CONTENT MARKETING PROPOSAL: JE DUNN
Prepared by SEED
April 2014
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.
Gov-ernement and school sites largely fill the gap in
ed-ucational content.
We propose JE Dunn partners with SEED to develop
a content marketing strategy which would provide
educational and informational content to its
tar-get 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
con-tent 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
develop-ment process. Their involvedevelop-ment would potentially
contribute financially, and benefit from generated
leads.
Re sid ent ia l C on str uc tio n • Re sid entia l Constructio n • PRESCIENT C o m m erc ial C onstruction • Comm e rc ia l C o ns tru ctio nJE DUNN
Site Owner Arch itecture • Arc hite cture • A rc hit ec ture • Arc hite ctu reBNIM
Cor pora te (C-Suite) In vestor s Pr oper ty Owner s Go ver nment Consumer sLEADS
LEADS
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t M
ark
etin
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WEB
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VIDEO
BLOG
INFOGRAPHICS
Articles • White Papers Case Studies
LEADS
Contributor Contributor Contr ibutorA 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.
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.
BNIM architecture would develop con-tent around sustainable design/green architecture etc. BNIM would potentially contribute financially to the marketing promotion of the site.
JE DUNN would be the site owner and pri-mary content contributor. JE Dunn would assume the site development costs and contribute to ongoing marketing expense of the site. JE Dunn would receive the ben-efit of acquiring primary brand awareness and leads.
The following graphic illustrates how this structure would function from an
ownership/contributor standpoint:
CONTENT MARKETING MIX
VIDEO PRODUCTION
Sown to create
JE Dunn and partners have a broad range of target
mar-kets. Each market consists of a wide range of variables
and differences as shown by the different colored
peo-ple 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.
Once the markets have been segmented, we can
de-velop “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.
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
engage-ment, trust, and retention of an audience.
SEED specializes in creating high quality video
which would be a focus of the content
mar-keting strategy we would deploy. We
recom-mend 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.
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.
TARGET
MARKETS
VIDEO
71
%
71% of consumers saythat videos leave a positive impression of the company
77% of consumers
consider companies that create online video as more engaged with customers
77
%
58% of consumers
consider companies that produce video content to be more trustworthy
58
%
VID
EO
•
V
ID
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• V
IDE
O •
VI
DEO
•
VID
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•
V
ID
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•
VI
DE
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• V
IDEO • VIDEO
•
73
%
73% of all U.S. adults are more likely
to make a purchase after watching
an online video that explains the
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
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.
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.
R e sid en tia l C on str uc tio n • Re si d e n ti a l C on stru ction • Residential Co ns truc tion •
PRESCIENT
C o m m e rcia l C onst ruction • Commercia l Co n stru c tio n • C om me rc ia l C on str uc tio n •JE DUNN
Site Owner
Ar
ch
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re • Arc
hite
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•
A
rc
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ture
•
Arc
hite
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A
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•
BNIM
WEBSITE TRAFFIC
Creating compelling and engaging content is the first step in generating high traffic volumes to a website. However, poten-tial clients don’t show up on your site until you begin market-ing and investmarket-ing 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.
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 per-formance 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.
Sown to create
We are expert and experienced
PPC developers and managers
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 produc- tion 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.
THANK YOU…
for reviewing our proposal. We are excited for an opportunity to partner with JE Dunn, and see that this proposal be-comes a reality!
Please contact Monte Clark to schedule an appointment for further discussion and questions. Monte Clark
Marketing / Business Development Director SEED
www.CreatedBySEED.com 913.948.3821