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Vero Coffee Proposal

For audit and projections on ads, we will need accesses for all platforms.

Objective

Increase brand awareness and consideration for

Vero Coffee⁠

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D2c - ADS Proposal

Performance Marketing

Perform and internal and external audit

Create and share strategy for:

Full funnel performance marketing

Fixes needed on website for CRO

Fixes needed on social accounts

Liason with marketing calendar for performance campaigns

Share detailed creative strategy required for scaling campaigns

Share a full funnel creative strategy for performance marketing ads

Create, monitor and optimise ad campaigns across:

Google ad network ( Search, Display and Youtube)

Meta

Optimisation will be based upon realtime ad performance.

Reporting via tools ( to be automated )

Monthly insights of current month and strategies for upcoming month/quarter to be shared seperately

KPIs to focus on-

Revenue

ROI

CAC and LTV

Ad budget to be directly added on the ad account by the brand.

Requirements

Ad Creatives

Any marketing/sales calendar made for the month/quarter

Exclusions:

Any creatives related to performance marketing as an activity.

Ad budgets to be directly added by the Brand onto the ad accounts.

Tentative media plan to begin with

Vero Coffee Media Plan

Vero Coffee Media Plan

Platform

Campaign objective

Share of budget %

Meta

Awareness / IG Traffic Boost

Meta

Sales Campaign

50%

Meta

Remarketing

Google Search

Search campaign on branded kws

Google Search

Search campaign on category keywords

20%

Google Shopping

Shopping and Performance Max Campaign

15%

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Roadmap for ADS

Week

Actions

Week 1

To setup ad accounts for all 3 platforms

Week 2,3

To run a pilot campaign to test whats working and whats not.

Week 4 onwards

Run campaigns full fledged for any cities applicable

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D2c SEO

Scope of work:

On Page SEO - Content and posting to be handled by us

Technical SEO - Suggestions to be shared with Tech Team for deployment.

Blogs:

For first 2 months: 7-8 blogs on a monthly basis

3rd months onwards: 12-15 blogs on a monthly basis

Programmatic and AI SEO - Post 45 days of doing regular SEO.

This is will be dealt with AI SEO tools and bulk publishing on CMS

UI/UX support will be needed

Reporting

Partially the reports will be automated/real time

1 Monthly detailed report

We will follow a Scrum Framework for task alignment and keep it transparent between teams.

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AMAZON ADS

Scope of work:

Campaign Type

Strategies and Actions

Payment terms:

Commercials:

Service

Monthly Fee (INR)

Pilot ( 3 months @ 25% discount )

Performance Marketing Retainer

50,000

SEO Retainer

40,000

Amazon Ads

30,000

Total

120,000

85,000

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For the first 3 months - 85k INR per month * 3 months = 2,55,000 INR

Terms:

Pilot period ( for first 3 months ) - 50% advance and 50% post completion

4th month onwards:

Our payment model switches back to monthy postpaid format

Commercials will be as mentioned in Column 2

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Reference of our previous work

Performance marketing

0-10 scale up for a Meat Pickle Brand

We scaled a brand from Zero to INR 27 lakhs per month in gross sales in just 6 months. We got the results by scaling META ads as a channel and coupling with retention marketing campaigns and regular marketing campaigns.

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We leverage a one campaign strategy, video first marketing strategy and website CRO hack to achieve a higher conversion rate and quick scaleup.

Blended ROI of 4+ on META

Achieved a higher ROI from META ads for an apparel brand at High AOV ( ~ 2000 to 3500 )

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Other References

For a grooming brand in men and women category

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Results driven in SEO for a SAAS company

Started SEO activities on the month Jan 2024, scaled the impact from July 2024. Organic impressions on google increased from 250 per day to 30k per day on google search.

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