SpiceWraps
Digital Advertising & Marketing
Prepared by Green Dot Advertising — May 18, 2018
Objectives & Marketing Strategy
Create brand awareness and drive foot traffic to retail locations stocking SpiceWraps recipes while building an engaged and highly active social media community of brand enthusiasts.
Marketing Strategy:
Get the word out to moms on their smart phones! In one sentence, that’s the strategy. Show her how easy making a tasty, healthy, home cooked meal can be. Make it easy for her to find a store nearby that carries the product, and make it easy for her to tell her friends. This strategy accomplishes all three of these objectives.
Using social media platforms to run video ads it is possible to target moms who live within three (3) miles of a store location that carries the products. Once they click on the ad, they are taken to a landing page for that specific recipe – not SpiceWraps in general. On that page is the video, a bit more info about the product, and a store finder interface.
Once on the landing page the main goal is for the consumer to engage with the store finder. However, a secondary objective is to get them to sign up for a “recipe of the week” email. Getting their email address allows us to target them directly on Facebook, as well as send an email drip campaign ensuring SpiceWraps recipes are in their inbox regularly.
In addition, a content marketing strategy will nurture social media followers with a weekly blog sharing the same recipes as the weekly emails. In addition, social media posts will focus on the health benefits of reducing fat and oil for cooking, along with other food prep and healthy lifestyle content.
This same marketing automation software that manages the drip emails can help drive reviews, ratings and referrals from happy consumers. We can survey consumers and if they rate the products highly ask them for an online review.
Green Dot will carefully track and analyze the results of each campaign, chart which approaches result in store finder interactions and email sign ups. We can report monthly on community growth, feedback, and audience engagement as well as the progression or online ratings and product reviews.
Video Production
Video Production
Produce a series of high impact food-prep recipe ads targeting busy moms on social media with fast, tasty dinner ideas from SpiceWraps.
SpiceWraps tastes great and saves time. Why not shoot a series of short, 20-35 second cooking videos showing the ingredients and prep-steps with SpiceWraps. We could likely shoot 6 complete recipes in one day and generate social media content for the first quarter post launch. Video ads would play on Facebook, YouTube and Instagram
Deliverables Include the Following:
- (6) 20-35 second recipe prep-video ads with on-screen text and step-by-step instructions. Includes SpiceWraps branding at beginning and end of video.
Video Production Services:
Pre-Production Planning
- Script for 6 food-prep videos
- Shot list
- Talent supplied – Chef Roc
- Book food stylist
- Prop list & Ingredients
- Location Scouting
- Account Service
Video
- (1) Full day of video w/ Canon C100 Mark ii
- On set assistant
- Food stylist
- Pro light kit
- Slider, tripod
- Osmo Pro
- Audio Capture
Website Scope of Work
Website Development Scope of Work
Design and develop a series of (6) recipe specific landing pages designed to support the marketing campaigns to drive awareness and foot traffic to retail locations.
The SpiceWraps 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 or edit content. The site will be designed primarily for mobile devices using mobile responsive code to ensure content is presented properly on tablets and smartphones, along with a full-width desktop version of the website.
Website Content Outline
- Home PageIntro - SpiceWraps
Tasty home cooked meals - fast!
Recipes
1,2,3
4,5,6
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CTA - Find a store nearby
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Footer - sign up for recipe ideas
- Recipe Landing PageIntro - Recipe Name
Easy as 1-2-3
1. Wrap Protein with SW
2. Cook with NO OIL
3. Enjoy
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Cooking food-prep video ad
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CTA - Find a store nearby
---
Footer - sign up for recipe ideas - BlogRecipe List Interface
Recipe Detail Interface
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Footer - sign up for recipe ideas - CompanyCompany
Sourcing
Sustainability
---
Footer - sign up for recipe ideas
- Store FinderStore finder map interface
General Contact Form
---
Footer - sign up for recipe ideas - Terms & Conditions / Privacy Policy
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%.
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 consumers who visited your website once they begin browsing other destinations on the internet. 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 to make an impression.
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
An automated email drip campaign with additional recipe ideas that is sent to consumers who sign up via the website is a great way to stay top-of-mind.
Green Dot recommends an automated email drip campaign consisting of (2) weekly recipe emails that simply alternate proteins and side dishes. These recipes won’t have videos, but they can include step-by-step instructions.
This campaign consists of a 8 emails – 4 weeks of unique content.
Includes the Following:
- Drip campaign – Write, layout and code a series of eight (8) emails, each featuring a unique recipe using SpiceWraps
- (1) New weekly recipe email – blog post
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting
Content Creation & Blogs
Content Creation & Blogs
Creating and sharing additional recipe ideas will keep consumers engaged and inspired. Blog content can be shared via email and social media while helping to drive SEO rankings and free traffic for important long-tail keywords.
This service provides clients with individually researched and well written recipe blog posts, as well as customized social media graphics, monitoring and responding to comments on a weekly basis.
Includes the Following:
- Maintain monthly content calendar
- Write (4) unique recipe blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Tracking and reporting on tagged links in posts
- Monitor and optimize email drip campaigns
- Create (3) unique weekly graphics for Facebook posts
- Resize (3) unique weekly graphics for Instagram & Pinterest posts
- Tracking, analytics and monthly reporting
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
- ActiveDemand – phone call tracking
- ActiveDemand – campaign dashboards
- 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
Video Production
Services include:
- Pre-Production Planning & Account Service
- (1) Full day of video w/ Canon C100 Mark ii
- On set assistant
- Food stylist
- Pro light kit
- Slider, tripod
- Osmo Pro
- Audio Capture
- (6) 20-35 second recipe prep-video ads with on-screen text and step-by-step instructions. Includes SpiceWraps branding at beginning and end of video.
- Client to supply talent
$28,500
Website Design & Development
Includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for website designs
- (2) rounds of revisions
- Website development
- Setup WordPress CMS
- Setup of website on hosting account
$14,500
Email Drip Creative
Includes the following services:
- Account service
- Copywriting – 8 emails
- Design & visual concept development
- (8) email layouts
- (1) set of revisions
- Development – final html code for up to (8) emails
$2,800
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Facebook audience profiling
- Instagram audience profiling
- Pinterest keyword selection
- YouTube audience profiling
- Setup ActiveDemand account
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with (8) recipe posts
- Email drip campaign workflow setup
- Ad tracking setup
$6,500
Digital Marketing Services
Your marketing services package includes the following:
- Facebook Advertising – newsfeed ads
- Facebook Advertising – like campaigns
- Advertising on Instagram
- Advertising on Pinterest
- Advertising on YouTube
- 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 $15k per month**Additional media management beyond $15k per month is billed at 12% of ad spend.
$5,000 p/m
Suggested Monthly Media Spend
You set the budget
Facebook: $2,500 – $7,500 p/m
Instagram: $1,500 – $5,500 p/m
Pinterest: $1,500 – $3,500 p/m
YouTube: $2,000 – $5,000 p/m
Retargeting: $500-$850 p/m
Content & Communication Services
Monthly content generation includes the following:
- Maintain monthly content calendar
- Write (4) unique blog recipes
Photo selection & licensing, blog post styling, SEO keywords & publishing - Tracking and reporting on tagged links in posts
- Facebook, Pinterest & Instagram page management – (5 posts per week), monitor and respond to comments
- Monitor and optimize email drip campaigns
- Create (3) unique weekly graphics for Facebook posts
- Resize (3) unique weekly graphics for Instagram & Pinterest posts
- Write, design and code custom weekly recipe email – same content as blog post
- Test, blast and report monthly informational email
- Tracking, analytics and monthly reporting
$4,250 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Video Production | $10,000 | $10,000 | $8,500 | |||
| Website Design & Development | $7,000 | $7,500 | ||||
| Drip Email Creative | $2,800 | |||||
| Campaign Setup | $6,500 | |||||
| Digital Marketing | $5,000 | $5,000 | $5,000 | |||
| Content Marketing | $4,250 | $4,250 | $4,250 | |||
| ActiveDemand - 10k | $500 | $500 | $500 | |||
| Monthly Totals | $17,000 | $17,500 | $17,800 | $9,750 | $9,750 | $9,750 |
Social & Digital Advertising & Marketing
Social & Digital Advertising
Advertising on social media sites like Instagram, Pinterest and Facebook allows you to laser target and reach moms, who are the consumers most likely to find SpiceWraps relevant, interesting and valuable. Green Dot will run ads in the newsfeed, as well as “like” campaigns to grow your audience.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand for specific services. Social advertising will focus on growing awareness about SpiceWraps products and inspiring consumers with fast, tasty recipe ideas for lunch or dinner.
Includes the Following:
Social Media Page Management
Social marketing through page management is recommended on Facebook, YouTube, Pinterest and Instagram to engage directly with your social community on a daily basis. Boosting posts from your page pushes that content to your followers, educating them and making it easy for them to share your content with their friends.
Includes the Following: