Surfmed
DME Rentals Marketing
Prepared by Green Dot Advertising — July 2nd, 2019
Objectives & Marketing Strategy
Help Surfmed launch and grow DME rentals services online using digital marketing tactics.
Marketing Strategy:
Florida has many seasonal residents, and an aging population in need of DME. Many prefer to rent vs. buy, and using online search engines to find specific equipment and compare prices is the preferred way to shop. The strategy detailed in this proposal aims to maximize the results for every dollar spent on marketing the Surfmed website to people searching online for DME equipment rentals.
Digital marketing is the primary tactic we recommend – primarily Google Adwords. This channel is ideal for stepping in front of existing demand for DME rentals. Most users search Google using their mobile devices, so having a web page that is designed for mobile, and more professional and engaging than your competitors is critically important when it comes to leveraging your investment in paid clicks from Google.
A display banner retargeting campaign will ensure prospects who have visited a Surfmed landing page will have a second and third opportunity to return to the site to rent equipment. The retargeting ads are displayed on popular websites and “follow” the prospect around wherever they go online.
Those prospects who inquire via the website will be subscribed to a promotional email drip campaign to educate them about other Surfmed products and services, as well as Caring Home Care. A series of three (3) automatically triggered messages is likely sufficient, but we can experiment with messaging as the campaign matures. Green Dot uses sophisticated marketing automation software to administer the drip campaign and manage user lists.
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
Email Marketing
Email Marketing
Green Dot recommends creating an email drip campaign to introduce additional services and cross market CHC. A series of five (3) emails is likely sufficient. These email messages will be setup in ActiveDemand and deploy automatically at a set interval once a new subscriber is added to the list.
Includes the Following:
- Author, layout and program up to five (3) emails for a drip campaign
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Testing for all popular desktop and mobile platforms
- Monthly promotional email – draft, code, test and blast
- 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
- ActiveDemand – phone call tracking
- ActiveDemand for email platform
- ActiveDemand for campaign KPI dashboards
- Monthly account review
Services Summary & Pricing
Services Summary & Pricing
Email Drip Creative
Project Includes:
- Account service
- Copywriting
- Drip email template design
- Custom development for email template
- Program (3) drip emails using existing template
$1,250
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Retargeting banner ad design
- Setup ActiveDemand account
- Keyword research and Adwords creative
- ActiveDemand phone call tracking setup
- ActiveDemand email drip workflow setup
- Ad tracking setup
$2,500
Digital Marketing Services
Project includes:
- SEM using Google Adwords
- Retargeting display ad management
- Email drip campaign management
- Inbound phone call tracking
- Ongoing tracking & analytics
- Access to the GD project portal
- Access to 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.
$2,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $3,500 p/m
Retargeting: $200 – $250 p/m
ActiveDemand: $275 p/m for up to $5k email contacts
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Email Drip Creative | $1,250 | |||||
| Campaign Setup | $2,500 | |||||
| Digital Marketing | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | |
| ActiveDemand - 5k | $275 | $275 | $275 | $275 | $275 | |
| Monthly Totals | $3,750 | $2,775 | $2,775 | $2,775 | $2,775 | $2,775 |