The Wellness Habitat
Sales Collateral & Marketing Proposal
Prepared by Green Dot Advertising — October 31st, 2016
Objectives & Marketing Strategy
Support the sales staff with creative sales collateral and help create brand awareness through targeted digital marketing.
Marketing Strategy:
Initially, The Wellness Habitat sales team needs the tools to be successful. Green Dot will design and produce a sales brochure with specific inserts for the various target segments, as well as a customizable sales presentation deck for the team to use during pitches.
To assist without outbound sales efforts, Green Dot is presenting a video direct mailer – a novel concept that engages the recipient with a customized video message from the sales team with the goal of scheduling an introductory meeting.
Finally, to complete the strategy, Green Dot suggests the The Wellness Habitat could establish themselves as experts in blending wellness and real estate by publishing weekly blog posts and daily social media content about the benefits of healthy living and the role their solution plays in this great goal we all share. This proposal includes a solution to manage this publishing project and help establish brand awareness through content marketing.
Sales Brochure & Inserts
Sales Brochure & Inserts
Design and produce a custom sales brochure with inserts targeting specific market segments.
We recommend using a 12 page brochure to tell the story about solution the Wellness Habitat provides – the idea of blending wellness and real-estate. However, we suggest keeping this story general, so that it applies to all of the various markets. In addition, the brochure will feature a pocket that can hold a specific insert – such as education or hospitality, to customize the presentation.
Project includes design and production for an (12) page 9” x 12” sales brochure with a 4″ pocket on the back inside cover to hold one (1) of six (6) double-sided 8.5” x 11” sales sheets. The key benefit of the sales sheets is that specific information can be focused on the specific industry, omitting information that is not relevant. In addition, individual inserts can be updated and reprinted without the need to reprint the entire brochure.
Brochure & Insert Content Outline
- Cover
- Page 1 & 2 Comprehensive WellnessThe Concept
Applies to all real-estate
offices, gyms, homes, schools, etc. - Page 4 & 5 - Air Purification
- Page 6 & 7 - Water Filtration
- Page 8 & 9 - Aromatherapy & Showers
- Page 10 - Paint
- Page 11 - Pocket
- Back Cover
- Inserts - Residential, Hospitality, Education, Gyms, Hospitals, Offices
Includes the Following:
- Account service
- Copywriting
- Design & visual concept development
- Page layouts – 12 page brochure
- Inserts – 6 double-sided sales inserts
- (2) sets of revisions
- Production – final files ready for pre-press
Video Direct Mailers
Video Direct Mailers
A common problem clients when selling business to business is getting the conversation started with the right prospects. Green Dot has a unique direct mail solution that combines traditional print with a high tech approach. Each member of the sales team can log into a web based portal to automatically create a personalized direct mail mailer for each individual prospect.
Simply login, enter the prospect’s website URL and email address, and record a personalized message. It’s that simple. The rest happens almost by itself. An individual direct mailer is crafted for each target and sent with a digital code the recipient enters into a webpage to view the video message you create specifically for them (video or multimedia). From this same landing page, prospects can schedule a meeting or contact you for more information.
When the recipient enters the code to access your message, an email is sent to a sales rep alerting them that the prospect has taken time out of their day to engage with your corporate communication. Conversion rates from this type of direct mail campaign are 200-300% higher than with traditional mail campaigns.
Includes the Following:
- Design mail template
- Account setup
- Video message recording, editing and post-production
- Branded landing page
- Personalized high quality printed mailer
- Personal video recording functionality
- Unlimited user access to app / platform
- Instant email notifications
- Real-time reporting
- First class postage
Presentation Deck
Presentation Deck
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.
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
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
Content Creation & Blogs
Content Creation & Blogs
Engaging and education prospects and consumers about the benefits of integrating wellness with real estate is the best way to create demand in the marketplace. 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. Depending on the client’s budget, this service can include periodic photography and video shoots to source unique content specifically suited to support the marketing campaigns.
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
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
Brochure & Inserts
These services include:
- Account Service
- Design & visual concept development
- Copywriting
- 9 x 12 brochure w/ pocket – 12 pages
- 6 double-sided inserts
- (2) sets of revisions
$12,500
Sales Presentation Deck
The project includes the following services:
- Account service
- Competitor research & Copywriting
- Design & visual concept development
- Layout (15-20) slides & (2) sets of revisions
- light animation inside Powerpoint or Keynote
$3,500
Video Direct Mailer
The project includes the following services:
- Design mail template
- Account setup
- Video message recording, editing and post-production
- Branded landing page
- Personalized high quality printed mailer
- Personal video recording functionality
- Unlimited user access to app / platform
- Instant email notifications
- Real-time reporting
- First class postage
$3,500 – $4,000 – then $250 p/m
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with existing posts
- Tracking setup
$3,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook
- Advertising for Facebook
- 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.
$2,000 p/m
Suggested Monthly Media Spend
You set the budget
Social: $1,200 – $2,000 p/m
Retargeting: $200 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write (4) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Monthly performance report
$1,200
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Brochure & Inserts | $6,250 | $6,250 | ||||
| Sales Presentation | $3,500 | |||||
| Direct Mailer | $3,500 | $250 | $250 | $250 | ||
| Campaign Setup | $3,500 | |||||
| Digital Marketing | $2,000 | $2,000 | $2,000 | |||
| Content Marketing - Blog | $1,200 | $1,200 | $1,200 | |||
| Monthly Totals | $6,250 | $9,750 | $7,000 | $3,450 | $3,450 | $3,450 |
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 grow your followers and reach targets that are not already aware of your brand, but should be.
Green Dot recommends targeting architects, interior designers, developers, high-net worth individuals, real estate brokers and others in the industry to educate them as to the benefit of integrating wellness with real-estate. We can develop ad campaigns that drive these types of prospects directly to your website to learn more.
Social Media Management
Posting high-quality content on Facebook, Instagram, Twitter, LinkedIn, Pinterest and other social networks allows you to engage directly with your social community on a daily basis. We highly recommend targeting architects, interior designers, developers, high-net worth individuals, real estate brokers with content designed to educate them as to integrating wellness with real-estate and to establish The Wellness Habitat as a leader in the space.
Includes the Following: