Yello!
Website & Marketing Proposal
Prepared by Green Dot Advertising — Created August 2016 - Updated December 2nd, 2016
Objectives & Marketing Strategy
Redefine Yello’s brand with a fresh website design blending the new raw foods cafe with the existing dance studio into a cohesive brand story, as well as deploying marketing initiatives to showcase the new healthy lifestyle concept.
Marketing Strategy:
Develop a re-energized and mobile responsive website that is properly optimized to convert incoming traffic from search engines, and support social media as well as email marketing campaigns. A complete website redesign is critical to the success of your brand repositioning in terms of informing your current consumers, as well as your prospects, about how Yello! has evolved into more than just a dance studio. Incorporating captivating video footage and instructor interviews, as well as a user friendly and powerful blog platform are an important objectives.
Green Dot will drive qualified traffic to the new Yello! website via search engine marketing, social media advertising and email marketing. Site visitors will be retargeted with banner ads for a period of 2 weeks when they leave the Yello! website to browse other websites that support display advertising.
We 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.
Photography & Video Production
Photography & Video Production
Generate the photography and video assets needed to produce the website for Yello.
The new site will be designed as a full screen experience (1,600 pixels wide) on desktop computers. Integrating custom photography and video is highly recommended to generate an engaging and visually stimulating experience in conjunction with this larger footprint.
We suggest shooting outside and inside Yello’s studio, specifically dance classes, raw food preparation, and consumers enjoying their time at Yello!. These images/videos will generate content for the studio photo gallery, as well as social media channels like as Facebook.
Deliverables Include the Following:
- (1) Yello! Overview video to present the concept -120 sec.
- (4) Interviews w/ Yello staff and / or customers to use in videos and as testimonials
- (1) Gotta Dance b-roll video clip for website – 90 sec.
- (1) Gotta Eat b-roll video clip for website – 90 sec.
- (45) Color corrected and edited 22 megapixel images
Photography Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (1) Full day w/ Digital 22.5 Megapixel Canon 5D Mark III, L lenses & accessories
- (1) Half day w/ Digital 22.5 Megapixel Canon 5D Mark III, L lenses & accessories
Video Production
- (1) Full day w/ Cameraman & Cannon C100 Mark II Cinema Camera
- (1) Half day w/ Cameraman & Canon C100 Mark II Cinema Camera
- Inspire 1 Drone w/ 4k camera, and still photo and video capability
- Osmo +
Digital Processing
- Import, edit and sort images
- Retouching and color correction for up to 45 images
Video Capture
- Digitze footage
Website Scope of Work
Website Development Scope of Work
Develop a fresh, custom website for Yello! to showcase the company’s proprietary approach to a healthy lifestyle.
To highlight some of Yello’s new services, and integrate them with existing offerings we recommend reorganizing some of the site’s content. Ultimately, re-categorizing and reorganizing the site will make it easier to navigate and find what users are looking for, as well as provide a more user-friendly experience. Further, the site can be designed for mobile devices from the ground up.
The Yello! 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 or edit content, such as dance classes, the menu, the blog and upload media files themselves without html coding and negatively impacting SEO. Development includes account service, copywriting, design, development, proofing and two sets of revisions. Additional revisions are billed at an hourly rate of $125 p/h.
Due to the broad range of functionality the site has to include, we propose using the design phase to fully explore the available functionality options prior to making final decisions in regards to scope – including the mix of apps needed to deliver that functionality (schedules, booking engines, etc.).
Functionality to explore / integrate:
- Purchase book – cut
- Updatable dance class schedule – keep
- Schedule & pay for dance class online – keep
- Updatable Food Menu – keep
- Cooking Classes schedule – keep
- Schedule & pay for cooking classes – keep
- Food ordering & payment capability – cut
- Blog article content management – keep
- Media manager – videos, photos, etc. – keep
Website Content Outline
- HomeIntro
Dance teaser - link
Cooking teaser - link
Events teaser - link
Book offer - link to Amazon
Contact/Location - Yello!Concept
People
Space - Gotta DanceClasses - up to 18 pages based on a template
Instructors - up to 6 pages based on template
Schedules - 3rd party plugin / app
Studio Photo Gallery
Summer Dance Camp - Gotta EatRaw Foods Cafe
Menu - updatable
Cooking Classes - up to 5 pages based on template
Schedules
Chef
Our Farm - Gotta SeeReserve Playhouse
Events Calendar - list
Events Calendar - detail
Art Submissions
- BlogArticle list view
Article detail view
Categories - Media Library
- ContactGeneral Contact Form & Studio Location
Includes the Following:
- Account service
- Copywriting
- Visual concept development for website designs
- (2) sets of revisions
- Custom website development & programming
- Integration of class scheduling & booking app
- Online payment capability – classes only – no store
- WordPress CMS – (content management system)
- 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)
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 (incl. phone call tracking)
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 Templates
Email Templates
Custom designed and branded email communications represent your company professionally in your customer’s and prospect’s inbox. Green Dot can design and code custom email templates for a variety of scenarios, including upcoming events, relevant news and announcements.
Includes the Following:
- Account Service
- Event email template
- News email template
- Promotional template – for a class
- Setup email templates in MailChimp
- Testing for all popular desktop and mobile platforms
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
Custom Photography
Photography services include:
- Pre-Production Planning & Account Service
- (1) Full day & (1) Half day photography sessions w/ Canon 5D Mark iii
- (1) Full day and (1) Half day of video with Canon C100 Mark ii, DJI Osmo +, Ronin & Inspire 1 drone
- Pro lighting equipment
- Pro audio capture equipment
- Image import, editing and sorting
- Digital retouching and color correction for 45 images
- Post production for (7) videos – see photography section for scope
$9,500
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
- Setup of website on hosting account
$14,000
Email Template Design
Email design includes:
- Account Service
- Design for (3) email templates
- Custom html coding for (3) emails
- (2) sets of revisions
$1,800
Marketing Campaign Setup
One-time campaign setup fee includes:
- Update Google Adwords campaign (new keywords & ads)
- Setup email templates in MailChimp
- Retargeting banner ad design
$2,800
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Facebook & YouTube page management
- Facebook ads incl. video
- SEM using Google Adwords
- Inbound Call tracking
- Retargeting ad management & creative
- (3) hours per month of website maint.
- 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.
$3,000 p/m
Suggested Monthly Media Spend
You set the budget
Search & Social: $2,500 total
Retargeting: $200 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photography & Video | $4,750 | $4,750 | ||||
| Website Design & Development | $5,000 | $5,000 | $4,000 | |||
| Email Templates | $1,800 | |||||
| Campaign Setup | $2,800 | |||||
| Digital Marketing & Website Maint. | $3,000 | $3,000 | $3,000 | |||
| Monthly Totals | $9,750 | $11,550 | $6,800 | $3,000 | $3,000 | $3,000 |
Social Advertising & Marketing
Social Advertising
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 the people in your community that the networks won’t allow you to reach for free.
“Social advertising also allows you to reach new people in your target audience. Once they follow you they can then be nurtured through your daily postings until they convert.”
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.
Includes the Following: