BRAND
eCare BHI
Client brief
Video ad: current ad strategy breakdown
Do a complete data-driven analysis of eCare Behavioral Health Institute client’s organic and paid media to understand what’s working for them now and why. Deep-link this to determine Personas currently being targeted and who should be targeted by their paid ads. Expose gaps and use ad script to close those while stitching in VoC to maintain authenticity.
Static image
Static is fully hand-designed by me without using AI.
- Creative angle
- Sick of wasting time and money on boring CE classes.
- Headline
- No more boring CE courses
- Body copy
- Get board-approved continuing education designed for passionate full-time clinicians. Satisfy your license renewal requirements without wasting time in repetitive classes. You’ll enjoy the: 🩺 Licensed instructors who actually work as therapists too 🩺 Live online courses 🩺 Recordings to rewatch on your own time 🩺 New techniques to include in your therapy practice
- CTA
- Go see who’s teaching it, then decide
- Visual direction
- A screenshot of 2 therapists texting who are frustrated with their boring CE course experience last year and their plan for avoiding it this year. Emoji is intentional to emphasize the pain point and the “so done with crappy teachers” line is intentionally able to be read 2 ways (i.e. “I’m so done with…” or “so I’m done with…” It’s a play on words in the copy to allow for a reader at different ends of the 35-55 yr old target ICP to relate to this ad. The former is a younger woman, the latter is a more mature woman. Texting shorthand is also intentional to add relatability.
Static image
Static is fully hand-designed by me without using AI.
- Creative angle
- Sick of wasting time and money on boring CE classes.
- Headline
- You’re welcome, therapists
- Body copy
- Now you can get board-approved continuing education designed for smart full-time clinicians. Satisfy your license renewal requirements without wasting time in boring classes. You’ll enjoy the: 📝 Certification courses led by expert therapists 📝 Practical specialty course topics 📝 Virtual course format + recordings after 📝 Engaging discussions sharing real therapy solutions
- CTA
- Go see who’s teaching it, then decide
- Visual direction
- Bold lettering but clean ethereal background subtly signifying a dream outcome. Logo is mentioned but heavily de-prioritized since our target ICP doesn’t want to be sold to but wants to feel like she’s on top of the latest knowledge in her field. Selected the word “Therapist” instead of “therapy” so that we are speaking directly to our buyer and using lingo “CE courses” that they will immediately know what it means to lower our CPC.