You're On Deck
Landing Pages & Marketing Proposal
Prepared by Green Dot Advertising — September 7th, 2018
Objectives & Marketing Strategy
Develop a series of landing pages specifically for the purpose of marketing directly to consumers on their mobile devices with segmented messaging and retargeting tactics.
Marketing Strategy:
Develop new, mobile responsive landing pages that is properly optimized to convert incoming traffic from social media as well as email marketing campaigns. The syntax of how the cards are ordered on the website will need to be reversed – order and pay first, then design the cards (it may be helpful to allow users to upload images from their phones).
The idea is to segment incoming traffic and land prospects on a page that corresponds with the ad they clicked. Wedding gifts vs. holiday gifts landing pages will use optimized images and copy to make the strongest possible sales pitch.
Once built, Green Dot will drive qualified traffic directly to specific landing pages via social media advertising, retargeting ads and drip email campaigns. Site visitors will be retargeted with banner ads for a period of 2 weeks when they leave a landing page without converting, and anyone who orders a sample pack will receive a series of (3) drip emails reminding them to place their order.
Green Dot will carefully track and analyze the results of each campaign and report monthly. We review results with our clients and make recommendations for next steps. Our primary objective is to optimize your campaigns to achieve the lowest possible cost required to create demand and drive sales.
Landing Pages
LandingPages
Develop two landing pages focused on different market segments designed to convert mobile traffic.
These landing pages are quoted as a custom site built on the WordPress platform and includes a content management system (CMS). The site will be designed to be mobile friendly and renders consistently on tablets and smartphones, as most traffic coming from social media sites is via mobile devices.
Green Dot will setup a new WordPress and WooCommerce install on a sub-domain of youreondeck.com and use the existing order fulfillment system that is already configured. The syntax of the process will be changed so that users submit payment for either the sample deck, or the actual order before uploading images. The user will then be prompted on screen, and via email to design the cards on a desktop computer or continue on mobile.
Since there are many ordering options that generate different prices, we will need to simplify the process by limiting the choices to “back only” and “front and back” only.
Content Outline
- WeddingsIntro - Awesome Wedding Swag
Customized Playing Cards
Examples
How it Works
Product Details
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CTA - order now
CTA - Sample Pack Order - Holiday GiftsIntro - Awesome Holiday Gifts
Customized Playing Cards
Examples
How it Works
Product Details
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CTA - order now
- CheckoutSelect product - front only / front & back
Select quantity
Billing Info
Shipping Info
Confirmation
Design Cards
- Card DesignOnly copy changes planned for this screen - no functionality changes
- My AccountNo changes planned
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
- WooCommerce setup
- Website setup on hosting account
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
Emails can be used to nurture a lead that has converted into a sample pack, but not yet placed their final order.
Green Dot recommends an automated email drip campaign consisting of up to five (3) emails that are triggered for each new prospect that orders the sample pack.
Green Dot has recommends ActiveDemand as the email and marketing automation platform for this effort.
Includes the Following:
- Write, layout and code a series of five (3) emails – drip campaign
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design
- Testing for all popular desktop and mobile platforms
- Tracking and reporting
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
Landing Pages
The project includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for landing pages
- (2) rounds of revisions
- Website development
- Setup WordPress CMS
- Setup of website on hosting account
$5,000
Campaign Setup
Service includes:
- Google Analytics set up
- ActiveDemand setup
- Facebook audience profiling
- Retargeting banner ad design
- Design, write & code (3) drip emails for sample pack
- Setup drip email workflows in ActiveDemand
- Ad tracking setup
$4,000
Digital Marketing Services
Your marketing services package includes:
- Ad creative for Facebook
- Advertising for Facebook
- Retargeting ad management
- Drip email monitoring
- Ongoing tracking & analytics
- 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.
$3,500 p/m
Suggested Monthly Media Spend
You set the budget
Facebook: $2,500 – $20,000 p/m
Retargeting: $250 – $1,000 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | |
|---|---|---|---|---|
| Landing Pages | $5,000 | |||
| Campaign Setup | $4,000 | |||
| Digital Marketing | $3,500 | $3,500 | $3,500 | |
| ActiveDemand - 5k | $250 | $250 | $250 | $250 |
| Monthly Totals | $9,250 | $3,750 | $3,750 | $3,750 |
Social Advertising & Marketing
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 reach targets that are not already aware of your brand, but should be.
Using demographic targeting we can pinpoint targets that are engaged and / or holiday shopping. Social advertising will focus on targeting these two audiences with segmented ad campaigns linking to corresponding landing pages.
Includes the Following: