FFA Proposal - Magic

FINANCIAL FREEDOM ACT

INTRODUCTION



Scott,

Thank you for this opportunity to spread awareness (and hopefully, adoption) of the Financial Freedom Act.

Your mission to help solve our country's financial turmoil is deeply aligned with our values, and we look forward to helping you make an even bigger impact on the world.

I'm excited at the potential of working with you and establishing a long-term partnership leading your online marketing initiatives.

To a magical 2019,

Marcus McNeill
CEO

DRAMATICALLY CUT TAXES

BALANCE THE BUDGET, PAY OFF DEBT, AND PROVIDE BASIC INCOME, HEALTHCARE, AND COLLEGE EDUCATION

Objective

The primary objective of this project is to raise crowdfunding through the following digital channels:

  • WeFunder (or another crowdfunding platform)
  • Facebook
  • Instagram

We’ll take the reins of your Facebook and Instagram advertising campaigns to systematically find and engage with the “lowest hanging fruit. We’ll work diligently to scale your paid media campaigns to a significant investment, which will necessitate a spirit of continual experimentation and curiosity. 

That’s why we’d have a specialized, highly-experienced Media Manager (Nicolas Menchaca) and Account Manager (Rebecca Bowden) in your accounts making daily “hair trigger” optimizations on your Top of Funnel (awareness) and Bottom of Funnel (conversion) campaigns. 

Your highest ROI campaigns are guaranteed to involve diligent retargeting, which is why we’d create a hierarchical Facebook account structure and track your prospective donors across over hundreds of third-party apps and websites within Facebook’s Audience Network.
We’d also provide a dedicated creative team to conceptualize and produce new assets on a regular basis. 

The greatest threat to your campaign’s long-term viability (at scale) is “audience fatigue.” That’s why we’ll scale horizontally (diversifying spend across various ad sets/creatives), not just vertically (increasing budget). 

We manage your ad investment very much like a fiduciary manages a portfolio, except we can tilt the odds in our favor with conversion optimization.

In your  crowdfunding campaigns, we’ll determine your…

  • Cost per Link Click (CPC)

  • Sales Conversion Rate (SC%)

  • Donor Acquisition Cost (CAC)

  • Return on Ad Spend (ROAS)

  • Return on Investment (ROI)

    *with your help, we’d need to intimately understand your business model and associated costs

  • Lifetime Customer Value (LTV)*

    *with your help, this is a dynamic metric that can be estimated in a variety of ways with data collected in your backend systems. This won’t be pertinent in the initial crowdfunding, but will be important to estimate over time.

Knowing exactly how much you’re paying to acquire donors and how much a donor is worth to you is the basis of “Unit Economics.”

Understanding your Unit Economics empowers you to invest fearlessly and aggressively in paid advertising.

To create successful campaigns on the first try, we practice direct-response advertising and rapid prototyping.

Our customer empathy phase will begin right away as we conduct market research to identify patterns in pain points, core desires, motivations, purchase behaviors, and buying emotions. The goal will be to unearth insights to inform our messaging and targeting strategy (and potentially identify new niche opportunities).

Strategy

I. THE CHALLENGE

The greatest challenge of this project is the same as any new campaign: we haven’t launched, thus, we don’t yet know our Unit Economics.

In other words, we don’t know how much we’ll pay to acquire new donations (Donor Acquisition Cost), or what the Average Donation Value is. Once we do, it’s game time.

To give ourselves a high probability of success, we’ll focus on low-hanging fruit first (if you have any of this data): email subscribers, website traffic, page followers, lookalike audiences, and cold, contextual audiences that embody your ideal customers. We’ll be able to measure engagement in real-time, which will allow us to pivot on the fly and make the most of your initial testing budget.

II. OUR METHODOLOGY

We follow a rapid-prototyping methodology in our ad campaigns. With a relatively small budget, we’ll determine the most performant ad copy, graphics, videos, placements, and audiences.

We’ll identify the ad sets with the greatest potential ROI, optimize by re-allocating ad investment from the “losers” to the “winners,” and scale intelligently.

III. TRAFFIC SOURCES

Facebook and Instagram are where we’ll start. We have the capability host YouTube videos as well, but we’ll need video content in order to do so, which we can help you outsource if needed.


Facebook has 2.24 billion monthly active users (which is growing 14% YOY).


Facebook includes its Audience Network and Instagram in its placements by default, and there’s no reason to remove them unless they’re simply not converting as effectively.


Instagram has 800 million monthly active users, about half of whom are between 18-29 years old and spend an average of 32 minutes per day on the platform

 

IV. CAMPAIGN GOAL

Above all else, our goal is to drive donations.


We’ll do that by driving a high volume of traffic to your crowdfunding page and measuring the donation conversion rate (percentage of page visitors who place a donation).


    SCOPE

    PHASE I: RESEARCH & SETUP
    • FFA | Magic Alignment Call
    • Brand/Market Research
    • Customer Avatar Research
    • Get Access to Facebook Page
    • Get Access to Facebook Ads Manager
    • Place Facebook Pixels as needed
    • Create Facebook Conversion Events as needed
    • Set Up Crowdfunding Account
    PHASE II: CONTENT CREATION
    • Facebook Ad Copy/Graphics/GIFs*
    • Crowdfunding Page 
    • Thank You Page

    *Refreshed as needed based on performance. Max one batch per month, per campaign objective. A “batch” is defined as 4 variations of FB ad copy/graphics with up to two rounds of revisions.

    PHASE III: IMPLEMENTATION
    • Create Targeting Strategy
    • Build Facebook Campaigns
    • Integrate Webpages
    • Final Content Review
    • Quality Assurance Check
    PHASE IV: OPTIMIZATION
    • Daily Facebook Campaign Optimization
    • Weekly Key Metrics Reporting
    • Monthly Results Analysis
    • Monthly Results Review Call
    • Ongoing Strategy Consultation
    • Ongoing Technical Consultation

    Your Team

    Rebecca is an all-around digital marketing wizard with a passion (really) for analytics. She’s managed over $2M in paid media, has run dozens of SEO initiatives that successfully ranked sites on page one, and has optimized email campaigns for multiple 7-figure businesses - all while masterfully tracking results. If you want a data-driven strategy, consult Rebecca.

    Rebecca Bowden

    ACCOUNT MANAGER

    Jimmy served as the Amazon Advertising creative director for Financial Services. Prior to Amazon, Jimmy worked at American Express Publishing as the digital creative director for Departures, Food & Wine, and Travel + Leisure magazines. When not developing advertising campaigns at Magic, Jimmy teaches yoga and meditation.

    JIMMY HICKEY

    CREATIVE DIRECTOR

    Mason has specialized in Facebook ad management for 10+ years. He’s managed ad spends up to $1.3 million/month and is the wizard behind the campaigns of dozens of 7-figure businesses. Mason is, literally, a rock star. When he’s not optimizing campaigns down to a hair trigger, you’ll find him melting the faces off of screaming fans.

    MASON BETSCH

    MEDIA DIRECTOR

    Evonna possesses a natural talent for bringing stories to life in a visually stunning way. With a keen eye for provocative aesthetics and a fiery, competitive spirit, she works hard, cares harder, and is fully devoted to making your brand beautiful. Evonna continually seeks inspiration from her surroundings, which is why she places an emphasis on traveling regularly.

    evonna ramirez

    GRAPHIC DESIGNER

    Matthew is the most dynamic, emotionally resonant wordsmith we’ve ever encountered. As an insanely gifted rapper, poet, sci-fi novelist, and copywriter, he brings a bottomless reservoir of creativity and an everlasting devotion to the craft - and is hellbent on using the power of words to better the planet now and forever.

    MATTHEW DUFFY

    COPYWRITER

    Paula has been managing projects in the tech/marketing industry since 2006. As a jack of all trades, she prides herself in being able to do whatever it takes to see tech projects through to completion. All of those frustrating tech tasks that have you wanting to smack the computer are a delight for her to accomplish.

    PAULA LEE

    IT SPECIALIST

    Nick has managed hundreds of thousands of dollars in ad spend across a variety of industries from energy to real estate and e-commerce. He keeps tabs on spend allocation, making sure budgets are focused on what’s driving results. Nick is passionate about growing businesses that are transforming the world.

    NICOLAS MENCHACA

    MEDIA MANAGER

    Marcus has led marketing strategy for 50+ companies, including Marianne Williamson, Eckhart Tolle, Byron Katie, Kim Eng, and Deepak Chopra's Chopra Center. With a passion for sustainability, renewable energy, spirituality, and wellness, he aims to impact billions of lives through digital marketing in those industries.

    MARCUS MCNEILL

    CEO

    Brendan has quarterbacked digital marketing teams for nationally acclaimed online retailers, boutique agencies and Inc. 500 startups. He connects the dots between analytics and motions that drive consumer behavior. His estimated career winning percentage in rock papers scissors is over 90% (he measures everything).

    BRENDAN HAYES

    CMO

    PRAISE FROM our CLIENTS

    MARIANNE WILLIAMSON

    PRESIDENTIAL CANDIDATE, AUTHOR, SPEAKER, ACTIVIST

    "

    “Magic did a marvelous job to get us to 65,000 campaign donations. Bravo! We’re part of the same revolution.”

    "

    Magic poured their heart and soul into our campaign, going above and beyond the call of duty. Together, we accomplished something that’s never been done before in American history… something many people thought was impossible.” 

    Kevin Matthews

    Campaign Director of Denver Psilocybin Initiative

    Investment

    Your investment in Magic is broken up into two main phases of the project: Setup and Optimization.

    For a tentative start date of June 15th, 2019, the payment schedule will be as follows:

    Phase 1: Setup

    Months 1-2:
    $7,500 due by the 1st of each month


    Phase 2: Optimization

    Months 3-4:
    $2,500 due by the 1st of each month

    COMMON QUESTIONS

    No, the ad spend is not included. Your investment in us goes to our talented team. When calculating your ROI, we include both your monthly retainer and your advertising spend in the cost of investment (as well as costs to create/deliver your product/service). It will be crystal clear how much your investment in us is paying off.

    Yes, we guarantee that you’ll get leads. We have a 100% success rate with lead generation. We cannot guarantee specific metrics because that would be pure speculation. We don’t speculate, guess, or make decisions based on opinion. We make decisions based on hard numbers. Once we have numbers, we can make financial projections. 

    Our goal with any new campaign is to reach profitability as rapidly as possible. If you’ve run ads before, our goal is to blow your previous results out of the water.

    Rest assured that we’ll treat your money like it’s ours. Our intention is to develop a long-term relationship with you, and we can only do that if we’re making you money.

    That depends on how serious you are about growing your sales. A general rule of thumb for aggressive growth is to invest 1/3 of your Lifetime Customer Value (LTV) into customer acquisition. If you don’t know your LTV, we’ll help you estimate it. Once you’re empowered with that number (exactly how much a customer is worth to you), you can invest in advertising confidently, even excitedly.

    Absolutely. The success of your ad campaigns is dependent on the conversion power of your marketing funnel. There’s no sense in running ads if you don’t have a clear strategy in place for turning leads into customers. We’ll monitor and report the performance of every asset in your funnel. If we identify a bottleneck, we’ll consult you on how to optimize for purchases. Ongoing, holistic marketing consultation is included in our monthly retainer. 

    Keep in mind that we won’t make any changes ourselves unless it’s included in the scope of work. If you’d like to expand the project scope, we can make adjustments accordingly.  

    Ready For Magic?

    Marketing is growth. It’s how we create more of what we want to see in the world. If you’re doing something amazing, we want to help you reach more people. Send us a little note below.

    © 2019 MAGIC

    All Rights Reserved