CONTENT MARKETING PROPOSAL: JE DUNN

Transcription

1 CONTENT MARKETING PROPOSAL: JE DUNN Prepared by SEED April 2014

2 PROPOSAL We see an opportunity exists to establish JE Dunn as the thought leader and content expert in the areas of LEED, LEEN, sustainable design/build and green construction concepts online. Based on initial research, it does not appear that any competitors have assumed this role. Governement and school sites largely fill the gap in educational content. We propose JE Dunn partners with SEED to develop a content marketing strategy which would provide educational and informational content to its target markets. This strategy would establish JE Dunn as the industry thought leader and build brand awareness while generating sales leads. Content marketing has become a significant yet challenging component of business development. It is crucial to provide engaging and valuable content to target markets. WHILE WE WILL NOT EDUCATE JE DUNN S COMPETITORS, we do have an interest in providing this type of content for JE Dunn s target markets. In order to accomplish this, we propose: JE Dunn partners with BNIM and Prescient. These are two like-minded, non-competing companies which would contribute to the content development process. Their involvement would potentially contribute financially, and benefit from generated leads. The following graphic illustrates how this structure would function from an ownership/contributor standpoint: A website developed by SEED would be the vehicle used to deliver video, blogs, infographics, articles, white papers and case studies to consumers, government agencies, property owners, investors and corporations. JE DUNN Site Owner Commercial Construction Commercial Construction LEADS Contributor JE DUNN would be the site owner and primary content contributor. JE Dunn would assume the site development costs and contribute to ongoing marketing expense of the site. JE Dunn would receive the benefit of acquiring primary brand awareness and leads. PRESCIENT Contributor LEADS PRESCIENT operates largely in the consumer home markets and would develop content appropriate for its target markets. PRESCIENT would potentially contribute financially to the marketing promotion of the site. Residential Construction Residential Construction WEBSITE Content Marketing Website Consumers VIDEO BLOG Government Property Owners Investors WEBSITE INFOGRAPHICS Articles White Papers Case Studies Corporate (C-Suite) Architecture Architecture Architecture Architecture LEADS Contributor BNIM BNIM architecture would develop content around sustainable design/green architecture etc. BNIM would potentially contribute financially to the marketing promotion of the site. TARGET MARKETS

3 CONTENT MARKETING MIX JE Dunn and partners have a broad range of target markets. Each market consists of a wide range of variables and differences as shown by the different colored people in this graphic. Age, income, location, visual learning style, and audible learning style are all factors in how a particular person will want to view content. ARTICLES BLOGS VIDEO WEBINARS Once the markets have been segmented, we can develop content vehicles to deliver the information in the manner the target audience desires. Multiple content types equal multiple touch points and opportunities to engage the target market. Ultimately, our purpose is to establish awareness and trust in the brand while leading a potential client throughout the sales cycle. INFO GRAPHICS TARGET MARKETS CASE STUDIES SOCIAL VIDEO PRODUCTION 73 % 73% of all U.S. adults are more likely to make a purchase after watching an online video that explains the product or service. VIDEO VIDEO VIDEO VIDEO VIDEO VIDEO VIDEO VIDEO VIDEO As part of the content marketing mix, we would focus heavily on video production. As illustrated to the left, video has moved up the chart considerably in value to a consumer. Quality video production increases engagement, trust, and retention of an audience. SEED specializes in creating high quality video which would be a focus of the content marketing strategy we would deploy. We recommend a steady stream of new video, starting with a library of 12 videos for site launch. A monthly video launch would be optimal. In addition to channels on both YouTube and Vimeo, the videos would be hosted on the site developed by SEED. 58 % 58% of consumers consider companies that produce video content to be more trustworthy 71 % 71% of consumers say that videos leave a positive impression of the company 77 % 77% of consumers consider companies that create online video as more engaged with customers SEED has the ability to gather user data and provide analytics to our customers about their videos. We would create a video site map and a keyword-rich description for each video while tracking such things as drop-off rate, where a viewer leaves the video, click rate and more. Video has certainly grown up over the years and has become a must-have in any content marketing strategy.

4 Architecture Architecture Architecture Architecture Architecture POTENTIAL CONTENT IDEAS Cost comparisons of traditional vs. sustainable construction Value comparisons of traditional vs. sustainable construction Project examples (Case Studies and Video) Creating a culture of sustainability/leed What we can learn from others failures and opportunitites LEEN/LEED resources JE DUNN Site Owner nstruction Commercial Construction ocommercial Construction Commercial C CONTENT PRODUCTION Upon acceptance of our proposal, the first stage of our process would be discovery. We would work with JE DUNN and partners to develop a content strategy and brainstorm ideas that would be incorporated into the plan. The ideas presented above are simply food for thought. Within this proposal, we recommend that JE DUNN be the primary content producer. JE DUNN would be the site owner and the two partners would contribute content. SEED would be approaching PRESCIENT and BNIM to propose their involvement in this joint marketing effort. We also suggest their financial contribution to ongoing marketing promotion of the site. BNIM If accepted, SEED, in coordination with JE DUNN, would work with Bob Beraibile of BNIM and John Vanker of PRESCIENT to strategize their content production. SEED would promote the site through Google AdWords and set the monthly budget with JE DUNN. We would also be available outside of this proposal for additional content development and items, such as infographics, or marketing the site through social networks and the blog community. ident ial Constr uct ion Resident PRESCIENT ial Constr uct Res ion ion Res ident ial Constr uct

5 WEBSITE TRAFFIC Creating compelling and engaging content is the first step in generating high traffic volumes to a website. However, potential clients don t show up on your site until you begin marketing and investing in the site. In order to drive traffic immediately, SEED uses Google Ad- Words to advertise. We have developed and managed PPC (Pay-Per-Click) campaigns for giant corporations, such as Mc- Donald s, all the way down to small independent start-ups. In our industry, significant dollars have been wasted on PPC due to poor PPC management and advertising strategy. It is vital that companies use expert PPC researchers, developers and managers to maximize their traffic potential. We are expert and experienced PPC developers and managers At SEED, we research and develop lists of keywords that are molded around how your target market prefers to search. We test all ads and improve the quality score of our accounts through A/B split testing. We don t settle for minimal results. We test, then retest, and repeat that process until we spend the least amount of money possible for the best perfoming keywords and phrases. We also establish goals for our accounts and track their progress. We provide weekly analytical reports so our customers are up-to-date. Our clients have complete access to the performance of their AdWords account and website traffic. Every dollar spent will be tracked and justified. Over time, our ultimate goal is to decrease the AdWords spend as Google increases the page rank and organic positioning.

6 DEVELOPMENT COST Website Development $8,000 We would develop the site using the Wordpress platform. This would be a custom development allowing for the highest level of flexibility with ongoing site changes and additions. Video Production $28,500 for 12 videos or $2,500 per video Videos would range from one minute thirty seconds to five minutes. We recommend starting with 12 videos and then launching a new video once per month. The cost of these videos could be divided between the three companies and a discount could be offered on the production if there was a commitment to ongoing production from JE DUNN. AdWords PPC Development $4,500 Keyword research and development Account Setup Ad development and production Goal development MONTHLY COST: AdWords PPC Monthly Spend $3,000 This is money which would go directly to Google to display our ads. We would advertise both on the content network and the display network. This would produce 1,000 plus hits per month to the site. With backlinks to each partner website, each partner company would also experience increased traffic. AdWords PPC Management 15% of monthly spend ($450 per month) SEED would manage the AdWords account daily to ensure spend efficiency and increase the account ranking. A high account rank means that JE Dunn would pay less for ads and key word bids. SEED would also create new ads on a monthly basis for A/B split testing. We expect to reduce spending on AdWords as our organic position increases. Our initial spend is to seed the site with traffic, increase exposure and improve the site rank on a monthly basis. We believe the timing is right for JE Dunn to take the lead as thought leader and content expert in the areas of LEED, LEEN, sustainable design/build and green construction concepts online.

7 THANK YOU for reviewing our proposal. We are excited for an opportunity to partner with JE Dunn, and see that this proposal becomes a reality! Please contact Monte Clark to schedule an appointment for further discussion and questions. Monte Clark Marketing / Business Development Director SEED