Southern Marine Supply
Website & Marketing Proposal
Prepared by Green Dot Advertising — October 10th, 2016
Objectives & Marketing Strategy
Design and develop an e-commerce website for Southern Marine Supply to serve both retail customers and wholesale clients, as well as running a targeted marketing campaign to drive qualified traffic to the website.
Marketing Strategy:
Many marine service providers depend on Southern Marine Supply’s brick and mortar location in Ft. Lauderdale to source a variety of parts and marine equipment for the services they provide on a daily basis. Some already use the SMS website.
Green Dot will design and develop and updated website for SMS that allows retail customers to browse and shop, and allows wholesale clients to setup an account and see customized pricing set by the SMS team. The idea is to create a portal that serves primarily wholesale clients and allows them to see inventory status for the items they wish to order, and place their orders online for in-store pickup the next day.
To support the online store, Green Dot will run a marketing campaign targeting yacht captains and crew as well as HVAC marine industry professionals. Recommended marketing channels include paid search engine marketing, social media marketing, retargeting ads and promotional emails. The objective is to build awareness among marine industry service providers and drive repeat business by continuously being “top of mind” with existing customers.
Traffic from this campaign will be driven to a series of landing pages that are written to match the searches and social ads users are clicking through on. For example, a search for “marine air conditioning supplier” will land a user on a page that explains SMS provides a variety of AC brands, parts and can answer questions by phone. Users will also have the option to go directly to the SMS store interface from the landing pages.
Website Scope of Work
Website Development Scope of Work
Develop a fresh, custom website for Southern Marine Supply designed primarily to support wholesale clients that buy marine equipment for commercial applications.
The SMS website will be built on the WordPress platform and use the WooCommerce plugin for the shopping cart functionality. The system will be customized to support multiple pricing levels that can be selected for each registered user by the SMS team depending on their customer status. The site will be integrated with Xero via a third party plugin to display the availability of items in inventory.
Discounted pricing will be displayed once a logged in users places an item into their cart – not while they are browsing. Certain products like refrigerants won’t be displayed unless a user is logged in and has the certification required to purchase these types of products.
Additionally, Green Dot will develop a series of five (5) unique landing pages designed to support the marketing campaigns with relevant content. This tactic gets you a lower cost for clicks, and better ad positioning on Google.
The SMS website is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow the client can add/edit/delete content and products without html coding. 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. Development includes account service, copywriting, design, development, proofing and two sets of revisions. Additional revisions are billed at an hourly rate of $125 p/h.
Website Content Outline
- HomeSMS Header
Sale Items - link
Main Categories - link
Store Login - link
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Email Sign up
- StoreHome - Main Categories
Sales Items template
Category list / selection template
Product list template
Product detail template
Shopping Cart
Shipping & Billing
Payment Info
Review Order Screen
Confirmation Screen
Confirmation email - Landing PagesMarine Supply Store
Marine Air Conditioning
Marine HVAC
Marine Watermakers
Marine Refrigerators & Freezers - Sign InNew Customer Registration Form
Login page
Lobby page
Customer Profile
Payment Profile
Delivery Addresses - Contact & LocationSMS - positioning (who we are)
Store location - w/ location map
Contact info & hours
Phone number & contact form - Custom Back-end CMSPricing levels - associate w/ customers
Pricing levels - set levels for product categories
Sale items page
Add / edit / delete products
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
- Setup WooCommerce & Xero integration
- Website setup on hosting account
Google® Adwords
Google® Adwords
Google AdWords allows your website or landing pages to be listed prominently on Google when people search for relevant keywords, such as specific products or product numbers. 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 for PLAs (Product Listing Ads)
- Campaign setup including targeting and restrictions
- A/B testing of PLA ads
- Campaign management and optimization
- Conversion tracking and reporting (incl. phone call tracking)
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 existing customers, promote specific products or special pricing events. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action. We recommend integrating the SMS website with MailChimp and sending at least one, custom coded promotional email per month.
Includes the Following:
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – (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 (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
Website Design & Development
The project includes the following services:
- Account Service
- Access to GD client portal
- Copywriting for landing pages
- Visual concepts for website designs
- (2) rounds of revisions
- Website development
- Setup WordPress CMS
- Setup WooCommerce
- Integrate Xero & MailChimp
- Setup of website on hosting account
$14,500
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Keyphrase research and new Adwords PLA’s
- Design email template
$3,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook
- Advertising for Facebook
- SEM using Google Adwords
- Retargeting ad management & creative
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.
$2,000 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,000 p/m
Social: $1,200 – $1,500 p/m
Retargeting: $200 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write, design and code (1) custom promotional email
- Test & blast email
- Monthly performance report
$750
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Design & Development | $7,250 | $7,250 | ||||
| Campaign Setup | $3,500 | |||||
| Digital Marketing | $2,000 | $2,000 | $2,000 | |||
| Email Marketing | $750 | $750 | $750 | |||
| Monthly Totals | $7,250 | $7,250 | $3,500 | $2,750 | $2,750 | $2,750 |
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 – regardless of whether or not they follow your page. Placing ads on social channels is the best way to grow brand awareness and drive qualified targets that are not already aware of your brand, directly to your website when they search for products available in your store.
Green Dot will run campaigns designed to increase the number of followers (like campaigns) among HVAC service providers for the marine industry, as well as ad campaigns showcasing specific products these targets may find relevant.
Includes the Following:
Social Marketing
Green Dot recommends social marketing on Facebook to engage directly with your social community on a daily basis and stay top of mind with your page followers and to ensure they become repeat customers. Green Dot creates the content, manages the posts and responds to comments and questions from your audience.
Includes the Following: