Spin App
Marketing Proposal
Prepared by Green Dot Advertising — April 20th, 2017
Objectives & Marketing Strategy
Launch an introductory marketing campaign on behalf of Spin focused on introducing the new ride-sharing app within the South Florida market with a focus on the female rider. The main objectives is to engage both drivers and riders to download and use the app.
Marketing Strategy:
Develop a mobile responsive microsite that is properly optimized to convert incoming traffic from the search engines and social media campaigns to help with lead generation for drivers and app downloads for riders.
The site will feature a landing page for drivers, and a separate landing page featuring the benefits for female riders. Traffic will originate from search engine marketing, display advertising and social media advertising campaigns. The call to action is focused on downloads. Separately, the social media ads will offer the ability to download the app without accessing the landing page for prospects that are sufficiently sold by the social media ads.
Prospects that do not download will be retargeted using display ads that follow them to their favorite websites. The creative for these ads, along with the posts for social media will focus on the safety aspect of Spin, the background checks and additional precautions the company takes to ensure women are safe when they ride with Spin.
To ensure the message of safety and reduced cost is prevalently promoted, Green Dot recommends a blog that is housed on the company website. Publishing monthly articles and sharing them via social media will be key to successfully positioning Spin.
Users that download and register the app will receive an automated welcome email with a special offer for their first ride. After that, they will receive one monthly email with news or a special offer to keep Spin top-of-mind.
Green Dot will carefully track and analyze the results of each campaign and report on cost per lead and or download by channel. Since Spin will have a customer service hotline, Green Dot will include the “tap to call” number in all social media campaigns and track incoming calls to ensure leads are accurately counted.
Our primary objective is to optimize your campaigns to achieve the lowest cost per lead and or download possible.
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom microsite to promote the low loan rate offer.
This microsite 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 photography and page copy 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.
Microsite Content Outline
- HomeSafe rides for women
Better deal for drivers
Great customer service
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CTA - download app or call - RiderSafer for women
Save money
Better app
Better customer service - call us
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CTA - Download app or call - DriverMake more money
Safer for women
Better app
Better customer service - call us
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CTA - Download app or call - BlogArticle List Interface
Article detail interface
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CTA - Download app or call
Includes the Following:
- Account service
- Copywriting not included – supplied by client
- Visual concept development for microsite design
- (2) sets of revisions
- Custom microsite development & programming
- Setup custom site design in WordPress CMS
- 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. 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)
Online Radio Advertising
Online Radio Advertising
Advertising with online music streaming services such as Pandora and Spotify is a powerful way to create brand awareness and generate leads at the same time. Combining targeting parameters such as geography and demographics along with interests like music genre allows you to reach your target audience with precision.
Online radio ads also come with companion banner ads allowing you to earn a click right to your website – something that terrestrial radio stations cannot offer. Since you can get qualified prospects to take action on the spot, you don’t have to spend as much to earn brand recall through frequency. This same interactivity also generates feedback that helps to optimize your messaging and identify winning pitches.
Initial Campaign Setup:
- Select voice talent, write script, record commercial, edit and prepare final audio file
- Design and write companion banner ads
- Design and develop landing page
Monthly Management:
- Media research and audience targeting
- Campaign management and optimization
- Tracking and reporting
Not Included:
- Media spend
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 a lead or promote a specific product, service or 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 MailChimp, HubSpot, Exact Target and many more.
Any user that downloads the app and enters their email address will receive periodic emails with special promotions or news about Spin. Green Dot has included writing, designing and blasting (1) monthly email, as well as a single automated email that is send when a user first registers.
Includes the Following:
- Welcome email – write, layout, code and setup in MailChimp
- 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
- Design
- Page layout
- html / css coding
- Setup & customize WordPress CMS
- Upload to hosting account & testing
$5,000
Spotify Online Radio Ad
The project includes the following services:
- Account service
- Copywriting / Script
- Design companion banner
- VO talent and recording
- Audio production
- Media insertion and scheduling
$3,800
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Welcome email design & coding
- Monthly email template design
- Update branding for social channels
- Seed blog with (3) posts
- Keyphrase research and new Adwords creative
$5,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook and Instagram
- Advertising for Facebook and Instagram
- SEM using Google Adwords
- Retargeting ad management & creative
- Manage online radio campaign
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.
$4,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $5,500 – $7,500 p/m
Social: $7,000 – $10,000 p/m
Spotify: $10,000 p/m
Retargeting: $500 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
- Monthly performance report
$2,000
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Microsite Development | $2,500 | $2,500 | ||||
| Radio Ad | $3,800 | |||||
| Campaign Setup | $5,500 | |||||
| Digital Marketing | $4,500 | $4,500 | $4,500 | $4,500 | ||
| Content Marketing | $2,000 | $2,000 | $2,000 | $2,000 | ||
| Monthly Totals | $6,300 | $8,000 | $6,500 | $6,500 | $6,500 | $6,500 |
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.
Many social networks only allow you to reach a percentage of your community for free. For example, Facebook only allows you to reach up to 6% of your page follows organically and after that you must pay to reach the remaining 94%. Social advertising helps help reach and nurture the people in your community that the networks won’t allow you to reach for free.
Includes the Following:
Social Media Management
Social marketing on Facebook, Instagram, Twitter, LinkedIn, Pinterest and other social networks allows you to engage directly with your social community on a daily basis.
Includes the Following: