The Kingdom

Marketing Proposal v3

Prepared by Green Dot Advertising — January 28th, 2021

Objectives & Marketing Strategy

Invest in social media and search to drive initial traffic to the website, then grow a loyal group of repeat customers and use automation and custom emails to re-engage them via email (and later SMS) to drive down advertising costs and boost margins.

Marketing Strategy:

Maximizing the lifetime value of a client is key. That’s because paying for clicks is expensive. Necessary, but expensive. As a result we aim to engage new prospects with ads and then get them to come back over and over again using marketing channels like email and SMS.

Our team has become experts finding and driving hot prospects to e-commerce stores, and then getting them to sign-up for an offer or to buy the item we were promoting. Once they do, we capture their email address and use powerful automation tools specifically designed to up sell, cross sell and to drive repeat visits using inexpensive marketing channels like email and SMS.

Great offers will be key. For example, registering to win a shopping spree with one of the personal celebrity stylists you mentioned on the call would likely grow your list exponentially. Or simply registering to win a shopping spree… Other offers can include discount codes or rewards for referrals or repeat purchases, etc. etc.

Green Dot then builds powerful automated email drip campaigns that are triggered by specific behaviors shoppers exhibit – like window shopping, buying items from specific brands or categories repeatedly, or abandoning their shopping carts. These automated workflows boost returns forever once they are setup.

Social media marketing will always remain part of the overall strategy, as there are always new targets to engage. However, as sales revenue from email blasts grows, organic site traffic from loyal shoppers and responses to email blasts will drive the majority of the revenue. Social media can transition to becoming a way to stay top of mind and feature specific products that are relevant.

Green Dot will carefully track and analyze the results of each campaign, including the cost to reach, engage and convert prospects into customers. Our primary objective is to optimize your campaigns to achieve the lowest cost to inform and engage your audience, as well as drive sales via the website.

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.

Green Dot will focus on promoting specific products and brands that are in high demand and hard to find, yet available at the Kingdom. Search can be useful to step in front of existing demand and quickly move items that are growing in popularity.

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

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

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 and to various social media platforms, 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

Content Creation

Content Creation

Enticing users to click requires engaging and original content. The success of every advertising campaign depends heavily on the messages, images, videos and values a brand uses to promote itself. That’s why Green Dot includes design and copywriting services and bundles key touch points for your campaigns.

This service includes 15 freshly written and designed social media graphics for Instagram and Facebook focused on promoting items featured in ads or promotional emails or driving sign ups for giveaways to grow the email list. The client will post lifestyle, other products and culture related content. Both platforms will share concepts, but graphics will be sized and customized for each social media channel. These graphics will be used primarily as promoted posts to nurture new followers and drive traffic to the website, as well as maintain and promote the image of The Kingdom.

Includes the Following:
  • Facebook graphics – 15 a month
  • Instagram graphics – 15 a month
  • Monthly performance report

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), Klaviyo (campaign and email performance) and a live monthly performance review call to review results and discuss content for the upcoming month.

Includes the Following:
  • Ongoing campaign tracking and analytics
  • Ongoing campaign optimization based on data
  • Google Analytics goal tracking setup and management
  • Klaviyo – email performance
  • Klaviyo – campaign performance
  • 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

This budget is based on a goal of building towards selling $100k worth of merchandise (retail) per month over the next 6 month period and building the email lists to the point where 50% or more of all transactions result from email marketing vs. paid traffic.

Email Workflow

These services include:

  1. Account Service
  2. Copywriting – 5 emails
  3. Design & layout – 5 emails
  4. (2) sets of revisions
  5. html coding & testing – 5 emails
  6. Setup new workflow in Klaviyo

$1,500 – $2,500

Landing Page Design & Development

The project includes the following services:

  1. Account Service
  2. Copywriting
  3. Visual concept development for landing page
  4. (2) sets of revisions
  5. Custom website development & programming
  6. Setup in Shopify

$2,500 Custom LP
$1,500 based on template

Digital Marketing Services

Your marketing services package includes the following:

  1. Account Service
  2. Google Analytics goal conversion tracking
  3. Google Ads management
  4. Facebook ads management
  5. Instagram ads management
  6. Video ads management
  7. Retargeting ad management & creative
  8. Klaviyo – live campaign dashboard
  9. Access to the GD project portal
  10. Monthly reporting call
  11. Includes media management up to $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.

$3,500 p/m

Suggested Monthly Media Spend

You set the budget
Search: $1,500 – $2,500 p/m
Social: $5,200 – $7,000 p/m
Retargeting: $200 – $500 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Automated email workflow maintenance
  2. Facebook graphics – 15 a month
  3. Instagram graphics – 15 a month
  4. Monthly performance report

$1,500 p/m

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Digital Marketing$3,500$3,500$3,500$3,500$3,500$3,500
Content Marketing$1,500$1,500$1,500$1,500$1,500$1,500
Monthly Totals$5,000$5,000$5,000$5,000$5,000$5,000

Ready to Get Started?

To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.

Notes

Terms and Conditions

Agreement & Definitions

The purpose of this agreement is to establish a continuing and mutually beneficial, cooperative Client / Agency relationship. This agreement is governed by the laws of the state of Florida. Hereinafter, “Client” is defined as the company and person executing this agreement, and “Agency” is defined as Behr Advertising, Inc. d/b/a Green Dot Advertising.

Ownership & Custody

All creative concepts, ideas and designs, prepared for and purchased by the Client shall be the property of the Client on receipt of payment. This includes the final approved version of any digital files for contracted work – i.e. the brochure, video or website. However, this does not include any working files or digital assets generated by the Agency that are not part of the final deliverable or required for the final deliverable to function. In the simplest terms, output files belong to Client and working files belong to the Agency. Copyright of all material produced for the Client is vested in the client, except where previous copyright may exist in purchased material. We, the Agency shall retain, in our care digital files of advertising creative produced on behalf of the Client for a period of three (3) years. Any physical materials such as film, mechanicals or printer’s proofs will not be stored or recovered unless specifically requested by the Client and agreed to by the Agency in writing.

Confidentiality

It shall be our duty as the Client’s agency not to discuss any confidential information entrusted to us by the Client without authorization. All studies and research done on behalf of the Client and paid for by the Client shall remain confidential to the Client.

Contract Term & Cancellation

This agreement is for described work only and is based upon acceptance by the Client within 30 days. The minimum term is six (6) months from the date of campaign launch, not the signing date. As a result, the duration of time dedicated to project work in preparation to launch marketing campaigns, such as design and development of creative assets prior to campaign activation, is not counted towards the minimum term. Early cancellation obligates the Client to pay 50% of the remaining unbilled services for the remainder of the current term, plus any outstanding balance due the Agency. This agreement renews automatically for a one (1) year term if not cancelled in writing at least thirty (30) days prior to the end of the initial six (6) month term and renews annually thereafter until cancelled in writing by the client with at least ninety (90) days written notice.

Obligation to Media & Suppliers

The Client authorizes the Agency to purchase and place advertising, and authorize media and production commitments for the Client, and to obligate the Client contractually or otherwise for the payment of such advertising, media and production projects. The Agency will service and bill the Client each month where payment is due the Agency. Once payment has been made to the Agency, the Agency assumes full financial responsibility for remitting payment to the media or vendors in a timely manner. If however, the Client fails to remit payment to the Agency, then financial responsibility for payment lies with the Client and not with the Agency.

Legal Liability & Indemnification

The Agency shall not be liable for delay, omission or error, in any advertisement or marketing communications in the absence of wilful fault or neglect. The Agency agrees to exercise its best judgement in the preparation and placing of all advertising and marketing materials for the Client with a view to avoiding any claims, proceedings or suits being made against the Client or the Agency. It is agreed however that the Client will indemnify the Agency against any loss we may incur as the result of any claim, suit or proceedings made or brought against the Agency based upon any advertising or marketing campaigns which the Agency prepared or managed for the Client based on information provided by the Client or published by the Client in the past. Likewise, the Agency will indemnify the Client against any loss the Client may sustain as a result of any claim, suit or proceeding made or brought against the Client caused by the Agency’s negligence.

Authorized Signature