{ "title": "Allis — three starting points, one people-first practice", "status": "Draft for discussion — copy and campaign plan; not published or scheduled", "prepared_date": "2026-10-16", "purpose": "Turn the discovery into useful audience journeys: understand the practice, explore therapist fit, see the real office and choose a clear next step.", "brand": { "reviewed_sentence": "Allis Mental Health has a people-first culture, serves relationship-led customers, and speaks with a nonjudgmental voice. We want people to feel supported and experience self-understanding. Our point of difference is our individualized approach.", "voice": "Our voice is nonjudgmental. We speak in a warm, professional and curious way.", "feeling": "We want clients to feel supported, with an experience that helps them feel connected, clear on next steps and less alone.", "impact": "We aim to support self-understanding through greater awareness, a sense of belonging and progress at your pace.", "campaign_line": "Your questions. Your pace.", "visual_direction": "Combine 01 Quiet confidence and 03 Your path: real Allis office photography, generous ivory space, navy type, restrained blue/gold pathways, and clear blocks behind moving text. Use the existing logo and DM Sans. Captions accompany text-led videos; animation should not obscure the space or the words.", "palette": { "navy": "#0D2240", "ivory": "#FAF5ED", "blue": "#00A8E1", "gold": "#F7A800" } }, "facts_and_boundaries": { "usable_facts": [ "Allis Mental Health is an independently owned practice in West Allis, Wisconsin.", "Allis offers in-person and telehealth therapy.", "Current website includes six clinician profiles with individual backgrounds and approaches.", "The supplied office photos show the actual Allis interior.", "The existing interest form starts an inquiry; it does not confirm an appointment." ], "copy_rules": [ "Do not imply knowledge of the reader’s diagnosis, mental state, treatment history or relationship circumstances in paid copy.", "Do not promise a perfect therapist match, recovery, faster access or a clinical outcome.", "Keep availability, insurance and cost claims out of paid headlines; link to current practice information and invite confirmation.", "Use real office photos for office content. Generated portraits remain illustrative brand imagery, never staff or client testimony.", "Treat the three personas as editorial routes people can choose, not inferred health audiences or patient lists.", "Do not ask people to disclose personal experiences in public comments or send health details through social DMs.", "Retain the distinction between inquiry and appointment on each landing page.", "New copy, page layouts and resources remain drafts for practice review." ], "launch_questions": [ "Which channels and accounts will carry this work?", "What service area and current availability should the campaign reflect?", "Which final landing URLs and inquiry destination will be used?", "Who at Allis will confirm current practitioner, insurance, cost and response information?", "What media spend, review cadence and aggregate measurement setup should be approved?" ], "policy_status": "Editorial guardrails applied. This document does not certify compliance or approval by an advertising platform. Current channel rules and the actual campaign setup must be checked before activation." }, "campaigns": [ { "id": "C01", "name": "One question is a place to start", "persona": "Starting therapy", "discovery_needs": [ "Be heard without judgment", "Understand next steps", "Feel comfortable getting started" ], "role": "Make the practice, process and setting easier to understand before someone decides whether to inquire.", "landing_page": { "path": "/start-with-a-question/", "eyebrow": "THERAPY IN WEST ALLIS & ONLINE", "headline": "You can start with a question.", "intro": "About the person you’ll talk to. About what happens next. About the practical things. Explore Allis in your own time, then ask what you’d like to know.", "primary_cta": { "label": "Explore the first steps", "href": "#first-steps" }, "secondary_cta": { "label": "See the office first", "href": "/our-space/" }, "sections": [ { "id": "questions", "title": "Three things worth asking.", "cards": [ { "title": "The person", "body": "Read about each therapist’s background and approach. What would you like them to understand about you?", "link_label": "Meet the therapists", "href": "/therapists/" }, { "title": "The process", "body": "Find out how an inquiry leads to a conversation about fit and scheduling.", "link_label": "See how getting started works", "href": "/getting-started/" }, { "title": "The practical details", "body": "Check your exact insurance plan, expected costs and the options for meeting in person or online.", "link_label": "Read the practical answers", "href": "/faq/" } ] }, { "id": "space", "title": "A look inside. Before you arrive.", "body": "These are photographs of the real Allis office. See the rooms, the seating and the details. Ask the practice about arrival arrangements and the room you’ll use.", "image": "assets/office/img_3517-1600.webp", "link_label": "Explore the Allis office", "href": "/our-space/" }, { "id": "first-steps", "title": "From a question to a conversation.", "steps": [ { "title": "Explore", "body": "Read the profiles and note what you’d like to ask." }, { "title": "Inquire", "body": "Use Allis’s existing interest form. You can include a therapist preference." }, { "title": "Confirm", "body": "Discuss fit, current availability, costs and appointment details with the practice." } ], "note": "An inquiry is a request to connect. It is not a confirmed appointment." }, { "id": "guide", "title": "Take a question with you.", "body": "A short explainer and printable guide can help you keep track of what you’d like to know.", "link_label": "Watch the explainer", "href": "/resources/starting-therapy/", "download_label": "Download the question guide", "download_href": "/resources/downloads/starting-therapy-guide.pdf" } ], "closing": { "headline": "You don’t need the perfect words.", "body": "A question about the person, the process or the practical things is a place to start.", "cta_label": "Start with a question", "href": "/connect/" }, "review_note": "Draft for discussion. Practice information and final inquiry destination to be confirmed before publication." }, "paid_ads": [ { "id": "C01-P01", "concept": "The first question", "format": "Static feed image; portrait story derivative", "on_image": "You can start with a question.", "primary_text": "Therapy starts with a person. Get to know the Allis team, explore how an inquiry works and find practical answers about in-person and online appointments. Your questions. Your pace.", "headline": "Meet Allis Mental Health", "description": "West Allis · In person & online", "cta": "Learn more", "destination": "/start-with-a-question/", "visual": "Actual Allis room photo with a navy text block and a single blue pathway leading toward the CTA. Keep the furniture and natural light visible." }, { "id": "C01-P02", "concept": "The practical questions", "format": "Four-frame carousel; optional text-led motion derivative", "frames": [ "The person.", "The process.", "The practical details.", "A few questions can be a starting point." ], "primary_text": "Who might be a fit? What happens after an inquiry? What should be checked before an appointment? Allis brings the profiles, practical answers and first steps together in one place.", "headline": "A clearer place to begin", "description": "Explore the people and the process.", "cta": "Learn more", "destination": "/start-with-a-question/", "visual": "Three different actual office details, then an ivory close. Navy blocks hold each phrase; a gold line connects the frames." } ], "organic_posts": [ { "id": "C01-O01", "concept": "The first question", "format": "Four-slide carousel", "frames": [ "You don’t need the perfect words.", "What would I like to understand?", "The person. The process. The practical details.", "Start with one question." ], "caption": "A first question can be practical. How do appointments work? What is the therapist’s approach? What should I check with my insurer?\n\nOur getting-started guide brings the people, the process and the practical details together. Read it at your own pace.", "cta": "Explore the first steps.", "destination": "/start-with-a-question/", "visual": "Ivory and navy typography with a path that moves through the four cards; one real office detail anchors the sequence." }, { "id": "C01-O02", "concept": "Look inside", "format": "Office photo carousel", "frames": [ "A look inside Allis.", "The shared seating area.", "One of the rooms for conversation.", "See the space. Ask about the arrival." ], "caption": "Here’s a look inside our West Allis office: the shared seating area, one of the rooms and the details around them.\n\nRooms vary. Before your appointment, ask which space you’ll use and what to know about arriving.", "cta": "Explore the office photos.", "destination": "/our-space/", "visual": "Use img_3517, img_3560 and img_3516. Keep captions factual; do not identify an entrance or promise a particular room." }, { "id": "C01-O03", "concept": "Inquiry is not an appointment", "format": "Short text-led reel", "frames": [ "Explore the therapists.", "Send an inquiry.", "Discuss the details.", "Confirm the appointment." ], "caption": "An inquiry starts a conversation. It does not confirm an appointment.\n\nYou can name a therapist, ask about current availability and check the practical details with Allis before scheduling.", "cta": "See how getting started works.", "destination": "/getting-started/", "visual": "Actual office footage or gentle still-photo moves, with readable ivory blocks and complete captions. No fabricated response countdown." }, { "id": "C01-O04", "concept": "A question worth keeping", "format": "Guide cover and single question graphic", "frames": [ "“What is a first appointment like?”", "A question worth keeping." ], "caption": "“What is a first appointment like?”\n\nThat belongs on the list, alongside questions about approach, cost and how you’ll meet. Our printable guide leaves space for the questions that matter to you.", "cta": "Download the starting-therapy question guide.", "destination": "/resources/starting-therapy/", "visual": "Real printed guide mockup on ivory, with the actual downloadable title. Avoid suggesting a physical mailing service." } ] }, { "id": "C02", "name": "Room for a different start", "persona": "Trying again", "discovery_needs": [ "Find the right fit", "Be heard without judgment", "Have a say in decisions" ], "role": "Make fit, goals, preferences and feedback visible without assuming a viewer’s treatment history.", "landing_page": { "path": "/room-for-a-different-start/", "eyebrow": "EXPLORING THERAPIST FIT", "headline": "Room for a different start.", "intro": "People bring different experiences to therapy. Questions about the relationship, the approach and what would feel useful belong in the conversation.", "primary_cta": { "label": "Explore therapist approaches", "href": "/therapists/" }, "secondary_cta": { "label": "Find questions about fit", "href": "#questions" }, "sections": [ { "id": "experience", "title": "Your experience has a place here.", "body": "If therapy has not felt helpful before, it makes sense to have questions. What would you want to be different this time? You can bring what you’ve learned without having to dismiss the past." }, { "id": "questions", "title": "Ask about how you’ll work together.", "cards": [ { "title": "Approach", "body": "How do you usually work with someone new? What does collaboration look like?" }, { "title": "Direction", "body": "How would we agree what to work on? How would we review what is helping?" }, { "title": "Your say", "body": "How could I raise something that does not feel useful? Can we talk about pace and preferences?" } ] }, { "id": "profiles", "title": "Explore the person behind the profile.", "body": "Each Allis clinician brings an individual background and approach. Read the profiles, note your questions and ask the practice about current availability.", "link_label": "Meet the therapists", "href": "/therapists/" }, { "id": "space", "title": "Know a little more about where you could meet.", "body": "Explore the actual Allis office, or ask about telehealth. Confirm the format, the room and any access arrangements with the practice.", "image": "assets/office/img_3530-1600.webp", "link_label": "See the office", "href": "/our-space/" }, { "id": "guide", "title": "Keep your questions close.", "body": "A short explainer and printable guide make space for what helped, what felt missing and what you’d like to ask next.", "link_label": "Watch the explainer", "href": "/resources/trying-again/", "download_label": "Download the questions-about-fit guide", "download_href": "/resources/downloads/trying-again-guide.pdf" } ], "closing": { "headline": "A conversation about fit is a starting point.", "body": "Ask about an approach, a preference or the practical details. An inquiry is a request to connect, not a confirmed appointment.", "cta_label": "Ask Allis a question", "href": "/connect/" }, "review_note": "Draft for discussion. The page acknowledges possible experiences; it makes no claim that a particular therapist or outcome is assured." }, "paid_ads": [ { "id": "C02-P01", "concept": "The relationship matters", "format": "Static feed image; portrait story derivative", "on_image": "The relationship matters.", "primary_text": "Therapist profiles should offer more than a title. Explore the backgrounds and approaches of the Allis team, with useful questions about goals, preferences and working together.", "headline": "Explore therapist fit", "description": "A person. An approach. A conversation.", "cta": "Learn more", "destination": "/room-for-a-different-start/", "visual": "Actual room photo with two seating positions, navy type block and two paths that run alongside one another. Do not imply the photographed room guarantees a particular experience." }, { "id": "C02-P02", "concept": "Questions belong", "format": "Four-frame carousel; optional text-led motion derivative", "frames": [ "How do we begin?", "What do we work on?", "How do we talk about what’s useful?", "Questions belong in the conversation." ], "primary_text": "An approach. A sense of direction. Room for feedback. Allis’s questions-about-fit guide offers practical prompts for a conversation with a therapist.", "headline": "Questions about working together", "description": "Read the guide. Explore the team.", "cta": "Learn more", "destination": "/room-for-a-different-start/", "visual": "Ivory cards over different crops of actual office photographs, with blue and gold pathlines separating and reconnecting. No before-and-after story." } ], "organic_posts": [ { "id": "C02-O01", "concept": "A useful conversation", "format": "Four-slide carousel", "frames": [ "What makes a useful conversation?", "An approach to understand.", "Room for questions.", "A say in working together." ], "caption": "Questions about the relationship belong alongside questions about the practical details. How would we agree what to work on? How could I share feedback? Can we talk about pace and preferences?\n\nOur questions-about-fit guide offers prompts to bring to a conversation with a therapist.", "cta": "Read the questions-about-fit guide.", "destination": "/room-for-a-different-start/", "visual": "Confident navy typography and open pathways. No distressed person, broken-to-fixed metaphor or outcome reveal." }, { "id": "C02-O02", "concept": "A profile can start a question", "format": "Three-slide carousel", "frames": [ "A profile is a starting point.", "Read the background. Notice the approach.", "Bring the question that follows." ], "caption": "A therapist’s background and approach can give you something useful to ask about. How do they work with someone new? How do they think about goals? How can feedback be part of the conversation?\n\nExplore the Allis profiles and ask about current openings.", "cta": "Meet the Allis team.", "destination": "/therapists/", "visual": "Use approved actual clinician portraits with names and verified credentials; no invented quote or implied endorsement. If a card names a person, link to that profile." }, { "id": "C02-O03", "concept": "Make feedback visible", "format": "Short text-led reel", "frames": [ "“How would we talk about it…", "…if something wasn’t working?”", "A useful question about working together." ], "caption": "“How would we talk about it if something wasn’t working?”\n\nA useful question can be about the conversation itself. Our guide includes prompts about direction, feedback and having a say in the process.", "cta": "Save the questions-about-fit guide.", "destination": "/resources/trying-again/", "visual": "One complete question builds across three ivory blocks over a slow move through an actual room photo. Keep the full question visible at the end." }, { "id": "C02-O04", "concept": "See the setting", "format": "Two-photo post or carousel", "frames": [ "The person matters. The setting does, too.", "A look inside the real Allis office." ], "caption": "Here are two of the rooms at Allis. Different seating, different light, the same West Allis location.\n\nExplore the photos, then ask which room you would use or about meeting online. The practical details belong in a conversation about fit, too.", "cta": "See the space and plan your questions.", "destination": "/our-space/", "visual": "Use img_3530 and img_3566. Identify them as rooms at Allis, not particular therapists’ rooms unless confirmed." } ] }, { "id": "C03", "name": "A useful starting point", "persona": "Recommending support", "discovery_needs": [ "Navigate a transition", "Build trust over time", "Know what to expect" ], "role": "Give supporters and referring partners current, sharable information while leaving the person’s choice central.", "landing_page": { "path": "/help-someone-connect/", "eyebrow": "FOR REFERRING PARTNERS & PEOPLE OFFERING SUPPORT", "headline": "A recommendation carries trust.", "intro": "Share a useful starting point: the people, the practical details and the questions to ask. Leave room for the person to decide what comes next.", "primary_cta": { "label": "Explore the referral information", "href": "/referrals/" }, "secondary_cta": { "label": "Get the question guide", "href": "#guide" }, "sections": [ { "id": "listen", "title": "Start with what matters to the person.", "body": "How would they like you to help? What would they want to know about the practice? A link, a question guide or a look at the office can be a starting point." }, { "id": "check", "title": "Three things to check before a handoff.", "cards": [ { "title": "Fit", "body": "Explore clinician backgrounds and approaches. Ask Allis which current options may suit the person’s needs.", "link_label": "See the therapist profiles", "href": "/therapists/" }, { "title": "Access", "body": "Confirm current openings, the exact insurance plan, expected costs and how appointments work.", "link_label": "Read the practical answers", "href": "/faq/" }, { "title": "Permission", "body": "Ask what consent is needed and how any confidential information should be shared securely. Keep ordinary email to a brief request for contact.", "link_label": "Read the referral information", "href": "/referrals/" } ] }, { "id": "space", "title": "Share the place, as well as the details.", "body": "The office gallery shows the real Allis space. It is a useful link for someone who would like to see where an in-person appointment could take place.", "image": "assets/office/img_3516-1600.webp", "link_label": "Explore the office photos", "href": "/our-space/" }, { "id": "guide", "title": "A small resource for a considered recommendation.", "body": "Use the printable guide alongside current practice information. It includes questions about fit, access, consent and the next contact.", "link_label": "Watch the explainer", "href": "/resources/recommending-support/", "download_label": "Download the referral question guide", "download_href": "/resources/downloads/recommending-support-guide.pdf" } ], "closing": { "headline": "Keep the person in the conversation.", "body": "Ask Allis about the current referral process before sharing records or arranging a handoff. A recommendation is a starting point; an appointment still needs confirmation.", "cta_label": "Ask about a referral", "href": "/referrals/" }, "review_note": "Draft for discussion. No new referral service, coordination agreement or response commitment is implied." }, "paid_ads": [ { "id": "C03-P01", "concept": "Information worth passing on", "format": "Static feed image; portrait story derivative", "on_image": "A useful starting point. Worth passing on.", "primary_text": "Clear therapist profiles. Practical access questions. A look inside the real office. Explore Allis Mental Health’s resources for providers, schools, community partners and people offering support.", "headline": "Explore referral information", "description": "Allis Mental Health · West Allis", "cta": "Learn more", "destination": "/help-someone-connect/", "visual": "Actual shared-space photo, ivory headline block and a gold pathway continuing beyond the frame. Avoid stock handshake or referral-network claims." }, { "id": "C03-P02", "concept": "The considered recommendation", "format": "Four-frame carousel; optional text-led motion derivative", "frames": [ "A recommendation carries trust.", "Check fit and current access.", "Clarify consent and the next contact.", "Leave room for the person to choose." ], "primary_text": "A practical guide for a considered recommendation: questions about clinician approach, current access, consent and the next step. Read it alongside the latest Allis practice information.", "headline": "Questions before a referral", "description": "A resource to read and share.", "cta": "Learn more", "destination": "/help-someone-connect/", "visual": "Large navy type on ivory and gold blocks; an actual office image and a true guide cover. Do not place patient details in any mockup." } ], "organic_posts": [ { "id": "C03-O01", "concept": "Useful, not forceful", "format": "Four-slide carousel", "frames": [ "A recommendation carries trust.", "Offer information.", "Make room for questions.", "Leave room to choose." ], "caption": "A recommendation can offer information without choosing the next step for someone.\n\nThe Allis referral page brings together therapist profiles, access questions and guidance on asking about the current referral process. Share a starting point the person can explore in their own time.", "cta": "Explore the referral resources.", "destination": "/help-someone-connect/", "visual": "One navy frame, two actual office details and an ivory close; a path continues rather than finishing at a promised outcome." }, { "id": "C03-O02", "concept": "Before sharing information", "format": "Three-slide carousel", "frames": [ "Before sharing information, ask.", "What permission is needed?", "What is the secure contact route?" ], "caption": "Before sharing records or personal information, ask Allis about the current referral process, the permission needed and the secure way to send information.\n\nOrdinary email can begin with a brief request for contact. There is no need to include a person’s story in a public comment or social message.", "cta": "Read the referral information.", "destination": "/referrals/", "visual": "Plain typography and pathways; no medical record, name, diagnosis or case-study mockup." }, { "id": "C03-O03", "concept": "Something useful to share", "format": "Guide-cover post", "frames": [ "A few questions before a referral.", "Fit. Access. Consent. The next contact." ], "caption": "A few questions can make a recommendation more useful. Which clinician may fit? What are the current access arrangements? What permission is needed? Who should the person contact next?\n\nOur printable guide keeps those questions together. Use it alongside current information from Allis.", "cta": "Download the referral question guide.", "destination": "/resources/recommending-support/", "visual": "Actual guide cover with readable question excerpt. Include a small ‘Draft for discussion’ label on review mockups." }, { "id": "C03-O04", "concept": "Share a look inside", "format": "Office photo carousel", "frames": [ "Sometimes the useful link is a look inside.", "The seating. The rooms. The details.", "The real Allis office in West Allis." ], "caption": "For someone considering an in-person appointment, a look at the space may be useful alongside the practical information.\n\nOur office gallery shows actual Allis rooms. Share the link if it would help the person explore, and encourage them to ask about arrival and access arrangements.", "cta": "View and share the office gallery.", "destination": "/our-space/", "visual": "Use img_3517, img_3566 and img_2099. Label the last image as an internal view, never the verified public entrance." } ] } ], "office_trust_strand": { "name": "A look inside. Before you arrive.", "purpose": "Answer the client’s explicit request to show the real space. Make the gallery a useful secondary action on every campaign landing page.", "approved_source_scope": "Actual client-supplied interior photographs; supplied source files and provenance are recorded in work/website-v5/office-manifest.json.", "reusable_copy": "These are photographs of the real Allis office in West Allis. Rooms vary. Ask the practice which space you’ll use and what to know before you arrive.", "visual_sequence": [ "img_3517: shared seating area", "img_3516: seating and coffee-station detail", "img_2099: internal view through rooms", "img_3560: room with blue sofa and cream chair", "img_3530: room with blue sofa and green chair", "img_3566: smaller room with two cream chairs" ], "motion_direction": "Use a gentle pan within the real image, or transition between separate real images. Do not synthesize new architecture or pretend a still-photo sequence is a continuous filmed tour. Text appears on navy/ivory blocks, with short transitions and enough dwell time to read.", "still_needed_for_arrival_content": [ "Confirmed public entrance", "Confirmed parking and accessible arrival route", "Where a new visitor should wait" ], "measurement": "Proposed: gallery visits, progression from gallery to practical information, and voluntary usability feedback about which arrival questions remain. These measure information use, not reduced anxiety or a clinical outcome." }, "proposed_four_week_sequence": [ { "week": "Week 1", "purpose": "Introduce three useful starting points.", "organic_posts": [ "C01-O01", "C02-O01", "C03-O01" ], "paid_test": "Prepare the three P01 variants as a balanced opening comparison. Activate only after platform, audience, destination and spend decisions are approved.", "office_integration": "Show the actual space on all three landing pages, with a secondary link to the gallery.", "review": "Check destination function, mobile readability, caption visibility and whether each route answers its audience’s first question." }, { "week": "Week 2", "purpose": "Make people and practical details easier to understand.", "organic_posts": [ "C01-O02", "C02-O02", "C03-O02" ], "paid_test": "Keep a stable comparison window for the initial concepts; inspect landing-page engagement and link quality before changing creative.", "office_integration": "Starting-therapy office carousel provides the first dedicated gallery feature.", "review": "Look for information gaps: profile questions, cost/access questions and arrival details. Do not collect personal clinical histories through social comments." }, { "week": "Week 3", "purpose": "Give each audience something useful to ask or keep.", "organic_posts": [ "C01-O03", "C02-O03", "C03-O03" ], "paid_test": "If a second creative test is approved, compare each P02 idea against its corresponding P01 while keeping destination and other material conditions consistent where possible.", "office_integration": "Use real space behind text-led storytelling without turning rooms into a promised outcome.", "review": "Compare meaningful page actions and guide use as well as clicks. Treat early findings as directional." }, { "week": "Week 4", "purpose": "Connect resources, fit and the real space.", "organic_posts": [ "C01-O04", "C02-O04", "C03-O04" ], "paid_test": "Review both variants within each audience route. Propose the next creative revision from observed use and practice feedback; do not declare a winner from a tiny sample.", "office_integration": "Trying-again and referral posts give the gallery different practical contexts.", "review": "Review all three personas equally, check current facts and identify what to improve next." } ], "proposed_measurement": { "status": "Measures for discussion; no numerical targets or implementation approved", "primary_question": "Does the content help suitable visitors understand Allis and find a useful next step?", "measures": [ { "measure": "Landing-page engagement", "definition": "Aggregate visits that reach therapist information, getting-started information or the practical FAQ.", "why": "Checks whether campaign traffic uses the information needed to explore fit." }, { "measure": "Guide use", "definition": "Aggregate guide download clicks and explainer starts/completions, reported separately for the three routes.", "why": "Shows which practical resources people choose to use." }, { "measure": "Inquiry-route handoff", "definition": "Clicks from a landing page to the practice’s inquiry route; report as handoffs, not bookings or appointments.", "why": "Tracks a next step the review site can actually observe without inventing downstream conversions." }, { "measure": "Office-gallery use", "definition": "Aggregate visits and navigation onward to contact, arrival questions or therapist pages.", "why": "Assesses the usefulness of real-space content without claiming an emotional effect." }, { "measure": "Content usefulness", "definition": "Voluntary, non-clinical review feedback on whether readers can find fit, cost/access and next-step information.", "why": "Tests discovery goals directly." }, { "measure": "Paid efficiency", "definition": "If paid activity is approved, compare cost per landing-page visit and cost per selected information action within each test; report spend and sample size alongside results.", "why": "Keeps creative learning connected to useful actions rather than clicks alone." } ], "data_boundary": "Plan only. Do not install or send health-related page activity, form contents, guide choices or patient identifiers to advertising platforms without a separately reviewed measurement setup. No patient-list targeting or inferred mental-health audience is proposed." }, "sources": [ { "type": "discovery", "path": "outputs/Allis-completed-drafts-backup-2026-10-06.json", "supports": "Reviewed choices, three personas and needs, practical content ideas, draft strategy and actions." }, { "type": "deck", "url": "https://docs.google.com/presentation/d/1tJFlH3XTyDqiAJEE3JjvpO_7qGO4Ih4rofXzRBiMLzE/edit", "local_snapshot": "work/unique-images/output.json", "supports": "Manually edited brand sentence, exact triangles, stylescapes and current discovery presentation." }, { "type": "existing_site", "url": "https://allis-mental-health-v4.colinskee.chatgpt.site", "local_snapshot": "work/website-v5/source-site/", "supports": "Clinician copy, broad service facts and distinction between inquiry and appointment." }, { "type": "office_photography", "path": "work/website-v5/office-manifest.json", "supports": "Real supplied interior photographs; no inferred exterior or arrival process." }, { "type": "client_feedback", "description": "Client prefers stylescapes 1 and 3, likes pathways and wants real office photos because seeing the space before scheduling matters." }, { "type": "official_policy", "title": "Google — Health in personalized advertising", "url": "https://support.google.com/adspolicy/answer/16701855?hl=en", "checked_date": "2026-10-16", "status": "Page body read; local HTML/text retained", "supports": "Mental-health counseling is included in sensitive health interests; advertiser-curated audience restrictions apply." }, { "type": "official_policy", "title": "Google — Restricted targeting in Personalized advertising", "url": "https://support.google.com/adspolicy/answer/143465?hl=en", "checked_date": "2026-10-16", "status": "Page body read; local HTML/text retained", "supports": "Sensitive-category audience restrictions and data collection/use rules." }, { "type": "official_policy", "title": "Meta — Privacy Violations and Personal Attributes", "url": "https://transparency.meta.com/policies/ad-standards/objectionable-content/privacy-violations-personal-attributes/", "checked_date": "2026-10-16", "status": "Official URL and title verified; policy body not accessible in returned HTML", "supports": "Reference for a required platform check; not represented as fully reviewed." } ], "distribution_proposal": { "status": "For discussion; not account configuration", "paid_social": "Consider broad local reach for the three neutral creative routes, within a confirmed service area. Treat the routes as content people can choose; do not infer a diagnosis, treatment history or referral role.", "contextual_search": "Consider a separate service-and-location search test, subject to current platform review. Use neutral therapy/practice information and accurate service geography.", "organic": "Adapt the 12 posts for the practice’s chosen social channels. Use a direct link where supported, or an updated profile link carrying the same destination. Provide descriptive alt text and captions.", "excluded": "No condition-derived audience lists, patient-list uploads, health-content retargeting, inferred diagnosis or health information in ad URLs. Campaign IDs can be neutral C01/C02/C03; do not attach a person’s answers or guide selections to advertising profiles.", "fair_test": "Give all three editorial routes a comparable opportunity to be reviewed. Set spend and timing only after account-level choices are agreed." }, "policy_review": { "checked_date": "2026-10-16", "google": "Read the official Health in personalized advertising and Restricted targeting in Personalized advertising pages. Google places mental-health counseling within sensitive health interests and restricts advertiser-curated audiences for sensitive categories. The proposal uses neutral content and broad local/contextual routes; it does not prescribe an account setup or claim eligibility.", "meta": "The official Privacy Violations and Personal Attributes page was reached and its title verified. Its policy body was not readable in the returned page in this environment. Copy uses neutral informational language as an editorial precaution; Meta policy approval has not been verified.", "measurement": "No health data in ad URLs, event payloads or customer/audience lists. No advertising tracker is installed by this plan. Use aggregate measures only after a separate measurement review." } }