Scope of Work:
To develop Marketing Strategy and Product Branding of new full range of healing creams, tinctures and related products (part 1).
The Conceptualization, Layout Design, Content Creation and Technical Build of a fully Functional, fully Responsive Ecom Store (part 2).
The Development and Implementation of Launch Marketing Campaign (part 3).
As requested, please find below a statement of work for the Marketing Strategy, Product Branding of a new full range of healing creams, tinctures and related products. Plus, the Conceptualization, Layout design, Content Creation and Technical Build of a new fully functional e-com store for Dawn Bruce.
To include also the Development and Implementation of Launch Marketing Campaign.
The following statement lays out the detailed scope of work.
This statement is prepared based on our conversations to date and on the suggested up-branding and relative market/price positioning and the technical approach of building a fully functional, fresh, modern, fully responsive ecom store.
Part 1 – The Marketing
To build an overall marketing strategy for this new venture, which includes market positioning, suggested pricing, market channels and speed-to-market planning.
To formulate the new Brand Identity based on Dawn’s vision of what products are being created and what is agreed between us on positioning in the market.
To work with designer* to oversee the creation of the new logos, product labels and product identity to ensure everything is aesthetically pleasing, functional and aligned with Brand Identity.
*Cost of designer not included.
Brand Tone of Voice
To create a Tone-of-Voice for the new brand that gives clarity on the tone of how the brand is communicated both within ecom and within all marketing communications and marketing channels.
To create a launch strategy for this new brand.
Part 2 – The Ecom Store
To conceptualize how the new Ecom store will look, feel and function based on marketing positioning, what customers now expect from ecom stores, and what is required in terms of educational content in order to best describe and sell this new product range.
To layout and design the new ecom store including hierarchy of content, navigation, presentation of product details, product and other related imagery, and overall customer journey.
Writing of all content for web pages with special focus on brand positioning.
Full product descriptions for each product,
How to Use instructions for each product,
Technical details for each product,
Section of what the key feature are of each product
Term and Conditions,
To optimize all images so that everything looks great across all devices while at the same time being fast loading to match shopify industry standard page load times.
Images for ‘about us’, ‘home’ page and other ‘house’ pages to be sourced from royality-free stock.
Product images to be provided by Dawn – we will crop and optimize accordingly.
To build the ecom store in a way that is mobile first, fully responsive across modern Mobile, Ipad, Tablet, Laptop and Desktop devices. Including industry standard browser compatibility.
Ecom store to be built on the Shopify Platform.
Navigation system to vary across different devices so that smaller devices get a modern, quick “hamburger” style navigation.
Load times to be to Shopify standards.
Technical build to be based on one of Shopify’s own approved Theme Template Frameworks with minimal hand coding so ensure that any technical updates from Shopify do not corrupt the website moving forward.
Key Functionality to include:
Add to cart feature,
‘Subscribe and save’ option,
Product fast search,
Customer Reviews with ability to email new customers asking for reviews,
Products split into Categories,
Favicon on all Pages,
Google Analytics Integration,
Facebook Pixel Integration,
Automated Back-Up System,
Ability to add multiple product images,
Ability to add product videos,
As well as setting up Shopify standard functionality for :
Print shipping labels,
Set country-by-country shipping rules
Built-in sales tax,
Print shipping labels,
Standard On-Site SEO
Including Google Page Descriptions,
Url Structure and Canonical Links
XML Site Map,
Content Based SEO around 6-10 agreed keywords
Keywords based on keyword analysis which we undertake
Please note: Some technical functionality requires Apps that are monthly paid-for additions to Shopify Standard monthly charges. E.g Back-Up, Customer Reviews, Subscribe and Save, Email Integration.
Ongoing support for the store for the first 3 months following delivery.
Within 60 days of project go-ahead.
Part 3: Social Media Marketing
The creation and implementation of a social media marketing launch campaign based around Advertising and Social Media Content Guidance.
Advertising to include:
Setting up the Facebook Ad Manager Account
Setting up Facebook Ad Manager Campaign with 3 separate Ads
Conceptualizing and writing the Ad copy
Guidance on Ad Video Creation.
Full details of Advertising based on our next discussions.
Social Media Organic Content to include:
Based on our next discussions.
Parts 1 and 2:
$20,000 US split into 2 months installments.
*Does not include Shopify & Shopify Apps monthly fees.
Approx. $5,000 US for initial work, to be discussed on our next call.
*Please note: does not include Ad spend.