Trigon Turf Branding, Website & Marketing Proposal, Prepared by Green Dot Advertising

Trigon Turf

Branding, Website & Marketing Proposal

Prepared by Green Dot Advertising — February 6th, 2017

Objectives & Marketing Strategy

Update the Trigon Brand and its touch points to highlight Trigon’s expertise in as it relates to problem solving, while ensuring the site’s content is written and formatted to effectively support lead generation campaigns.

Marketing Strategy:

The first step is to prepare the Trigon brand for relevancy beyond just “turf maintenance and management” to include proprietary products and environmental problem solving. Green Dot suggests dropping “turf sciences” and updating the logo while retaining the existing brand equity.

When it comes to marketing Trigon’s core services, Green Dot suggest using a segmented approach. We recommend developing a mobile responsive website with unique content written and formatted for each of the four disparate target audiences. Green Dot recommends segmenting the content and building individual landing pages for each type of target.

For example, incoming traffic from search engine marketing campaigns can be segmented and routed to the appropriate page (golf course vs. athletic field vs. landscaping). As a result, prospects will quickly discover content that is highly relevant to what they searched for, increasing the chances for a conversion / inquiry. Once the prospect leaves the Trigon website, they can be retargeted with banner ads for a period of 2 weeks when the browse other websites anywhere that support display advertising to give you a 2nd and 3rd opportunity to generate an inquiry.

Social media, email and content marketing allows Trigon to actively target specific types of prospects, from golf course superintendents to people in charge of maintaining athletic fields for professional sports teams, as well as government employees tasked with managing parks and public facilities. Creating brand awareness among this group and educating them with tips and insights about Trigon’s approach vs. that of competitors will pave the way for the sales team to connect more easily.

Green Dot will carefully track and analyze the results of each campaign, whether inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible, while creating awareness and nurturing prospects in your sales funnel.

Logo & Brand ID

Update the existing Trigon logo and related touch points.

Trigon will drop “turf sciences” from it’s logo to better accommodate the company’s broader focus going forward. This project includes updating the logo, developing a tag line, and designing new stationary and business cards for the existing staff.

Includes the Following:

Account service
Tag line and copy concept development
Logo design and logo files
Stationary design and business cards
(2) sets of revisions

Photography & Video Production

Shoot the photography and video assets needed to produce the proposed website and to support the social media campaigns with engaging and unique content.

We recommend aerial drone photography and videos of golf courses, parks and athletic fields to provide an overview and an engaging bird’s eye perspective. Landscaping can be shown using close ups with camera motion using stabilized equipment.

In addition, testimonial interviews with clients and key Trigon personnel will go a long way to ensuring website visitors know what the company does, and why it’s different.

Deliverables Include the Following:

(2) Full days of shooting video and custom photography – up to 3 locations, plus at your company HQ
(45) Color corrected high resolution photos
(3) testimonial videos – 90-120 seconds each
(1) company overview video – 120 seconds
(2) 90 second looping b-roll video clips for website

Photography & Video Production Services:

Pre-Production Planning

Shot list, planning, travel arrangements
Account Service

Photography

(2) Full days of photography w/ Canon 5D Mark iii
Canon L lenses and accessories

Video

(2) Full days of video w/ Canon C100 Mark ii
Canon L Lenses and accessories
Pro light kit
Pro audio capture
DJI Inspire 2
DJI Osmo and Ronin

Website Scope of Work

Website Development Scope of Work

Design and develop a new, custom website to position Trigon as a turf maintenance expert and create content specific to each of the different target audiences.

This website 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.

Trigon Website Outline

HomeInto - (company overview view - optional)
Approach teaser - link
Markets teaser - link
Solutions teaser - link
Products teaser - link
Inquire / Contact
ApproachProblem Solvers / Performance
Agricultural approach (yield) vs. turf maintenance
Low height of cut
(b-roll video loop)
Insights
MarketsOverview - (testimonial videos - optional)
Golf Courses
Athletic Fields
Parks
Landscapers
SolutionsOverview - (b-roll video loops - optional)
Photosynthesis
Aerification Recovery
Summer Heat Protection
Disease Defense & Recovery
Pest Control
ProductsBiological
Chemical
Proprietary - Air Spike, Fogger, Applicator
CompanyAbout
Team
BlogArticle list view
Article detail view
Categories / videos
Contact & LocationContact form
Address & Location Map

Includes the Following:

Account service
Copywriting
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

Pocket Folder & Inserts

Design and produce a corporate pocket folder with audience specific inserts as a leave behind for the sales team.

Project includes design and production a 9″ x 12″, pocket folder. This format can accommodate 8.5″ x 11″ inserts specific to the (4) different target audiences and has information about Trigon’s services on the inside cover – opposite the inserts. The project also includes writing and designing the (4) inserts.

Trifold Brochure Outline

Cover
Inside Cover - Approach
Pocket for Inserts
Back Cover
Inserts 1-4Double sided 8.5" x 11" inserts
Front talks about services, back lists the relevant products.
Golf courses
Athletic fields
Parks & open spaces
Landscapers

Includes the Following:

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

Trade Show Display

A custom trade show display helps distinguish your brand from competitors and establishes credibility.

For a presence at corporate events, Trigon needs a branded exhibit. Green Dot recommends a table top display for portability and ease of setup, along with a branded table cover. This 8′ unit includes the structure, graphics, materials and printing.

Includes the Following:

Account service
Copywriting and concept development
Design & visual concept development
Layout and final production
(2) sets of revisions
Shipping & fulfillment (upon request)

Google^® Adwords

Google AdWords allows your website or landing pages to be listed prominently on Google when people search for your company’s products or services online. 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 to drive prospects who are ready to buy directly to your website.

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

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

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

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:

Campaign setup and account creation
Ad copywriting and creative development
Campaign management & optimization
Geographic and demographic targeting
Like campaigns to grow your audience
Ad campaigns to drive traffic to your website
Conversion tracking and reporting (incl. phone call tracking)
Accounts service & monthly calls

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:

Social media profile creation
Social media posting and content distribution
Copywriting and creative development
Conversion tracking and reporting (incl. phone call tracking)
Page management and post optimization
Geographic and demographic targeting for boosted posts
Account service & monthly calls

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

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 recommends sending a monthly email consisting of links to all (4) blog posts, or a promotional email offer.

Includes the Following:

Campaign setup including drip campaign triggers, workflows and list segmentation
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

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