Unicorn Fire Studios
Website & Digital Marketing
Prepared by Green Dot Advertising — August 28, 2019
Objectives & Marketing Strategy
Design and develop a website for Unicorn Fire Studios to convert traffic from digital marketing campaigns into phone inquiries, email sign ups, social media followers and online bookings.
Marketing Strategy:
Florida has many producers, bloggers and agencies that need access to studio space. While there are a ton of options, not many studios are easy to book online, and even fewer are available for short term rentals by the hour. Unicorn Fire Studios aims to change all that and make it easy for everyone.
The new website for Unicorn Fire Studios – will be mobile responsive and friendly for desktops as well. Built on the WordPress platform, it will feature a CMS allowing admins to change pricing, see transactions and make simple copy edits to the live site. Functionality will include a scheduler and payment processing capabilities allowing users to book specific time slots for specific studio services.
A digital marketing campaign using Google and Instagram will drive qualified traffic directly to the website. Google will generate immediate business with prospects who are ready to buy, while Instagram will help create demand and reach those producers already using a competing studio (and no longer searching on Google) to ensure they discover Unicorn Fire as well.
Retargeting display banner ads will ensure prospects who have visited a Unicorn Fire website (landing page) will have a second and third opportunity to return to the site to book studio time. The retargeting ads are displayed on popular websites and “follow” the prospect around wherever they go online.
Those prospects who inquire via the website will be subscribed to a promotional email drip campaign to educate them about other Unicorn Fire Studio services, and to remind them of their upcoming reservation. A series of three (3) 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. Email lists will be segregated into 4 different lists corresponding to the service the client signed up for.
We highly recommend a digital marketing campaign on Google and Instagram to drive qualified traffic to the Unicorn Fire Studios website. Once optimized, this campaign can be turned “off and on” as needed to manage bookings. The retargeting effort and the email campaigns will be exponentially more effective the more qualified people that visit the website.
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom website to showcase Unicorn Fire Studios and support the marketing campaigns.
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 feature a scheduler and payment processing capabilities allowing users to book studio time for up to 3 different studio products.
The website will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Website Content Outline - Unicorn Fire Studio
- HomeVideo header
---
Unicorn Fire Intro
Studio products - 3 total (Studio, Podcast, Post)
Check Availability / Book Now
---
Video b-roll
---
Hours
Location map
---
Email Sign up
- StudioStudio header
----
Studio description
Studio photo gallery
Scheduler / Book Now
---
Video b-roll studio tour
---
Hours
Location
---
Email Sign up
- Podcast SpacePodcast header
----
Description
Photo gallery
Scheduler / Book Now
---
Video b-roll podcast studio tour
---
Hours
Location
---
Email Sign up - Post Production SuitePost Production Suite header
----
Description
Photo gallery
Scheduler / Book Now
---
Video b-roll post production suite tour
---
Hours
Location
---
Email Sign up - About Unicorn FireHeader
---
The Unicorn
Making studio access easy
About Michael
---
Book now
---
Email sign up - ContactContact header
---
Address and phone
Location Map
General contact form
---
Email sign up - Scheduler / Checkout / Payment Processor
- Confirmation email
Includes the Following:
- Account service
- Copywriting – supplied by client
- Visual concept development for website designs
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
Google® Adwords
Google® Adwords
Google AdWords allows your website or landing pages to be listed prominently on Google when people search for relevant keywords related to studio rentals and studio related services. 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 introduce additional services and cross market Unicorn Fire Studios. A series of three (3) 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 three (3) 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
Services Summary & Pricing
Services Summary & Pricing
Website Development
Project Includes:
- Account service
- Copywriting – supplied by client
- Photography & video content – supplied by client
- Visual concept development for website designs
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Setup and configure Birchpress scheduler
- Setup and configure payment processor
- Website setup on hosting account
$7,500
VIP client discount – $2,500
Email Drip Creative
Project Includes:
- Account service
- Copywriting
- Drip email template design
- Custom development for email template
- Program (3) drip emails using existing template
$1,250
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Retargeting banner ad design
- Setup ActiveDemand account
- Keyword research and Adwords creative
- Instagram audience profiling
- ActiveDemand phone call tracking setup
- ActiveDemand email drip workflow setup
- Ad tracking setup
$3,000
Digital Marketing Services
Project includes:
- SEM using Google Adwords
- Advertising on Instagram
- Retargeting display ad management
- Email drip campaign management
- Inbound phone call tracking
- Ongoing tracking & analytics
- Access to the GD project portal
- Access to 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.
$3,000 p/m
Suggested Monthly Media Spend
You set the budget
Search Ads: $1,500 – $2,000 p/m
Social Ads: $1,000 – $1,500 p/m
Retargeting: $200 – $250 p/m
ActiveDemand: $275 p/m for up to $5k email contacts
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Development | $2,500 | $2,500 | ||||
| Email Drip Creative | $1,250 | |||||
| Campaign Setup | $3,000 | |||||
| Digital Marketing | $3,000 | $3,000 | $3,000 | |||
| ActiveDemand - 5k | $275 | $275 | $275 | $275 | ||
| Monthly Totals | $2,500 | $2,500 | $4,525 | $3,275 | $3,275 | $3,275 |
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 your followers and reach targets that are not already aware of your brand, but should be.
Using Instagram (or Facebook) it is possible to target video and film producers, as well as other creative professionals directly in their newsfeed. Creating awareness for Unicorn Fire Studios is key, since the most active producers already have resources they like and won’t search on Google as a result.
Includes the Following: