Veggie Scrubs
Branding & Marketing Proposal
Prepared by Green Dot Advertising — November 18th, 2019
Marketing Strategy & Brand Positioning
Discover and define the marketing strategy and brand positioning for Veggie Scrubs in the US market using primary research and online sales channels.
For any product launch to be successful, it takes a clear strategy that aims to target a specific market segment of consumers with the perfect product for their needs. That positioning includes the price point, the product features, ease of use, and in many cases it means also featuring a proprietary technology.
Green Dot will work with Veggie Scrubs to develop positioning ideas for the company’s product line pesticide removing wipes and sprays, then survey potential customers to get real-world feedback. This includes building a landing page / surveys, and follow up emails to re-engage survey respondents to provide feedback on revised concepts.
Using this information from consumers, combined with competitor research and projected media expenses, Green Dot will craft a marketing strategy that includes a 12 month plan, adjusted for seasonality, outlining the focus, budget and goals for each quarter. In addition, this research will help determine the most effective messaging and how to position Veggie Scrubs for success in the US market.
Marketing Strategy & Research includes the following:
- Account service
- Client kickoff / briefing
- Target audience profiling / personas
- Initial problems, solutions, opportunities survey
- Data analysis and client briefing – confirmation
- Branding options / messaging
- Packaging design & development
- Ad creative
- Social media ad campaign / exit survey
- Analysis & marketing strategy
- 12 month marketing plan
- Survey prize winner email copy, design, coding and blast
- ActiveDemand – 5k
Logos & Branding
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 designing logos and brand identities. Beyond the logo, we explore and present the client with three unique designs featuring the logo and tagline, color scheme, packaging design and a component of the website.
Seeing multiple different ways of executing various touch points ensures everyone on the team clearly understands the differences in the presentation and the decisions that need to be made.
Includes the Following:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Business cards & email signature
- Website home page concepts
- Packaging design concepts
- (2) sets of revisions
Package Design
Package Design
Since Veggie Scrubs will be sold in retail stores, as well as online an engaging package design is imperative. The packaging not only has to attract attention on the shelf, but also explain how the product works and what it can do.
We recommend developing multiple packaging options for Veggie Scrubs that include wipes for vegetables with skin, but also a spray / soak packaged in a bottle for more delicate fruits and leafy vegetables like kale, broccoli or cilantro.
Includes the Following:
- Account service
- Copywriting
- Layout & Production based on approved design concepts
- Production for up to (2) package SKUs
- (2) sets of revisions
Photography & Video Production
Photography & Video Production
Generate the photography and video assets needed to produce the initial ad creative for the marketing campaigns for Veggie Scrubs.
Video demonstrations for the reduction of pesticides on fruits and veggies will be helpful for both the website, as well as the digital marketing campaigns.
We suggest shooting video content that both addresses the risks of pesticides, as well as the solution for reducing exposure for children and adults. This content can be package as ad creative as well as educational content on websites and social media.
Separately, we highly recommend shooting still photography the products that will be featured in the store to ensure the photography is consistent and creates a clean look / grid. We have included time for a half day of product photography and the digital processing work.
Deliverables Include the Following:
- Video ad / educational content
- (1) Veggie Scrubs overview video – 120 sec. for website
- (3) 30 sec. ad videos for social media with on-screen text
- Up to (35) color corrected and edited 22 megapixel product images
Photography Services:
Pre-Production Planning
- Shot list, planning
- Account Service
Product Photography
- (1) half day w/ Digital 22.5 Megapixel Canon 5D Mark III, L lenses & accessories
Video Production
- (2) full days w/ Cameraman & Canon C100 Mark II Cinema Camera
- Osmo Pro
- Pro Light Kit
- Pro Audio Capture
Digital Processing
- Import, edit and sort images
- Retouching and color correction for up to 35 images
- Capture, sort and tag video footage
Website Scope of Work
Website Development Scope of Work
Develop a simple, user-friendly website for FindMe to showcase the products and drive online sales.
The FindMe e-commerce website is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to easily edit content. The site will use the WooCommerce plugin to provide a shopping cart and product database, including credit card processing through a third-party vendor.
The site will be designed for mobile devices and desktop computers utilizing mobile responsive code to ensure content is mobile friendly and renders consistently on tablets and smartphones.
Store includes:
- Focus on a single product pitch – photos, description, price
- Shopping cart setup and basic customization
- Credit card processing integration – 3rd party i.e. Square
- Billing / shipping / confirmation screens
- Confirmation email
- (1) hour training session for WordPress / WooCommerce
Website Content Outline
- HomeHeader
Intro - Veggie Scrubs
Problem / Solution
---
Product Intro Video
---
Product Line up
Stats on effectiveness
Reviews & ratings
Media Icons - PR
---
Buy now
Where to buy
---
Footer - StoreStore Home
Header
Product line up
Example Uses
---
Footer
Product list interface
Product detail interface
- Cart & CheckoutCart page
Shipping & Billing Info
Review
Confirmation
Thank You email - Ratings & ReviewsRatings
Reviews
Testimonial videos
---
CTA - Shop Now - BlogArticle List Interface
Article Detail Interface - CompanyOur Story
Our Team - Contact / Support
Includes the Following:
- Account Service
- Copywriting
- Design & layout of inside pages
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Setup Woo Commerce
- Website setup on hosting account
Presentation Deck
Presentation Deck
A professionally produced presentation deck ensures the data and marketing marketing analysis is presented accurately and styled in a way that is easy for investors and stakeholders to understand and embrace. Using Powerpoint, Keynote or a PDF slide deck, Green Dot helps clients create a powerful sales pitch that represents the brand accurately.
Includes the Following:
- Account service
- Competitor research & Copywriting
- Design & visual concept development
- Layout (15-20) slides & (2) sets of revisions
- light animation inside Powerpoint or Keynote
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
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
Email Marketing
Email Marketing
Emails can be used to gather valuable information from consumers during the early phases, and later to nurture early adopters and get them to rate and review the products. Email automation tools help streamline the process and manage the lists.
Green Dot recommends an email drip campaign for anyone who buys a product. The email drip can initially supply information on product usage for a variety of fruits and vegetables, and later ask consumers to rate and review the products online, as well as refer to their friends.
Includes the Following:
- Author, design and develop (5) drip campaign email messages
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – (1) email 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)
Content Creation & Blogs
Content Creation & Blogs
Engaging and educational content is vital to the success of the Veggie Scrubs marketing campaigns. Proprietary content such as blog posts, videos, product usage examples and surveys can be shared via email and social media to drive more engagement.
This service provides clients with individually researched and well written blog posts, as well as styled and curated social media content 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 – up to 15 per month
- Tracking and reporting on tagged links in posts
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 ActiveDemand featuring dashboards for multiple campaigns in one place.
In addition, our marketing team conducts monthly calls to review results and prepare the content calendar for the coming period.
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Goal tracking setup and management
- ActiveDemand for campaign KPI reporting
- ActiveDemand – email marketing, phone call tracking and automation
- Monthly account review
Services Summary & Pricing
Services Summary & Pricing
Marketing Strategy & Brand Positioning
Services include:
- Account service
- Client discovery meeting
- Competitor research / target audience profiling
- Landing page design & development (pages)
- Survey development
- Social media ad campaign setup and management for survey
- Analysis & marketing strategy
- 12 month marketing plan
- Survey prize winner email copy, design, coding and blast
- ActiveDemand – 5k
$12,500
Logo & Branding
These services include:
- Account service
- Tag line and copy concept development
- Design & visual concept development
- Logo design and logo files
- Business cards & email signature
- Website home page concepts
- Packaging design concepts
- (2) sets of revisions
$12,500
Product Photography & Video Production
Services include:
- Pre-Production Planning & Account Service
- (2) full day video sessions w/ Canon C100 Mark ii
- (1) half day product photo shoot w/ Canon 5D Mark iii
- Pro lighting equipment
- Pro Audio equipment
- Video ad / educational content
- (1) Veggie Scrubs overview video – 120 sec. for website
- (3) 30 sec. ad videos for social media with on-screen text
- Up to (35) color corrected and edited 22 megapixel product images
- Talent and location fees not included.
Photo & Video Production – $18,500
Packaging Design
These services include:
- Account service
- Copywriting
- Layout & Production based on approved design concepts
- Production for up to (2) package SKUs
- (2) sets of revisions
$5,500
Website Development
The project includes the following services:
- Account Service
- Copywriting
- Design & layout of inside pages
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Setup Woo Commerce
- Website setup on hosting account
$15,500
Email Drip Creative
These services include:
- Account Service
- Copywriting
- Design & visual concept development
- Up to (5) email messages
- Programming & development
- (2) sets of revisions
$2,800
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Keyphrase research and new Adwords creative
- Facebook audience profiling
- Instagram audience profiling
- YouTube audience profiling
- Retargeting banner ad design
- Branding & account setup for social channels
- Seed blog with (3) existing posts
- ActiveDemand setup
- Setup drip email campaigns triggers & workflows
$7,500
Digital Marketing Services
Your marketing services package includes the following:
- Google Adwords management
- Facebook advertising
- Instagram advertising
- YouTube advertising
- Retargeting ad management
- Print ad insertions & management
- Influencer outreach
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $15k per month**Additional media management beyond $15k per month is billed at 12% of ad spend.
$7,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,500 – $2,500 p/m
Social: $5,000 – $15,000 p/m
Comcast / Hulu: $10,000 – $25,000 p/m
Influencers: $5,000 – $10,000 p/m
Retargeting: $500 – $1,000 p/m
Content & Communication Services
Monthly content generation includes the following:
- Facebook page management – 3 posts per week
- Instagram page management – 3 posts per week
- Up to (15) social graphics for posts per month for 2 channels
- Write (4) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Write, design and code (1) custom promotional email
- Test & blast email
- Monitor & optimize drip campaign
- Monthly performance report
$2,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Marketing Strategy | $6,500 | $2,000 | $2,000 | |||
| Logo & Branding | $7,000 | $5,500 | ||||
| Packaging Design | $5,500 | |||||
| Product Video & Ad | $9,500 | $9,000 | ||||
| Website Development | $8,000 | $7,500 | ||||
| Email Drip Creative | $2,800 | |||||
| Presentation Deck | $4,500 | |||||
| Campaign Setup | $7,500 | |||||
| Digital Marketing | $7,500 | $7,500 | ||||
| Content & Communications | $2,500 | $2,500 | ||||
| ActiveDemand 5k | $275 | $275 | ||||
| Monthly Totals | $6,500 | $14,500 | $27,800 | $21,000 | $17,775 | $10,275 |
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 prompt prospects to provide feedback or actually purchase Veggie Scrubs online.
To reach this very large and diverse market, Green Dot recommends ad campaigns on Facebook, Instagram and YouTube. Targeting users young and old on social media with age appropriate ads is likely an effective way to engage these audiences and get them to buy in the store or at retail and provide feedback to surveys.
Social Media Management
Social marketing on Facebook and Instagram allows you to engage directly with your social community on a daily basis. Showing creative uses for the products and showcasing key features of the app will be a primary focus.
Includes the Following: