University of Miami
Website & Marketing
Prepared by Green Dot Advertising — March 27th, 2017
Objectives & Marketing Strategy
Test the viability of online relationship counseling services offered free of charge to lower income couples, and at a nominal cost for higher income couples.
Marketing Strategy:
To drive sign ups and conversions, two factors are primary. The most important component is the content a prospect sees – the website. We highly recommend redoing the entire site and consolidating the content to just a few pages, and integrating the sign up process into each landing page directly.
The other critical component is generating enough qualified traffic to the site to test the pitch. We recommend search marketing, specifically Google Adwords. To assist with conversions, we also recommend retargeting prospects that have visited the website for a period of 2 weeks with display advertising on major website that are supported by ad networks.
Website Scope of Work
Website Development Scope of Work
Design and develop a new, custom website to showcase the counseling programs 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 be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Website Content Outline
- Home PageIntro - Free Counseling
Opposite Sex Couples - teaser
Programs - teaser
Testimonials - 3 of them
Media Coverage
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CTA - See if you qualify
Segment by income
Payment info on thank you page - w/ sign up link - Opposite Couple LPHSC - Online Relationship Counseling
Video
How it Works
Testimonials
Outcomes
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CTA - See if you qualify for Free
Segment by income
Payment info on thank you page - w/ sign up link - Same Sex Couples LPSSC - Online Relationship Counseling
Video
How it Works
Testimonials
Outcomes
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CTA - See if you qualify for Free
Segment by income
Payment info on thank you page - w/ sign up link - Individual Program LPOnline Relationship Counseling
Video
How it Works
Testimonials
Outcomes
---
CTA - See if you qualify for Free
Segment by income
Payment info on thank you page - w/ sign up link - ProgramsProgram Focus
Our Relationship
ePrep - FAQQ & A interface
Up to 20 questions - AboutMission
Developers
Coaches
Staff - ContactInquiry form
Phone and address info
Location Map - Privacy Policy
- Terms of Use
Includes the Following:
- Account service
- Copywriting
- 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. 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
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
Services Summary & Pricing
Services Summary & Pricing
Website Design & Development
The project includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for website designs
- (2) rounds of revisions
- Website development
- Setup WordPress CMS
- Setup of website on hosting account
$11,500
Spanish Website Development
The project includes the following services:
- Account Service
- Copy supplied by client
- Flow-in Spanish language text for body copy and graphics
- Update navigation
- Install and setup WML plug-in
- (1) round of revisions
- Setup of website on hosting account
$2,500
Campaign Setup
One-time campaign setup fee includes:
- Keyphrase research
- Adwords creative
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Setup retargeting campaign
$2,800
Digital Marketing Services
Your marketing services package includes the following:
- SEM using Google Adwords
- Retargeting ad management & creative
- Ongoing tracking & analytics- including access to the GD project portal and a 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.
$1,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $3,500 – $5,500 p/m
Retargeting: $200 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Development | $5,750 | $5,750 | ||||
| Spanish Website | $2,500 | |||||
| Campaign Setup | $2,800 | |||||
| Digital Marketing | $1,500 | $1,500 | $1,500 | $1,500 | ||
| A/B Test - Website update | $400 | $400 | ||||
| Monthly Totals | $5,750 | $8,550 | $4,000 | $1,900 | $1,500 | $1,900 |