PrinceMorrison, LLP PREPARED FOR: REGINA PRINCE OF PRINCEMORRISON, LLP PREPARED BY : SAVY AGENCY SAVY PROPOSAL: NO

Transcription

1 PrinceMorrison, LLP PREPARED FOR: REGINA PRINCE OF PRINCEMORRISON, LLP PREPARED BY : SAVY AGENCY SAVY PROPOSAL: NO DATE: MAY 4TH, 2016

2 016 RE: Request for Proposal: Regina: We appreciate your interest in our services and look forward to determining whether our agency is a good fit. In the following pages you ll find: `` Deliverables and Services - A breakdown of suggested services and the costs associated. Based upon our initial discussion with you, we ve prioritized our suggestions toward helping you best reach your marketing goals. Our goal is to make working together as simple as possible, so please do not hesitate to ask questions or seek clarification. Sincerely, Rob Brown Agency Director rob@savyagency.com 1 DELIVERABLES 1.1 DELIVERABLES AND SERVICES 1.2 AGENCY SUPPORT SERVICES 1.3 COST BREAKDOWN savyagency.com rob@savyagency.com BEND, OREGON 916 NW Wall Street, Bend, OR Local: National: SANTA BARBARA, CALIFORNIA 118 Nopalitos Way, Santa Barbara, CA Local: National:

3 1.1 DELIVERABLES A. BRAND POSITIONING See Cost Breakdown A brand s position can be defined as the market s perception of a company and it s products or services in relation to its competitors. Positioning a successful brand is done through a systematic process and series of steps that identify brand assets and improve the position a brand holds in the marketplace. Savy s brand positioning process will begin with a 1-2 hour kickoff meeting in person, via telephone or conference call with key stakeholders to initiate the conversation and gather information about the brand, target markets, market conditions, competitors, perceptions, as well as existing opportunities and challenges. The kickoff meeting will help to identify key brand category attributes by which the client will be compared, rated against and translated into specific benefits and personality insights, including the tone and feel of the messaging and creative implications, and insights for the messaging development. Following the kickoff meeting, Savy will engage in primary and secondary market research to gather information about the industry, trends and influencers, and communication efforts by competitors. Savy will then develop the initial brand positioning document outlining the proposed brand attributes, differentiators statements and messaging. Two (2) round of review and revisions will be provided prior to the finalized brand positioning document. The brand positioning document will be used to support and execute creative development of the brand identity, collateral and web presence, and referred to during the strategic planning process. Savy s brand positioning process includes: 1-2 hour kickoff meeting with key stakeholders Primary and secondary marketing research Market analysis and profiling Defining of competitors, markets and trends Brand personality assessment Identification of brand category attributes Identification of core brand assets Positioning deliverables include: Key brand attributes and differentiators Brand positioning statements including the essence and differentiation of the brand Defining of brand personality including the tone and emotional attributes Messaging development and delivery (campaign ideas) Naming and taglines as appropriate (up to 10 names and taglines) Presentation to key stakeholders Finalized brand positioning document 3

4 1.1 DELIVERABLES B. BRAND IDENTITY: LOGO DESIGN See Cost Breakdown In efforts to establish a strong visual identity for PrinceMorrison, LLP, Savy will assist in designing a compelling logo to represent and promote the benefits and position of the company. The goals and objectives of the logo design process include: Developing a unique and memorable logo for PrinceMorrison, LLP that stands apart in the marketplace Establishing a strong visual identity to be used across all collateral and communications A kickoff meeting will be held with Savy s creative team to identify PrinceMorrison, LLP s values, culture, people and products or services. Savy will gather insight into PrinceMorrison, LLP s audience and competitors to understand how to best position the brand for success. Following the kickoff meeting and discovery process, Savy will provide four (3) logo concepts with a variety of color and layout options. Two (2) review and revisions of the selected concept will be provided preceding the approval of PrinceMorrison, LLP s new logo. When the final logo is approved, a logo library, including.jpg,.png,.pdf,.ai and.eps files will be provided to PrinceMorrison, LLP with the appropriate logo fies for all applications. Along with the logo library, a brand guidelines document will be provided to PrinceMorrison, LLP. The purpose of the brand guidelines include: Ensuring brand identity and messaging is consistent throughout all communications Provides guidance for designers and vendors to ensure a unified look and feel across all brand touch points. The finalized brand positioning document and PrinceMorrison, LLP s new logo will be used to support and execute creative development of Northland s collateral and web presence, and referred to during the strategic planning process. 4

5 1.1 DELIVERABLES C. RESPONSIVE WEBSITE DESIGN AND DEVELOPMENT See Cost Breakdown Savy would be happy to serve PrinceMorrison, LLP in developing and maintaining an established and wellbranded online presence. As consumers continue to move online, it is imperative that businesses properly position their online brand for success. The proposed website would assist in the following: Attracting qualified consumers through search engines looking for PrinceMorrison, LLP s services Representing PrinceMorrison, LLP with a simple, professional and easy to navigate website Positioning PrinceMorrison, LLP as a trusted brand within the accounting and financial industries Informing PrinceMorrison, LLP s audience of news and information through the website and blog Together with Savy, PrinceMorrison, LLP will select from a list of Savy s pre-designed website layouts. Savy will then design the look and feel of the chosen layout to reflect PrinceMorrison, LLP s brand, including logo, color scheme, graphics, and photography. The website will include a homepage design, subpage design, a standard blog layout, blogging functionality and social media linking. Following design and development, PrinceMorrison, LLP will have one (1) review and revision to the sitemap and design and one (1) final revision for content corrections prior to taking the website live. Savy will optimize the website by installing tools to increase on-site SEO performance by customizing the XML sitemaps, installing Google Analytics, and submitting the website to the search engines. Savy will also create a brand favicon, load spam blocker and setup a social sharing tool. PrinceMorrison, LLP will receive a 60-minute training on the use of editing the website, including instruction on blogging, as well as adding pages, text, photos and other media. Editable portions of the theme include the options shown on the theme s predefined layouts, subpages and posts, as well as slideshow imagery. Additional editable sections can be discussed and will be billed accordingly. PrinceMorrison, LLP will provide website imagery, initial content and imagery placement in one Word document. Any stock imagery presented and approved for use by PrinceMorrison, LLP will be billed separately. Standard Terms: General timeline from kickoff to go-live ready is 30 days. PrinceMorrison, LLP will provide content (text, images and links) to Savy within 3 days after the website template has been chosen. Any content provided after 3 days will be added by PrinceMorrison, LLP following training (provided by Savy). To ensure your website project follows our timeline, please select from the following options: a) PrinceMorrison, LLP will provide content. If you select this option, we ask that you deliver your content to us via Word document within 3 days of chosen template. If content is provided within this timeframe, it will be added to the website, styled and edited for grammar. If content is not provided within this timeframe, Savy will provide training and you will assume the responsibility of adding content. (please initial) b) Use Savy s professional copywriting services. As a full service agency, we understand how important it is that your copy be well written to reflect your company s brand, and to be optimized for the search engines. Please see line item On-Site Optimization (following this line item) for this option. 5

6 1.1 DELIVERABLES C1. ON-SITE SEARCH ENGINE OPTIMIZATION (INCLUDES COPYWRITING) See Cost Breakdown Professionally written and optimized website copy is necessary for optimal SEO results and will assist in creating focused and targeted messaging aimed at grabbing the attention ideal audiences and search engines. In efforts to reach PrinceMorrison, LLP s SEO goals, Savy will assist in developing a keyword strategy, writing copy that meets SEO best practices for length and composition, and optimizing the website code and structure. -Savy will develop the keyword strategy based on a competitive analysis and keyword research. -Two review and revisions of the copy is included. Includes 6 to 10 pages and a minimum of 300 words per page. -On-site optimization includes title and meta tag development, heading and Alt tag development, keyword density and proximity evaluation, W3C/xhtml validation, broken link and 404 management, navigation and internal link building. D. DOMAIN AND HOSTING SUPPORT See Cost Breakdown As part of the web development process, Savy will assist in setting up PrinceMorrison, LLP s website domain and hosting. If PrinceMorrison, LLP has no host preference, Savy recommends hosting with Site5. Billing for these items will be between the host and PrinceMorrison, LLP. Site5 s standard pricing includes: Domain name purchase: $12.99 per year 2 year cost = $25.98 Hosting: $5.95 monthly 2 year cost = $ Support: When domain hosting is setup or transferred by Savy, support, including account transfer, forwarding and general POP support, are separate from this item and may be billed hourly. E. MARKETING DESIGN AND DEVELOPMENT See Cost Breakdown In efforts to inform PrinceMorrison, LLP s audience of relevant news and information, Savy will design an newsletter and setup an account for PrinceMorrison, LLP on SavyConnect, Savy s marketing platform. Included: Design of a professional, spam and cross browser tested newsletter A one-hour SavyConnect training, including managing lists, editing content, campaign creation, and distribution, and review of reporting and analytics Newsletter distribution costs: $5 dollars plus 1 cent per recipient, per campaign, or 30-day pricing with unlimited monthly campaigns F. SOCIAL MEDIA BRANDING AND OPTIMIZATION See Cost Breakdown Savy s social media process includes designing and optimizing PrinceMorrison, LLP s social profiles to provide incoming links to the website and blog and assist in increasing website and search traffic. Includes business page setup, branding and optimization for the following social networking sites: Facebook Twitter Google + Savy recommends these accounts for the most SEO benefit. 6

7 1.2 AGENCY SUPPORT SERVICES AUDITS A. Brand Review of brand touch points including on and offline messaging and collateral. Includes recommendations. $420 B. Strategy Review of marketing strategy including channels, budgets, messaging, and objectives. Includes recommendations. $420 C. Pay-Per-Click (PPC) Keyword research and competitive analysis to determine potential advertising return-on-investment. $315 D. SEO Review of online identity including website rank and performance, social profiles and directories. Includes recommendations. $630 SEARCH ENGINE OPTIMIZATION E. On-Site SEO Keyword strategy, optimized copywriting and site optimization to improve SEO and reach website goals. CUSTOM QUOTE F. Optimized Copywriting* Copywriting for webpages that meets SEO best practices for length and composition. $210/page G. Keyword Strategy Development of a keyword and content strategy from keyword research and competitive analysis. $315 ONLINE IDENTITY DEVELOPMENT H. Marketing Responsive newsletter design. Includes spam and cross-browser testing, training and analytics. $630 I. Social Media Setup, branding and optimization of Facebook, Twitter, and Google +. $630 J. Local Directories Setup, branding, and optimization of leading online local directories. $630 ONGOING SUPPORT K. Website Maintenance (annually) Annual Wordpress updates to integrate new features and security improvements. $210/yr L. Website Updates (monthly) Monthly websites updates including content additions and subtractions, design and development updates and SEO assistance. $210/mo or 2 hour per month retainer M. Blogging (2x monthly)* Authorship of two 300-word, SEO optimized articles to improve SEO and reach website goals. Includes monthly SEO reporting on traffic, top keywords and engagement. $630/mo N. Blogging (4x monthly)* Authorship of four 300-word, SEO optimized articles to improve SEO and reach website goals. Includes monthly SEO reporting on traffic, top keywords and engagement. $1050/mo O. Social Engagement (weekly)** Weekly distribution of blog and social content through Facebook, Twitter, and Google + $210/mo (with 4x monthly blogging) or $315/mo (with 2x monthly blogging. Includes writing of two unique social posts) P. Marketing (monthly) Monthly newsletter distribution of blog and social content. Includes reporting. $210/mo Q. PPC Management (monthly)* Monthly PPC campaign optimization and goal conversion reporting. 20%/mo of ad spend R. Press Releases (quarterly)* 500-word press release written for local publication and optimized for online distribution. $630/mo ADDITIONAL CAPABILITIES Print Design of business cards, letterhead, brochures, folders, event collateral, mailers, signage, packaging, etc. Advertising Design of all traditional and digital advertising. Media buying and ad placement services also available. Copywriting Copywriting and editing for advertising, editorial, print collateral, website and other content channels. Photography Planning and production of professional photography shoot through preferred local photographers. Videography Planning and production of professional video through preferred local videographers. Public Relations PR strategy, editorial calendars, market research, media outreach, list development, and press releases. *A keyword strategy is required for these items to ensure that all efforts are aimed at reaching SEO and website goals. **An additional budget of $50/mo (minimum) is recommended for social promotions. 7

8 1.3 COST BREAKDOWN PAGE 3: 1.1 DELIVERABLES AND SERVICES A. Brand Positioning $3650 PAGE 4: 1.1 DELIVERABLES AND SERVICES B. Brand Identity: Logo Design $1680 PAGE 5: 1.1 DELIVERABLES AND SERVICES C. Responsive Website Design and Development $5850 PAGE 6: 1.1 DELIVERABLES AND SERVICES C1. On-Site Search Engine Optimization (Includes Copywriting) $1680 D. Domain and Hosting Support Includes with C. E. Marketing Design and Development $630 F. Social Media Branding and Optimization $630 AGENCY SUPPORT SERVICES See Pricing on 1.2 Agency Support Services PAYMENT TERMS PrinceMorrison, LLP agrees to pay Savy for all fees set forth in this Agreement. - A 50% retainer of accepted items is due at or before kickoff meeting or before work is initiated. - Savy may request progress payments as work has been approved and completed. - The remaining 50% is due upon project completion. (required prior to go-live for website projects) - Payment for monthly services are required at the beginning of each month/billing cycle. - Monthly services are on a month-to month basis, and require a credit card for recurring billing. - Monthly fees are charged when services are initiated, and are non-refundable once processed. - A 5% discount will be provided for items paid in full at or before kickoff meeting or before work is initiated. - A late fee of 2% per month will be charged on past due accounts. 8