Customized Online and Offline Holistic Marketing Options:
The following holistic marketing packages have been designed to keep costs as low as possible for small businesses. The core to the work we do is marketing strategy consulting. Working strategically avoids mistakes, avoids dilution of effort and minimizes expense.
We provide examples of marketing strategies that are custom to your business. We can even provide you with a marketing plan template. The value of our experience is in knowing the most cost-effective methods and the tools that will produce results given your budget.
For larger corporations, no fear, we have worked with international and Fortune 500 companies and pride ourselves on highly cost-effective methods that have punch and impact for large corporations as well. We work with your team to empower them, to allocate resources and provide creative vision coming from a new perspective. I learned long ago that one of the best values of a marketing agency is providing outside perspective.
A robust campaign contains all of the elements below and sometimes more, depending on your goals. Significant progress and results can be accomplished with a well-chosen marketing promotion mix. We help you choose those that make the most strategic sense in taking your company forward toward its goals.
Depending on your company’s goals and needs, we establish either a project fee or monthly retainer. You’ll get a customized package to suit your organization’s unique market and budgetary needs.
Overall, we request a minimum of a 3-month agreement to assure the establishment of a successful foundation for your marketing. Over those 3 months, we can either train your own staff to take over, or we can design an on-going package of services that maximizes outcomes. The prices below are a starting point. Your particular needs will dictate the final agreement.
Online and Offline PR Campaign
Online PR is different from traditional PR because it is no longer a simple announcement. It is a full story with a strategy behind it. It is comprised of at least 3 press releases, one “pre-launch,” one launch and one post-launch story summarizing results.
As with traditional PR, however, it maintains a third party objective impact generating higher credibility, seven times the exposure on the Internet, high Google front page ranking, all at less than one tenth the cost of advertising.
Here’s a general outline. Customized “hooks” for your organization would be developed:
1. Pre-launch – one of the 3 following ideas:
A story about the economy and its impact on small businesses or on nonprofits with specifics about your organization.
2. Launch – this story encompasses the details of the campaign and how people can participate. It draws traffic to a free website membership to receive weekly updates, tips, special offers and information.
3. Post-launch – this story recaps the success of the campaign and results of the contest.
Set-up: $1000 first month
Implementation over 3 months (cost for online submission to distribution services additional): $500/mo. thereafter
- Determination of an appropriate “hook” or positioning
- Writing of 3 press releases and distribution across Web 2.0 properties and in
local media - Follow-up with local media to assure placement
- Optimize for SEO including video, images and linking
- Track results
Email Autoresponder Campaign
Having a compelling incentive for people to opt-in helps build a list to which you can market. It should be designed to build trust and confidence so that when they do want services or products like yours, they immediately think of your organization. It generates participation in the campaign with incentives, coupons special offers unique to your organization. The opt-in must be placed well on your website, Facebook pages and landing pages.
An email campaign can be a critical part of not only generating leads but developing customer confidence and providing great customer service. As such, it is central to your sales funnel. We design the entire process from lead generation through to customers follow-up with the goal of customer referrals. We map the process for you and manage it along the way to maintain its effectiveness.
Set up: $1500
- Design sales funnel and sequence of steps to cultivate leads
- Set up autoresponder
- Design a series of emails and incentives to be emailed once a week or bi-weekly.
- Assure opt-in form is well designed and placed well on appropriate pages.
Follow-up and management per month $350
Video
Video marketing has several, rapid advantages. It is powerful with regard to getting you on the front page of Google, and closer to the top with video and a few other Web 2.0 tools. You will immediately realize more calls, more potential business and more recognition.
Set-up: $1500
- Create your YouTube Channel if it is not already established
- Includes first 60 second slide show video introducing your organization.
- Includes optimization for search engines, distribution to up to 15 video sites online and helping integrate it into your website.
- Review existing photos for usage.
- Optional session of still photography depending on your existing photo files may be in addition to this or included depending on the scope.
Monthly follow-up: $ 500
- Includes updating of video and search engines (Two additional 30 to 60 second slide show videos giving tips, etc.)
- Continued distribution and SEO
Social Bookmarking
Social bookmarks are another method of assuring your website ranks high in all the search engines as well as provides another trail for traffic. You can either accomplish this yourself with some investment of time to open accounts and set-up profiles in each site, or you can utilize our services for a minimal investment. Visit SocialMarker.com
One Time Fee to Set-up up to 50 social bookmark sites: $250
Advertising Campaign Design
This involves developing the message and visual most appropriate to the target audience. It also includes identifying the most cost-effective media for placement of the ad campaign.
A media analysis outlines the options, target market/readership and ad insertion costs. Recommendations would be made as to the most effective use of advertising dollars.
Collaborative/cooperative campaigns offline using traditional media can be designed to maintain impact while minimizing the costs for each participating organization. Acquiring buy-in and visual from each organization as well as assuring each maintains its own brand is an important aspect of this type of campaign.
Costs for advertising visuals (artwork) will rely on the number of participating businesses and the final approved concept. Pulling it all together graphically with impact and clarity is a priority. Getting the reader’s or listeners attention and participation must be accomplished.
Graphic costs estimates are generated once these decisions are made and are in addition to the management costs indicated below.
Online advertising can be added to assure full-bodied exposure to your market. I recommend Facebook ads although Google ads still have impact depending on the market. An analysis of the best advertising venues, online and offline, is included in this package. An online campaign would add to the scope, and some minimal cost, of a traditional campaign.
Set-up, Management, Measurement, depending on scope, starts at $1000/mo.
Article Marketing
Placing articles in appropriately chosen article directories is an effective method for search engine optimization. This type of campaign can be extensive. A basic one is outlined here:
- Articles placed in article directories like Ezine and then spun for inclusion across the web. This generates a web of backlinks to your website increasing Google ranking.
- A Squidoo Lens expands SEO and protects your Google rank against competition.
3 Month fee to set up and distribute 6 articles + a Squidoo lens: $1500
Social Media Management
Social media set-up and management involves a myriad of tools and options. These options are outlined on Facebook’s Proven Roi. The start-up package for budget-limited organizations is as follows:
Set up and management for 3 months $1500 ($500/mo)
