Prepared by Green Dot Advertising — May 1, 2020
Develop a sales & marketing strategy for Via Dell’Arte and execute its implementation including protocols, updated brand touch points and marketing campaigns.
Update brand touch points to support a more virtual sales strategy. Whether due to international health emergencies, or just the growing trends that already exist in today’s tech enabled society, it is more important than ever to be able to sell virtually, without the need to meet face-to-face. Embracing this approach means updating brand touch points to create an emotional reaction among the target audience, and then drive inquiries for the sales team to engage.
Green Dot recommends recommends creating a corporate communications strategy centered around keeping buyers updated about what’s new in the market that’s relevant to them, as well as featuring the company’s Italian culture and personality of each sales professional.
The recommended approach includes a combination of automated messaging, personal interactions with the sales team, and weekly / monthly updates featuring relevant information about the marketplace. In parallel, a digital marketing campaign helps with both lead generation and ongoing prospect nurture.
Sales & Marketing
Design Projects
Green Dot will carefully track and analyze the results of each campaign, whether inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible, while establishing credibility and establishing Via Dell’Arte as the leader in the field.
Video is key to engaging consumers on social media and getting them to spend more time on your site. Using footage supplied by manufacturers and adapting it for social media and on the Via Dell’Arte website will help create that emotional component that engages and inspires the target.
The current Via Dell’Arte website could be improved by updating the designs and messaging, including video components and adding calls to action (CTAs) to the pages to enable inquiries more easily. We also suggest adding a chatbot and a blog to build a library of content.
The new website is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow for content to be easily added or edited. The site will be designed for both desktop computers and mobile devices to ensure content is responsive and renders consistently on tablets and smartphones.
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Design a mailer insert to accompany sample tiles and materials samples.
Design a pocket folder w/ an insert that details next steps in the buying process. Feature the sales person’s info, describe ordering process and options, possible pricing insert, link back to website. Should be in a padded envelope to ensure samples don’t damage the mailer.
9″ x 12″ Pocket Folder w/ insert templates (pricing, sales rep, etc.)
A professionally produced sales presentation ensures your company’s products and services are consistently represented and can really help your organization stand out during the sales process. Using Powerpoint, Keynote or a PDF slide deck, Green Dot helps clients standardize their pitch and ensure sales people represent the brand accurately.
Additionally, consider adding video or multimedia components to help establish reputability or explain a complex product or service.
Search marketing is the best way to step in front of existing demand and drive highly qualified leads at a predictable cost.
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.
Relevant keywords include:
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%.
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.
Emails can be used to nurture a lead or promote a specific product or event. Tile and granite buyers have a lot of options to source material, that’s why it’s important to stay top of mind during the sales cycle.
Green Dot recommends an automated email drip campaign consisting of up to five (5) emails that are triggered whenever a prospect inquires via the website. Prospects will receive these emails automatically over a 2-3 week period informing them about the capabilities and benefits of working with Via Dell’Arte.
Additionally, a monthly email newsletter will be written and designed specifically for Via Dell’Arte prospects and customers. Green Dot test and blast the email and then track and report on results.
Green Dot has experience with a wide array of email marketing platforms including ActiveDemand, ParDot, HubSpot and many more.
Engaging and original content is vital keeping prospects and customers engaged and inspired. Green Dot suggests a weekly blog post and engaging social media graphics and videos to help Via Dell’Arte stay top-of-mind with prospects and customers.
Images and videos can be shared via social media and email to drive traffic directly to your website. However, keeping track of it all, scheduling its release and tracking the results is a monumental task. That’s why Green Dot maintains a content calendar and helps clients schedule, resize, post and track fresh weekly content such as supplied photos and video clips from the office along with branded content prepared by the agency.
This service provides clients with fresh weekly social media posts and a new blog post every week to help nurture existing customers and prospects.
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), and ActiveDemand (campaign performance).
In addition, Green Dot compiles and analyzes data monthly to generate a comprehensive report detailing performance. On a monthly call, we review the report with the client and make recommendations for content and tactics for the upcoming month.
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.
$2,500
Project includes:
$3,700
The project includes the following services:
$1,500
Project includes:
$2,800
The project includes the following services:
Website: $12,500
One-time campaign setup fee includes:
$4,500
Your marketing services package includes:
$3,000 p/m
You set the budget
Google: $1,000 – $2,000 p/m
Instagram: $1,500 – $3,000 p/m
LinkedIn: $1,000 – $2,000 p/m
Retargeting: $250 – $500 p/m
Monthly content generation includes:
$2,500 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Video Production | $2,500 | |||||
| Presentation Deck | $1,850 | $1,850 | ||||
| Direct Mailer | $1,400 | $1,400 | ||||
| Email drip creative | $1,500 | |||||
| Website Design & Development | $4,000 | $4,000 | $4,500 | |||
| Campaign Setup | $4,500 | |||||
| Digital Marketing | $3,000 | $3,000 | $3,000 | $3,000 | $3,000 | |
| Content Marketing | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | |
| ActiveDemand - 5k | $375 | $375 | $375 | $375 | $375 | |
| Monthly Totals | $15,750 | $13,125 | $10,375 | $5,875 | $5,875 | $5,875 |
To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your service relevant, interesting and valuable. Social media is ideal for targeting architects and designers, as well as wealthy consumers.
Green Dot places ads directly into the newsfeed of your ideal target audience on Instagram and LinkedIn. A combination of static images, photo carousels and video ads engage and nurture prospects, linking them directly to your website from where they can inquire. Every click and interaction is carefully tracked to optimize results.
Includes the Following:
Page Management
Page management for Instagram and LinkedIn is ideally suited to nurture prospects who are curious about new tile and granite patterns and design trends. Green Dot helps clients manage the content drip for their channel by combining supplied assets with branded content from the agency. Then we schedule, publish, track, analyze and report monthly with the goal of steadily optimizing performance.
Includes the Following: