YachtFit
Website & Marketing Proposal
Prepared by Green Dot Advertising — September 30th 2016
Objectives & Marketing Strategy
Reposition YachtFit as a services provider for decorating and outfitting yachts, with personalized services and an online shopping platform to make life easier for owners, captains and crew.
Marketing Strategy:
The key to success for YachtFit is to position the company’s services as the primary offering, and support the client experience with an online shopping resource for the details, as well as repeat purchases and smaller orders.
Green Dot recommends creating a website with a variety of services based landing pages and driving traffic to those pages via digital marketing campaigns. Service would include outfitting the crew with customized, yacht-branded uniforms, jackets and hats, sourcing bedding and pillows or custom dinnerware, glassware and interior details.
The website and online store will both feature chat functionality to quickly engage website visitors and answer their questions. The store exists primarily to support existing customers, and to allow new customer to browse some of the more popular items offered by YachtFit. Store messaging will encourage users to get in touch by phone to arrange for customization for a variety of items including uniforms and dinnerware.
Once the the site is live, Green Dot will launch a combination of digital marketing campaigns to target potential clients via search and social media marketing to raise awareness about YachtFit, drive traffic to the site and begin building an email database of prospects and clients. Green Dot suggests focusing on marketing the turnkey services to generate the most ROI from the marketing, while creating awareness about the store, collecting email addresses for promotional activities and nurturing clients with social media content (blogs and social posts) as well as weekly promotions sent via email.
Website Scope of Work
Website Development Scope of Work
Develop a services focused website for YachtFit with an e-commerce component to support repeat customers and yachting professionals.
In the yachting world, owners, captains, crew and their boats are constantly on the move. They need personal attention, as well as the convenience of ordering online. However, since boats move regularly, and many items have different lead times or require customization, sourcing and delivering orders placed online can be a challenge.
The YachtFit website will address the issues and make life easier for everyone involved in the yachting industry. Customers will be able to place order online or by phone and arrange for customization and specialized delivery to marinas and shipyards.
The website will be built on the WordPress platform, feature a content management system (CMS) to make updating content fast and easy. The site will be mobile responsive to ensure a good user experience on mobile devices including smartphones and tablets. Additionally, site will feature an e-commerce storefront driven by WooCommerce.
Website Content Outline
- HomeYachtFit Concept
Uniforms and Accessories teaser - link
Bedding & Pillows teaser - link
Tableware teaser - link
Shop online teaser - link
--
Email Sign Up
Contact
- Services - 6 landing pagesOverview - we customize & personalize
Full Interior & Exterior Yacht Outfitting
Uniforms & Accessories
Bedding & Pillows
Tableware
Custom Covers & Fabrics - StoreStore home page
Categories
Product list page
Product detail page
Cart
Checkout
Confirmation email - AboutConcept
People - BlogArticle list page
Article detail page - Contact & LocationGeneral Contact Form & Showroom Location
Includes the Following:
- Account service
- Copywriting
- Visual concept development for website designs
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Setup WooCommerce & Checkout process
- 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.
Green Dot recommends using Adwords to “step in front of existing demand” by targeting searches for yacht outfitting, yacht uniforms and personalized items.
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
Email Marketing
Email Marketing
We recommend using the MailChimp platform to send bi-weekly promotional emails to all existing customers and prospects to drive them to the retail store to take advantage of short term price reductions and special offers. Green Dot works with you to develop a content calendar, then we design, write and layout the email messages and manage the blasts. Results are reported monthly.
Includes the Following:
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – (2) emails 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)
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
Website Design & Development
The project includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for website designs
- (2) rounds of revisions
- Website development
- Setup WordPress CMS
- WooCommerce Store Setup
- Setup of website on hosting account
$12,000
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Keyphrase research and new Adwords creative
$3,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook, Instagram, Pinterest
- Advertising for Facebook
- SEM using Google Adwords
- 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.
$2,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $1,000 – $1,500 p/m
Social: $1,500 – $2,500 p/m
Retargeting: $200 p/m
Content & Communication Services
Monthly content generation includes the following:
- Monthly content calendar
- Write, design and code (2) custom promotional emails
- Test & blast emails
- Monthly performance report
$1,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website Design & Development | $6,000 | $6,000 | ||||
| Campaign Setup | $3,500 | |||||
| Digital Marketing | $2,500 | $2,500 | $2,500 | |||
| Content Marketing | $1,500 | $1,500 | $1,500 | |||
| Monthly Totals | $6,000 | $6,000 | $3,500 | $4,000 | $4,000 | $4,000 |
Social Advertising & Marketing
Social Advertising
Advertising on social media allows you to laser target boat owners, captains and crew, even those who don’t follow you on your social media channels. These ads create brand awareness among the target audience without waiting for them to search. And when ads are clicked, they drive qualified traffic directly to your website.
Many social networks only allow you to reach a percentage of your community for free. For example, Facebook only allows you to reach up to 6% of your page follows organically and after that you must pay to reach the remaining 94%. Social advertising helps help reach and nurture the people in your community that the networks won’t allow you to reach for free.
Includes the Following:
Social Marketing
Social marketing on Facebook, Instagram, Twitter, LinkedIn, Pinterest and other social networks allows you to engage directly with your social community on a daily basis. The idea is to grow your audience, nurture them with relevant content and drive them to your website.
Includes the Following: