Unitrends MSP
Marketing Proposal
Prepared by Green Dot Advertising — September 26, 2019
Objectives & Marketing Strategy
Position Unitrends MSP as a market leader in back-up among the MSP community by creating awareness with ad campaigns and content on partner media outlets, social media, and via direct response marketing.
Marketing Strategy:
The primary marketing objective is to create awareness among MSPs about Unitrends MSP and to generate sales leads. To successfully accomplish both goals, a marketing campaign has to convert prospects seeking a better BCDR backup solution quickly, while educating and nurturing those who are still learning about the value of BCDR throughout an extended sales cycle.
Green Dot will develop a marketing plan for the entire 2019 calendar year and then break that down into quarterly and monthly marketing opportunities for reaching prospects at each stage of the sales funnel. The strategy will include proposed messaging and content required for each step along the way. Once defined, Green Dot and Unitrends MSP will collaborate to develop the content in a systematic fashion. Examples include:
- Premium back-up – making $ w/ BCDR
- BCDR for Cybersecurity
- Avoiding Litigation for back up
- Growing without hiring
- Testing and automation
Developing and distributing this content through multiple partner media channels is key. Downloadable white papers and e-books along with social media slide-show videos can help get the message out. Once the audience engages, retargeting ads and emails will move them along the path towards becoming an MQL.
Utilizing Facebook, LinkedIn and Reddit to build a community and create awareness for the new Unitrends MSP product is important to grow the number of prospects in the top of the marketing funnel. 92% of MSPs say they use Facebook daily and using the new lists provided by Kaseya as well as the leads coming in from the webinars it should be possible to target MSPs with some degree of accuracy.
Testimonial videos from existing MSP clients that are successfully reselling the product would be extremely helpful. We recommend shooting three (3) short 60-90 second testimonial videos and using those assets on Facebook, LinkedIn, and Reddit, as well as Unitrends MSP website landing pages.
Fresh new content on a monthly basis will be supplied largely by the client. Unitrends MSP will supply blog content, white papers and product marketing direction for promotions, packages and overall product positioning in the market. Green Dot will manage the annual, quarterly and monthly needs based off of the 2019 strategy, and can assist with copywriting and design as requested on a project basis.
Monthly account servicing includes a weekly call with the client to discuss and finalize the content calendar for the upcoming campaigns, managing the media buy and helping to get the campaign launched with the media vendor (incl. designing ad units, setting up dedicated landing pages and related tasks). Green Dot will setup tracking for any ad campaign we manage to facilitate robust reporting at the end of each month.
Video Production
Video Production
Shoot client testimonial videos to support the digital marketing campaigns and landing pages with high impact content.
We suggest capturing a variety of customer testimonial videos to showcase how existing MSP clients are marketing and monetizing the Unitrends MSP BCDS backup solution. Hearing directly from colleagues and peers is always a powerful a good way for new prospects to learn about an new opportunity.
Deliverables Include the Following:
- (1) Half day video shoot
- (3) Customer testimonial videos – 60 – 90 sec. each
- (3) short Facebook ad videos – 30-45 sec. with on-screen text
Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Video Production
- (1) Half day w/ Cameraman & Cannon C100 Mark II Cinema Camera
- DJI Osmo +
- Pro Light Kit
- Pro Audio Capture
Video Production
- Digitze footage
- Post production
- Audio Production
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, giving you a second and third opportunity to close the deal.
Green Dot can take over and manage existing campaigns on Perfect Audience, design new banner ad creative and introduce additional retargeting channels through Perfect Audience or Facebook retargeting.
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 an automated email drip campaign segmented by the type of lead that engages with an ad campaign.
When a prospect (MSP Owner or Engineer) downloads content from the Unitrends MSP website they will be subscribed to a “warm up” and “awareness focused” email drip campaign that presents the problem, solution and revenue opportunity.
The MSP Owner drip will focus on educating owners on how a tool like Unitrends MSP can help them improve their business, while the shorter Engineer drip will focus on supporting the engineer with information to help present Unitrends MSP to the decision maker in the company.
Green Dot also recommends sending two (2) monthly promotional emails to the entire lead database making them aware of company achievements, new case studies, new features and more.
- Top of Funnel Owner Drip – 10 emails
- Top of Funnel Engineer Drip – 5 emails
- General promo / info email template
Includes the Following:
- Write, layout and code a series of fifteen (15) emails for a total of (2) segments
- Copywriting and design – (2) promotional emails 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
Analytics & Reporting
Green Dot ensures you know how your campaigns are performing at all times. This engagement includes setting up tracking for all campaigns managed by the agency in Marketo and / or Google Analytics.
In addition, Green Dot publishes a report detailing all of the key metrics for your campaigns, as well as the performance of the leads throughout your sales pipeline (if a CRM is integrated) and reviews the results with you by phone and screen share.
Includes the Following:
- Ongoing campaign tracking and analytics
- Live campaign dashboards
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- ActiveDemand- phone call tracking
- Monthly campaign KPI reporting
- Weekly account review calls
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
2019 Strategy and Content Calendar
Includes the following services:
- Account Service
- Research and detailed strategy
- Development of monthly content calendar for 2019
$3,500
Email Drip Creative & Workflows
Includes the following services:
- Account Service
- Copywriting – 15 emails
- Visual concept development
- Layout and development – 15 emails
- Testing for various email browsers
$3,500
Custom Video Production
Video services include:
- Pre-Production Planning & Account Service
- (1) Half day w/ Canon C100 Mark ii
- DJI Osmo
- Pro lighting equipment
- Pro Audio equipment
- (3) Customer testimonial videos – 60 – 90 sec. each
- (3) short Facebook ad videos – 30-45 sec.
$2,200 – Planning & half day shoot
$2,300 – post production
Digital Marketing Services
Your marketing services package includes:
- Facebook, LinkedIn and Reddit ad creative
- LinkedIn Ad Campaign
- Facebook Newsfeed & like campaign
- Reddit Ad Campaign
- Media partnership placement and management
- Retargeting ad management & creative
- Phone call tracking
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $50k per month**Additional media management beyond $50k per month is billed at 12% of ad spend.
$4,000 p/m
Suggested Monthly Media Spend
You set the budget
Facebook: $1,500 – $2,500 p/m
LinkedIn: $2,500 – $3,500 p/m
Reddit ads: $500 – $1,000 p/m
Retargeting: $500 – $750 p/m
Media Partners: $10,000 – $30,000 per quarter
Content & Communication Services
Monthly content generation includes:
- Maintain monthly content calendar
- Page Management for Facebook
- Monitor and respond to comments
- Monitor and optimize email campaigns
- Create (16) unique monthly graphics for Facebook posts
- Write and design two (2) custom monthly informational emails that fits within the promotional email template
- Tracking, analytics and monthly reporting
$2,500 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| 2019 Strategy | $3,500 | |||||
| Email Drip Creative | $3,500 | |||||
| Video Production | $4,500 | |||||
| Digital Marketing | $4,000 | $4,000 | $4,000 | $4,000 | $4,000 | |
| Content Marketing | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | |
| Monthly Totals | $11,500 | $6,500 | $6,500 | $6,500 | $6,500 | $6,500 |
Social & Digital Advertising & Marketing
Social Media Advertising
Targeting MSPs on social media is not only possible using Facebook’s own targeting options, but also more effectively through Custom Audiences built by matching the email addresses of leads to Facebook accounts. Green Dot recommends Unitrends MSP invests in reaching leads here as the research shows this is a top site MSPs visit daily.
Using geographic, demographic and custom targeting we can pinpoint MSPs. Unlike search marketing, social advertising will focus on growing your audience and creating demand with content relevant to the specific needs of MSPs. We recommend two types of campaigns – newsfeed ads and a like campaign to grow your audience.
Includes the Following:
Social Media Page Management
Social page management involves daily posts (up to 5 per week) to educate your audience about your product. Publishing blog posts and sharable graphics about BCDR backup solutions and the opportunity for MSPs will help raise awareness for the Unitrends MSP solution.
Includes the Following: