Thank you for this opportunity to contribute to the growth of Roam.
Your mission to put adventure in the pockets of millions to affect the world for the better 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 customer acquisition initiatives.
To a magical 2019,
The primary objective of this project is two-fold:
(1) Generate qualified leads through the Roam Photo & Video Awards.
(2) Build a customer base for the Roam Membership Program on the following digital channels:
We’ll take the reins of your Facebook, Instagram, Google, and YouTube 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 (which includes Instagram) and Google (which includes YouTube) account structure and track your prospective customers across over 2 million apps and websites within Google’s Display 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 lead generation, retargeting, and sales campaigns, we’ll determine your…
Cost per Link Click (CPC)
Sales Conversion Rate (SC%)
Customer 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
Knowing exactly how much you’re paying to acquire customers and how much a customer is worth 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).
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 memberships (Customer Acquisition Cost). Once we do, it’s game time. We’ll be able to make financial projections that will inform the degree to which we scale.
To give ourselves a high probability of success, we’ll focus on warm audiences first: email subscribers, website traffic, page followers, page engagement, customers, video viewers, lookalike audiences, and cold, contextual audiences based on adventuring, outdoors, and environmental interests 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.
We follow a rapid-prototyping methodology in our ad campaigns. With a relatively conservative 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.
As I stated in a previous email, we feel bullish on the potential for success in the promotion of the Roam Photo & Video awards, Founding Member Kickoff Events, and customer acquisition for the new membership offering.
We’ll gather behavioral data for advertising and email segmentation through tracking code and a lead survey. This will allow us to tie these three initiatives together in a segmented, “cascading” funnel strategy. This is what I call a “Unified Front” strategy in which we launch a synchronistically-timed, coherent messaging strategy across all channels, starting with the big, obvious ones such as Facebook, Instagram, Google, YouTube, influencers, and email marketing.
I expect this to be a quick and ongoing win, as your team has already tilled fertile soil for a viral social media campaign. One area in which I’d want to seek clarity is around your Unit Economics.
By understanding your financials better, we’ll be able to run performance projections based on Optimistic, Pessimistic, and Realistic scenarios based on industry benchmark data and our anecdotal experience (real numbers we’re seeing in similar campaigns/audiences).
*Refreshed as needed based on performance. Max one batch per month, per campaign objective. A “batch” is defined as 4 variations of FB ads, 3 variations of Google Display ads, or 2 YouTube video ads with up to two rounds of revisions.
“Magic did a marvelous job to get us to 65,000 campaign donations. Bravo! We’re part of the same revolution.”
“I’d recommend Magic to anyone wanting to grow their sales. The Magic team is on fire with purpose and are dedicated to making an impact in the world by systematically scaling the revenue of purpose-driven organizations.”
We can create, build, and launch every aspect of both funnel strategies pictured above.
The only channel I left out is Influencer Marketing. This was omitted because (1) you mentioned you have an influencer marketing agency you are considering hiring, and (2) you have a robust influencer network already, including the founding members.
Our packages are fully custom based on the scope of work. For that reason, I'm providing a few different pricing options to allow you to choose which one(s) best suits you.
For Package #1, your investment in Magic is broken up into two main phases of the project: Setup (months 1-2) and Optimization (months 4-6).
If you choose to add Package #2 and/or #3, your monthly investment will be flat over two months. For a tentative start date of July 1st, 2019, the payment schedule will be as follows:
$10,000 per month, due by the 1st of each month
$5,000 per month, due by the 1st of each month
$9,500 per month, due by the 1st of each month
$4,000 per month, due by the 1st of each month
$16,750 per month, due by the 1st of each month
$8,375 per month, due by the 1st of each month
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.
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.
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