Social Media Advertising Proposal for Long Lake Camp

Long Lake Camp is the one of the biggest company in camp industry, they spend around $200 k yearly on marketing.


Dear Marc and Susan,

Thank you for taking time to read our social media advertising proposal for Long Lake

Camp.  As a digital marketing agency with years of experience in goal-oriented marketing, SummitInnovator has managed both paid per click based marketing campaigns and social media marketing campaigns and we can tell you there’s a huge difference in the two.
While PPC advertising provides the means to reach a customer who already knows what they want social media marketing does the complete opposite. Instead it introduces your product or service to potential clients based off demographics and interests. The reason we bring up the difference is because we believe we can help Long Lake Camp increase new enrollments as well as ensure a higher return rate using social media marketing, specifically using Facebook Ads.

Over the past 7 years social media advertising has proven that demographic based targeting not only works more effectively than keyword targeting , it also provides a communication channel to answer questions for potential prospects. This is why many of our own clients have dramatically reduced their Google Adwords budgets and allocated it towards Facebook Ads. The end result has been lower customer acquisition costs and a stronger retention rate for existing customers.

We believe given the chance we can replicate this same success for Long Lake Camp. If our proposal is accepted , we will began building your Facebook ads campaign within our Agency account, giving you full administrative access, transparency, and control. We’re here to deliver the highest quality traffic to your site, and ensure you’re seeing a true return on your investment.  If you have any questions or concerns about this proposal, please don’t hesitate to leave a comment or email me at


Joey Zhao

Scope of Services

Measurement and Key Performance Indicators

Whether your conversion is a returning camper, new campers, or even email subscribers, it can be tracked, report, and optimized to deliver on those objectives.

Social Engagement and Reach

With over 7,677 followers on Facebook, Long Lake Camp’s follower base is of decent size, but did you know t if Long Lake Camp is not boosting their posts using a post page engagement campaign only a fraction of their followers will actually see the post, With our help Long Lake Camp can increase social engagement among its current followers and get organic reach or digital word of mouth. Social engagement will result in organic reach starting from Long Lake Camp’s current followers. Any interactions between Long Lake Camp’s posts and their followers will be seen by their followers’ friends and family. Paid Post Engagement campaigns are relatively low cost when compared to campaigns targeting conversions and sales.

Target Audience and Demographics

By utilizing Facebook ads we will be able target via online activities, interests, and demographics – something that is not as reliable in the world of PPC. By measures data from previous campers’ households we can establish a target demographic to begin our initial tests against. During the first week we will work to establish multiple target audiences we believe have the highest chances of success. Then we will work to pick the best audience to run the campaign against. Each week we will improve the campaign and narrow down the targeting to meet your target cost per acquisition. If we find the target audience is too small or narrow, we will work backgrounds and slowly expand the target audience to increase camper enrollments.

A Unique Strategy for Long Lake Camp

We understand every client is different and requires a unique approach, Long Lake Camp is no different. Based off our understanding Long Lake Camp is seeking to increase summer camper enrollment for children 8-16 years of age with the target audience being parents and guardians who will pay from $5950 to $9950, to have their child attend camp.

Stage 1

While targeting higher income parents would yield results, a two-pronged retargeting campaign would prove to be significantly cheaper and effective. The strategy is a twostep strategy that targets both the parent/guardian and the camper. By initially running our first campaign targeting potential campers, we can expect that a certain percentage of parents/guardians will react to their child’s interest in summer camp, but that’s not the main object.

The main objective is rather to build a custom audience that we can retargeting at a much lower cost. With our first target audience ranging from 13-16 years of age, this campaign will be extremely cheap and low cost to run.

Stage 2:

The second stage of our two-prong marketing strategy requires us to day-part which means running our campaign during specific hours. This time around we will use our custom audience we built earlier in the day to show the same group our ad a second time. This time we will be showing them our ad after the hours of 10PM. As most children have curfews and will be asleep, our ad will show to whoever is utilizing that computer at time which

Campaign Setup and Execution

Search Ads

Ad Groups

Your campaign will be divided into specific ad groups, allowing for the best possible optimization between different industries, product categories, or geographies targeted by the campaign.

Ad Development

Next, we take your existing creatives and create multiple ads to catch your potential customer’s eye. Once approved we will began to run these ads to see which one has the lowest cost and highest engagement rate on your landing page.

Landing Pages

Optimizing landing pages is a key part of a successful digital campaign that is too often overlooked. We provide valuable feedback on the structure and content of your landing pages to make the best use out of every dollar we spend sending customers to them. The better your landing page, the higher quality score your ads will have, and the more conversions you will see.

Campaign Management

Managing these campaigns takes a lot of time, something most business owners and marketers don’t have. We’re here to help. On a monthly, weekly, or daily basis, our optimization experts will manage and optimize your campaign, including but not limited to removing underperforming ads/keywords, testing new ads/keywords, adding negative keywords, and landing page optimization recommendations to improve quality score.


How do you know if all of this is working? Don’t worry – we provide monthly reports including valuable campaign metrics and results, as well as a summary of all the awesome optimizations and insights we have from the previous month. We will let you know which ad groups, ads, and keywords are performing the best, and what we are doing to deliver the most conversions.


To complete the work outlined in the project scope, we’ll need approximately four weeks to the going live date, depending on feedback at each milestone. Upon signing the proposal, we are prepared to start work immediately.

Phase Week
Discover/Kickoff Meeting 1
Strategy Development 1-2
Present Strategy/Creatives 3
Campaign Setup 3-4
Go Live 4

Your Investment

Description Price Quantity Total Price
Research and Strategy Development Competitive, customer, website, targeting insights, creative development. Scoping, planning and presentation of strategy. $5,000 1 $5,000
Campaign Setup and Execution Search, display, and video. $2,000 1 $2,000
Campaign Management and Reporting

Monthly – 10% Management Fee –

10,000 monthly spend

Ongoing optimization of campaigns, ad copy, targeting, bidding, and overall campaign health. Monthly reporting of campaign metrics, results, optimizations, and insights.

$1,000 12 $12,000
TOTAL $19,000