“Good content always has an objective: it’s created with intent. It therefore carries triggers into action.”
INTRODUCTION We at Steven James are thrilled with the opportunity of showcasing what we can do for your organization. This document will serve to explain our approach to best position your business for a triumph in meeting your goals. Our methodology is straight-forward: based on research of client needs and target markets, we prepare an array of options to help clients make the best informed decisions, develop content in a collaborative fashion, and consistently refine message and method as needed, ensuring effective, result-oriented marketing campaigns. There are four core elements that comprise the following proposal: Website Design, Social Media Management, Digital Content Creation, and Digital Advertising. While each title of the four elements is somewhat self-explanatory, there are unique facets of each. Utilized separately, each of the four can provide targeted goals and excellent returns. When used in conjunction, we believe the positive synergy generated will serve to create an exceptionally vibrant marketing strategy, with the end result being greater than the sum of the individual parts. Communication is at the heart of all successful relationships, be they personal or professional, and we want you to fully embrace the idea that there is no question too small to ask, no suggestion too different to offer, or no concept too simple to clarify. Steven James eagerly anticipates serving the social media and digital advertising needs of your company in whatever capacity you may need! We look forward to continuing correspondence and answering any questions you may have about the information on the following pages.
WORKING WITH STEVEN JAMES DEDICATED STAFF Your business has the highest priority for all Steven James personnel. A point person will be running day-to-day operations for the management of your account, with an alternate point available to step in at any time if any conflicts or emergencies arise. These individuals will know every aspect of ongoing projects related to your account and will be available to answer questions, acting as liaisons for exchanges between your company and Steven James. ACCOUNT COMMUNICATIONS Steven James will provide detailed progress reports related to each core element that your company chooses to utilize. Topics will include, but not be limited to, strategy suggestions, target audience approaches, and message content shaping or reshaping. REPORTING The Steven James team will provide monthly updates and status reports covering our social and advertising activities. We will also provide a monthly report detailing your website analytics, updates, and activity.
THE CREATIVE TEAM
Jim Pavone
Managing Partner
Brian Coughlin Creative Consultant
Katie Dahl
Senior Web Developer & Optimization Specialist
Hayley Dalton
Nick DiBella
Brie Dioguardi
Josh Dubock
Jeremy Dunn
Brian Dupra
Social Media Specialist
Video Production Specialist
Creative Consultant
Video Production Specialist
Social & Branding Strategist
Director of Business Development
Steven James is the vision of Jim Pavone, a successful Rochester business owner and pioneering entrepreneur. Named in honor of his late uncle, Steven James Pavone - the man who started their thriving company YPC Media which serves over 4000 clients - Jim has constructed with Steven James a full-service multi-media company to meet the commercial marketing needs of companies and organizations large and small, while also pivoting to create original content for mobile devices, computers, televisions, and motion pictures. Jim’s idea was to assemble the finest collection of talent that he could, a pool of individuals with experience in foundational sectors of the economy, both public and private - media communications, public relations, entertainment, real estate, and education to name a few. Steven James specializes in creating pathways to companies so that businesses can optimize their potential and greatly enhance their digital presence.
Christopher Hart
Sharon Kunkel
Jennifer LaRose
Abbey Leonardi
Nate Mancini
Paul Root
Cinematographer & Editor
Graphics & Marketing Strategist
Marketing Director
Video Production Manager
Media Planner/Buyer
Content Developer
“Social media and your website should work together to promote your brand.� Kristina Cisnero, Hootsuite
WEBSITE DESIGN & MANAGEMENT A website makes a lasting impression on anyone who views it and sets the tone for internet presence, both aesthetically and logistically. Powerful, thought-provoking imagery, consumerfriendly navigation and relevant content need to greet and engage the potential patron. A robust platform of SEO optimization, formatted blogs, social media plug-ins, strategic widgets and assessment/conversion tools should power the website and drive the potential customer to action. Steven James will design and construct a customized, modern, device-responsive website that is structured to engage site visitors, instill interest and elicit a response! Websites may include but not limited to: -- expertly designed, interactive pages created in collaboration with your team. -- e-commerce component. -- formatted blog with the Yoast SEO plug-in to be optimized for key terms in your industry. -- carefully crafted widgets/plug-ins to: A) integrate all social media platforms (and electronic communications). B) provide site analytics for assessment. C) protection against hacking and/or viruses.
SOCIAL MEDIA MANAGEMENT Social media is vital in validating your company’s relevance. Your social media presence, when done correctly, tells consumers that you are an active and focused entity both in your industry and your community. Recent research shows that 63% of consumers who search for businesses online are more likely to use ones with an informative social media presence and are more likely to become loyal customers. 71% of consumers who received a quick response on social media would recommend the brand to others. Steven James is proficient with all social media platforms: 1 Facebook 2 Twitter 3 Instagram 4 YouTube 5 LinkedIn 6 Snapchat 7 Pinterest 8 Google My Business 9 Platforms tailored to your business The goal is to reach, educate and ask the public to engage with your brand using creative content, videos, blogs, your website and more. Social media will allow us to brand the message and tell your story on platforms used by your targeted audience. We will post and incorporate the following components in collaboration with your team: --Videos --Testimonials --Vision statements --Events --Press releases --Website links --E-News sign-ups --Purposeful still photography --Social media events (Q and A on Twitter) --Creative memes All posts will include a call to action, directing traffic to the website, blog, other social platforms or relevant links. Insights and stats from all platforms will be reported on a monthly basis.
“In Social Media the squeaky wheel gets the oil. You have to put yourself out there, to find the people who will relate or even debate with you, depending on what you are looking for.� Jessica Northey (@Jessicanorthey)
“Visual content must attract attention, entice action and inspire advocacy.�
DIGITAL CONTENT CREATION The power of visual media is immense. The role of video today is one of deepened connection and audience immersion. Without video, social media is little more than snippets of opinion, semi-famous quotes, and mundane musings. Video, however, is a deliberate medium that can be employed within the world of social media, but also is an industry of its own, often employing social media to more deeply connect with followers, engage in reciprocated communication, and find altogether new audiences. Steven James offers a variety of visual media services that includes video, still photography, cinemagraphs and more. Video content is carefully planned beforehand, executed with the highest quality and edited to produce a meaningful polished piece with commanding music tracks to complement visual themes. This footage can be extended to create smaller videos to highlight on social media. Steven James is also available to shoot on location at your organization’s signature events. We are well skilled at capturing the highlights and vision of your mission reflected in the gatherings you organize. In addition, our graphic artists can design beautiful invitations and marketing collateral that is both inviting and strategic in promoting your company’s brand.
DIGITAL ADVERTISING Organic reach has unpredictable value, and no matter how advanced our strategy may be, there is still a chance that our posts get lost among the numerous birthday wishes and newborn congratulations so often seen on our feeds. Boosting our posts guarantees a degree of visibility for them that we find important. Boosted posts have a higher chance of being seen by people who have liked your page. We will be specific and focused in our ad-spend by Geo-Targeting to reach those in your target audience. The power of visual media is immense. And when you combine video with digital advertising, you have an extremely effective tool. We will be creating a multitude of social media posts from our video creation efforts and boosting those posts within our advertising budget. Nearly two-thirds of consumers agree that brands who share videos know how to reach their customers. Consumers also feel more trust toward a brand after viewing their videos, and 90% say it helps with the decision making process. So it’s very clear: the more people we can reach with the power of video, the more exposure we will have. Digital Advertising is a cost-effective and powerful strategy to reach your consumer-base with relevant, up-to-date and pertinent messaging.
“These days, social media waits for no one. If you’re LATE for the party, you’ll probably be covered by all the noise and you might not be able to get your voice across. It could only mean that if you want to be heard by the crowd, you have to be fast; and on social media, that means you have to be REALLY fast.” Aaron Lee (@askaaronlee)
THE GOAL To promote brand consistency and increase awareness of ProAmpac’s position as an industry thought leader.
THE TOOLS Social Media Marketing Blogging Digital Advertising Website Refresh Website Management
THE BUDGET
$3,000.00 PER MONTH
In our social media strategy, we will manually post 8-10 times per month, collectively, on social media platforms using branded social media templates and engaging text with a call to action. Posts to include a rotation of media: flat lay, gif, video, articles, infographics, photos, etc. We recommend concentrating on the following platforms: Facebook - At least twice per week including graphics, short videos, custom photography, and more. Twitter - Posts from Facebook will be automatically published to Twitter (we will also manually post/retweet on Twitter twice a week). LinkedIn - At least once per week including blogs, press releases, etc. In addition, we will organically grow your LinkedIn presence through strategic interaction with relevant businesses and industry professionals. Google My Business - Update twice a month with new photos and posts. We will adapt platform strategy as needed to keep in front of evolving digital trends. We will collaborate with your current marketing professionals/consultants to supplement and support ProAmpac’s marketing goals. Access to the editorial calendar will be given to all key players on the marketing team. A progress report will be sent monthly that will track strategies and goals. Blogging - We will write an original, optimized monthly blog on industry trends, new products, company updates and activities.
DIGITAL ADVERTISING We will create, implement and monitor strategic boosted and sponsored ad campaigns on Facebook, Twitter and LinkedIn. **Our recommended ad spend for Social Media is $500.00 per month which we will set up in Facebook Business Manager using the client credit card of choice.
ON-DEMAND DELIVERABLES Audio Services Brand Development Content Writing Design Services Email Marketing Exhibit/Display Creation Photography Post-Production Services Public Relations Video Brochures Video Production
WEBSITE REFRESH
TBD
Total cost of website refresh to be quoted after further consultation between Steven James and ProAmpac. You can find a sample home page refresh on our server: http://stevenjames-proampac.flywheelsites.com/ Username: SJProductions Password: grandiose-coffee We will create at least two case studies to be featured on the site that highlight the benefits of working with ProAmpac. (See a Steven James case study example: https://stevenjames.com/our-work/adrian-jules-custom-clothier/)
WEBSITE MANAGEMENT
INCLUDED IN BUDGET
Each website maintained by Steven James includes: Top-rated hosting SSL Certificate (to enable https; secure site access) 99.9-100% Site Uptime Optional CDN (Content Delivery Network) Free site clean-up in the unlikely event of a security issue Free staging site, so we can make major changes without disrupting current service Wordpress Core updates - done within 48 hours of stable release Daily Theme & Plugin updates Daily Dual-System Site Back-Up Security Monitoring 24/7 Malware Monitoring Daily Full-Site Security Sweep 24/7 Uptime Monitoring 2 hours of design time to refresh site Monthly Analytics Report - on-demand analytics available Keyword Tracking - up to 100 keywords *OUR ON-BOARDING PROCESS Each new client needs to be on-boarded; this process includes: Copying the site over to our hosting platform Adding the SSL certificate for HTTPS note- this requires client hosts with SJP Installing & configuring site security & backups Performing any initial updates, such as WP version & plugins Setting up Google Analytics OR checking on existing configuration Setting up Google Web Master Tools OR checking existing configuration Image optimization software if needed
OVERALL SUMMARY We look forward to the opportunity of providing an integrated marketing plan that will generate excitement, engagement, and, ultimately, increased revenue. Your account will have a dedicated staff person as your point of contact for all aspects of your marketing plan and real-time content submissions. Monthly reporting and analytics are a standard at Steven James. We are firm believers in live interaction with our clients. Strategizing sessions with your leadership team are highly encouraged to assess needs, goals and expenditures as we grow together to tell your story. We believe our team can be an integral part of achieving your goals. Sincerely, The Steven James Team
“Everyone starts out with nobody listening to them and nobody to listen to. How and who you add determines what social media will become for you.� Laura Fitton (@pistachio)
JIM PAVONE 585-730-4762 jim@stevenjames.com
189 N. Water Street, Suite 200, Rochester , New York 14604 | w ww.stevenjames.com