Scro’s Roofing

Situation Appraisal

Danny McLaughlin has relied heavily on word-of-mouth marketing, facilitated by 25 years of honest, loyal service in the Raleigh area.

However, the competition is steadily catching up to their visibility, and today a well-placed Facebook Ad is replacing a trusted referral from a friend or family member.

Fortunately, the heavy lifting of building a trusted brand is complete, so all we need to do now is to get in front of everyone in Danny’s local area looking to replace or repair their residential or commercial roof.

We’re going to increase Scro’s Roofing Company’s sales with PPC and SEO positioning campaigns aimed at quickly getting in front of people looking for a roofing solution, and convert them into customers with state-of-the-art Facebook advertising campaigns that never sleep.

In order to propel growth beyond the limitations of their referral network, Scro’s Roofing Services must be able to continually target its ideal potential customers with ads that do three important things:

1. Promote highly appealing benefits of working with a seasoned roofer (we loved the “hand-nailed” feature!),
2. Leverage careful targeting and ad funneling that improves itself over time both qualitatively and quantitatively to reach new/existing leads,
3. Perform ongoing measurement and adjustment to eliminate weaker ads while optimizing stronger performers in terms of ad clicks and conversions.

Furthermore, Danny needs to be able to project growth instead of simply responding to it.

With a comprehensive marketing program, backed up by a system that proactively promotes and fine-tunes our messages about Scro’s Roofing Services’, and armed with extensive metrics reporting, we will be creating sales instead of waiting for them.

In other words, instead of waiting at the lemonade stand for customers to pass by, let’s go find thirsty people and let them know we have ice-cold lemonade for sale!

This is what Danny can expect through the course of our relationship:

Objectives

• Steadily increase sales to at least a 5 to 1 ROI
• Develop initial Facebook advertising program for Danny that measures all key performance indicators (return on investment, impressions, etc.), while giving us the ability to adjust campaigns based on opportunities for exponential growth, declining trends, etc.
• Increase conversion rate of website by running split tests with all new Landing Pages we develop for ads, until there is a breakaway champion we can use as guidance for new web development that we will propose once we get lead generation fired up.
• Increase Danny’s ability to leverage modern marketing methods that automate key tasks such as lead generation, market targeting and marketing measurement

Measurements of Success

• Steady increase in sales, and conversation rate, as people who contact Scro’s Roofing Services have already been pre-sold by ongoing ads that have educated them and prepped them to sign-up. This will minimize dead-end quotes.
• Bring Danny up to date regarding modern marketing strategies and tactics, including instant portal access to all ongoing marketing activities

Value

• Increase in short-term and long-term sales Scro’s Roofing Services generates
• Higher return on marketing dollars spent from now into the future based on implementation of automated marketing strategies and tactics
• Decrease in time to manage marketing and advertising focus
• Automation of marketing improvements and sales forecasting which will allow Danny to predict the future
• Finally, a long-term marketing system whose tactics will overlap and complement one another

Methodology

Option 1: Facebook Advertising & Social Media

1. Build, promote, measure and adjust Facebook ads that will target markets that resemble the top 1% similarities of Danny’s best customers, and retarget all website visitors with additional ads until they request a quote. These ads will act to create, and satisfy, a demand for roofing solutions.
   1. Build an automated sketch of the most likely person to become a customer, and use this profile to target those individuals that meet these similarities with strategic Facebook advertising
   2. Ensure all website visitors continue to see diverse group of strategic ads until they become a customer
   3. Measure each ad in order to adjust elements (headlines, images, body copy, calls-to-actions, targeting, ad placement, etc.) based on successes or declining trends
   4. Eliminate lowest converting ad every 3-30 days and replace it with an ad more similar to the ad with the highest conversion rate, overall
2. Make quarterly recommendations for ongoing promotional campaigns, especially during slower seasons, to drive new customers and poach potential customers from the competition
3. Manage Social Media, including:
   1. Designing all images/videos for any and all elements listed below:
      1. Promoting special offers, events, etc.
      2. Celebrating holidays Danny selects

• Manage and respond to all activity (no one likes to be ignored!)

4. Analyze top competitors to assess what they’re doing to drive sales online, and how to improve our campaigns based on these findings
5. Develop online Marketing Portal to track all of our progress, including the following Key Performance Indicators (KPIs):
   1. Amount of monthly leads and sales
   2. Conversion rates for all marketing tactics
   3. Real-time web traffic
   4. Ad designs and copy

Option 2: All of the Elements of Option 1, including Pay Per Click and SEO

1. Pay Per Click campaign development, maintenance and optimization
   1. We will develop new list of keywords for Scro’s Roofing, and track their keyword rankings for each keyword each month.
2. PPC: We will create Google AdWords campaigns for each keyword we have selected for Scro’s, and strategically adjust budget, content and placement to drive new qualified leads.
3. SEO: We will develop and post no less than 5 articles each month intended to get Scro’s to rank within the top 3 Google listings for all of their local keywords.

Joint Accountabilities

Danny will be continually involved in all aspects of the project and will serve as the primary contact with The Marketing Agency.

All creative and Facebook ad costs included in fee.  The cost of Pay Per Click advertising through Google AdWords will be billed directly to Danny.

Terms and Conditions   

Option 1:       $ 3,999 / quarter automatic billing

Option 2:       $ 4,999 / quarter automatic billing

You may cancel at any time and will not be billed for the following billing cycle.