Project Proposal

1.0 Project Overview

Atrium differentiates from other Cannabis dispensaries as a new, elevated way to experience cannabis. Atriums’ goal is to deliver to their clients the finest curation of products to enhance and improve their life experience whether it be through an emotional, spiritual, or medical approach.

The current website is not being used as a lead generation tool, but more so informational digest for prospective consumers. Range Marketing will be the lead generation partner for Atrium, with the overarching goal of generating and tracking the customer lead basis. Range Marketing will come up with a plan to redesign the website to include the desired functionality, as well as an overhaul in the User Experience by a modern and clean design that will seek to outrace top competitors on the web from both a ranking perspective as well as lead generation.

This proposal will cover “Phase 1” of the project Website reconstruct, as well “Phase 2” which is our additional SEO services, in order to get the redesign live by the end of January, with an aggressive search strategy to start ranking for results

2.0 Project Deliverables

Below outlines deliverables for this project.

Project Discovery

Our Project Discovery process is integral to developing a website that is both on time and exceeds expectations for both the client and our team.

Steps in this process include:

  • Initial client meeting to determine technical scope, visual desires, company mission, and the full walkthrough of services client offers.
  • Detailed breakdown of each project deliverable included in the website in a clearly defined technical scope.
  • Buildout of Sitemap to establish what content will be on the website, and what page it will be included on.
  • Establish a Project Schedule with concrete deadlines for multiple phases of the project.

Creative Design

A website is nothing without it’s design. At Range, we handle the creative portion of design a bit differently. Typical agencies will execute the design research phase and then produce visual-only mockups in PDF form, essentially showing you one big image that you approve before moving into development.

While in some projects this does make sense, in the majority of our projects this lengthy step is costly to both the client and ourselves, and isn’t necessary because of how we develop sites.

Our Creative Process stays completely within the realm of research and planning. We work with you to identify the most important information you want the design to convey, and from that formulate a quick sketch that outlines how we can structure that information.

From there, we research other beautiful sites on the web and come up with our own unique layout groups that we’ll apply to the development. We’re still in the planning phase here – the design comes to life during our actual development project.

Because of this process, the first “design” preview you see will actually be a developed website, allowing you to preview it on all of your devices as well as get a first look at the interactivity of the site.

Development Environment Setup

We develop your site in a closed environment on a completely different server from where your live website will be. This process is complex and takes time to set up, but is critical for the future safety of your website. Once your website goes live on the internet, we still host your development environment. This serves a couple functions:

  • Acts as an additional backup layer in the event of something happening to the live site.
  • Remains a preview for future changes to your site.  If you require a big design change, new page design, or new functionality, we can safely test and preview everything on your development website before moving it to production.  This ensures that your live website will never “break” due to meddling around with the code when building something new.

Core Development

Core Development is generally the largest deliverable in the project, notwithstanding any additional complex custom applications or functionality. During this phase of the development we will:

  • Install and set up the Content Management System (CMS) used for the website – in this case WordPress.
  • Install and set up a suite of plugins and performance-enhancers for the website.
  • Design and develop site-wide features of the website, like navigation, footer, and sidebar.
  • Design and develop the homepage.
  • Design and develop the content-focused interior pages (such as About Us, Contact Us, Blog, Services Provided, etc.)
  • Ensure author functionality is designed and developed, allowing users to see pictures of the article author as well as a bio page with summary of posts by that author.
  • Set up usernames/logins.

E-commerce Integration

We will utilize the E-Commerce platform WooCommerce to sell products on the website.

This deliverable includes the installation, configuration, and design of a basic E-Commerce. We highly recommend using Baker Marketing’s tool, Baker Shop, for e-commerce integration

This e-commerce tool is used by our other clients in the Cannabis Industry and seems to be a preferred method from them regarding e-commerce integration.

If this tool is not desired to be used, and you would prefer we flesh out the e-commerce store internally, we can do that as well!

Baker Shop has many features regarding their product that we think you would find extremely beneficial as your marketing campaign grows.

Content Implementation

Content Implementation is just that – adding all of the content to your website. This step is different for every client, but typically includes things like:

  • Working with the client to obtain all necessary content for each page of the website.
  • Obtaining and cropping/optimizing high resolution images from the client and/or purchasing stock imagery.
  • Adding content onto each page of the website.

Website Launch (Deployment)

When your website is ready to go live on the internet, we run through a detailed checklist to ensure the launch is safe and without interruption. Things on our checklist include:

  • Taking a final backup of the development website.
  • Setting up the production environment server (similar to setting up the development environment).
  • Transferring files from development to production.
  • Testing the website on production locally (making sure the site will load perfectly once the domain name is live on our servers).
  • Handling the technical process of pointing the domain name to our servers.
  • Running post-launch steps to performance plugins.
  • Installing SSL on the live website ( vs.
  • Testing all features of the live website, and testing contact form delivery.

SEO Jumpstart

It’s extremely important that your website is SEO-friendly to Google. Not only should your site avoid being penalized for certain factors, but it should also be designed to excel in the areas Google is looking for when deciding how to rank your website. This has a major impact on the traffic you receive and will impact your businesses’ bottom line.

After the initial SEO construct, we highly recommend considering our ongoing SEO expertise and packages outlined on our ‘Additional Services’ part of the proposal. Range Marketing implements the following features to make sure your site looks great to Google from Day 1:

  • Optimize the title and meta tags for all prominent pages of the website.
  • 301 redirect any links from the old site to their corresponding page on the new site.
  • Create sitemap.xml file for Google.
  • Submit your new site to Google for indexing.

3.0 Project Budget

The budget is derived directly from the list of deliverables included within this proposal "Scope". The overarching goal is to create a website that can be used as a lead generation tool for Atrium SEO campaign.

Description Cost
Project Discovery $375
Creative Design $2,625
Development Environment Setup $750
Core Development $4,500
Content Implementation $1,875
Social Media Integration $375
Website Launch $375
SEO Jumpstart $1,125
Total Project Budget
Monthly Hosting & Maintenance Cost

Range Marketing will host your website on a private server on a monthly basis. This also includes 24/7 security monitoring, security updates, uptime monitoring, and free emergency support in the event of uptime issues.

Maintenance also includes up to 2 hours of work every month. This includes things like changing text, adding new images, or removing content. Anything requiring new features or designs will be quoted separately.

4.0 Project Schedule

The project schedule is a list of soft deadlines for the project; they are milestones we strive to achieve. Website development is a dynamic process and it's commonplace for new ideas to arise, communication to occur, or Scope to be slightly tweaked. While it's rare for us to miss targets, the schedule below is not held to any bounds concerning the budget or Agreement.

We schedule our projects conservatively, and it's also common for us to come out ahead of the milestones below.

Deliverable Date
Project Kickoff Date December 17, 2018
First-Look At Completed Website January 18, 2019
Website Launch January 25, 2019

5.0 Additional Services

SEO + Boost

In the same alignment as our other clients in this space, we know that SEO is not a one-size-fits-all scenario, and so each campaign needs to be handled with custom diligence. We know that this is a competitive industry and so we will need to be nimble in our SEO efforts.

The options below are meant to give an idea as to what we could potentially fulfill under different levels of SEO + Boost. With that being said, National campaigns are typically more costly than Local Search campaigns, and have a longer timeline to produce results. Our monthly SEO can range anywhere from $500 – $15,000 / month depending on how extensive a campaign is and how many man hours need to be put behind the effort.

We recommend starting at the lower end of our product recommendations and adding on over time as our results and rankings begin to ramp up. Realistically, an SEO campaign should anticipate a 12-month growth period, but we will work every day, on a month-to-month payment basis, to show that we will continually work to earn your ongoing business.

Note on Scalability:

We understand that the franchise will be continually growing by adding new locations, so there will be a need to grow the SEO campaign along with the franchise. In an attempt to keep our pricing reasonable, we’re looking at offering a type of discount method where each additional franchise location will cost less than the previous location (see graphic below). We are open to working collectively to come up with a unique solution tailored for your specific situation. We would like to have further conversation on this subject for brand scalability.

Example 1:

1-3 Cities for a single dispensary / location

SEO Gold + Level 2 Boost $ 1,900 / month

  • Search engine optimization for 1-3 Cities for a single dispensary / location
  • SEO will focus on keywords in the overall industry
  • Range Proprietary Software Installed (hosting required & included)
  • Work is performed by a dedicated SEO Strategist
  • Social media is not included
  • Includes setup of Google, Yahoo, and Bing Local Listings
  • Optimization of Weedmaps and other search aggregators
  • Includes up to 2 hours per month of website maintenance / updates
  • Includes weekly interactive reporting
  • 50 backlinks per month

Example 2:

4-6 Cities for a single dispensary / location

SEO Gold + Level 4 Boost $ 2,900 / month

  • Search engine optimization for 4-6 Cities for a single dispensary / location
  • Work is performed by a dedicated SEO Strategist
  • Range Proprietary Software Installed (hosting required & included)
  • Includes setup of Google, Yahoo, and Bing Local Listings
  • Optimization of Weedmaps and other search aggregators
  • Includes up to 3 hours per month of website maintenance/updates
  • Includes weekly interactive reporting
  • Social media included depending on client expectations for post ratios
  • Includes setup of three social profiles + 5 total posts per month
  • More dedicated man hours to push SEO results on a monthly basis
  • 75 backlinks per month

Example 3

7+ Cities for a single dispensary / location

SEO Gold Custom + Level 5 Boost $ 4,600 / month

  • Search engine optimization for 7+ Cities for a single dispensary / location (work up to this, over time)
  • Work is performed by a dedicated SEO Strategist
  • Range Proprietary Software Installed (hosting required & included)
  • Includes setup of Google, Yahoo, and Bing Local Listings
  • Optimization of Weedmaps and other search aggregators
  • Includes up to 3 hours per month of website maintenance/updates
  • Includes weekly interactive reporting
  • Social media included depending on client expectations for post ratios
  • Includes setup of three social profiles + 5 total posts per month
  • Even more dedicated man hours to push SEO results on a monthly basis
  • 125 backlinks per month