Stay Healthy Zone

Design & Marketing Proposal

Prepared by Green Dot Advertising — June 25th, 2018

Objectives & Marketing Strategy

Initially support the sales team with branded collateral, then scale support to include digital marketing, community engagement and lead generation.

Marketing Strategy & Tactics:

Initially, Stay Healthy Zone is seeking to confirm that there is demand for the service among SMBs, and that the concept is financially viable. As a result, Green Dot will support a single sales person with branded sales collateral including:

  1. Sales Brochure
  2. Direct Mailer
  3. Sales Presentation

In addition, Green Dot will help Stay Healthy Zone identify and adopt suitable third party software platforms to track, automate and analyze the performance of the sales team, marketing agency, and media channels, as well as lead quality and conversion rates.

We recommend the following platforms
  1. PipeDrive – CRM for sales team
  2. ActiveDemand – email automation, phone call tracking, marketing dashboards

Phase 2 of the project focuses scaling the sales and marketing efforts beyond a single local region. Green Dot can assist Stay Healthy Zone with both engaging existing patients and clients through social media channels, as well as generate sales leads for the sales team from SMBs that see the program in action.

We recommend producing video testimonials of HR managers, business owners and happy employees to talk about how the program lifts morale, encourages collaboration and adds excitement to the workplace. We then run these videos on Facebook, Instagram and YouTube to generate awareness. In conjunction with newsfeed ads promoting a demo, dedicated landing pages, retargeting ads and email drip campaigns, we can help automate the entire sales and marketing process over time.

Green Dot suggests exploring the following media channels:
  • Social Media Marketing
  • Blog Posts
  • Reputation Management
  • Taboola content network
  • Google Adwords
  • Retargeting Ads
  • Email Marketing

Sales Brochure

Sales Brochure

Design and produce a custom sales brochure for Stay Health Zone.

Project includes design and production for an (8) page 9” x 12” sales brochure focused on the morale, community and camaraderie building aspects of the program, along with highlighting the proven health benefits and mature platform.

Brochure Content Outline
  • Cover
  • Page 2 & 3 - Benefits / SuccessWellness program Intro
    Build morale & a sense of community
    Teamwork
    Health Benefits
  • Page 4 & 5 - The PlatformMature Enterprise Level Platform
    Desktop and Mobile
    Track all food and exercise info
    Compatible with wearables
    Engagement
  • Page 6 & 7 - Low Cost / Getting StartedGetting started is easy
    Affordable program
    Onboarding
    What others are Saying
  • Back Cover
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Page layouts
  • (2) sets of revisions
  • Production – final files ready for pre-press

Direct Mailers

Direct Mailers

Targeting hot prospects through the mail ensures they receive your message loud and clear.

Since we know that the owners of SMBs as well as HR managers at somewhat larger companies are the ideal targets, direct mail can still be an effective tool. The mailer should be sent repeatedly over a period of 2-3 months to be generate recall and will benefit significantly from digital marketing support.

Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Layout and final production
  • (2) sets of revisions
Not Included:
  • Printing and fulfillment
  • Mailing list

Presentation Deck

Presentation Deck

A professionally produced sales presentation ensures Stay Healthy Zone is consistently represented and can really help your organization stand out during the sales process. Using a website presentation, Powerpoint, Keynote or a PDF slide deck, Green Dot helps clients standardize their pitch and ensure sales people represent the brand accurately.

Additionally, consider adding video or multimedia components to help establish reputability or explain a complex product or service.

Includes the Following:
  • Account service
  • Competitor research & Copywriting
  • Design & visual concept development
  • Layout (15-20) slides & (2) sets of revisions
  • Light animation inside Powerpoint or Keynote

Multimedia Movie

Multimedia Movie

The best way to get a message across is often to tell it in story format. A short multimedia movie is often just the ticket. Using voice-over narration set to a series of images with type to reinforce key message makes for a great sales tool.

Includes the Following:
  • Account service
  • Copywriting / V.O script – 90 sec.
  • Design & storyboarding – includes photo selection and text styling
  • Voice over talent fee
  • Voice over recording
  • Animation & motion graphics
  • Audio production

Video Production

& Video Production

Shoot the video assets needed to support the marketing campaigns with relevant and engaging content for business owners.

Employing video testimonials of small business owners, HR managers and happy employees participating in the Stay Health Zone program are key to showcasing the benefits in a way that others can relate to and champion.

Deliverables Include the Following:
  • (1) Full day of shooting video
  • (6) testimonial videos – 45-60 seconds each
Photography & Video Production Services:
Pre-Production Planning
  • Shot list, planning, travel arrangements
  • Account Service
Video
  • (1) Full day of video w/ Canon C100 Mark ii
  • Pro light kit
  • Pro audio capture

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)

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

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 (incl. phone call tracking)
Does Not Include:
  • Video Production

Reputation Management

Reputation Management

Reputation management allows you to stay informed about what consumers and competitors are saying about your brand around the web. The service also includes building social proof and support for your brand through influencer / ambassador relationships, as well as reviews and ratings from customers.

Since Stay Healthy Zone will actively work with celebrity ambassadors, and depend on online reviews for credibility, Green Dot can help fully leverage the reach and impact of these relationships by consulting and guiding the protocol for these interactions, as well as actively monitoring conversations about your brand online, then responding to comments and questions in a timely manner.

In addition, we can introduce an automated protocol that surveys clients via email prior to asking for a review, then asks for reviews from those who give top marks, while alerting management to clients who responded with low ratings to the email survey.

Includes the Following:
  • Set alerts for your brand name, product name(s) around the web
  • Set alerts for your brand name, product name(s) on social media
  • Respond to positive and negative reviews and posts
  • Develop influencer / ambassador relationships and have them post about your brand

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

Presentation Deck (PowerPoint / PDF)

The project includes:

  1. Account service
  2. Competitor research & Copywriting
  3. Design & visual concept development
  4. Layout (15-20) slides & (2) sets of revisions
  5. Light animation inside Powerpoint or Keynote

$5,500

Direct Mailer

The project includes:

  1. Account service
  2. Copywriting
  3. Design & visual concept development
  4. Layout and final production
  5. (2) sets of revisions

$2,200

Sales Brochure

The project includes:

  1. Account service
  2. Copywriting
  3. Design & visual concept development
  4. Page layouts
  5. (2) sets of revisions
  6. Production – final files ready for pre-press

$7,750

Video Production

Services include:

  • (1) Full day of video w/ Canon C100 Mark ii
  • Pro light kit
  • Pro audio capture
  • (1) Full day of shooting video
  • (6) testimonial videos – 45-60 seconds each

$4,500

Multimedia Sales Movie

The project includes:

  1. Account service
  2. Copywriting / V.O script – 90 sec.
  3. Design & storyboarding – includes photo selection and text styling
  4. Voice over talent fee
  5. Voice over recording
  6. Animation & motion graphics
  7. Audio production

$7,500

Campaign Setup

One-time campaign setup fee includes:

  1. Google Analytics set up
  2. Facebook audience profiling
  3. LinkedIn audience profiling
  4. Keyphrase research and new Adwords creative
  5. Retargeting banner ad design
  6. Update branding for social channels
  7. Seed blog with (3) existing posts
  8. Setup ActiveDemand account
  9. Design & code promotional email template
  10. Phone call tracking setup
  11. Ad tracking setup

$6,500

Digital Marketing Services

Your marketing services package includes:

  1. Creative for social and search channels
  2. Advertising for Facebook
  3. Advertising for LinkedIn
  4. Google Adwords search advertising
  5. Retargeting ad management & creative
  6. Phone call tracking
  7. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  8. Monthly reporting
  9. Includes media management up to $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.

$4,000 p/m

Suggested Monthly Media Spend

You set the budget
Search: $2,500 – $5,500 p/m
Facebook: $1,500 – $3,000 p/m
LinkedIn: $2,000 – $5,000 p/m
Retargeting: $250 – $500 p/m

Content & Communication Services

Monthly content generation includes:

  1. Maintain monthly content calendar
  2. Write (4) unique blog posts
    Photo selection & licensing, blog post styling, SEO keywords & publishing
  3. Tracking and reporting on tagged links in posts
  4. Monitor and respond to comments
  5. Monitor and optimize email drip campaigns
  6. Reputation management & ambassador consulting
  7. Create (3) unique weekly graphics for Facebook posts
  8. Create (3) unique weekly graphics for LinkedIn posts
  9. Write, design and code (1) custom monthly promotional email
  10. Test, blast and report monthly promotional email
  11. Tracking, analytics and monthly reporting

$4,500 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Sales Presentation$2,500$3,000
Sales Brochure$4,000$3,750
Direct Mailer$1,100$1,100
Multimedia Movie$4,000$3,500
Video Production$4,500
Email Drip Creative$2,500
Campaign Setup$6,500
Digital Marketing$4,000$4,000
Content Marketing$4,500$4,500
ActiveDemand - 5k$250$250$250
Monthly Totals$11,600$11,350$7,000$6,750$8,750$8,750
Notes
Authorized Signature