Content Brief
Illawarra Dentists Transparent Pricing / Fees Ad Social Brief
Purpose: Create a production-ready paid social or organic support post about Illawarra Dentists showcasing fees on the website. The creative should build trust by making pricing feel clearer and easier to check before booking.
Brand tone: Warm, local, calm, honest, straightforward and reassuring. Use natural Australian English.
Action Item Analysis
Action item: Create Transparent Pricing / Fees for ad social.
What this means: The post should not lead with a hard offer or a list of prices. It should communicate that Illawarra Dentists makes fee information available on the website, giving patients a clearer starting point before they book or ask questions.
What to do first: Use the confirmed live fees page URL: https://illawarradentists.com.au/our-fees/. Confirm whether the team wants exact fee amounts shown in the creative. Until that is confirmed, keep the copy focused on transparency, fee information, and cost conversations rather than specific prices.
- Best campaign fit: Traffic first, because the creative can send people to the website fees page and warm cost-conscious audiences. Retargeting is also suitable for people who have already engaged with treatment or booking content.
- Main patient hesitation: "I do not know what treatment will cost" or "I want to understand fees before booking."
- Core trust point: Local Wollongong patients can review fee information before taking the next step.
- Creative risk to avoid: Do not make this sound like "cheap dentistry", a guaranteed quote, or a fixed cost for every patient.
Project / clinic
Illawarra Dentists / Dentistry Illawarra, Wollongong NSW
Platform / format
Meta Ads, Facebook, Instagram and GMB. Static graphic only for this handoff.
Campaign layer
Traffic recommended first. Retargeting suitable as a secondary use.
Primary audience
Adults in Wollongong and the wider Illawarra region who want clearer fee information before booking.
- Action item applied: create transparent pricing / fees ad social content about how the clinic showcases fees on the website.
- Action item analysed before creative production: the current fees page URL has been confirmed as https://illawarradentists.com.au/our-fees/. Exact fee amounts still need approval before they are used as ad copy.
- Template checked: whole-calendar table, individual creative handoff table, platform caption bank, and final AHPRA check are included.
- Campaign strategy applied: this works best as a Traffic creative for audience warming, with Retargeting as a useful secondary placement for cost-conscious warm audiences.
- Graphic CTA rule applied: do not create fake clickable buttons, pills, tabs, form fields, or "click here" style elements on the creative.
- AHPRA check applied: no guaranteed outcomes, superiority claims, pressure-based language, or unconfirmed fee claims.
Whole Calendar Table
| Date / Time | Content Type | Title | Campaign Layer | Objective | Target Audience | Hook / Main Copy | Body / Slide Direction | Specific Visual / Creative Execution | CTA / Next Step Text | Compliance Notes |
|---|---|---|---|---|---|---|---|---|---|---|
| TBC Suggested: weekday evening or lunchtime |
Static Graphic | Transparent Pricing / Fees On Website | Traffic recommended Retargeting secondary |
Build trust and reduce cost uncertainty by showing that fee information is available on the Illawarra Dentists website. | Adults in Wollongong and the wider Illawarra who may be comparing dentists, overdue for a check-up, or hesitant to book because they are unsure what dental care may cost. | Fee Information Available Online | Single-message creative. Use one static ad layout. Final on-graphic copy: headline "Fee information available online" and support line "A clearer starting point before you book." Keep the focus on the website fees page and the reassurance that patients can check fee information before booking or speaking with the team. Avoid turning this into a treatment-specific post unless exact approved service fees are supplied. | Primary format: 1080 x 1350px 4:5 Meta feed. Secondary export: 1080 x 1080px square if needed. Layout: website fees page mockup is the main visual, taking around 45-55% of the canvas. Place the headline above or to the left of the mockup, with the support line directly underneath. Add logo small at bottom-right or bottom-centre with generous safe padding. Use Ivory Linen background, dark ink headline, and a single Golden Sandstone accent line. Use the existing Illawarra Dentists brand font if available; otherwise use a clean sans-serif that matches the website, with bold headline and regular support copy. Keep mobile text readable. If the website screenshot shows the page heading "Simple, Clear Pricing With No Surprises", do not make that phrase the ad headline or dominant claim. Crop or frame the screenshot so the approved ad headline remains the main message. Avoid fake buttons, click-style arrows, offer badges, discount styling, dramatic dental imagery, or generic stock-photo treatment. | Caption CTA: "Visit the website to view fee information, or speak with the Wollongong team about your options." On-graphic copy only: "Fee information available online" and "A clearer starting point before you book." |
Only include exact fees if confirmed and current. Do not imply the clinic is cheapest, fees are guaranteed, or treatment costs are fixed for every patient. Include that fees and treatment plans can vary depending on individual needs where relevant. |
Creative Handoff Tables
Designer note: on-graphic next-step text must stay as normal copy, not a button or clickable-looking element.
| 1 - Transparent Pricing / Fees On Website | |
|---|---|
| Date / Time | TBC. Suggested posting/ad refresh slot: weekday evening or lunchtime. |
| Content Type | Static Graphic. |
| Format / Dimensions | Primary: 1080 x 1350px 4:5 Meta feed. Secondary: 1080 x 1080px square export if required for feed/grid use. Keep all essential text and logo inside safe margins of at least 80px. |
| Campaign Layer | Traffic recommended first. Retargeting can be used as a secondary placement for warm audiences who have engaged with treatment, fees, booking, or website content. |
| Objective | Reduce price uncertainty and position Illawarra Dentists as a calm, transparent local clinic. |
| Target Audience | Cost-conscious patients, overdue check-up patients, and local Wollongong / Illawarra adults comparing dental clinics. |
| Main Copy | Fee Information Available Online |
| Body Copy | A clearer starting point before you book. |
| Visual Direction | Build one clean static ad. The website fees page mockup should be the hero visual and take around 45-55% of the canvas. Place headline above or to the left of the mockup, then place the support line directly underneath the headline. Keep no more than two lines of headline text and one short support line. Logo goes bottom-right or bottom-centre, small but legible, with at least 80px safe padding. Use Ivory Linen background, dark ink text, and one Golden Sandstone accent line or divider. Use the existing Illawarra Dentists brand font if available; otherwise use a clean sans-serif that visually matches the website. Headline should be bold; support copy regular. If the website screenshot shows the page heading "Simple, Clear Pricing With No Surprises", do not make that phrase the ad headline or dominant claim. Crop or frame the screenshot so "Fee Information Available Online" remains the main ad message. Avoid fake clickable buttons, "click here" copy, discount badges, price promise language, dramatic dental images, or crowded service lists. |
| Visual Hierarchy | 1. Headline: "Fee Information Available Online" as the first-read element. 2. Website fees page mockup as the proof/trust visual. 3. Support line: "A clearer starting point before you book." 4. Logo and subtle local trust feel at the bottom. Keep text large enough to read on mobile feed preview. |
| Required Assets | Confirmed fees page URL: https://illawarradentists.com.au/our-fees/. Current website screenshot of the Our Fees page, clinic logo, brand colours, and any approved clinic/reception imagery if a background image is needed. If exact prices are to appear, the team must confirm they are current and approved for advertising. If no clinic image is available, use a website mockup-only layout on warm neutral background rather than stock dental imagery. |
| CTA / Next Step | No button-style CTA on the graphic. On-graphic copy stays limited to: "Fee Information Available Online" and "A clearer starting point before you book." Caption/primary text CTA: "Visit the website to view fee information, or speak with the Wollongong team about your options." |
| Compliance Notes | Do not include exact prices unless the team confirms the current fees and URL. Avoid "affordable", "cheapest", "no surprises", guaranteed treatment-cost wording, or claims that one listed fee applies to every patient. Safer phrasing: "fee information", "starting point", "talk through your options", and "costs can vary depending on individual needs." |
Platform Caption Bank
Captions are unique by platform and should link to the confirmed fees page: https://illawarradentists.com.au/our-fees/.
| 1 - Transparent Pricing / Fees On Website | |
|---|---|
| Facebook Caption | Dental costs are one of the biggest things people want to understand before they book, and that is completely fair. Illawarra Dentists shares fee information on the website to give local patients a clearer starting point before making an appointment or asking the team questions. View the fees page here: https://illawarradentists.com.au/our-fees/ or speak with the Wollongong team about your options. Costs can vary depending on individual needs. |
| Instagram Caption | Wondering what a dental visit might cost? Fee information is available on the Illawarra Dentists website, so you can check the details before taking the next step. No pressure, just clearer information for Wollongong and Illawarra patients. View the fees page: https://illawarradentists.com.au/our-fees/ Costs and treatment plans can vary depending on individual needs. |
| GMB Caption | Illawarra Dentists provides fee information on the website to help patients understand possible costs before booking. If you have questions, the Wollongong team can talk through what may apply to your individual needs. View the fees page: https://illawarradentists.com.au/our-fees/ or contact the clinic for straightforward advice. |
- Should the creative show a website screenshot only, or are exact fee amounts approved for the graphic?
- Is this being placed in the Traffic campaign only, or should the same static creative also be adapted for Retargeting?
- Are there approved current clinic images, or should the designer use a website mockup-only layout on warm neutral background?
- Content is specific to Illawarra Dentists and the Wollongong / wider Illawarra audience.
- Message is clear within 1 to 3 seconds: fee information is available on the website.
- Copy avoids guaranteed prices, guaranteed treatment outcomes, superiority claims, fear-based wording, and pressure-based offers.
- Creative direction avoids fake clickable buttons and misleading ad graphic CTA styling.
- Static production specs are included: 1080 x 1350px primary, 1080 x 1080px secondary, font guidance, logo placement, safe spacing, and mobile-readable hierarchy.
- Exact fees and any service-specific pricing must be confirmed before publishing if they are visible or written into the ad creative.