Trigon Turf

Website & Marketing Proposal

Prepared by Green Dot Advertising — August 16th, 2016

Objectives & Marketing Strategy

Design and develop a new website to highlight Trigon’s expertise in turf management and maintenance while ensuring the site’s content is written and formatted to effectively support lead generation campaigns.

Marketing Strategy:

Develop a mobile responsive website with content that is written and formatted to be relevant to incoming traffic from each of the four disparate target audiences. Green Dot recommends segmenting the content and building unique 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 your site, 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.

Green Dot recommends driving qualified search engine traffic to the specially designed landing pages created to support this campaign. These prospects are highly qualified, since they are actively searching for your products and services. Social media marketing allows us 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 agricultural fertilizers will pave the way for the sales team to deliver their pitch.

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.

Photography & Video Production

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.

Integrating custom photography and video into your website and digital marketing campaigns is a powerful way to generate an engaging and visually stimulating experience for prospects and existing customers alike. Sourcing your own, custom assets allows you to highlight the specific advantages Trigon’s services and product mix provide, and ensures your brand stands out in a crowded marketplace with unique creative that competitors using stock photos can’t match.

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. Please ask us if you have questions about what’s possible and our ideas.

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 1
  • 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)
    Turf Science teaser - link
    Services teaser - link
    Solutions teaser - link
    Inquire / Contact
  • ServicesOverview - (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
  • Turf Science(b-roll video loops - optional)
    Agricultural approach (yield) vs. turf maintenance
    Low height of cut
    Insights
  • 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

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 for a three panel, 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 CoverTrigon's approach to turf maintenance / low height of cut
  • Pocket w/ insertsProduct Description - Working Capital for Restaurants
    Promotional Fixed Rate offer
    Basic criteria to qualify
    Link to microsite for application
    Insight & Boost Info
  • Back Coverphoto and contact information
  • Inserts 1-4Single sided 8.5" x 11" inserts. Each focused on one of the target audiences - golf courses, athletic fields, parks & open spaces, and landscapers.
Includes the Following:
  • Account service
  • Copywriting
  • Design & visual concept development
  • Page layouts
  • (2) sets of revisions
  • Production – final files ready for pre-press

Google® Adwords

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

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

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

Website Design & Development

The project includes the following services:

  1. Account service
  2. Copywriting
  3. Design
  4. Page layout
  5. html / css coding
  6. Setup & customize WordPress CMS
  7. Upload to hosting account & testing

$12,500

Video & Photography

The project includes the following services:

  1. Pre-production planning & shot lists
  2. (2) Full days of video
  3. (2) Full days of photography
  4. (1) 120 Company video
  5. (3) Customer testimonial videos
  6. (2) b-roll videos for website
  7. Voice-over talent & recording
  8. Audio production

$9,500

Pocket Folder & Inserts

The project includes the following services:

  1. Account service
  2. Copywriting
  3. Design
  4. Page layout
  5. Final digital files ready for pre-press
  6. 1,000 printed copies

$3,800

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Retargeting banner ad design
  4. Update branding for social channels
  5. Seed blog with existing posts
  6. Tracking setup
  7. Keyphrase research and new Adwords creative

$3,500

Digital Marketing Services

Your marketing services package includes the following:

  1. Creative for social and search channels
  2. Page Management for Facebook
  3. Advertising for Facebook
  4. SEM using Google Adwords
  5. Retargeting ad management & creative
  6. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  7. Monthly reporting
  8. 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 – $2,500 p/m
Social: $1,200 – $2,000 p/m
Retargeting: $200 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Write (4) unique monthly blog posts
    Photo selection & licensing, blog post styling, SEO keywords & publishing
  2. Write, design and code (1) custom promotional email p/m
  3. Test & blast email
  4. Monthly performance report

$1,800

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Website Development$4,500$4,000$4,000
Video & Photography$4,250$4,250
Pocket Folder & Inserts$1,900$1,900
Campaign Setup$3,500
Digital Marketing$2,500$2,500$2,500
Content Marketing$1,800$1,800$1,800
Monthly Totals$10,650$10,150$7,500$4,300$4,300$4,300
Notes
Authorized Signature