PROPOSAL FOR ST. LUKE S CATARACT & LASER INSTITUTE

Transcription

1 PROPOSAL FOR ST. LUKE S CATARACT & LASER INSTITUTE 501 South Ft. Harrison Ave. Clearwater, FL July 12, 2013

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3 ZELEN COMMUNICATIONS COMPANY OVERVIEW Zelen Communications is the culmination of a 20 year journey beginning in Our name has changed since we first came into being, but our roots in traditional advertising and the clear understanding of the importance of brand, consistent and cohesive communications has been an integral part of our DNA since our inception. Originally Dogged Design Studio, our core services were based on strong design paired with an unwavering desire to constantly push the creative envelope in crafting communications that were memorable and meaningful. When the Internet was born we formed a second business line, Netropolis Communications to take advantage of this burgeoning new realm. We immediately grasped the importance of the Web and how it would come to impact everything in the lives of consumers and businesses alike. Although we flourished in both the traditional and online environments, it became obvious that we needed to consolidate the businesses into a single multifaceted firm that could offer the best of both worlds under one roof, and thus Zelen Communications was born. Since then, we have added new services such as search engine optimization, pay-per-click advertising, and social media marketing which have emerged as generators of new leads, brand awareness and consumer relations that are unparalleled in the traditional realm. These new forms of marketing have quickly risen to the forefront of Internet marketing and we have embraced them since their inception. Our clients look to us to guide them through this ever-changing arena so they can harness the power it offers. Through all the years and divergent means of communications, one overarching theme has never changed for our firm: In today s highly competitive market, far too many advertising firms forget the most important thing in business: the Customer. It s not about us. At Zelen Communications, that is our mantra. It s all about our clients and how we can assist them in achieving their goals and growing their businesses. If we re a good partner to our clients, then we, too, will succeed!

4 CAPABILITIES Web Development Platforms WordPress Software - We build all our sites using this free software for the following reasons: - Built on PHP language which is open source so we can customize to our clients needs - It s the most popular Content Management System (CMS) which allows our clients to manage their own sites - Easy for clients to learn the software - Does not require a special server to host the site because PHP is free to install on any server hardware - It is not template based so we have complete freedom in design - Offers a wide range of plugins, or add ons, that allow us to add functionality to sites such as calendar of events, shopping carts, calculators, etc. HTML 5 and JavaScript languages for enhanced user experiences CSS or Cascading Style Sheet programming: allows for easier site updates on a global level Database development using MySQL for storing client information We DO NOT develop in ASP or Cold Fusion languages, only PHP Design Capabilities Billboards Templates Direct mail Print ad campaign ENewsletters Postcards Posters Brochures Point of purchase materials Signage Trade show booth design Vehicle wraps from cars to semi-trailers Packaging design Website design Shopping cart development Banner ads Social Media Page Setup - Facebook custom avatars and brand images - Google+ graphics - Twitter backgrounds - YouTube channel branding - Pinterest set up and maintenance

5 CAPABILITIES - CONTINUED 3D animation and rendering Radio and TV commercials from scripting to final production Marketing Capabilities Marketing strategy Marketing plan development Media buying strategy and resources Online marketing - Search Engine Optimization (SEO) - Pay-Per-Click advertising (PPC) - Google Analytics including in depth analysis - Site reporting and analysis for SEO Services We Provide Creative Direction Copy writing Account Service Public Relations Marketing Website Development Website Hosting Photography Illustration Photo Retouching 3D Capabilities Video scripting and production Specialty items, such as T-shirts, mugs, pens, calendars, etc.

6 ST. LUKE S CATARACT & LASER INSTITUTES PROPOSAL Services: Concept, Design, and Development of St. Luke s Overall Campaign Message $ 9, Based on creating new concepts for the overall look and feel of the marketing materials used for print, outdoor, and online mediums Includes the concept, design and development of 3 different campaigns for client review Once a campaign is chosen, we will implement the same look and feel throughout all marketing materials to establish brand consistency Client to provide images. Stock photography is available if needed at an additional cost of $100 per image Concept, Design, and Development of Marketing Campaigns $ 10, Based on incorporating the same look and feel of the overall campaign message but tailored specifically for each of the following locations: - The Villages - St. Luke s LASIK - Reflections Includes the layout, design, and full copy development for the following items: - 3 print ads - 3 outdoor boards - 3 online banner ads (including programming) Wenstrom Communications to provide specs for print ads, outdoor boards, and online banners Client to provide images. Stock photography is available if needed at an additional cost of $100 per image On-Going Maintenance and Support for Various Campaigns (hourly fee) Includes any revisions or edits if needed for print ads, outdoor boards, and/or online banner ads If extensive revisions are needed, Zelen Communications reserves the right to submit an estimate prior to the inception of additional work $

7 Redesign, Programming and Development of St. Luke s Cataract & LASIK Institute Website in WordPress Software $ 35, Based on creating 2-3 home page designs for client review Once a design has been chosen, we will extend this look throughout the interior pages of the site Based on converting the current St. Luke s websites into a single site using WordPress Software content management system WordPress allows you to manage the site yourself once completed, including content and image changes Includes personal training for WordPress Software of new site as needed Based on using the same content and images from the existing site Site will be mobile responsive for easy viewing capabilities on smart phones and tablets, but not a separate true mobile site Includes the addition of social media widgets for Facebook, Twitter, YouTube, and LinkedIn Includes the recommended addition of a blog and newsroom to the site structure Estimate includes account service and project management Estimate includes development of jobs through final stages. All reimbursable and out-of pocket expenses incurred, including delivery charges, service bureau output and color proofs will be billed separately. Estimate does not include the cost of artwork for the site, if required. Typically, we are able to acquire very good stock photos and artwork for $100 per image, unless otherwise noted. Estimate includes two sets of reasonable changes after which additional changes will be billed on an hourly basis. Thank you for the opportunity to bid on these projects for you. We look forward to working with you on these and other projects in the future. Sincerely, Terry Zelen Zelen Communications will require a 50% deposit for this project prior to the inception of any work, with the remainder due upon completion of the project. Client Approval Signature Date

8 PAY-PER-CLICK CAMPAIGN SERVICES Pay-Per-Click (PPC) advertising on the Internet has become a major focus for many companies for a number of important reasons. First, this relatively new marketing avenue creates nearly instant visibility for your company, product, or service. By placing ads using the purchase of specified keywords, your sales communication appears in the most visible areas of the search engine results pages. In the case of Google, ads are posted on the top left side of the page in positions one, two, and three. There are also another five potential ads running in a narrow column in the top right of the same page. These positions are the most highly visible placements available and capture more eyes than the remainder of the page which is reserved for organic results. These results are achieved through traditional search engine optimization, or SEO. The way PPC works is that we develop a broad list of potential keywords and phrases based on your company s business. We then create a series of text ads that incorporate these keywords that will be posted on the search engines. Once this process is completed, we determine a budget for a set time frame, such as $ per week or $2, per month. This, too, can be adjusted upward or downward in near-real time, as needed. The final step is to then place bids with the search engines on each keyword in our campaign. If our bid is chosen, your ad will run when that one keyword is used in a search. Without getting into too much detail here, the highest bidder does not necessarily win the ad placement. The search engines go beyond just bids when considering which ads to run. PPC is very easily tracked through stats software supplied by the search engines. So, as a company, you can readily identify which keywords are being used by consumers to search for your business offerings, as well as which ones they choose to click on to go to your web site. This kind of intelligence is extremely useful in the development and maintenance of a paid search campaign. It allows you to quickly adjust to trends used by consumers and allows you to add or remove specific keywords from your campaign in order to increase your click through rates. The number one online marketing goal is to build traffic to your web site. To that end, PPC offers the fastest method of doing so. At Zelen, we help our clients develop the most results oriented and cost effective online marketing programs possible by using PPC, SEO and social marketing together to create the broadest possible reach.

9 PAY-PER-CLICK CAMPAIGN SERVICES Set Up of PPC Campaign (one-time fee) Based on the set up of the new campaign, including keyword research development and the installations of tracking codes $ Budget a Pay-Per-Click Online Campaign (PPC) $ 3, , (Suggested Monthly Campaign Budget) PPC campaign pricing is directly based on the number of impressions that you would like your online ads to appear in a given time frame. For example, you may want to bid on a series of specific keywords or phrases that pertain to your company or products and have them appear with high frequency. You will have to pay accordingly and that can become very costly. You can also set a fixed dollar amount to be spent on a weekly or monthly basis to test the online ad venue. We recommend that you approach it in this manner so you can see the results and base your expenditures on the return you are getting from your ads. We are able to adjust spending very quickly to meet your needs. Maintenance of Pay-Per-Click Campaign (monthly fee) $ Includes weekly tracking reports to be delivered each week to the designated recipient at St. Luke s via in PDF form We will make recommendations to further enhance the PPC campaign based on reports Includes adjustments to the site in order to improve the results of the PPC campaign Does not include the costs for the layout and design of custom landing pages, if needed for the campaign. It will be submitted as a separate estimate. 1,200.00

10 SAMPLE WEBSITES BY ZELEN COMMUNICATIONS

11 Optics SOHO

12 Moreno Joseph Spine & Scoliosis

13 Pulmonary & Sleep of Tampa Bay

14 Focus on Females

15 Envista Health

16 Global Scoliosis Foundation

17 Tampa Bay Heroes

18 SAMPLE CAMPAIGNS BY ZELEN COMMUNICATIONS

19 Pulmonary & Sleep of Tampa Bay

20 Community Hospital

21 Byrd Alzheimer s Institute

22 Focus on Females Women s Healthcare Symposium

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