Vanna Belt
Digital Marketing & Strategy
Prepared by Green Dot Advertising — May 1, 2019
Objectives & Marketing Strategy
Develop, implement and manage the marketing strategy, ad campaigns and branded content for Vanna Belt across a variety of media channels.
Marketing Strategy:
Green Dot Advertising will continue the role of lead agency to direct, integrate, centralize and execute all marketing activities for Vanna Belt. Kristina Allen and her team will work closely with the Vanna Belt in-house team to coordinate all marketing activities and source all content including copy, email layouts, photography, video clips and other creative assets need to run the campaigns.
Social media advertising and page management focuses primarily on Facebook. The focus is to grow the audience of followers and to engage and nurture existing fans. Green Dot will schedule and track newsfeed ads and a like campaign on Facebook. In addition, Green Dot will schedule, track posts consistent with the approved content calendar. All content will be supplied by the client’s in-house team.
Google Adwords helps capture existing demand and ensure that people searching for Gel-V and related products find them easily. Green Dot will manage all Google Adwords campaigns, including keyword research, ad creative, tracking, analytics and optimization.
Green Dot will review and analyze the existing email drip campaign workflows for specific use cases related to purchase behavior (related products). Depending on the optimization and revisions required, this initiative would be considered project work.
On an ongoing monthly basis Green Dot will manage, track, analyze and optimize the marketing efforts. This includes adapting the existing content calendar as needed during the year to maximize results whenever possible. Monthly reporting and analysis are a primary deliverable for Green Dot to Vanna Belt, and our focus will be on generating insights and identifying new opportunities to grow the brand.
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.
Google Adwords campaign management includes branded search terms for Vanna Belt, tracking, reporting and optimization on an as needed basis.
Includes the Following:
- Keyword research and competitive analysis
- Ad copywriting
- Campaign setup including targeting and restrictions
- Product placement ads & branded search
- A/B testing of ads
- Campaign management and optimization
- Conversion tracking and reporting
Email Marketing
Email Marketing
Green Dot is in charge of the email communications strategy, including seasonal opportunities. The GD team will manage, track and report on all Vanna Belt email communications in accordance with the marketing strategy and content calendar. Content will be supplied by the client’s team, and Green Dot will schedule, test and track all activity, then report monthly on results. This service includes up to one (1) weekly email blast.
Includes the Following:
- Strategy and content calendar management
- Email blasts – track, analyze, report – up to (1) blast per week
- All email content supplied by client’s in-house team
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and 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).
As the lead agency, Green Dot will analyze and optimize campaign strategy and tactics on an ongoing basis and make recommendations for new marketing opportunities as they arise.
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- Advertising Strategy
- RavenTools for campaign KPI reporting
- Monthly account review
Services Summary & Pricing
Services Summary & Pricing
Low Season
Digital Marketing Services
Services include:
- Advertising strategy
- Google Adwords – branded SEM for Vanna Belt products (12 products)
- Conversion tracking, analytics and optimization
- Monthly reporting
- Account service & monthly calls
$2,500 p/m
Content & Communication Services
Monthly content generation includes the following:
- Social media content strategy & calendar
- Conversion tracking and reporting
- Email blasts – track, analyze, report – up to (1) blast per week
- Monitor and optimize email drip workflows
- Tracking and reporting
- Account service & monthly calls
$2,000 p/m
High Season Season
Digital Marketing Services
Services include:
- Advertising strategy
- Ad campaign management on Facebook
- Ad campaign management on Instagram
- Like campaign on Facebook
- Google Adwords – branded SEM for Vanna Belt products (12 products)
- Conversion tracking, analytics and optimization
- Monthly reporting
- Account service & monthly calls
$3,500 p/m
Content & Communication Services
Monthly content generation includes the following:
- Social media content strategy & calendar
- Page management for Facebook
- Social media posting and content distribution
- Conversion tracking and reporting
- Email blasts – track, analyze, report – up to (1) blast per week
- Monitor and optimize email drip workflows
- Tracking and reporting
- Account service & monthly calls
$2,500 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Digital Marketing & Strategy | $3,500 | $3,500 | $3,500 | $2,500 | $2,500 | $2,500 |
| Content Marketing & Strategy | $2,500 | $2,500 | $2,500 | $2,000 | $2,000 | $2,000 |
| Monthly Totals | $6,000 | $6,000 | $6,000 | $4,500 | $4,500 | $4,500 |
Social Media Management
Social Advertising
Green Dot will manage, track and optimize all social media advertising campaigns in accordance with the marketing strategy and content calendar. All graphical content will be supplied by the client’s in-house team, and Green Dot will administer and execute the campaigns.
Green Dot will run targeted newsfeed ad campaigns on Facebook, and promoted posts on Instagram to generate awareness for Vanna Belt products and drive traffic directly to the website. Our focus is on growing and optimizing the target audience to make the most efficient use of the advertising budget through geographic, demographic and behavioral targeting parameters.
Includes the Following:
Social Media Management
Green Dot will manage, track and optimize all boosted posts in the Facebook newsfeed to execute the marketing strategy and content calendar. Green Dot will use a variety of content supplied by the client’s team, including graphics, photography, video clips and inspirational quotes.
Includes the Following: