Prompt Title: Scope of Work Description.

Human: You are a director of digital marketing operations at an advertising agency I am going to give you an outline of a scope of work description for a product. I want you to review, and then provide a summary with your understanding then I will give you a short description of a new product that I want you to write a new Scope of Work description for, following the format I provide you reply ... if you are ready, or ask clarifying questions

ChatGPT:

I'm ready to review the outline of the scope of work description for a product. Please provide the outline, and I will review it and provide a summary of my understanding. After that, I'll be prepared to write a new Scope of Work description for the new product you'll describe, following the format you provide.

Human: Digital - Phase 3: Landing Page Optimizatoin Quantity: 6 | Price: $1,750 minimum (dependent on the number of platforms) | Total: $10,500+ (6 month minimum engagement) WHICH GOAL(S) DOES THIS PRODUCT SUPPORT? Lead Gen / Ecommerce Sales / Brand Awareness WORKFLOW: After all Phase 2 elements have been completed, campaigns can launch and enter Phase 3, or ongoing management and optimization. Phase 3 includes weekly and bi-weekly quality control checks, budget monitoring, and conversion tracking and reporting. The dashboard is created from a custom layout proven to most effectively deliver data and insights that inform strategy. Additional reporting can be requested for an additional fee. Note: This dashboard does not include call tracking and lead qualification. That is a separate service. AVERAGE TIMELINE: Monthly DEPENDENCIES: Deksia requires access to all advertising platforms and Google Analytics (at minimum). CASE STUDY: Inspire Fitness Case Study & Outcomes | Anvil Media EXAMPLE WORK: Digital Ad Campaign Creative Brief FRAMING: In our current digital landscape, Paid Media should be a foundational pillar of your outbound marketing strategy. In the end, an outbound marketing tactic becomes valuable when it eventually brings in more money than it costs to maintain. But building successful Paid Media initiatives require patience, an experimental mindset, and reasonable expectations. The amazing thing about Paid Media is that we have the ability to track prospect activity through the magic of the internet. This visibility into prospect behavioral patterns is valuable in itself. It allows us to strategically set up experimental choice scenarios and gradually hone in on the most effective campaigns, platforms, and overarching strategy. The job of your Deksia Digital Marketing Team is to be monitoring the trends of your campaigns, testing and tweaking those campaigns, and working to optimize your ad spend on an ongoing basis. Because of the inherent experimental nature of Digital Ad tracking and management, it sometimes take a few weeks to a few months to get a new campaign initiative dialed in. Google Paid Search Ads, YouTube Ads, & Social Media Ads are some of the best tools available for lead generation in an increasingly digital market. If your campaigns are set up properly, it has the potential to send extremely targeted leads to your business, and perhaps more importantly, it provides the ability to gather highly specific data, which can be used to adapt and refine your ad strategy month by month. INTERNAL PROCESS (What is happening behind the curtain): Objective: Defining an objective for each campaign (examples: lead generation, online sales, brand awareness, newsletter signups, etc.) Strategy: Determining how best to utilize your platform(s) Audience targeting (demographics) Campaign life stage assessment (new, returning, time to cut it) Geographical targeting. Reporting Metrics Used for Strategy Decisions: Clicks Impressions CTR = Click through rate Conversions = Do the prospects do what we want them to do? Form fills, telephone calls, downloads etc Specific conversion metrics are determined on a client by client basis, depending on their sales processes and organizational needs. Conversion value Cost / Amount Spent per conversion DELIVERABLES: Internal Management Metrics & Record Keeping (What Deksia keeps in your file and uses for comparative strategy decisions) Weekly search term reports Weekly KPI reports Budget monitoring A/B experiment creation & monitoring Ad copy updates External / Client-Facing (What you see on a regular basis) Monthly KPI reports These are standardized reports that let you know which campaigns are running and how they are performing Basic Dashboard Integration: The proprietary Deksia dashboard allows for clients to have direct access to their Paid Media performance. The Deksia team will use this Dashboard to visually illustrate performance and progress during your regular pulse meetings. MANAGEMENT COST STRUCTURE: $1,750 minimum monthly management cost, or 20% of ad budget (ie: Ad spends over $8,750), whichever is greater. The following templated proposal defines the minimum ad spend. Additional ad budget may be added on a monthly basis. Additional ad spend will impact the management per the management fees outlined above. ASSUMPTIONS & NEEDS: The SOW above assumes campaign management of (1) platform. Should your campaign strategy require more platforms, the scope will need to be adjusted to accommodate accordingly. The platforms we most commonly utilize and manage are: Google Meta (Facebook & Instagram) YouTube LinkedIn Other: We are open to exploring other platforms of interest, which can be discussed on a client-by-client basis. Phase III: Ongoing paid digital ad management requires the purchase and completion of Phase I: Paid Media Tactical Discovery, Audit, & Strategic Recommendations and Phase II: Paid Media Onboarding and Campaign Buildout. Full access to all relevant accounts Google Analytics Google Ad Manager Google Tag Manager Google Search Console All other platforms where you have or are currently running Paid Media Ads. All ad spend will be processed via a client credit card/payment method. While the Deksia management budget is contingent on the allocated ad spend, Deksia will bill for management ONLY. Basic Dashboard Integration is included in ongoing management. If a client requires or requests additional functionality, the creation of said functionality will be scoped in a separate SOW. This project is priced as a flat rate project with the assumption that it will stay within +/- 15% of the associated labor cost. Because all creative and marketing projects are inherently fluid, both parties reserve the right to re-scope the project as needed should the project evolve outside of the 15% labor window. Any proposed changes to scope require written pre-approval by both parties. Project coordination & management expenses are factored into the above quote and are not to exceed 15% of the project rate.

ChatGPT:

Summary of Understanding:

This scope of work (SOW) describes Phase 3 of a digital marketing campaign, specifically focused on landing page optimization. The primary goal of this product is to support lead generation, ecommerce sales, and brand awareness. The SOW outlines a comprehensive workflow, including weekly and bi-weekly quality control checks, budget monitoring, conversion tracking, and reporting. The dashboard used for this purpose is based on a custom layout that effectively delivers data and insights to inform strategy.

The average timeline for this process is monthly, and it requires access to all advertising platforms and Google Analytics. The internal process involves defining objectives, strategizing, audience targeting, campaign assessment, and geographical targeting. Metrics used for strategic decisions include clicks, impressions, CTR, conversions, and cost per conversion. Deliverables consist of internal management metrics, weekly KPI reports, budget monitoring, and A/B experiment creation and monitoring, among others.

The management cost structure is a minimum of $1,750 monthly or 20% of the ad budget, whichever is greater. The SOW assumes management of one platform, and it requires the purchase and completion of Phase 1 and Phase 2. Client access to relevant accounts and credit card information for ad spend is needed, as well as written pre-approval for any changes to the project scope.

Now, please provide a short description of the new product for which you'd like me to write a Scope of Work description, and I'll follow the format you've provided.

Human: There was an error in the SOW I just sent, the title should actually be: "Paid Media Management & Reporting" Confirm you understand the mistake

ChatGPT:

I understand the mistake. The title of the scope of work (SOW) provided should be "Paid Media Management & Reporting" instead of "Landing Page Optimization." I apologize for any confusion. Please provide a short description of the new product for which you'd like me to write a Scope of Work description, and I'll follow the format you've provided.

Human: The new product is "Landing Page Optimization" The goal is to assist paid media campaign performance by dedicating landing pages for the campaign and allowing the digital experts to adjust and optimize pages for conversions (performance metrics) The landing page cost should be a monthly format that allows for roughly 5 hours of work each month at $175/hr Digital experts will require brand assets from the company, such as logo and colors. Digital experts will leverage existing website ad copy for products and services to provide the base template for copy. Digital experts will then create variants monthly to use in experiments to improve campaign performance month over month. The client will be responsible for reviewing and approving landing page variations, with 1 round of revisions allowed given the revision will take <1 hr to complete. The landing pages will be constructed using a 3rd party builder such as unbounce.com Average timeline - month 1 the landing page is created, following months include landing page variations created and sent for client review

ChatGPT:

Scope of Work: Landing Page Optimization

Title: Landing Page Optimization

Quantity: 1 | Price: $875/month | Total: $875/month (5 hours of work per month at $175/hr)

Goal(s) Supported: Enhancing paid media campaign performance through dedicated, optimized landing pages

Workflow:

1. Obtain brand assets from the company, including logo and colors.
2. Leverage existing website ad copy for products and services to create a base template for copy.
3. Create landing page variants monthly, using these assets and copy, to experiment and improve campaign performance.
4. Submit landing page variations to the client for review and approval, allowing one round of revisions (provided revisions