Tripper
Test Marketing Proposal
Prepared by Green Dot Advertising — September 12th, 2019
Marketing Strategy & Brand Positioning
Discover and define the marketing strategy and brand positioning for Tripper in the US market using online and event based marketing channels.
For any launch to be successful, it takes a clear strategy that aims to target a specific market segment of consumers with the perfect service for their needs. That positioning includes the price point, the product features, ease of use, and dependability – both for the technology and the people providing the service.
Green Dot will work with Tripper to develop and test different positioning ideas for the company’s ride share service. The goal is to test market demand when using different positioning strategies and target audiences. Instead of only using focus groups, Green Dot recommends engaging potential customers with digital marketing and to observe their actual behavior to get reliable, real-world feedback.
The test marketing campaign consists of primarily three things. Several versions of a landing page for Tripper with different positioning concepts. Social media ad campaigns that drive traffic to the landing page. And a marketing automation platform (ActiveDemand) to track behavior and capture contact info from users.
Separately, we recommend an ad campaign promoting a survey about Tripper, inviting users to share their thoughts about the concept to compare and contrast what users say vs. how they behave. The survey will also provide a feedback loop to better understand what’s happening and why.
Using information from actual users, combined with competitor research and projected media expenses, Green Dot will craft a marketing strategy that includes a 12 month plan, adjusted for seasonality, outlining the focus, budget and goals for each quarter. In addition, this research will help determine the most effective messaging and how to position Tripper for success in the US market.
Marketing Strategy & Research includes the following:
- Account service
- Client discovery meeting
- Competitor research / target audience profiling
- Analysis & marketing strategy
- 12 month marketing plan
Landing Pages
Landing Page Development
Develop a simple, user-friendly landing page for Tripper to test market demand.
The Tripper landing pages are quoted as a custom website built on the WordPress platform and includes a content management system (CMS) to easily edit content. The site will be integrated with the marketing automation and email management platform ActiveDemand for tracking and email marketing purposes.
The site will be designed for mobile devices and desktop computers utilizing mobile responsive code to ensure content is mobile friendly and renders consistently on tablets and smartphones.
Landing Page Content Outline
- Landing Page - WomenHeader
Intro - Rideshare for Women
Safety & Luxury
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Pre-register to download app
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How we pay drivers
Best cars
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Pre-register to download app
---
Footer - Landing Page - Corporate TransportHeader
Intro - Rideshare for Executives
Luxury & Top notch service
---
Pre-register to download app
---
How we pay drivers
Best cars
---
Pre-register to download app
---
Footer - Landing Page - Luxury VehiclesHeader
Intro - Rideshare for a night out
Luxury & Top notch service
---
Pre-register to download app
---
How we pay drivers
Best cars
---
Pre-register to download app
---
Footer
Includes the Following:
- Account Service
- Copywriting
- Design & layout of inside pages
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Setup Woo Commerce
- Website setup on hosting account
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
When users get to the landing page from a social media ad, they are expecting to download the app. Since the app and the service is not ready, we simply ask them to give us their email address to be notified upon launch. An automatic email is triggered thanking the user for registering.
Separately, anyone on the landing page will be invited to take the survey. This registers them to win a $200 gift card. As a result, we need to collect the users email address to notify them in case they win. This tactic will help produce a healthy amount of users interested in the app upon launch.
Includes the Following:
- Campaign setup including email triggers, workflows and list segmentation
- Write, design and code “Thank you for pre-registering” email
- Write, design and code “Thank you for taking the survey – you’re registered to win” email
- Write, design and code “Survey winner notification” email
- Testing for all popular desktop and mobile platforms
- Tracking and reporting
Presentation Deck
Presentation Deck
Once the test marketing phase is complete, Green Dot suggests creating a professionally produced summary and analysis of the test marketing results to help your organization pitch investors for funding. Using Powerpoint, Keynote or a PDF slide deck, Green Dot helps clients look their best and communicate clearly.
Additionally, consider adding video or multimedia components to help establish reputability or help explain your unique positioning and value proposition.
Includes the Following:
- Account service
- Competitor research & Copywriting
- Design & visual concept development
- Layout (15-20) slides & (2) sets of revisions
- light animation inside Powerpoint or Keynote
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 ActiveDemand (marketing automation platform).
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- Custom monthly marketing reports
- ActiveDemand – email marketing and automation
- Monthly account review
Services Summary & Pricing
Services Summary & Pricing
Marketing Strategy & Brand Positioning
Services include:
- Account service
- Client discovery meeting
- Competitor research / target audience profiling
- Analysis & marketing strategy
- 12 month marketing plan
- Survey prize winner email copy, design, coding and blast
- ActiveDemand – 5k
$6,500
Landing Page Development
The project includes the following services:
- Account Service
- Copywriting
- Design & layout of initial landing pages
- (2) sets of revisions
- Custom landing page development & programming
- Setup WordPress CMS
- Create 2 additional landing page versions
- Landing page setup on hosting account
$3,500
Presentation Deck
These services include:
- Account service
- Copywriting
- Design & Layout for a 16 pg. deck
- Production – single page PDF
- (2) sets of revisions
$4,500
Email Marketing Setup
These services include:
- Campaign setup including email triggers, workflows and list segmentation
- Write, design and code “Thank you for pre-registering” email
- Write, design and code “Thank you for taking the survey – you’re registered to win” email
- Write, design and code “Survey winner notification” email
- Testing for all popular desktop and mobile platforms
$2,500
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Facebook audience profiling
- Instagram audience profiling
- Retargeting banner ad design
- Survey questions & build
- Survey ad campaign creative
- Branding & account setup for social channels
- ActiveDemand setup
$4,500
Digital Marketing Services
Your marketing services package includes the following:
- Facebook advertising
- Instagram advertising
- Retargeting ad management
- Survey ad campaign management
- Email marketing management
- ActiveDemand – up to 5k contacts
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $15k per month**Additional media management beyond $15k per month is billed at 12% of ad spend.
$5,000 p/m
Suggested Monthly Media Spend
You set the budget
Facebook: $3,500 – 5,000 p/m
Instagram: 3,500 – 5,000 p/m
Retargeting: $250 – $400 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | |
|---|---|---|---|---|---|
| Landing Pages | $3,500 | $450 | $450 | ||
| Email Marketing Setup | $2,500 | ||||
| Campaign Setup | $4,500 | ||||
| Digital Marketing | $5,000 | $5,000 | |||
| ActiveDemand 5k | $275 | $275 | $275 | ||
| Marketing Strategy | $6,500 | ||||
| Presentation Deck | $4,500 | ||||
| Monthly Totals | $3,500 | $7,275 | $5,725 | $5,725 | $11,000 |
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 prompt prospects to download the Tripper app.
To reach this very large and diverse market, Green Dot recommends ad campaigns on Facebook and Instagram. Targeting users on social media with age appropriate ads is likely an effective way to engage these audiences and get them to pre-register to download the Tripper app.