-roll video
---
Services
Occasions
---
email sign up
---
Packages
Pricing
---
CTA - Schedule Appointment
- ServicesHeader
Photography
Figurines
---
b-roll video
---
Weddings
Quince
Families
---
Photo Gallery
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CTA - Schedule Appointment - Packages & PricingIntro
Photography packages
Photography albums
Figurines - sizes & packages
Photo gallery
---
CTA - Schedule Appointment - AboutCompany & Concept
Team
Technology
---
CTA - Schedule Appointment - Contact & LocationContact info
Location Map
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CTA - Schedule an Appointment
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
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%.
Using the video assets from your shoot, Green Dot can create short 20-45 second video ads for social media platforms targeting users on their mobile devices while within proximity of the studio.
Includes the Following:
- Campaign setup including copywriting and precise targeting
- Media research and placement
- Campaign management & optimization
- Conversion tracking and reporting
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
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 MailChimp, HubSpot, ActiveDemand and many more.
We recommend a monthly promotional email that features photo / 3-D printing packages and special offers that are sent to past customers as well as prospects that never bought. We will design a custom template that can be updated quickly on a monthly basis.
In addition, we recommend setting up an email drip campaign to ensure more prospects attend their appointments, as well as driving ratings and reviews for Snapshot 3-D. After a customer receives their photo albums and figurines, we recommend sending a survey to determine if they are satisfied. A rating of 7 or above triggers an email asking for a rating or review online.
Includes the Following:
- Write, design and develop emails for drip campaign
- Program workflows for survey /appointment & ratings emails
- Design template for monthly promo emails
- Monthly promo email, test and blast – (1) email per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting (including 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).
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
Services Summary & Pricing
Services Summary & Pricing
Custom Video & Photography
Video & Photography services:
- Pre-Production Planning & Account Service
- (1) Full day photography sessions w/ Canon 5D Mark iii
- (1) Full day of video with Canon C100 Mark ii
- Ronin M
- Osmo +
- Slider
- Inspire 2
- (45) Color corrected high resolution images
- (1) looping b-roll video for website – 60 seconds
- (2) 30 second video ads for social media
$5,500
Website Design & Development
Project includes:
- Account service
- Copywriting
- Visual concept development for website designs
- Custom website development & programming
- Video integration
- (2) sets of revisions
- Setup custom site design in WordPress CMS
- Website setup on hosting account
$8,500
Email Creative
Design & development services:
- Account Service
- Copywriting for 5 messages
- Design, layout for drip emails
- Design and layout for promo email template
- Development for up to 6 emails
- (2) sets of revisions
$2,500
Campaign Setup
One-time campaign setup fee includes:
- Social audience profiling & targeting
- Update branding for social channels
- Campaign tracking setup
- ActiveDemand account setup and email workflow programming
- Drip campaign email workflow setup
- Design retargeting ad banners
- Google Analytics integration
- Phone call tracking setup
$2,500
Digital Marketing Services
Your marketing services package includes the following:
- Page Management for Facebook
- Advertising for Facebook
- (10) social graphics per month
- Video ads on Facebook
- Manage retargeting campaign
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $3k per month**Additional media management beyond $3k per month is billed at 12% of ad spend.
$2,500 p/m
Suggested Monthly Media Spend
You set the budget
Social: $1,200 – $2,500 p/m
Email Marketing
Includes the following:
- Monitor email drip campaign
- Layout, test and blast (1) monthly promo email
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting
$850 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photography & Video | $3,500 | $2,000 | ||||
| Website Development | $4,500 | $4,000 | ||||
| Email Creative | $2,500 | |||||
| Campaign Setup | $2,500 | |||||
| Digital Marketing | $2,500 | $2,500 | ||||
| Email Management | $850 | $850 | ||||
| Monthly Totals | $3,500 | $6,500 | $6,500 | $2,500 | $3,350 | $3,350 |
Social Advertising & Management
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.
Green Dot will focus on the geographic region within driving distance of the photography studio. The focus of social media is to create awareness and drive traffic to the website and book appointments for the photo sessions.
Social Media Management
Social marketing on Facebook and Instagram allows you to engage directly with your social community on a daily basis to stay top-of-mind and promote the photography and 3-D printing services.
Includes the Following: