Paid Media Proposal
Stanley Steemer®, Inc.
Project Overview

TriMark Digital has more than 12 years of experience as a full-service agency driving high-quality, affordable customer acquisitions through targeted paid media strategies.

To achieve the highest level of success our team will work with the Stanley Steemer, Inc. team to execute a diverse, consistent, strategic upfront and monthly paid media-strategy. Development of both a national and local franchise plan that includes comprehensive audits, strategic account setup, asset creation, ad placement across multiple networks, and an ongoing optimization strategy will position Stanley Steemer as the digital leader in this industry.

TriMark Digital
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Strategic + Creative Minds
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Primary Divisions
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Primary Service Teams
Performance
Paid Search
Paid Display
Paid Social
Organic Search
Web Analytics
Data
Marketing
Marketing Strategy
Communications
Content Strategy
Email Marketing
Social Media
Business Consulting
Creative
Content Strategy
Graphic Design
Web Development
Web Design
Photography
Video Production
A full-service digital agency blending digital marketing, performance and creative strategies

Brands We Proudly Represent

Window World Client   |   All Other Clients

Verticals We Specialize In

Home Services
Food & Beverage
Retail
Legal
Manufacturing
Finance

Our Accreditations

We’re a Google Premier Partner—an accreditation applying to only 3% of agencies in the world. As a Premier partner, we’re certified in all aspects of paid media, and also have access to Google specialists and exclusive programs before they’re widely available.
Accreditation Logos

Our Performance Philosophy

Maximize qualified lead generation through integrated, multichannel strategy that drives sales.
Research > Strategize > Create > Test > Measure > Optimize (Repeat)

Key Differentiators: Different by Design

Daily monitoring & optimization

Depth of keyword strategy

Advanced tracking & reporting

Precise ROI measurement

Early access to beta ad networks

National & local franchise reporting

Multichannel integration

Accessibility & responsiveness

Window World, Inc.

  • Nation’s leader in replacement windows and home remodeling
  • Executed full-service digital strategies with emphasis on lead generation
  • 10+ year working relationship with 125 franchise locations nationwide

Window World Local Paid Media Strategy

Lead Volume in Relation to Cost Per Qualified Lead
302% increase
in annual paid media lead total
between years 2011 and 2017
36% reduction
in annual cost per lead
between years 2011 and 2017

Window World Local Strategy

Full-Service Digital Marketing (All-Time)

The two primary services included organic search and paid media, which worked together to generate high-quality leads at a low cost. Our goal would be to work with your current marketing team and/or SEO agency to ensure the strongest integrated plan possible.

Kohler Co.

  • Global leader in plumbing design, craftsmanship and innovation
  • Full-service digital strategy, implemented on a national and local level
  • Agency of Record for The Division of Strategic & Emerging Markets

Kohler National Strategy

Full-Service Digital Marketing

The Kohler campaign budget is invested primarily into paid media supported by multichannel efforts to drive leads across networks. Our team continually A/B tests variables to make data-driven decisions that improve performance and remains agile in order to leverage unique marketplace opportunities as they arise.

Kohler National Lead Generation Strategy


Net Sales & Cost / Net Sales by Month (Jan '17 - Jun '18)
Qualified Leads Volume & Cost / Qualified Lead by Month (Jan '17 - Jun '18)
Stanley Steemer Strategy
Both national/brand and local franchise campaigns will use a combination of paid media networks and channels to reach customers and increase volume of sales.
Strategy Overview
  • Search Network
  • Display Network
  • Paid Social
  • TrueView
  • Website Landing Pages
  • Project Management
  • Account Management
Geotargeting in Adwords

Example of highly segmented national geotargeting to minimize potentially wasted click spend and maximize relevant visibility.

Goals
  • Maximize leads by focusing budgets on top performing campaigns
  • Reach users as they browse the internet to keep Stanley Steemer top-of-mind
  • Track success and utilize data to enhance other marketing efforts
  • Provide unparalleled level of communication and service
“The bitterness of poor quality remains long after the sweetness of low price is forgotten.”
— Benjamin Franklin

Pricing

With the goal of capturing the middle to upper-middle class consumers, diversifying spend between search, display and social will yield strongest results to start.

As campaigns progress, investment recommendations will evolve based upon Search Impression Share (SIS) and the overall opportunity identified in a given market. Depending on time of year, seasonality, budgets will need to be adjusted to accommodate search volume fluctuation. Our team recommends a fluid budget and adjusts according to market demands.
National Paid Media Recommendation

Onboarding Investment:

Request for Discussion

In order for a paid media campaign to maximize its long-term success, it must be built with the proper strategy and foundation. An initial setup phase will be needed for this project and includes the following priority deliverables:

  • Audit of all existing paid media accounts to determine what has worked well and opportunities for improvement presented to Stanley Steemer team.
  • Development of “live” account, including the campaigns, ad groups, ads, keywords, site placements, geographic/time of day/device/network targeting settings.
  • Installation and testing of call tracking numbers, remarketing codes, and conversion tracking codes on landing page.

Our team recommends an in-depth pricing conversation to identify the proper investment to move forward in order to execute this strategy efficiently and in a timely manner.

Recommendation Factors:

  • National targeting
  • Bid variation based on DMA and individual branch investments
  • Utilize top three networks: Google, Facebook and Instagram
  • Initial audit of campaigns and performance metrics may yield additional recommendations

Monthly Paid Media Range:

Minimum: $400,000/Month | Maximum: $600,000/Month

Knowing aggressive CPL goals and the need to maximize click spend, the management fee is set to 10% of total click spend.
Example: $400,000/Month | Click Spend = $360,000 | Management Investment = $40,000

Local Franchise Paid Media Recommendation

Recommendation Factors:

  • Size of marketing using current DMA data
  • CPA goal of $25/CPA
  • Number of current local branches investing in paid media
  • Initial audit of campaigns and performance metrics may yield additional recommendations
Market Size (based of market DMA) Investment Range (per month) Channels (Google, Facebook, Yahoo/Bing, etc)
Tier 1 (ex. Toledo, Tulsa, Lexington) $500 - $2,500 1-2
Tier 2 (ex. Cincinnati, Las Vegas) $2,500 - $6,000 2-3
Tier 3 (ex. Boston, Dallas) $6,000 - $15,000+ 3-4
* Investment ranges listed above include click spend and management fee.
** Management is 10% out of total click spend (same format as national/branch paid media spend)

Our Ohio Itinerary

If invited to Ohio, our team will present the following:
  • ›  In-depth competitive analysis
  • ›  Creative content ideas
  • ›  Comprehensive client performance examples
  • ›  Detailed pricing recommendations
  • ›  Reporting expectations and examples
  • ›  Project Management Details

Our People Are Our Difference
DREAMERS, INNOVATORS, DATA GEEKS AND DOERS.