Talygen
Marketing Proposal
Prepared by Green Dot Advertising — April 16th, 2018
Objectives & Marketing Strategy
Create awareness and generate leads for the Talygen suite of products, leading from the Asset Management and Advanced Ticketing Solution modules.
Marketing Strategy:
Talygen’s products distinguish themselves through both the technology, integration and the price point. The Asset Management and Advanced Ticketing Solutions modules within the suite will be new and should be highlighted and promoted. From a targeting perspective, SMBs and medium sized businesses are ideal, as they stand to benefit the most from an integrated suite of services and are less likely to have conflicting software commitments in place.
Green Dot recommends a multi-channel approach to ensure the campaigns leverage one another and support the end goal – which is to generate leads for a product demo. However, awareness is also critically important when it comes to initiating trials with prospects, and should not be overlooked.
Digital marketing is the primary tactic we recommend – primarily Facebook. This channel is especially important to help create awareness and demand for the Asset Management and Advanced Ticketing Solution modules. Each has a different target audience, which can be laser targeted with social media profiling tools.
Targeting searches on Google is another proven marketing tactic to generate leads from users looking for exactly the type of product you offer. Green Dot recommends using a combination of Adwords and social media marketing for best results.
Integrating an email drip campaign to stay top-of-mind with prospects after they inquire, during the course of the sales cycle can significantly increase conversions. A series of five (5) 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.
Finally, a display banner retargeting campaign will ensure prospects who have visited a Talygen landing page will have a second and third opportunity to return to the site and sign up for the demo.
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 stay top-of-mind with prospects throughout the sales cycle. A series of five (5) 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 (5) 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
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
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Retargeting banner ad design
- Optimize copy and content on (2) existing client landing pages
- Integrate ActiveDemand forms and tracking code on client landing pages
- Social audience profiling and targeting setup
- Keyphrase research and new Adwords creative
- Facebook & Adwords campaign tracking set up
- Phone call tracking setup
- Write, layout and develop emails for drip campaign – up to five (5) emails
- Setup email drip workflow
$5,500
Digital Marketing Services
Your marketing services package includes the following:
- Advertising in the Facebook newsfeed
- SEM using Google Adwords
- Retargeting display ad management
- Email drip campaign management
- Inbound phone call tracking
- 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.
$2,750 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $4,500 p/m
Social: $1,500 – $5,000 p/m
Retargeting: $200 – $500 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Campaign Setup | $5,500 | |||||
| Digital Marketing | $2,750 | $2,750 | $2,750 | $3,050 | $3,350 | |
| Suggested Media Spend | $2,500 | $2,500 | $5,000 | $7,500 | $10,000 | |
| Monthly Totals | $5,500 | $5,250 | $5,250 | $7,750 | $10,550 | $13,350 |
Social Advertising
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. The strategy is to target SMBs and mid-size companies by running ads for selected Talygen products in the Facebook newsfeed.
Green Dot uses a mash-up of targeting techniques to profile your ideal audience on Facebook including appending email addresses submitted by the client, targeting members of industry associations, geography and job titles.