Strategy + Marketing Proposal

What we know about you

Core Four Roofing recently eliminated their in-house marketing position due to performance issues. Company is now looking to outsource marketing services, specifically SEO and Google Ads for its roofing business.

• Main Objective: SEO & getting more business using Google Ads

  • Business currently has 75% residential and 25% commercial clients. Goal is to flip this ratio to focus more on commercial projects.

  • Marketing spend must generate more business than it costs!

• Target Market Area: Texas (Dallas, Houston, Austin)

• Unrth identified immediate website issues: 32% mobile performance (very poor) and 85% SEO score. Unrth suggested focusing initial SEO efforts on commercial keywords.

What we can deliver for you

A one-stop way to take strategic marketing and tracking off your plate.

Step 1: Branding Guidelines

Branding is storytelling. The idea is to refine the offer message of the company so that joining the club (aka doing business with you, instead of a competitor) becomes a no-brainer for our target demographic. Think of your brand as a country with its own language, customs, and rituals.

step 2: Website Management

When you don’t need a whole new website, you just need optimization and regular monthly maintenance to make sure it stays optimized. With regular monthly management, we can constantly aim to beat our competition on search engine rankings.

Step 3: Social Media Management

To keep the current customer base AND future clients informed and interested, we will focus on educational content including thought leadership. Social media content will support the efforts of lead generation so as needs and objectives change, content will also adjust to support those efforts.

A letter to our client

Hello Frank & Kris,

I'm thrilled for the opportunity to begin working with you to develop the brand and advertising for the Core Four Roofing, but most importantly, take as much marketing off of your plate to make it as consistent and effective.

After meeting with your team last week, researching your market, and collaborating with the Unrth Team, we’re ready to start cracking on your brand, website, and advertising. This proposal is a starting point and can be tailored to your budget and needs.

#1 We believe people do business with companies they recognize and trust. Our goal is to position Core Four Roofing as the Texas Leader for roofing in BOTH the residential and commercial space.

#2 We believe a brand and website are more than just a logo and nice pictures. A great brand magnetizes people to become a part of your tribe and do business with you instead of your competitor. We'd like to develop and systemize your brand's touch-points to create a cohesive and compelling million-dollar offer.

Please do not hesitate to ask if you need any adjustments or have questions. My team and I are ecstatic to help grow Core Four Roofing.

Alexa Shackelford
Creative Strategist
UNRTH Strategic Design Lab

Branding Guidelines
$5450 (one-time)

Branding is storytelling. Become a club that people want to join. Think of your brand as a country with its own language, customs, and rituals.

Optional Add-ons

We took a careful look at your web presence + questionnaire forms (if you filled them out) to hand-pick line items we believe that you need; however, we want to give our clients everything that they want and nothing that they don’t, so feel free to remove and add.

• Logo Iteration, Violations, Construction, Positioning, and Usage Pages

• Fonts (Primary & Secondary included)

• Custom Icons (30 included)

• Branded Service Brochure

• Brand Promise

• Art Curation Mood Board

• Marketing Team Buildout (4 Hiring Positions)

• Design Specialty Page

• Branded Retail List

• New Branding Naming Concept

• Branded Experience/ Sporting Event Sponsorship Coordination

• New Logo from Scratch

• The Brand Story (3 paragraphs)

• The Brand Personality (5 key adjectives)

• Branded Activities

Need a more refined branding proposal? Fill out our Unrth Branding Questionnaire.

Web Development + Management
$750 (monthly)

After the new branded visual story components are designed, we update the website to “tell a compelling story” using new graphics and copywriting. Incorporate new design “language” based on the Brand Guidelines and functionality based on UX design.

• Monthly Repairs and Fixes (errors, bugs, and broken links)

• Integrated New Brand Imagery and Copywriting on relevant pages

• Mobile Optimization (More than 50% of all search happens on mobile)

• ADA Web Compliance

• Meta Tags for New Article Images

• Backup and Recovery

• Software Updates

• Contact Form Mail Forwarding

• Page Load Time Optimization

• Backlink Analysis of Site

• Index Optimization

• Xml sitemap

• Robots.txt

• HTTPS setup

• Online Management + Updating, including uploading new products, press articles, + upcoming events

Optional Add-ons

In Texas, they say bigger is better! Want to add on some web services? Do you need something custom that you don’t see?

• SSL Certificate

• Site SEO audit

• SEO Backend Optimization on all Pages (for higher Google Ranking)

• Daily SEO Articles (AI-Powered + Human Checked)

• 5-10 Keywords

• Competitor SEO Analysis

• Competitor Backlink Analysis

• AHREFs Analysis & Corrections

• Compress images

• UX/ UI Designed Landing Page with clear Calls to Action

• Newsletter Signups

• Amazon-Inspired Marketplace

• Online Payment Integration

• Additional A+B Testing Landing Pages

• Brand New Template

• Pop-ups

• Chat Integration

• Monthly Web Performance Reporting

• Monthly Security Checks

• External Services, APIs, or Integrations

• Blog

• Bounce Rate Reduction

• Rapid Response SLA

• Content Management System Integration

• Web Migration from Old Site

• Technical SEO support for TOP Ranking on Google

• SEO High Authority Back-linking (10+ High Quality Backlinks)

Need a more refined web design proposal? Fill out our Unrth Web Design Questionnaire.

Social Media Management - LinkedIn
$750/ mo

Set it and forget it! Plan content months in advance, make adjustments to support your sales efforts, and engage customers with your unique brand voice - piece of cake!

• Quarterly Branded Content Creation Strategy Action Plan

• Weekly LinkedIn Posting (1 post per week [Mon-Thurs])

• Quarterly Metric Reporting

• Trending Hashtag Research + Addition

• Custom Algorithm Sequence of Viewing Profile, Liking Post, and Endorsement (AI-Powered)

• Target Audience Avatar Creation (1)

• Page/ Channel Evaluation

• 100% Original Copy Content (up to 1900 characters)

Optional Add-ons

If you want to expand your advertising efforts, please let us know.

• Active Comment Engagement (Human-Powered)

• Retention Rate Tracking

• CRM System to Track Lead Pipeline

• Campaign Dashboard

• LinkedIn Premium (paid directly to LinkedIn)

• Graphic Design/ Copyright-Free Photo/ Midjourney Design/ Photo Editing (4-8)

• Content Repurposing for Company LinkedIn Page

• Twitter Posting

• Snapchat Posting

• Facebook Posting

• Instagram Posting

• Active Account Growth (Liking and Commenting on other Accounts)

• Monthly or Weekly Metric Reporting

JUNE

There will be ongoing communication with the client for approval (3 rounds of revisions) while we build the brand and website deliverables. We will create all branding pieces and deliver them in a downloadable folder.

*A branding manual sample (made for another client) can be provided upon request.

JULY

Website Audit will begin and Unrth will deliver the reports and recommendations to client. We will merge the new compelling branding with report findings to update and maintain the website.

AUGUST-May

With the new brand elements and persuasive copywriting complete, we will launch branded lead generation-focused social media campaign. Unrth will report performance to client and client will share sales data to support campaign efficacy.

ALEXA - ACCOUNT STRATEGIST

VASILY - GRAPHIC DESIGN

AMANDA - STRATEGY

JON - BRANDING + WEB DESIGN

BENNY - ADVERTISING

STEP 1

Fill out the New Client Intake Form if you haven’t already.

STEP 2

Finalize the scope of work, deliverables, and timeline.

STEP 3

Sign the contract and return to us by the expiration date.

STEP 4

Make deposit payment to reserve your project’s place.

STEP 5

Unrth gets to work making something great for you!

🎊🥳🙌