Urban Village Kids

Design & Marketing Proposal

Prepared by Green Dot Advertising — August 29th, 2016

Objectives & Marketing Strategy

Urban Village Kids seeks to launch a new community based transportation platform to assist parents with safely and affordably car pooling their kids to and from school, as well as other activities on evenings and weekends.

Marketing Strategy & Tactics:

 

After the initial discovery and discussion with the client, we recommend evolving the name into a single word that better fits the concept. In our opinion, Urban Village Kids sounds more like a non-profit organization focused on assisting at risk children than a community based car pool app for parents. Naming and branding services are included in this proposal.

Once the name, logo and brand identity are approved, phase two focuses on developing the assets needed to promote the platform successfully. Since the client is well underway developing the app, Green Dot will focus on a website and digital marketing campaigns to support the initial launch in the South Florida market. We advocate developing the marketing strategy first, and then working backwards to determine what type of assets and content will be needed to execute the strategy successfully.

Parents with children between 6 -15 years of age are generally between 28 – 45 years old. That’s the sweet spot for digital marketing. And since the service is delivered via a community based application run on mobile devices, using digital marketing campaigns as the primary way to market the service makes a lot of sense. As a result, we recommend an informational website that pitches the concept with the primary focus on driving app downloads. The site will feature several landing pages, a dynamic blog and video components (such as video testimonials and a concept video) to help communicate the key benefits.

Green Dot will promote the service using social media, search engine marketing, content marketing, influencer outreach and search engine optimization, along with the other digital tactics listed below. They key takeaway is that Green Dot recommends testing a variety of ad formats, media channels and creative executions to optimize the campaigns and discover the most cost effective marketing tactics.

Green Dot suggests exploring the following media channels:
  • Social Media Marketing
  • Google Adwords for “Car Pooling” related searches
  • Blog Posts
  • Taboola content network
  • Retargeting Ads
  • Email Marketing (nurture campaigns & promotional emails to existing customers)

Once the most cost effective channels and messages are discovered, Green Dot will eliminate all ad creative and marketing channels that don’t produce at the highest conversion rates and focus the entire budget on the outperforming tactics.

Logo & Brand ID

Name, Logo & Brand ID

A relevant, distinct and visually appealing brand identity your target audience identifies with is imperative for success in a crowded marketplace.

Green Dot takes a holistic approach to positioning startups for success. We don’t present raw ideas, we present finished concepts. Clients can make better decisions when seeing their entire brand story “in action” versus first a name, then a logo design and then other brand touch points in a linear manner. We develop all of your brand’s proposed touch points prior to presenting them for feedback.

This project includes developing up to three unique versions of the new brand identity to choose from, including all of the deliverables listed below. Please note that we credit the time spent designing your website to the future website development project, leveraging the investment and offsetting the upfront costs.

Includes the Following:
  • Account service
  • Product naming
  • Tag line and copy concept development
  • Logo design and logo files
  • Business cards
  • Website home page design
  • Branding guide – up to 8 pages
  • (2) sets of revisions

Photography & Video Production

Photography & Video Production

Shoot the photography and video assets needed to produce the proposed sales collateral and support the marketing campaigns with relevant content.

We recommend presenting the Urban Village Kids community driven car pool concept as a video, including parental testimonials. The video will not only help prospects “get” the concept when exploring the website, but will also assist with generating interest on social media. Sourcing your own, custom assets ensures your brand stands out in a crowded marketplace with unique creative that competitors using stock photos and stock footage can’t match.

Deliverables Include the Following:
  • (2) Full days of shooting video and photography
  • (45) Color corrected high resolution images
  • (3) testimonial video – 90 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
  • Pro light kit
  • Pro audio capture

Website Scope of Work

Website Development Scope of Work

Design and develop a new, custom website to pitch the company’s app / platform 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
  • HomeConcept Intro - problem / solution
    Safety teaser - link
    Affordability teaser - link
    The app teaser - link
    Video testimonials
    Blog - featured articles
    ----
    Get started - download app
  • Safety - 1 pgOverview - safer than Uber
    Drivers - who drives
    Background checks & drug tests
    Insurance
    Video testimonial
    Speed limits & texting
    GPS tracking
    Pickup & drop off notifications
    ---
    Get started - download app
  • Affordability - 1pgHow it works - pay and be paid
    Compensation - for driving and rides
    Video testimonial
    UVK fees - what they are for
    Save time & gas
    ---
    Get started - download app
  • The App - 1pgApp overview
    Geographic boundaries - availability by ZIP
    Scheduling features - weekly, daily, etc.
    GPS tracking & notifications
    Qualifications - type of car, driver background
    Driver Profiles / request specific drivers
    ---
    Get started - download app
  • Company
    • About, vision
    • Management team
    • Investors
    • Drivers wantedLanding page for drivers wanted campaign
  • BlogBlog list view
    Blog article detail view
    Categories
  • Contact & Location pageGeneral contact form
    location map & contact info for corporate office
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.

Green Dot recommends targeting “car pool” and “kids car pool” related keywords and searches in the South Florida market, as well as keywords related to transportation services that are available for hire (Uber, cabs, car services, etc.).

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)

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.

Includes the Following:
  • Account service
  • Copywriting and concept development
  • Design of banner ad creative
  • Campaign management and optimization
  • Tracking and monthly reporting

Reputation Management & Influencer Outreach

Reputation Management & Influencer Outreach

Reputation management allows you to stay informed about what consumers and competitors are saying about your brand around the web. The service also includes building social proof and support for your brand through influencer relationships, as well as reviews and ratings from customers.

Green Dot actively monitors conversations about your brand online, then responds to comments and questions in a timely manner. We research and identify influencers for your brand category and establish relationships on your behalf asking for product reviews or posts about your services.

Includes the Following:
  • Set alerts for your brand name, product name(s) around the web
  • Set alerts for your brand name, product name(s) on social media
  • Respond to positive and negative reviews and posts
  • Develop influencer relationships and have them post about your brand

Content Creation & Blogs

Content Creation & Blogs

Engaging and original content is vital to the success of every advertising campaign.
Content can be shared via email and social media while helping to drive SEO rankings and free traffic for important long-tail keywords. Proprietary content in the form of well researched blog posts, and branded social media graphics engage visitors who are researching brands and evaluating the competition.

This service provides clients with individually researched and well written blog posts, as well as customized social media graphics on an ongoing basis.

Includes the Following:
  • (4) uniquely researched, written and published blog posts per month
  • Keyword research to optimize each post for SEO
  • Monitor and respond to comments
  • Fresh, weekly branded social graphics
  • Tracking and reporting on tagged links in posts

SEO & Branded SEO

Search Engine Optimization

Organic listings on search engines drive free clicks to your website. Once profitable keywords are determined through pay-per-click campaigns a Search Engine Optimization (SEO) campaign can be initiated to rank specific pages of your site organically for the best performing keywords.

Unlike other digital agencies who prefer to run SEO campaigns in perpetuity, Green Dot only recommends SEO services until specifically targeted search listings are achieved.

A Branded SEO campaign can also be executed to seed information about your brand’s name and product names in the search results. A branded SEO campaign can incorporate reviews, testimonials, press releases and similar content. The key benefit is that when prospects research your company / brand by name, they will encounter this seeded content, allowing your organization to control the narrative.

Includes the Following:
  • (4) Uniquely researched, written and published articles per month
  • SEO Keyword optimization for each article
  • (4) Articles published monthly through national wire services
  • Tracking and reporting on rankings for articles

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

Logo Design & Brand ID

Services include:

  1. Account service
  2. Product naming
  3. Tag line
  4. Logo design & final logo files
  5. Business card design
  6. Website home page design
  7. Branding guide – up to 8 pages

$15,000

Custom Photography & Video

Services include:

  1. Pre-production planning, shot list and account service.
  2. (2) full days of shooting (video & stills)
  3. (3) 90 second testimonial videos
  4. (1) 120 second company overview video
  5. (2) 90 second b-roll video clips
  6. Image & footage import, editing and sorting
  7. Digital retouching and color correction for 45 images

$16,500

Website Design & Development

The project includes the development of a mobile responsive website as specced in this proposal and the following services:

  1. Account service
  2. Copywriting
  3. Page layout
  4. WordPress CMS
  5. (2) sets of revisions
  6. Includes $2.5k discount from Brand ID Phase

$9,500 (after Brand ID credit)

Digital Marketing Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Retargeting banner ad design
  4. Setup social ad campaigns
  5. Social channel branding
  6. Seed blog with existing posts
  7. Tracking setup
  8. Keyphrase research and Adwords creative

$6,500 – one time fee

Email Drip Campaign Setup

One-time campaign setup fee includes:

  1. Copywriting for up to (8) emails
  2. Design and code up to (8) emails
  3. Setup email automation tool
  4. Program and test email drip triggers
  5. Launch email drip campaign

$7,500 – one time fee

Email automation platform subscription not included.

Digital Marketing Services – Monthly

Your monthly marketing services package includes the following:

  1. Creative for social and search channels
  2. Page Management for Facebook & Instagram
  3. Advertising for Facebook & Instagram
  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 $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.

$4,500 p/m

Suggested Monthly Media Spend

You set the budget
Search: $2,500 – $3,500 p/m
Social: $3,500 – $5,000 p/m
Retargeting: $400 p/m

Content & Communication Services – Monthly

Monthly content generation includes the following:

  1. Write (4) unique blog posts
  2. Write (4) online PR articles (branded SEO)
  3. Photo selection & licensing, blog post styling, SEO keywords & publishing
  4. Write, design and code (1) custom promotional email per month
  5. Test & blast email
  6. Influencer outreach
  7. Off-site SEO
  8. Monthly performance report

$5,000

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Logo & Brand ID$7,500$7,500
Photography & Video$8,250$8,250
Website Development$4,750$4,750
Campaign Setup$6,500
Email Drip Setup$7,500
Digital Marketing$4,000$4,000
Content Marketing & SEO$5,000$5,000
Monthly Totals$7,500$15,750$13,000$18,750$9,000$9,000
Notes
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