Prepared by Green Dot Advertising — March 26th, 2021
Develop messaging emphasizing the differentiating factors for Zoom Ride, then launch and manage multi-channel marketing campaigns to drive downloads and adoption targeting specific passenger cohorts (women, Night Out, value/young) in heavily populated areas who use other ride-share services.
The project is broken down into three primary phases.
Initially Green Dot will focus on developing the ad creative and landing pages in preparation to launch the marketing campaigns and support Zoom Ride’s pre-launch marketing objectives of pre-registering 5,000 passengers. Concepts for the video ads, website landing pages and drip email workflows will be submitted for review and approval prior to production. The creative design and development phase will last about 2 months and is not considered part of the marketing engagement.
A Pre-launch marketing campaign is scheduled to launch in June of 2021 in South Florida and Michigan. The focus is on creating awareness and building a cohort of pre-registered users who have downloaded NewCo Ride app. Green Dot suggests an integrated marketing campaign that leverages social media and video marketing to drive traffic to the landing pages where passengers can pre-register. The pre-launch phase is scheduled to run from mid-June to mid-August and marks the beginning of the 6 month marketing engagement.
The final phase kicks off with the official launch of the NewCo Ride service in August of 2021. The marketing strategy calls for an integrated, multi-channel marketing campaign focused on creating awareness, driving downloads and email / push workflows to help drive adoption. Tactics include support at local events, digital marketing, video marketing, retargeting and reputation management focused on driving positive online reviews.
The goal of this project is to shoot the content needed to produce the ad creative and social media content to support the launch campaigns. While shooting the video ad creative, we recommend shooting stills to support the social media campaigns as well. While we can use some stock images, the more custom content that can be acquired during production, the more accurate and relevant the campaigns will likely be to the target audiences.
Location, talent and expenses not included.
This webpages are quoted as a custom site built on the WordPress platform and include a content management system (CMS) to allow for quick and easy content updates such as photography and page copy without html coding. The landing page will link to the iTunes and Google Play App Stores and engage users to sign up for email notifications.
The website will be designed for primarily mobile devices, as well as desktop computers by using mobile responsive code ensuring content renders consistently on tablets and smartphones.
Video ads can be placed on social media sites like Instagram, Tik Tok and YouTube where they can reach a wide target audience at a low cost, especially when compared to television placements. Hulu is a great addition to the media mix to create more awareness, however, only video ads on Instagram and YouTube can drive clicks directly to the Tik Toc landing page.
Research shows everyone from Millennials to senior business executives now prefers video over text and that video can increase conversions by over 65%.
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.
Emails can be used to nurture prospects, drive adoption and engage a community of users. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action. Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, Sharpspring, Klaviyo and many more.
This project includes:
A steady flow of engaging and original content is vital to keeping users and prospects engaged and the brand top-of-mind. Green Dot will work to develop the content needed for daily social media posts on multiple different channels including Instagram and Tik Tok.
This service provides clients with fresh, cohort specific branded social media graphics on an ongoing basis. Social media graphics are a mix of styled testimonial quotes, video snippets, lifestyle images and driver profiles.
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), ActiveDemand (campaign performance).
Green Dot compiles custom monthly performance reports focused on key metrics agreed upon by the client and the agency. We conduct a monthly performance review, and include weekly content focused calls to ensure the workflow between the client and agency teams is aligned.
We don’t think an ASO tool is needed for this project due to lack of searches in the app store for an escrow payment tool.
Services include:
$12,500*
*Location & talent not included
The project includes:
$5,500
The project includes:
$2,900
One-time campaign setup fee includes:
$4,800
Includes the following:
$4,500 p/m
You set the budget
Instagram: $3,500 – $7,500 p/m
YouTube: $2,000 – $5,000 p/m
Tik Tok: $2,000 – $5,000 p/m
Retargeting: $500 p/m
Includes the following:
$3,500 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photography & Video | $6,500 | $6,000 | ||||
| Landing Pages | $3,000 | $2,500 | ||||
| Drip email creative | $1,900 | $1,000 | ||||
| Campaign Setup | $4,800 | |||||
| Digital Marketing | $4,500 | $4,500 | $4,500 | $4,500 | ||
| Content Marketing | $3,500 | $3,500 | $3,500 | $3,500 | ||
| SharpSpring | $450 | $450 | $450 | $450 | ||
| Monthly Totals | $11,400 | $14,300 | $8,450 | $8,450 | $8,450 | $8,450 |
To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach each audience cohort with unique and relevant messaging. 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 primarily recommends social media advertising on Instagram and Tik Tok to drive both awareness and conversions. We can run campaigns that link users to the NewCo landing pages, as well as ads that allow for app downloads directly via the ad unit. Tracking, analytics, optimization and monthly reporting are included.
Social Media Page Management
Social media page management on Instagram, Tik Tok and other social networks allows you to engage directly with your social community on a daily basis. Green Dot posts regularly on your social channels to nurture prospects and drive conversions from followers.
Includes the Following: