Transcription
Hey guys, Jarrett McCra from Mighty. Uh, really appreciate you guys giving us the opportunity to pick to put together this proposal. Um, since we didn't have a chance to review it over Zoom or in person, I want to record this video and walk you through it and hopefully explain everything that's in here. Um, there's a lot of different ways we could put this all together. So, um, we can discuss it further and talk about other other ideas and and ways to do this, but this is what I put together that I thought would work best to help you guys achieve the goal you're trying to hit by the end of the year. So, I'm going to walk you through this and explain it and explain why uh, this is my recommendation.
So, uh, just jumping right in, the first page of this proposal is just a thank you letter, essentially thanking you for the opportunity to work with you guys and help you help you work towards the goals that you have. Uh, next up, this page explains a little bit about our agency and what sort of sets us apart from our comp competition. A lot of these logos you'll see, these are all brands that we worked with, but a lot of them we actually designed their brands um, from scratch. Some of them from the very beginning, some we redesigned. Uh, they're more legacy brands. So, you'll recognize a lot of these are in the area. Um, give you an idea of of the the level of work that we're we're capable of.
So, jumping right in, the next page gets into you guys and what you're trying to achieve here. So, um, you guys are trying to sell the remaining condos in Abico and the boat slips, as many as you possibly can by the end of the year. Uh, after December, you know, sales are going to slow down. People are not making big big purchases after the holidays. So, we've really got to move as many of these in the remaining months that we have in 2025. And so, you had reached out um asking for social media management. And so, that's certainly something we could do. It's in here as part of the proposal just so you can know what that looks like. But given the short timeline of only essentially 2 and 1/2 months, really, I'm not so sure social media management is going to move the needle the way that you're looking for. Um, it takes a lot of volume of content to grow an account, to grow your reach, to reach as many people as you can, and it takes time. And I don't know if you have enough time.
So, what I'm going to recommend is that we do something a little bit different. And what I recommend is that we use paid ads on social media. The reason for that is twofold. One, you can control who sees the ads. With organic social media posting and management, you can't control anything. You can't control who it's reaching, how many people it's reaching. You just kind of post it and hope it reaches the person you want. And unfortunately, all these social media platforms, um, they're all there to make money. And so what they do is they limit the reach of your posts. Uh, many times you don't reach but a small fraction of your own followers. Rarely do you reach people that aren't following you. It's very difficult to go viral and reach a new audience and grow that way. So, you know, if we were posting content, you would have to post so much content that it tells the platform, hey, this is really like a content creator and we need to expose them to more people because their whole goal is to get people to spend time on the platform. And whoever produces the most amount of content gets treated like a TV channel. And so they really support that because you're somebody who's putting out high volumes of content that people show up for on a daily hourly basis to watch the content, right? So it takes a lot of volume to get you to that point and it takes time. So you're basically informing the platform's algorithm. You know, are you somebody who's consistent with your content? Are you somebody who gets attention? Do you retain your audience? And all of that informs the algorithm to either show your content to more people or not. So with organic, it would take time to do that and it might take the full next two months to get to that level, right?
So with paid ads, you can jump to that right now. So you can just pay to reach as many people as you need to reach in the areas that you need to reach them and you can target who you reach. So you can pick based on zip codes, you can pick based on whether they're homeowners, what they're in the market for, all kinds of things, right? So you can be really specific about who you put your content in front of and you know you're reaching enough people in the areas you want to be. And so that's why I recommend paid ads. Uh, yes, you have to pay for it, but if you want a result, you want to sell something, that's how you're going to do it. You just don't have enough time to become social media popular and viral um if you want to hit your outcome.
So, what I'm recommending is paid ads, specifically on Facebook, Instagram, and YouTube. Those are really the best platforms, and they're the most mature, which means we can target the best. TikTok's great. It's trendy, but the targeting isn't there yet. It's not a mature platform. So, uh, what I recommend, we focus on Facebook, Instagram, and YouTube.
Now, that leads me to the next, uh, step in this. So, we've got to get your website mobile friendly. Now, if you go to your website currently on a mobile device, the main navigation is not even visible because the contrast is off right now. Um, there's various things like that that we've got to fix so that when all this traffic comes to your website, you guys can actually capitalize on it. And so, what I've got in here is a website redesign and we will rebuild it as well on the existing uh website platform, which is WordPress. And we'll use the same tool that's currently built in, which is Elementor. So, we've got to get the website fixed so that when we start driving all this traffic, you guys can actually get leads and make sales.
So, in a nutshell, that's what I'm recommending. We run paid ads, targeted paid ads in a very specific geography, run them to the website, turn them into leads for you guys.
So, in terms of the scope, there's three parts. One is the ad and campaign development. So, we've got to create the ads. So, what are we going to show them in these ads? We have to write the copy. We have to design them. If they're videos, we've got to edit the videos. So, our plan is to use all the existing assets you guys already have, the renderings, photographs. Uh, you've got some brand assets like textures and colors and photographs and things like that. So, we want to use all of that and we can animate it. We can create static graphics and just create a variety of ad formats so that we can test and see what really works the best. Uh, so, we'll create all the ads. We'll do all the copywriting. Then once we have the all the ads, we have to set up the campaigns on all these platforms, create all the ad accounts. We're going to take care of all that for you guys. You don't have to worry about any of it.
Um, in terms of geography, based on what I know about Orange Beach and and who I see coming in there and being a most likely buyer of one of these condos, I would target the state of Alabama, Mississippi, Tennessee, Louisiana, and Texas. Um, even though Florida is next to us, there's just there's just too much competition with other beach towns. Georgia, uh, what I've seen, a lot of Georgia residents go to Florida. So, I'm just excluding that East Coast, uh, those East Coast states right off the bat because I want the people who are most likely to buy one of these condos. So, Alabama, Mississippi, Tennessee, Louisiana, and Texas.
All right. So once we get the ad campaigns developed and set up and they start running, now we've got to manage and optimize those. So you're creating new ad sets, testing new ads, you're looking at which ones are performing, and you're constantly optimizing, trying to get better and better results every month, right? So that's what we're going to be doing under the management and optimization. At the end of each month, we'll provide a report and we want to talk to you guys to see, you know, how many leads are coming in? Are the leads good? What are you hearing? um, you know, how are you guys experiencing the result of the ads? And that will help inform us as well. Uh, it could be that we decide, you know, everybody in Mississippi has been disqualified. Let's cut out Mississippi altogether, right? So, we just need to know that information so we can do our part to optimize and make sure that we're we're delivering the best results we can for you guys.
Uh, next part is the website design and development. So, again, we're going to redesign the existing pages using the existing content. We're probably going to rewrite some of the headlines as well. And then we'll we'll redevelop all the pages right there in the same WordPress using Elementor. So to you guys, you'll still be able to use it. It'll be in the same place. It'll just be a new new user experience um to better support our efforts as well.
Last but not least, I have your social media management included because again, if this is something you really want, we can totally do it. So, what we will do is we'll take again all the assets you guys have and you have a videographer. So, any video footage he has or can get can come to us. We'll take all of that content and we will create social media posts using existing brand assets, uh, renderings, video footage, all of that, right? And again, if we want this to work in a two and a half month time frame, it's going to take a lot of content. Currently you guys have been posting one post per month, right? So one post per month is not a lot of content by any uh measurement at all. Uh, usually people shoot to post like two to three times a week at least and even that in my opinion is not enough. So what I think is enough is two times per day. That sounds crazy, but I'm telling you that you've got to post a lot of content to break through. And the only way to do that is to be consistent and consistently post multiple times, multiple pieces of content.
Now, uh, we'll create a bunch of different types of content. So, we'll do images, which could be like photos, renders, graphics, you know, any of those things. We need to do reels. And so, what you guys have been posting up until now are are horizontal or landscape videos that were shot on the drone. And that content is great. Unfortunately, it's in the wrong format. And so the format that really performs and increases your reach are what's called reels. And that's a vertical video. And if you think about the user experience, you know, they're scrolling on Facebook and Instagram and they're holding their phone up vertically, right? And so any video that's formatted properly is going to automatically get more visibility than a horizontal video because the the uh social media platforms prefer prefer it because the users prefer it. So, we're going to create vertical videos again using the footage that you guys have available. We'll use renderings. We can animate the renderings. You know, we can do a lot of stuff with existing assets that you guys have. Also, if we need to pull any stock video footage, maybe we need some shots of pool water or water in the Gulf or whatever, right? Things that aren't necessarily specific to Abico, but sort of set the tone and the and the um, the visual in the head of what somebody is looking for and is going to get them excited. We can pull stock of that and put it in as well. Just again to give us more assets to use and content to create. Uh, the third thing are carousels. So again, taking graphics, videos, and putting them in carousel format, which is where you can swipe through. Um, these are all different formats of content that will engage people. That's what the uh social media platforms want to see, right? And uh, because the frequency and the amount of volume of content is so important, I always recommend reusing content because again, remember uh Facebook and Instagram, they're not going to show your post to all of your followers. Maybe like 10, 20, 50 are going to see it, right? And so if you post it again, they're not going to show it to the same 10 2050. They're going to show it to another 10 2050. They sample small audiences and determine who to show it to based on that. So it could be that person A saw it last week and person B never saw it, so we're going to post it again and maybe person B sees it this time, right? So you can reuse content and what that allows you to do is create content, reuse content, and now you've got a bigger asset library of posts you can post. So you could post like five times a day if you wanted to. Um, so that's how we'll do it. Lot of content. Two time one to two times a day is my recommendation. Um, so if you think think about it, you guys are posting one once a month. That would be oh man like 30 to 60 pieces of content in a month.
All right. All right. So in terms of the website, this is your current site map. These are the pages that are in there. It's kind of small, but I'll I'll just tell you what they are. So, you have a homepage, you have an explore the condos page, you have a floor plans and renderings page, you have a progress page, uh, availability and sales page, and a team page. So, same pages that are there. And then within those pages, you can access a bunch of downloadables. Those will all be there as well. Uh, so, you have two you have six total page templates and six total pages. And so, what we'll do is we'll create all of the content. We'll write any necessary copy that needs to be rewritten. Um, you guys just need to provide us with all photos, videos, brand assets, everything that you already have that we can use in our design. And then we'll provide any stock imagery or videos that we need. Uh, we'll enter all the content. We'll upload everything. Uh, we'll do SEO optimization and we're going to check to make sure that the site works across all devices. So, we'll do Q&A. Uh, so by the time it launches, you guys don't have to do anything. It'll be perfectly ready to go for you guys and ready for the ad campaigns.
So that's pretty much it. Everything after this is just some examples of work of our uh current past clients. So you might recognize again some of this stuff. I tried to pick the things that were most relevant to you all. So the first up is the Hope Farm. We designed all of their brand materials. Uh, anything you see there, we we touched or had an influence in. Um, so that that's a pretty well-known one. Another one that's in your neighborhood, Playa. We did all the brand work for them way back when they first opened. Um, this is just an example of some brand standards we did to give you an idea of like how u consistent we tried to stay and set and set um, you know, make sure everything stays consistent and the level of thought that we put into our work. Uh, we did all the brand design work for right they recently uh, you know, redesigned all their branding. We had a big advertising campaign so we did all of that. We continue to work with them. Uh, the University of South Alabama we've worked with them for years. We've done multiple campaigns for them. Um, so that's just an example of some of them.
Terms of timeline, how will we get all of this accomplished? So, I've broken it into the ads and the website because again, that's primarily what I'm recommending for you guys. And then I have social media management as well. So, this is going to be a pretty quick sprint. Um, first week we're going to be developing all the ads and we're going to start working on that website immediately. We've got to get all that in place. We'll review it with you guys. uh make any edits we need to make and then in week two we're going to finish up the ad sets, get all the ads done, and we're going to start building that website. So, by week three, we're going to have the website ready to go and the ads run. So, that's pretty much the beginning of November if we start on Monday. Uh, week four and five, we're going to um start creating new ads to test against the previous set of ads. So, we need to see, you know, how can we improve those ads? What tweaks can we make to get a little bit better results and start narrowing down which ads we run and exploring the path of uh best performance. Right? So, we'll be doing that in the background week five and six. That'll bring us to the end of November. So, at this point, we will have tested some ads. We'll know what's working. We're going to review the results with you guys, have our first review to see how are things going. Um, and then again go right back into testing and optimizing in December. So, same process in December. Test ads, turn ads off. So, you want to kind of narrow down your ad creative to what's working, right? So, in the beginning, you're trying a lot of stuff, trying to figure out what what really works with the target audience, and then you're narrowing and optimizing, narrowing and optimizing. And so, it's a constant process. And so, that that brings us to the end of December.
Uh, social media management. Um, I've got this, this is kind of consolidated. So, basically in the first week, so like next week, we would gather all of the brand assets from you guys and start making content. We would review that initial set of content with you guys. And in the next week, we would finalize that content and start posting and then immediately start working on the next sets of content. Now, I want to be really upfront with you guys. So the way this works the best and the way that we can really achieve this level of volume is only if we have a a very um defined level of trust between us. Okay. So the way it works best is if we create sort of brand standards like so during that initial review of content we agree that anything that falls within that sort of uh ballpark of look, feel, tone, everything, say, "Yeah, as long as everything looks and sounds like this, go for it." Because what that allows us to do is create things a lot faster. Right? So, we could have an idea this afternoon and get it published this afternoon, but if we've got to go through rounds of reviews and edits and everything, the content's not going to get approved for the, you know, for a couple weeks, right? And there's just no way we could actually deliver on the scope if we're stuck in rounds of edits and adjustments and reviews, right? So, what I would what I would say is we can deliver the volume, but we've got to be on the same page in terms of, okay, we trust you guys. Just stay within these guide ra gu guard rails and if everything looks and sounds like that you know post it all and we will and we will create all of this content and what we will do is we'll be thinking about new ideas right and if we have an idea that's outside of the guard rails that we've set we'll come to you and we'll say hey we had this this crazy idea what if we did this and then we'll run it by you for approval okay so I don't want you to feel like we're out there just willy-nilly posting things we are going to stick to the the consistent standards that we've agreed on and we are going to continue to think about how we can get, you know, more creative results and we will review that with you. So, there's still that that that opportunity to review things with us and the trust to review things with us and we're going to be thinking about how we can do things differently to get attention. Um, but we have the ability to work quickly as well. So, that's sort of how we'll work together.
All right, so let's get into the investment. Probably the part you're most interested in, right? So, I've broken this out based on what's in here. Again, we can we can change this however you want. There's a lot of variables here. So, the first group are are the projects, right? We've got to create the ads, set the campaigns up, and we've got to fix the website. So, to do the ads and get get the campaigns set up, that's a one-time fee of $2,500. That covers everything with creating the ads, copywriting, uh, producing them, editing the videos, all of that. and then creating all the ad accounts and creating the campaigns and setting up the ads inside the ad platforms. Uh, secondly, website design and development. So that would be designing all of those pages, writing all the copy, developing the site inside your platform and having it launched done. So that's one uh group of projects there.
Next up, you have recurring costs. So you have your cost of your ads and our time to manage and optimize them. So, um, the ad spend can be really whatever you want, right? So, these ad platforms will let you spend, uh, you know, $100 or $100,000. They don't really care. But remember, if we go back to our geography, we're targeting entire states of people. And in order to reach those people, we've got to spend a minimum amount of money really to get to them. And so what I'm proposing as a minimum spend each month for November and December is $10,000 per month. So that would be $20,000 total media spend between now and the end of December. And then our fee to manage it, optimize it, report on it is $1,800 per month. So that's $11,800 per month. Um, so total that would be what is that math? $23,600.
Third, social media management. So, this would be our time in creating the content and posting that to your accounts. What this does not include is us traveling to Orange Beach and doing any type of video shoot or photo shoot. We would have to estimate that separately just because there's a lot of variables of what we're shooting. Are there people involved? What equipment are we going to need? So, we'll have to discuss that separately on an as needed basis. But right now, given the fact that the buildings are in construction, I don't think we're going to need to do that or worry about that. We're going to use existing brand assets, the renderings, the photos, your video person's video footage, uh, any stock images and photography we can get. Uh, we're all of that will be utilized. So, I don't foresee us needing to come over there and shoot anything. So, those are the three um, the three uh, different things outlined in here. Again, we can discuss, you know, what's the ad budget? Maybe you want to spend more. I mean, um, if we need to sell all these condos, we might want to spend more money. I just don't know what you guys, you know, what budget you have, what are your fees for selling all those condos, what makes the most sense for you guys. So, if you want to spend more on ads, perfect. Let's spend more. It will only accelerate the results. Our fee does go up with the ad spend. Um, so it will be adjusted. So if you go from $10,000 a month to $20,000 a month, our fee shifts uh proportionately. So I don't want I just want to be clear on that so that you don't get shocked later on. Um, but again, given the opportunity of the value of all these condos and the fees associated for you guys, I don't I don't see it as being too crazy to spend more money. This is just where I would I would say is the minimum threshold. Um, social media management. Again, you're going to need a lot of content posted. So, that's what I've outlined here. If you want to dial back the number of posts, we can. We can talk about what that looks like. Uh, if you want more posted, perfect. We can talk about that as well.
So, again, a lot of moving parts and pieces, a lot to discuss here. But again, if your goal is to sell a bunch of condos by the end of December, we've got to do a lot to reach those people and convince them in a short period of time. They need to pull the trigger on a, you know, $600,000 to a million dollar condo, right? So, that's what I've outlined here for you guys. Um, going to skip on down to this page. So, I know we haven't had a chance to get to know each other and you've probably done a little bit of research about us, but you know, beyond the fact of the quality of work that we do and the and the level of integrity we take to our clients brands and building those brands, uh, uh, next would be the results we actually get. So, we don't just design pretty things, even though we do. We actually generate incredible results. And that's why I made this recommendation because I know this is what works. And so, here are some examples of things we've achieved for various types of clients over the years. Um, we're very good at what we do. And so, hopefully you take the time to to review that as well. Just some awards, pretty simple agreement, and that's it.
So, hope you guys enjoy this. If you have any questions, happy to hop on the phone or video call or anything else to discuss, but we do have to move fast. Uh, I would say we have to start at the beginning of next week. Any time lost is going to be very hard to make up for between now and the end of the year. So, hope you guys enjoyed it. Thank you for the opportunity. I look forward to talking to you further. Thanks.