The document proposes content marketing and social media services for a dog health club brand, including creating digital ad campaigns on Facebook, developing engaging content across channels, and establishing metrics to measure performance and benchmark against competitors. Services would focus on building customer relationships through targeted ads, specialized content, and Facebook integrations like live videos. Key goals are driving engagement and making content a profit source through permission marketing approaches.

1. DOGGY HEALTH CLUB
Consulting Proposal
Mark Selmi

2. Create & manage successful programmatic
digital ad campaigns, analytics, budgets, &
tracking on Facebook.
Create a unified & seamless experience to
interact with the Doggy Health Club brand
consistently across all digital channels.
Vanquish the dog
days of January

3. Better than a
good piece of
leg
Customer relationships have
changed to serving, educating &
entertaining customers, with
original, innovative content that
tells an engaging story.

4. Identify, map & market at
each touch post of the buyer
journey.
Driving content engagement
will become a primary profit
source in 2017.

5. Mobile, online behavior has
changed what is expected
from brands today.
• Brands have been forced to move from interruption marketing, to permission marketing.
• 2/3 of consumers use info. from content marketing to make purchase decisions.
• ‘Engaging content’ is the top reason people follow brands on social media.
• Companies that blog generate 70% more leads.
• 78% of CMOs believe custom content is the future of marketing.

6. • Increasingly mobile
customer segments will
seek instant,
personalized
experiences.
• Consumers prefer
short, snackable
content.
• Storytelling, ethical
standards &
transparency matter
to your B2C segments.

7. Content has to be
rich enough to be
reused & shared
along different social
media channels
Specialist – Content must come from within info. niche.
Supportive – Create authoritative voice by anticipating consumer questions.
Sustainable – Publishing process that populates engaging content within editorial calendar.
Shareable – Must be in proper format to be easily shared along all social media platforms.

8. Analytics are
a man’s best
friend

9. Facebook Analytics
Tracking performance through FB & GA
Reach
Time on-page
No. of pages visited
Bounce rate
Conversion ratio
Exit page
Sales funnel navigation
Heat mapping
Geo-mapping
Device report
Hours & days report
Ave. order value
Sales cart goal funnel (abandon
rate)
Engagement rate
Comments
Shares
Photo/video views
Invisible interaction

10. Perform competitor
benchmarking
Establish best practices

11. B2C educational
resources: downloadable
content, newsletter,
blogs, articles, webinars,
podcasts, tips, rewards
card.
Media Rich Content:
Videos, live-streaming,
chat applets, chat bots,
AI integration, Hi-res
images.
On-Page
Benchmarking

12. Benchmarking
Off-Page
• Share of voice
• Brand participation in user posts
• Average reply time
• Engagement score
• Twitter retweets
• Fan count
• Brand mentions
• Video subscribers
• Social media post frequency

13. • ROI
• Cost per lead
• Customer acquisition cost
• Customer lifetime value
• Web traffic by source
• Time on-page
• Bounce rate
• Lead-to-customer ratio
• Landing page conversion rates (A/B split test)
• Social shares & interaction
• CPC & CTR
• Email campaigns open rate
• Quoted to closed customer ratio
Establish KPI’s & Metrics

14. Facebook’s
gone to the
dogs
Building customer relationships through
advanced ad-targeting.
• Psychographics targeting
• Lead lookalike audience
• Fan lookalike audience
• Client lookalike audience
• Behavior & life-events
targeting
• Zip code targeting
• Retargeting ads

15. • A/B split testing for ads &
landing pages
• Custom landing pages
• Carousel ads
• Video ads
Deliver specialized content customized for
cold, warm & hot leads.
Facebook
Doggy Style

16. Facebook Integrations • Live Facebook chats – recipes, nutrition, fitness
• Live Facebook stream cooking segments
• Facebook video of gift-boxing shelters & dog hotels
• Facebook events – charities, shelters & doggie hotels
partnerships
• Facebook GIFs
• Facebook infographics

17. Build Buyer
Personas
– If needed.
• Location
• Age
• Income
• Job title
• Goals
• Challenges
• Hobbies & interests
• Priorities
Create segmentation based upon
quantitative & psychographic info. You
can solicit feedback from your customer
database via email or 3rd party
automated platforms such as Survey
Monkey, social listening tools, Facebook
live chats.

18. Scope of
Services
Facebook ads
Brand Strategy
Brand Guidelines
Brand Campaigns

19. Next Steps
Please let me know if you
have any additional
questions. I will be happy
to clarify any issues. I have
attached a contract for
your review.