WeWoW

Branding & Marketing Proposal

Prepared by Green Dot Advertising — September 13th, 2016

Objectives & Marketing Strategy

Develop and introduce the Mommy & Me (WeWoW) brand with a new website and digital marketing efforts to build brand awareness and drive targeted traffic to the website.

Marketing Strategy:

Repositioning the Lislu brand to appeal to the fashion conscious Mommy consumer is by renaming and rebranding the concept is the main goal. Green Dot recommends updating the logo and redesigning the website so that the company brand will be more relevant to the target audience. Green Dot will also extend this new positioning to other brand touch points, including social media and retargeting ads.

Digital marketing campaigns will be the primary channels to generate brand awareness and help drive traffic to the website. The new brand positioning will help boost the performance of the campaigns and play a crucial role in helping to generate sales. We recommend utilizing channels including Facebook, Instagram, Google Adwords, retargeting ads and content marketing, such as blogging, email marketing and shareable social graphics. All of these initiatives will work together to help reach new consumers and keep your product top of mind.

Green Dot will carefully track and analyze the results of each campaign, including the cost to reach, engage and convert prospects into customers. Our primary objective is to optimize your campaigns to achieve the lowest cost to inform and engage your audience, as well as drive sales via the website.

Logos & Branding

Logo & Brand ID

Green Dot takes a holistic approach to designing logos and brand identities.  Clients can make better decisions when seeing their entire brand story “in action” versus first a logo design and then other brand touch points in a linear manner.

As a result, brand development includes logo design, tag line development, and a business card design, as well as two other brand touch points. In this case, we suggest designing the website, the thank you card and the product hang tags as part of the Brand ID project.

While the cost for this holistic approach is initially higher than simply developing a logo, we credit the time spent designing additional brand touch points (website or hang tags) to those projects going forward, leveraging the investment and offsetting the upfront costs.

Includes the Following:
  • Account service
  • Tag line and copy concept development
  • Logo design and logo files
  • Business cards
  • Website home page design
  • Product Hang Tag
  • Thank You Card
  • (2) sets of revisions

Photography

Photography

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

Integrating custom photography into your website and content marketing campaigns is a powerful way to generate an engaging and visually stimulating experience for prospects and existing customers alike. Sourcing your own, custom assets ensures your brand stands out in a crowded marketplace with unique creative that competitors using stock photos can’t match.

Green Dot will spend a full day on set with WeWoW to shoot the line up of outfits in studio or on location as needed. Stylists, models and location fees are not included.

Deliverables Include the Following:
  • (1) Full days of photography
  • up to (45) Color corrected high resolution images
  • Online photo gallery
Photography
  • (1) Full days of photography w/ Canon 5D Mark iii
  • Canon L lenses and accessories

Website Scope of Work

Website Development Scope of Work

Design and develop a website to showcase the company’s new branding and support the digital 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 new outfits and clothing images and information without html coding. The website will also integrate the new brand as well as utilize Woo Commerce for online transactions.

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
  • HomeIntro
    Featured outfits - link
    Featured blog posts - link
  • Mommy & MeLanding page content for people searching for mommy & me outfits. Descriptive keyword driven text.
  • StoreStore interface with categories
    Product list interface
    Product detail interface
    Shopping Cart
    Checkout
    Confirmation email
  • BlogBlog list interface
    Blog detail interface
  • Contact & Location
Includes the Following:
  • Account service
  • Copywriting
  • Visual concept development for website designs (included w/ brand ID)
  • (2) sets of revisions
  • Custom website development & programming
  • Setup custom site design in WordPress CMS
  • Setup Woo Commerce
  • 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.

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)

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 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

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 & Branding

These services include:

  1. Account service
  2. Tagline development
  3. Logo design and logo files
  4. Business cards
  5. Website homepage design
  6. Hang Tags
  7. Thank You Card
  8. (2) sets of revisions

$7,500

Photography

These services include:

  1. Account service
  2. Full day of photography with Canon 5D Mark iii
  3. up to 45 final images

$1,500*

*Models, stylists and location not included.

Website Design & Development

The project includes the following services:

  1. Account Service
  2. Copywriting
  3. Visual concept development for website designs
  4. (2) sets of revisions
  5. Custom website development & programming
  6. Setup custom site design in WordPress CMS
  7. Setup Woo Commerce
  8. Website setup on hosting account

$9,500

Campaign Setup

One-time campaign setup fee includes:

  1. Tracking set up
  2. Google Analytics set up
  3. Retargeting banner ad design
  4. Update branding for social channels
  5. Seed blog with 3 posts
  6. Tracking setup
  7. Keyphrase research and new Adwords creative
  8. email template design

$4,500

Digital Marketing Services

Your marketing services package includes the following:

  1. Creative for social and search channels
  2. Page Management for Facebook, Instagram & Pinterest
  3. Advertising for Facebook, Instagram & Pinterest
  4. SEM using Google Adwords
  5. Retargeting ad management & creative
  6. Reputation management & influencer outreach
  7. Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
  8. Monthly reporting
  9. Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.

$3,000 p/m

Suggested Monthly Media Spend

You set the budget
Search: $2,000 – $3,000 p/m
Social: $3,500 – $5,500 p/m
Influencers: $6,000 – $10,000 p/m
Retargeting: $400 p/m

Content & Communication Services

Monthly content generation includes the following:

  1. Write (4) unique blog posts
    Photo selection & licensing, blog post styling, SEO keywords & publishing
  2. Write, design and code (2) custom promotional emails
  3. Test & blast emails
  4. Monthly performance report

$2,500

Projected Monthly Payments

Month 1Month 2Month 3Month 4Month 5Month 6
Logo & Branding$3,750$3,750
Photography$1,500
Website Design & Development$4,750$4,750
Campaign Setup$4,500
Digital Marketing$3,000$3,000
Content Marketing$2,500$2,500
Monthly Totals$3,750$5,250$4,750$9,250$5,500$5,500
Notes
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