Ellen Stirling Dental - $300 Check-Up and Clean Promotion

• Objective: Drive local patient enquiries and bookings for a check-up and clean offer during the remainder of August through 30 September 2026.
• Audience: Ellenbrook and nearby adults or families who do not have health fund cover, may be cost-conscious, or may have been putting off a routine dental visit.
• Core message: Ellen Stirling Dental is offering a check-up and clean for $300 for patients without health fund cover. New and existing patients are welcome.
• Campaign role: Use Traffic as the main testing lane, with retargeting or Lead Gen support only where the enquiry path and follow-up process are ready. The creative should give hesitant patients a clear, practical reason to book without using pressure, fear, or exaggerated claims.
• Performance lens: Use the offer to support service clarity, first-visit reassurance, and new/existing patient welcome messaging. July performance showed these themes were stronger traffic signals than offer-led messaging on its own.
• Updated creative style: For all new or unapproved creatives, keep the look cleaner, more natural, less cartoony, and closely aligned with Ellen Stirling Dental's clinic brand. Use one clear offer message per creative and make it easy to read within 1 to 3 seconds.
• Approved creative protection: The approved First-Visit Reassurance Static should not be redesigned or rewritten unless the client specifically asks for changes. Treat it as the approved reference point for message clarity, not as permission to make future assets more illustrated or cartoony.
• Dental copywriting SOP: Main copy should be short, hook-driven, audience-focused, and in Title Case. WH-question hooks are preferred when natural, but strong statements are acceptable when they suit the placement. Body copy must support the hook without making the creative text-heavy. No emojis in visual copy.
• On-graphic CTA rule: Every static should include a short next-step cue such as "Book Online" or "Speak With Our Team". Do not design Meta ad CTAs as fake clickable buttons or app-style UI. Use small editorial footer lines only. The clickable CTA belongs in the ad or website interface.

This revision applies Sharon's feedback and the recent discussion with Ani: upcoming Meta creatives should feel cleaner, more natural-looking, and more closely aligned with Ellen Stirling Dental's real clinic brand. The design should feel like a polished local dental clinic ad, not a cartoon, generic template, or overly playful sale graphic.

• Use natural clinic-led visuals: Prioritise real or realistic photography: reception, exterior signage, team, dentist-patient conversation, waiting room, or consultation moments.
• Avoid cartoony treatments: Do not use cartoon teeth, animated dental characters, exaggerated icons, sticker-style sale bursts, confetti, speech bubbles, comic layouts, hand-drawn mascots, or overly playful illustrations.
• Keep graphic elements restrained: Use simple panels, clean type hierarchy, subtle teal or mint accents, and natural spacing. Graphic shapes should support readability, not become the concept.
• Make Meta creative feel native but polished: Use high-quality visuals, clear messaging, and placement-specific versions for feed and Stories/Reels. This follows Meta's creative guidance around strong visuals, relevant messaging, and creative diversification across placements.
• Stay true to Ellen Stirling Dental: The website positioning is caring, local, comfortable, and family-friendly. Reflect that with calm, human imagery and practical copy rather than discount-heavy or cartoon-led creative.

This brief has been aligned with the Ellen Stirling Dental July 2026 performance review. The review showed that the Website Visits Campaign generated the strongest verified lower-funnel activity, with 393 of 405 landing page views coming from that campaign.

• Use Traffic as the main testing lane: July's traffic campaign carried the strongest verified site activity, so the $300 offer should be tested primarily as Traffic and retargeting support before making scale decisions.
• Lead with service clarity: "Our Services" was the strongest July traffic creative, so the offer should be framed as a clear check-up and clean pathway rather than a generic sale message.
• Use first-visit reassurance: "What to expect on appt" performed strongly, so creative should reduce uncertainty around booking, arriving, and talking with the team.
• Keep the welcome message visible: "New And Existing Patients Welcome" showed useful support performance, so the promotion should repeat that eligibility clearly.
• Do not over-rely on discount framing: The July review recommended reducing offer-led messaging as the main growth angle. Treat the $300 price as a clear practical detail, not the only reason to book.
• Track after-click outcomes: July could not verify qualified leads, bookings, revenue, or ROAS. This promotion should be reviewed against enquiries, booked appointments, and follow-up quality where possible, not only clicks.

• Meta feed static: 1080 x 1350 px, 4:5 portrait. Keep all essential copy inside a 90 px safe margin. Fine print must remain readable on mobile, minimum 34 px at 1080 x 1350.
• Meta Stories/Reels static: 1080 x 1920 px, 9:16. Keep key offer text above the lower 320 px UI area and below the top 180 px UI area. Fine print should sit in the middle-to-lower safe zone, not at the very bottom.
• Short video: 1080 x 1920 px, 15 seconds, export MP4 H.264. Keep each text card on screen long enough to read: minimum 2 seconds for short lines, 3 seconds for condition lines.
• Website pop-up: Desktop modal max width 520 px, mobile width calc(100% - 32 px). Use one headline, one short body paragraph, one primary CTA, one secondary close link, and visible eligibility copy before the CTA.
• Export files: PNG for static graphics, MP4 for video, and a layered Canva/Figma/PSD working file where possible. Use clear file names: ESD-300-Checkup-Clean-01-Offer-Launch, ESD-300-Checkup-Clean-02-What-To-Expect, etc.

• Brand tone: Warm family dentist in Ellenbrook. The website leads with caring, local, comfortable, and patient-focused language, so the creative should feel welcoming rather than sales-heavy, cartoon-led, or overly promotional.
• Colour direction: Use a clean white or soft cream base with Ellen Stirling-inspired blue-green, teal, and mint accents. Use dark charcoal or deep navy for main text. Avoid red discount graphics, neon colours, heavy black backgrounds, generic "sale" styling, playful sticker palettes, or bright cartoon colour combinations.
• Font direction: Use Jost from 01 - Brand Assets/Brand Guide/Font/Jost.zip where the design tool allows. Use bold Jost for headlines and medium Jost for body/condition copy. If Jost is unavailable, use a clean modern sans-serif fallback such as Arial, Helvetica, or Canva Sans. Do not use script fonts or decorative type.
• Logo source: Use 01 - Brand Assets/Brand Guide/Ellen Stirling.png. Do not recreate the logo manually, recolour it, stretch it, crop it, or place it over a busy image.
• Logo placement: Place the Ellen Stirling Dental logo or wordmark in the bottom left or top left with at least 48 px padding on feed graphics and 64 px padding on 9:16 assets. Keep it visible but secondary to the offer.
• Preferred imagery: Use approved clinic photography first if supplied in the active design asset folder. Best subjects: reception greeting, exterior signage, team smile, dentist-patient conversation, or calm consultation room. Avoid treatment-in-progress close-ups, open-mouth imagery, exaggerated smile crops, before-and-after style images, cartoons, character illustrations, or animated dental icons.
• Stock fallback: If no approved clinic photography is supplied, use realistic Australian clinic-style stock only: diverse adult or family patient at reception, seated consultation, or calm waiting room. Avoid over-polished cosmetic smile stock or imagery that looks like a different clinic brand. Mark any stock image clearly for client approval before final export.
• Website CTA alignment: Use "Book Online" as the primary CTA. Secondary CTA can be "Speak With Our Team" or phone support using (08) 6192 1036 where suitable.
• Booking destination: Use the clinic website booking path as the launch CTA destination. Public reference points are https://ellenstirlingdental.com.au/ and the Ellen Stirling Dental Healthengine booking profile. Media buyer or web team must confirm the exact live booking URL before ads or pop-up are published.

• Offer date is locked: Use "available until 30 September 2026" across all assets.
• Offer inclusion is locked: Advertise "check-up and clean" only. Do not add X-rays, fluoride, scans, whitening, treatment plans, emergency care, or other inclusions.
• Eligibility is mandatory: Every asset must say "for patients without health fund cover".
• Patient type is mandatory: Include "new and existing patients welcome" wherever space allows, especially on launch, retargeting, story, and pop-up assets.
• Dental copywriting SOP: Keep main copy in Title Case, short, hook-driven, and audience-focused. Use WH-question hooks where natural, keep body copy brief and connected to the hook, include a CTA on static posts, and do not use emojis in visual copy.
• Approved creative lock: Do not change the approved First-Visit Reassurance Static unless the client specifically requests changes.
• Updated style direction: All other upcoming creatives should be clean, natural-looking, photo-led, brand-aligned, and less cartoony.
• Logo source: Use 01 - Brand Assets/Brand Guide/Ellen Stirling.png.
• Font source: Use Jost from 01 - Brand Assets/Brand Guide/Font/Jost.zip, or a clean sans-serif fallback if the design tool cannot load it.
• Image source: Use approved clinic photography if supplied in the active design asset folder. If no clinic images are supplied, use realistic Australian clinic-style stock and flag the stock choice for client approval.
• Booking CTA: Use "Book Online" as the primary CTA, matching the website. Use the clinic website booking path or Healthengine booking profile only after the media buyer or web team confirms the exact live URL.
• No final artwork: Do not mark artwork final if the eligibility line, end date, logo, asset source, booking URL, or safe-margin rules are missing or unreadable on mobile.