- Objectives & Marketing Strategy
- Website Scope of Work
- Photography & Video Production
- Google® Adwords
- Search Engine Optimization - SEO
- Email Marketing
- Social Advertising & Management
- Video Advertising
- Retargeting Display Ads
- Content Creation & Blogs
- Analytics & Reporting
- Media Spend & Management Fees
- Services Summary & Pricing
Specific Group
Advertising & Marketing Proposal
Prepared by Green Dot Advertising — April 4th, 2017
Objectives & Marketing Strategy
Assist Specific Group with their US launch by developing a series of brand touch points to support digital marketing efforts focused on creating awareness and lead generation.
Marketing Strategy:
Green Dot advocates running two types of campaigns to assist Specific Group with the US expansion – a brand awareness campaign and a lead generation campaign.
Investing in brand awareness for Specific Group will not only assist sales people with engaging prospects, it will also lift the effectiveness of all other efforts. We recommend targeting individuals that make purchasing decisions about custom software development in the financial services, e-commerce and manufacturing sectors using social media, email and content marketing.
To help with lead generation, we recommend arming your sales team with the customized video mailer we discussed, along with search engine marketing, retargeting ads and custom landing pages that are “message matched” to the ads.
Once keywords are identified that produce qualified leads, we suggest launching an SEO campaign to generate organic search listings on Google for the top performing keywords in an effort to reduce cost.
Green Dot can also help nurture prospects through various stages of the sales funnel with success stores, video client testimonials and automated email drip campaigns delivered via the Hubspot platform to ensure Specific Group stays top-of-mind throughs the sales cycle.
The goal is to create an integrated campaign where each brand touch point helps move the prospect to the next stage of the marketing funnel. During the first 3-6 months Green Dot will optimize each campaign and touch point based on the data we gather through careful tracking and analysis to reduce media costs and increase conversion rates.
Website Scope of Work
Website Development Scope of Work
Design and develop a series of landing pages for key services with a focus on creating a message match to support the marketing campaigns and reduce the cost-per-click.
Green Dot proposes creating a series of landing pages (currently 4 – but the scope could be expanded) that are optimized to message match with the search and social media ads. A strong message match reduces the cost-per-click and increases conversion rates. Using the same keywords and images as in the ads, and including the contact form on page is essential to achieve this objective.
The landing pages are 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 photography and page copy without html coding.
The landing pages will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Proposed Landing Pages
- Custom Software DevelopmentIntro - Custom Software Development
Agile
Advantages
SPG Methodology
Continuing Development & Maint.
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CTA - Free Consultation - Enterprise Application IntegrationIntro - Why Integration
Capabilities
Advantages
SPG Methodology
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CTA - Free Consultation - Outsourcing SolutionsIntro - We have you Covered
SPG Firefighter
SPG Project Booster
TeamEngine
IT Skill Management
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CTA - Free Consultation - Application DevelopmentIntro - Application Development
Agile
Advantages
SPG Methodology
Continuing Development & Maint.
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CTA - Free Consultation
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
Photography & Video Production
Photography & Video Production
Shoot testimonial videos for the new DYT website and for social media marketing.
Sourcing testimonial videos from existing clients will improve the user experience on the landing pages and create content for social media marketing. These videos will also help focus the messaging on the key benefits of custom software development and outsourcing, while serving as an endorsement for Specific Group.
Deliverables Include the Following:
- (1) Full day of shooting video and capturing professional quality audio
- (3) testimonial videos – 90 seconds each
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Video
- (1) Full days of video w/ Canon C100 Mark ii
- Pro light kit
- Pro audio capture
- DJI Osmo +
- Automated Slider
Google® Adwords
Google® Adwords
Google AdWords allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. 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
- Campaign setup including targeting and restrictions
- A/B testing of ads
- Campaign management and optimization
- Conversion tracking and reporting (incl. phone call tracking)
Search Engine Optimization - SEO
Search Engine Optimization
Organic listings on search engines drive free clicks to your website. Once profitable keywords are determined through research and testing with SEM, a Search Engine Optimization (SEO) campaign can be initiated to rank specific pages of your site organically for the best performing keywords.
Green Dot focuses on ranking specific pages of your website for a targeted set of keywords using a tried and true SEO methodology matrix consisting of quality keyword optimized content, inbound links, and industry best practices. We continually monitor and report on rankings to ensure your site is found when your prospects are actively searching.
Includes the Following:
- Keyword research
- On-site SEO Keyword optimization for each page on your website
- Off-site SEO to generate inbound links
- Tracking and reporting on rankings for each targeted page on your website
Email Marketing
Email Marketing
Emails is an ideal channel to nurture prospects as well as existing customers and drive repeat business. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action.
Green Dot recommends creating an automated email drip campaign using the Hubspot platform to nurture all leads the campaigns generate to help the sales team close projects more effectively.
Includes the Following:
- Write, design and code up to eight (8) email drip messages
- Setup drip campaign triggers and workflow in Hubspot
- Initial email template design and development
- 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)
Video Advertising
Social Media & YouTube Video Ads
Video ads can be placed on social media sites like Facebook 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%.
Video ads could consist of client testimonials or specific presentations showcasing specialized expertise and case studies.
Includes the Following:
- Campaign setup including copywriting and precise targeting
- Media research and placement
- Campaign management & optimization
- Conversion tracking and reporting (incl. phone call tracking)
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
Content Creation & Blogs
Content Creation & Blogs
Engaging and original content is vital to the success of every advertising campaign.
Content can be shared via email and social media while helping to drive SEO rankings and free traffic for important long-tail keywords. Proprietary content in the form of well researched blog posts, and branded social media graphics engage visitors who are researching brands and evaluating the competition.
This service provides clients with individually researched and well written blog posts, as well as customized social media graphics on an ongoing basis.
Includes the Following:
- (4) uniquely researched, written and published blog posts per month
- Keyword research to optimize each post for SEO
- Monitor and respond to comments
- Fresh, weekly branded social graphics
- Tracking and reporting on tagged links in posts
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
Testimonial Videos
The project includes the following services:
- Account service
- Pre-production planning
- (1) full day shooting w/ accessories
- Video and audio capture, sort & tag
- Editing and post production
- (3) 90 second testimonial videos
$3,800
Landing Pages
The project includes the following services:
- Account service
- Copywriting
- Design
- Page layout & coding
- Responsive code for mobile
- Setup WordPress CMS
- Setup on hosting account
$3,600
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Keyphrase research and new Adwords creative
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with existing posts
- Author, design and code up to (8) drip campaign emails
- Setup drip campaign triggers in Hubspot
$7,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook
- Newsfeed and like campaign for Facebook
- Video ads on Facebook
- SEM using Google Adwords
- Retargeting ad management & creative
- Purchase domain names and setup hosting for SEO sites
- 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.
$2,800 p/m
Suggested Monthly Media Spend
You set the budget
Search: $3,500 – $5,500 p/m
Social: $1,500 – $2,000 p/m
Retargeting: $300 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write (4) unique blog posts
- Photo selection & licensing, blog post styling, SEO keywords & publishing
- Write, design and code (1) custom promotional email
- Test & blast email
- Monitor Hubspot drip campaign
- Monthly performance report
$1,800 p/m
Off-site SEO
Monthly content generation includes the following:
- Keyword research & strategy
- Host, manage, and maintain SEO sites and related content
- Publish daily articles to SEO sites
- Monthly keyword ranking report
$2,800 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Landing Pages | $3,600 | |||||
| Testimonial Videos | $2,800 | |||||
| Campaign Setup | $7,500 | |||||
| Digital Marketing | $2,800 | $2,800 | $2,800 | $2,800 | $2,800 | |
| Content & Communications | $1,800 | $1,800 | $1,800 | $1,800 | $1,800 | |
| Off-site SEO | $2,800 | $2,800 | ||||
| Monthly Totals | $13,900 | $4,600 | $4,600 | $4,600 | $7,400 | $7,400 |
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 recommends targeting decision makers within the three primary industries Specific Groups does business with – financial services, e-commerce and manufacturing. Using newsfeed ads, a like campaign and possibly video ads with client testimonials we can raise awareness about Specific Group and drive targeted traffic to the website and landing pages.
Includes the Following:
Social Media Management
Social marketing on Facebook and other social networks allows you to engage directly with your social community on a daily basis to stay top-of-mind and nurture prospects with insights and expertise about your industry knowledge.
Includes the Following: