AG Scope To Create & Launch Complete Branded Campaign With Long Form Content
Review everything related to the project below. If there is anything we need you to review it will be listed under βWhat you need to reviewβ
Planning
Questions to answer:Does AGuard have email marketing consent from their clients? How do we gather more emails?Does client have an account set up on selected social media platform?Has client ever ran ads across any ad platform? If so, can we review metrics/creative?How do we connect on social media platform with client company account so that we can post for them and run ads?Timeline of To doβs
W/O: 11/18
- Brand Messaging: Provide high level audience research on AGuardβs target audience to inform messaging
- Brand Messaging: Develop brand messaging guidelines with Eli
- Blog Posts: Provide content structure for Eli to design blog posts on webpage
W/O: 11/25
- Blog Posts: Review client videos and list out blog post topic ideas
- Blog Posts: Set up process for creating ongoing blog posts
- Blog Posts: Ask Designer/Eli to begin working on blog post template that allows potential customers to continue exploring and learning more about AGuard
W/O/: 12/2
- Blog Posts: Give designer the details of the blog posts on webpage so they can design
- Blog Posts: Cut and edit video content
- Blog Posts: Create 1 blog post thats includes an edited video
- Blog Posts: Need 5 business days Eli have designs created for blog post template
- Blog Posts: Need 5 business days Eli have developer build out the designed template
- Brand Messaging: Send brand messaging guidelines to client
- Email Newsletters: Ensure email consent terms & conditions are setup, so that email marketing is legally compliant
- If nothing exists, need to figure out where to ask for consent to marketing email on website or forms that clients interact with
- Eli/Designer to implement into existing forms/digital environments
- Email Newsletters: Test email HTML builder with SendGrid
- Email Newsletters: Set up client email domain and authenticate in SendGrid
W/O 12/9
- Email Newsletters: Integrate AGuardβs Airtable client list to SendGrid
- Email Newsletters: Segment priority customer audiences
- Email Newsletters: Write out copy for 1 month of emails (2 total newsletters)
- Email Newsletters: Create 2-3 newsletter templates in HTML builder
W/O: 12/16
- Email Newsletters: Have 2 newsletters ready for Eli review
- Email Newsletters: Share newsletters for client review/approval
W/O: 12/30
- Email Newsletters: Send first newsletter out to AGuard clients
Social Media Marketing
W/O: 1/6-1/24
- Begin working on Marketing Action Plan & Creative Brief (15 business days)
- Audience/Industry Research
- Social media platform
- Content calendar
- Create theme/messaging example
- W/O: 1/13
- Share Marketing Action Plan & Creative Brief with Eli for review
- W/O: 1/20
- Share Marketing Action Plan & Creative Brief with client for review
- W/O: 1/27:
- Update Marketing Action Plan & Creative Brief and share back with client for approval
- W/O: 2/3
- Work with designer on organic and paid assets
- Creation of paid media assets (including 3 messaging variations)
- Creation of 8 weeks worth of organic assets (16 total posts, including content and any supplementary visuals)
- W/O: 2/10
- Share all creative with client
- W/O: 2/17
- Work on getting client account set up in ad platform (Facebook, Insta, etc)
AGuardβs Goal: Build brand awareness in a competitive market.
This projectβs goal is to build brand awareness in an industry that is seeing increased competition. To maintain a competitive edge, we have identified four key business goals: establishing clear brand messaging, developing content marketing, implementing social media to the paid and organic marketing strategy, and engaging clients with email newsletters.
Current problems the business is facing.
- There are no current brand messaging guidelines outlined, which creates inconsistent messaging across platforms and makes it harder for customers to remember the business.
- The business has educational video content; however, it doesnβt currently exist in a format that can be used across multiple digital platforms and allow users to learn more.
- Search advertising is the only paid marketing channel being utilized, which has very limited reach for increasing brand awareness.
- Client communication stops after onboarding, which doesnβt help keep clients engaged long-term as well as re-market lost clients.
How weβll solve these problems, by incorporating marketing strategies that grow brand awareness.
There are no current brand messaging guidelines outlined, which creates inconsistent messaging across platforms and makes it harder for customers to remember the business.
Goal One.
Develop clear and consistent brand messaging guidelines to help customers recognize and remember the businessβs unique value.
Why it matters:
Customers will still seek out 8 different touch points (social, site, reviews, etc) before deciding on whether to use your business for itβs services (Source).
During that decision making journey they will see 50-400 different ads requiring you to be consistent and clear in your unique value (Source).
The business has educational video content; however, it doesnβt currently exist in a format that can be used across multiple digital platforms and allow users to learn more.
Goal Two.
Integrate the videos with educational and engaging blog posts, that inform and empower potential clients in their insurance decisions and allow them to explore more resources, positioning AGuard as a trusted partner.
Why it matters:
Companies with blogs generate 67% more leads per month than those without (Source).
70% of consumers prefer learning about products through content like articles and videos rather than ads, showing that informative content makes brands more credible and trusted (Source).
Search advertising is the only paid marketing channel being utilized, which has very limited reach for increasing brand awareness.
Goal Three.
Expand AGuardβs reach with a comprehensive social media strategy that includes both paid advertising and organic content management.
Why it matters:
75% of marketers attribute social media to increased website traffic (Source).
Insurance companies can increase engagement by using images and videos to explain complex topics in a more digestible way. This is particularly relevant for gym and CrossFit audiences, who often respond well to dynamic, high-energy visual content (Source).
Social media advertising is one of the most cost-efficient marketing strategies, with businesses typically spending 5-15% of their annual revenue on social media campaigns focused on brand awareness (Source).
Client communication stops after onboarding, which doesnβt help keep clients engaged long-term as well as re-market lost clients.
Goal Four.
Strengthen client relations and keep them engaged with the business through email newsletters.
Why it matters:
81% of small and midsized businesses say that email marketing is their most important online tool for customer retention (Source).
Email marketing has an average ROI of $36 for every $1 spent, making it one of the most cost-effective digital marketing strategies available (Source).
Work required to achieve the outlined goals.
There are no current brand messaging guidelines outlined, which creates inconsistent messaging across platforms and makes it harder for customers to remember the business.
Goal One.
Develop clear and consistent brand messaging guidelines to help customers recognize and remember the businessβs unique value.
Work required:
- Provide audience research on AGuardβs target audience to inform messaging
- Deliver messaging guidelines including mission statement, vision statement, business personality and tone, feeling owned, services and their unique value, etc. (Example)
Estimated time to complete:
- 5 hours
The business has educational video content; however, it doesnβt currently exist in a format that can be used across multiple digital platforms and allow users to learn more.
Goal Two.
Integrate the videos with educational and engaging blog posts, that inform and empower potential clients in their insurance decisions and allow them to explore more resources, positioning AGuard as a trusted partner.
Initial work required:
- Research topics for blog posts
- Set up process for creating ongoing blog posts
- Create blog post template that allows potential customers to continue exploring and learning more about AGuard
Estimated time to complete:
- 20 hours
Ongoing monthly work required:
- Cut and edit video content
- Create 1 blog post thats includes an edited video
Estimated monthly time to complete:
- 3 hour
Search advertising is the only paid marketing channel being utilized, which has very limited reach for increasing brand awareness.
Goal Three.
Expand AGuardβs reach with a comprehensive social media strategy that includes both paid advertising and organic content management.
Initial work required:
- Researching best- suited social channel for success
- Creation of paid media assets (including 3 messaging variations)
- Content calendar for organic media (posts)
- Creation of 8 weeks worth of organic assets (16 total posts, including content and any supplementary visuals)
- Schedule 8 weeks of organic posts in-platform
- Launch timeline
- Set up and connect advertiser social media account (Meta, LinkedIn, etc.)
Estimated time to complete:
- Paid: 20 hours
- Organic: 10 hours
Ongoing monthly work required:
- Ongoing management, scheduling, optimizations, and biweekly reporting
- Includes reviewing reporting on paid ad metrics and making optimizations based on creative, copy, and platform placement
- Includes monitoring post engagement and account growth
Estimated monthly time to complete:
- Paid: 3 hours
- Organic: 4 hour
Client communication stops after onboarding, which doesnβt help keep clients engaged long-term as well as re-market lost clients.
Goal Four.
Strengthen client relations and keep them engaged with the business through email newsletters.
Initial work required:
- Develop 1 month of engaging email newsletter copy, including topics such as essential coverages for gym owners, common challengers for industry business owners, risk management recommendations, etc.)
- Identify and segment clients (e.g., all prior clients, clients segmented by policy, time since they have been working with AGuard, etc.)
- Ensure email consent terms & conditions are setup, so that email marketing is legally compliant
- Integrate newsletter content into an engaging newsletter design with best-suited email templates
- Setup the email marketing campaign(s) within email marketing platform
- Schedule and automate email send outs of the monthly newsletters (2 total newsletters)
- Review key performance indicators (KPIs) such as open rates, click-through rates, and conversion rates
Estimated time to complete:
- 12 hours
Ongoing work required:
- Develop ongoing newsletter copy and integrate into an engaging newsletter design
- Schedule and automate email send outs of the monthly newsletters
- Review key performance indicators (KPIs) such as open rates, click-through rates, and conversion rates
Estimated monthly time to complete:
- 3 hours
In summaryβ¦
We will build brand awareness for AGuard in a competitive market by completing the following:
- (required first) Develop clear and consistent brand messaging guidelines to help customers recognize and remember the businessβs unique value. Click here to see example messaging guidelines.
- Initial time to complete: 5 hours
- Delivery timing: 5 business days
- Integrate the videos with educational and engaging blog posts, that inform and empower potential clients in their insurance decisions and allow them to explore more resources, positioning AGuard as a trusted partner.
- Initial time to complete: 20 hours
- Ongoing time: 3 hrs/month
- Delivery timing: 10 business days
- (optional but recommended) Expand AGuardβs reach with a comprehensive social media strategy that includes both paid advertising and organic content management.
- Initial time to complete: 20 hours (+10 hours with organic)
- Ongoing time: 3 hrs/month (+4 hours with organic)
- Delivery timing: 25 business days
- Strengthen client relations and keep them engaged with the business through email newsletters.
- Initial time to complete: 12 hours
- Ongoing time: 3 hrs/month
- Delivery timing: 7 business days
Total estimated time complete
January: ~40 hours
February: ~40 hours
March: ~15 hours
April: ~10-15 hours
May: ~10-15 hours
Project content goes here
Client is dealing with PushPress and Mindbody offering insurance at a cheap rate but he says they are terrible plans
They are more expensive but they cover more
needs to make that more known in crossfit vertical but also wants to grow more in Gracie Baja Jiu Jitsu gyms, MMA gyms and other verticals
Ready to invest in growing the aguard brand
What is needed in order to do this?
- Identify the businesses he wants to go after
- Needs customer profiles for each
- How do you speak to them, what resonates
- Identify what platform they exist on primarily
- Update website to include this language
- Start posting and updating the
Campaign for evergreen:
Cheap isnurance isnt cheap
Can use ai clip generator to use for social
Order of operations:
- Create brand guidelines, scope customers, identify best platform
- Digital presence optimization
- Organic campaign, reach out to network for features, etc.
- Use videos for posts on website
- Create βcheap insurance isnβt cheapβ
- Create βThey donβt give a f*ck about youβ
- Newsletter
- Paid campaign
For videos:
- Need to clip his first video he shot using vizard
- will put on website for homepage and about us
- Rest of the videos will need to be clipped, used for organic, blog posts, newsletter
- Can utilize https://www.videoask.com if he wants, great for conversion improvement
Savannah
