Brand Ambassador

PRO POS AL CONTENTS

We admit that this is not your typical proposal. However, it’s also not 2009 anymore. The world of marketing/ advertising has evolved fast and furiously. So instead of pretending that shortcuts exist, we wanted to give you something that’s of value whether or not you hire us. Ultimately, we believe in you and want only the best.

We’ve laid this proposal out in three sections: THINGS THAT WE BELIEVE...

- How we (Paper Jacket) have hacked 1. The earth is round. into marketing & advertising to 2. Kale is nasty. optimize for best results 3. Your marketing investment should never be the downfall of a good business or organization. - A quick look at what it’s like to work with us (Spoiler: it’s pretty awesome) The truth is that over 20% of small businesses in the United States will fail this year because of - The final details and pricing. poor marketing and being out-competed.1 To us, that is unacceptable. So grab a cup of some delicious coffee, turn on your favorite vinyl record (ok, The last thing you should feel when it comes to ok...we’re Millennials--we can’t help it), your marketing is apprehensive, overwhelmed, and enjoy the read. or undervalued.

See you on the other side. Nah.

It’s time to get excited about your marketing!

1. CBInsights analysis of 101 startups polls 6 7

GUESS WHAT’S GREAT? REALITY CHECK. YOUR CUSTOMERS BEING HELPED & VALUED WITHOUT COSTING THEM ANYTHING. GUESS WHAT SUCKS? Why do people watch shows? Why do people read books? They BUYING LEADS. do so because they want to either be entertained, inspired, or educated. It’s a piece of value. But they also interact with TV or Let’s admit something. People understand how the internet articles because they’re free. works now. When they Google something they need, they’re expecting ads and lead capture platforms. This has drastically Think of your local news station. Do they get any money from changed the way that people search and even click on results. their viewers? No. Does one dime of salary go to everyone But please. Tell us more about click-funnels. #smh making the news content? No. The viewers watch for free to be entertained, inspired, and/or educated. But consumers understand the exchange--they understand that there will be GUESS WHAT EVERYONE HATES? commercials. That time-proven exchange is not only what consumers BEING SOLD TO / CONSTANTLY ADVERTISED TO. feel comfortable with, it’s what people actually want. Not Your potential customer despises constantly being hounded commercials, per se, but value. Value in exchange for attention, by a sales pitch. It’s noise. It’s not noise that they asked for. It’s which gives opportunity for people to respond and become them being interrupted. You’re not helping them – you’re passionate patrons of a brand, product, or movement. blocking them. 8 9

SET FOR SUCCESS.

The old school way of marketing/advertising was to simply cause interruptions in places that people were paying attention (hint: TV ads). Here’s the reality though: that doesn’t work as well anymore. Why? Because commercials are yesterday’s success, and with tools such as DVR and the “Skip This Ad” button, commercials can be skipped now. Heck – people pay just to not see commercials now. THE SOLUTION? CREATE BRAND ADVOCATES.

Content matters. In a noisy world, the only way to grab attention and build a brand is by creating pieces of valued content that begin conversations. Furthermore, we have to be the one to engage with our target audience before even considering them as a customer.

At Paper Jacket, we believe that growing your brand and sales begins with engagement, and the current trifecta of engagement is through Email Marketing, Social Media, & Retargeting. To do this, you need a team that can produced awesome content, manage your community, and provide you a personal, marketing architect to know your brand inside and out. 10 11

FIRST STEP OPTIMIZE YOUR BRAND

By making it...

• Attractive, clear, & compelling • Easy to understand • Foundational in all customer So how do we break through the experiences noise and market ourselves? Second STEP Think of it this way: you’re creating a Start Meaningful following so that you Conversations can NOW advertise your product/service to • Producing content that creates your target audience. engagement & leads • Establish authority & trust Which means that • Follow up with / qualify your sales come from potential customers the attention you won What to through your following, not the specific expect content. Third STEP HOW DO HOW WE MAKE THIS HAPPEN? Build Customer Relationships

Sales from the • Give repeated opportunities to Brand growth purchase product or service • Provide shareable content and ads WITHIN your experiences (awareness) • Create personal, emotional + media. connections 12 13

ENOUGH JIBBER-JABBER! What To Expect... WHAT DO YOU GET WHEN YOU HIRE PAPER JACKET? Our first month together will be In addition to the Brand Guide spent on what we call a Branding we provide, we will have a more You get a friggin’ Marketing & Ad agency that works to strategize your Session. No, it’s not just creating in-depth jumpstart on your marketing efforts and create content on an ongoing basis. We do this by a logo. It’s identifying your brand, marketing strategy. Such as planning, managing, and using a set budget to execute multiple projects identifying your target customer, what content should be made, every month. This is what you get when you hire us: establishing your messaging, your sales funnel process, what creating a brand script, and platforms to focus on, and how to developing a Brand Guide for your reach your target audience. 1. Brand Ambassador (a.k.a. Marketing Architect) company. Your strategic consultant that manages all of your marketing material and is the liaison between all of the execution team (graphic designers, web developers, video team, etc.) 2. A crap-load of CREATIVITY & Talent Through your Brand Ambassador, you have an entire team of talented Complete in-depth MEET YOUR PERSONAL APPROVE marketing & graphic designers, web developers, videographers, photographers, Branding Session BRAND AMBASSADOR engagement strategy copywriters – a full team that makes amazing content for you! 1 2 3 3. Math & Psychology Nerds To properly target and advertise, you need a team that understands how WE create attention- WE distribute, anaylyze, improve & online advertising works and how to effectively connect with human grabbing content INTERACT, & RESPOND repeat 4 & 5 psyche’s. Our Ad management team works with your budget to buy the 4 5 6 best ads with the best strategy for the best results.

You get all of this awesomeness on a monthly basis. #micdrop Let’s explore these elements 14 15

Week One UNDERSTANDING YOUR This meeting involves questions and interaction with you so that we can fully understand your brand, sales process, goals/outcomes, etc.

Week Two We bring our homework to the table to discuss your basic brand messaging and BRANDING SESSION TIMELINE overall strategy moving forward.

Week three We consider the Branding Session to be so important that No meeting; instead, we use this time period to finalize your Branding Guide and begin creating what is needed to implement the next phase of your marketing we’ve made it a mandatory starting point in our relationship. strategy.

From this Brand Session, we’ll help in establishing your point- Week Four of-sale and/or conversion platform (i.e. your website, social Our final meeting for the Brand Session. We present to you your Branding Guide platform, etc.), create attention-grabbing content, distribute, as well as Branding Rules, Brand Script, Definition of Culture, and several other elements around your brand experience. Your Brand Ambassador will also show and then follow-up with your captive audience. You’ll also designs/content to be executed during the next month. receive a Branding Guide that includes...

• Sales Strategy • Our “Upside Down Funnel” strategy • Brand Messaging • Brand Analysis • Competition Research • Initial Content Ideas & Rough Examples • Website Strategy • Brand Script 16 17

MEET YOUR BRAND AMBASSADOR.

When you hire Paper Jacket, we immediatley provide you a a marketing architect that we call a Brand Ambassador. GET Your assigned Brand Ambassador serves as your consultant, analyst, and project manager that works with our internal creative team to achieve your marketing goals & outcomes. EXCITED ABOUT YOUR WHAT IS Social Media Management

Engaging with your audience, managing any posting and scheduling, and MARKETING. Included strategizing for optimal results. Strategy & Planning Email Marketing

Putting together daily/weekly/monthly Scheduling messages, creating retargeting strategies and setting plans in place to meet emails, building automations, and deadlines and outcomes. connecting CTA’s.

Project Management Website Maintenance “These guys are absolutely amazing! Manages the execution of items produced Any editing such as text or images, by our creative team of designers, writers, changing connections of forms, and basic I love working with Paper Jacket!” developers, photographers & videographers. problem-solving.** - Brian Lawrence | CEO, SilkTech Biopharmaceuticals Weekly Scheduled Calls Analysis & Reporting Every week your Brand Ambassador will Collecting data, A/B testing, and providing discuss any items in the pipeline, strategy, & detailed reports on performance ideas or provide consultation. achievements and opportunities. 18 19

MONTHLY MARKETING PROJECT PLANS

While your branding remains foundational, your ongoing marketing should be flexible enough to stay fresh, relevant, and effective in a fast-moving world.

Every month your Brand Ambassador provides a Monthly Project Plan that outlines specific projects to be completed by our talented team. This plan is based off of your pre- approved marketing budget and will be reviewed in the weekly discussions/consultations with your Brand Ambassador.

The cost per project is based on our Member Pricing given to you at the time of your contract. You have the ability to approve/deny projects as they are sent to you until we get it right. Then it’s off to the races!

Our list of projects in these Monthly Project Plans can include:

• Graphic Design • Social Media Content • Video Production & Editing • Photography • Website Design/Development • Creative Consultation • Copywriting • Live Video Production • Podcast Production • Motion Graphics 20 21

MAXIMIZING YOUR • Month-to-month contract; PAID ADVERTISING. cancel anytime! our • Ongoing consultation • Complete transparency and In addition to your marketing budget & Brand Ambassador agreement Fee is your Paid Advertising budget. Your Brand Ambassador open communication will guide you through choosing the right kind of advertising needed for your business to capture new leads and convert • Monthly reporting them into your brand advocates. Our ad management fee is with you • PROACTIVE PLANNING & simply the industry standard 15% of your ad spend. STRATEGIC EXECUTION Digital advertising services • Facebook / Instagram Ads & Retargeting • LinkedIn Ads • YouTube Pre-rolls • Google AdWords • Geofencing Adwords You’ll Avoid... and Win by... • PPC & SEM • Feeling passed over, • Gaining authority in your outcompeted, or misunderstood industry/marketplace Traditional advertising services • Wasted opportunities to grow • Giving repeated your revenue opportunities to win over • Direct Mail / EDDM • Plateauing or becoming your customers • Printed Directories (i.e. Magazines, Newspaper, etc.) obsolete • Experiencing residual • Television Ad Optimization growth of revenue • Radio Ad Optimization Approve the suggested Meet with Your Brand Ambassador Marketing & ad spend and conduct initial brand session next 1 Budget. 3 in the first four weeks. steps SignSign thethe contract,contract, paypay forfor Approve ongoing projects and ad firstfirst month,month, && scheduleschedule spend as outlined in your monthly brandbrand session.session. project plan. + 22 4 24 25

your pricing

This is what we’ve put together that covers the cost of management and our recommended minimum budget for projects and ad spend. This is how it all breaks down:

• Management (Brand Ambassador) + • Monthly Marketing Budget + • 15% of Ad Spend 26 27 ITEMIZED QUOTE BIZ STUFF

Itemized Services Price Business Info

Initial Brand Session (One time cost) $ Business Name

Brand Ambassador* $ Name of Primary Representative(s)

Monthly Marketing Budget* $ Phone Number(s)

Primary Contact Email Notes...

Secondary Email

Current website URL

How did you hear about Paper Jacket?

What’s your favorite movie?

By signing this I am agreeing that I have been shown all parts of this proposal and understand its contents.

Brand Session (First month)

Total Minimum Monthly Payment *Does not include ad spend budget Client Name Autorized Representative

*Cannot be sold separately Client Signature: Signature: Frequently Asked Questions 28 29

Q: How long does it take to get results?

Q: Why do I need to begin with the branding session? Can’t we just begin The day that a marketing agency PROMISES results by a certain time, RUN! No one ever can predict that. with the marketing / advertising? Although, we get why you’re asking. We’d ask the same. Imagine how much faster and more impactful all of your marketing will be if your marketing company The truth is that we try to get “results” as soon as possible. That’s one of the reasons we ask what results and knew everything about your brand? Think about it - when you ask someone to make you a website, goals we want before strategizing your marketing. We’re going after each goal/result one by one. Some take you’re asking a stranger to make something that represents you and your brand. Sounds to us like you a short time, some take a long time. But the reason we built this system is to get results...not just “by busy should have dinner first, don’t you agree? The reality is that we have seen better and faster results when marketers.” All that to say, we often suggest that you do at least work with us for 3-4 months before expecting we truly understand our client’s brand. It also makes the process run much smoother. By having that on- big results. We often begin with having to create things before we use them to get results. All good things come boarding system that also provides you a lot of insight and value before we begin knocking out a bunch with time, but we also know that “time is money.” If you don’t win, we don’t win...thus we are all connected in of projects together will provide the comfort and value you won’t get at other marketing agencies. the circle of life.

Q: Are there refunds? Q: Do I really need to pay for a Brand Ambassador? What’s the value I get? Not really. We don’t offer refunds of services rendered by us, such as Advertising Management fee, Brand Ambassador fee, or any of your budget we’ve used to do or begin a project. Although, if we do have your ad You have a business to run. That means that you don’t have time to think about the right marketing spend and have not used it, we will return in. We will also return your unused monthly budget...but there is strategy, plan it all out, and communicate with a bunch of different vendors, team members and a small caveat to that...we talk about this on the previous question: What happens if I don’t spend all of my companies to make to all come together. Not only do you need the right guidance to keep you from monthly budget? spending money on pointless marketing projects, you also need an architect for putting it all together and managing all of those different talents making the magic happen. The value you receive is 1) eliminating those hours off your plate, 2) consultation and guidance in accordance to how the market is reacting (which feels like an hourly thing lately) and 3) we give you VIP pricing to our services for having Q: Is there a fee for late payments? one of our Brand Ambassadors. The reality? No. There is no late payment. Although, we send out invoices 7 days before the end of the month and offer a 3-day grace period. If the payment is not made before the start of that month, we will not work on any projects, nor will your Brand Ambassador provide the necessary management. We do try to avoid this as Q: What happens if I don’t spend all of my monthly budget? much as possible by having your monthly payments automated, and your contract does state that you have to provide us with a 30-day notice.

This is not likely something to happen because our goal is to do as much as possible every month and If we are hosting your website and there are no payments, we will shut the website down after 30 days and not slow down. The only reason we would not use your monthly budget is if you request it, which charge a $75 fee to reinstate it. If you have not paid for more than 90 days, we reserve the right to remove the should most likely be for “saving up” for a big project or something. website from our servers. No notice about this is required from us to you...the invoice should be sufficient. But, again, we do our best to avoid these situations. Although, let’s say you don’t spend your monthly budget. Well we have a rule that you cannot have more than 3 months worth of your budget sitting and waiting (unless we have planned in writing otherwise). Q: Where do I submit requests, such as changes to my website, a post for social The reason we have this rule is 1) If you’re not spending your budget, it means you’re not working with us. So there’s not much of a relationship there… 2) We have to make sure we’re able to deliver projects media, etc.? for you, which may not be able to be done if too many projects are cashed in within one month. During our first month, we will show you the best way to communicate with us. Ultimately the answer is that If you end up cancelling with us, we do return your monthly budget to you. Although, if you’ve already you let your Brand Ambassador know, but we have specified a few ways to do that. You can 1) Send a message given the budget to us and purposely didn’t use it toward our services, there will be a 25% transaction fee over your WhatsApp group we make for you, or 2) email your Brand Ambassador. You can always call, but we of the budget amount. (FYI, we do our best to make sure this doesn’t happen). do ask that you submit request through writing.

We will also set you up with our communication app Monday.com. It is a board for you to see the projects we’re working on for you and proposing to you. It gives you a birds eye view of what we’re up to and provides you a way to approve/deny projects as well (don’t worry if you’re not as tech savvy...we’ve made this as easy as possible). 30 31

Meet the Founders

Paper Jacket represents a story of creativity, partnership, and fun. Established in early 2016, Jeremy and Johnny Hicks–two brothers with over 15 years of combined creative marketing & sales experience–decided to join forces and create an agency that would create & execute the best Branding, Websites, Videos, and Marketing strategies.

Johnny Hicks JEREMY Hicks CEO / Creative Guru COO / SAGE OF STRATEGY

Superpowers: Branding, Creative Superpowers: Video, Storytelling, Content, Website UX, Graphic Design Sales Strategy, Digital Marketing Profile: Husband, Daddy, Classically Profile: Husband, Daddy, Award- trained musician, Ordained Pastor winning short-film director, Drummer Passion: Being the catalyst to help Passion: To make a true, important businesses/organizations create impact in others around me through movements that lead to postive my God-given gifts and fruit of the change. Spirit. Since 2016, Paper Jacket has successfully helped dozens of businesses & organizations create advocates of their brands that have produced exponential growth in revenue.

#humblebrag

contact address paper-jacket.com Paper Jacket Marketing [email protected] 401 E Jackson Street, Suite #3300 813.863.1485 Tampa, FL 33602