Six concepts.
Two surfaces.
One recognizable practice.

What you’re looking at, and what’s not in it yet.

These are directional concept frames — first-pass creative built to brief, in the AYMI editorial register, with the copy composed into the image rather than overlaid in HTML. They show direction, not the final library.

Each frame is a single execution of one ad concept. The same concept ships in production as a 4-placement set (1:1 feed · 4:5 IG primary · 9:16 Story/Reel · 16:9 display) plus a headline bank of 3–5 variants and 2–3 CTA options. The paid acquisition section in the proposal walks through what that monthly cadence looks like at scale.

What you can see here: the editorial register, the specialty positioning, and the visual system that doesn’t require any individual to be the on-camera talent. What you can’t see yet: motion versions, UGC briefs, and the matched landing-page blocks that catch the traffic. Those are the next layer.

The clinical anchor. Trauma, grief, the trained ear.

Three concepts targeting clients searching for a clinician who already knows the work — twenty years on this side of the room, with thanatology training that's rare in Monmouth County.

CONCEPT 01 · 1:1 FEED

“Twenty years on this side of the room.”

FOUNDER AUTHORITY · COLD ACQUISITION · ALL PERSONAS

Angle: Leads with tenure as the credibility moat without naming a credential or claim. Twenty years lands harder than "licensed clinician" in a category drowning in directory profiles. Use case: cold prospecting at the top of the funnel, especially against Psychology Today's flat list view.

CONCEPT 02 · 1:1 FEED

“Grief doesn’t have a schedule. Therapy that meets it where it is.”

GRIEF & LIFE TRANSITIONS · THANATOLOGY WEDGE · WARM RETARGETING

Angle: Thanatology training is genuinely uncommon — it is the wedge that separates Cleo from every other LCSW in the directory. Targets the searcher who has googled "grief therapist near me" or whose insurance referral failed to honor the moment. Anchor specialty: the dual trauma + grief lane.

CONCEPT 03 · 4:5 IG PRIMARY

“Trauma changes the rules. So does the room you sit in.”

TRAUMA-INFORMED CARE · IG PRIMARY · CLINICAL DEPTH

Angle: Trauma-informed positioning at the level the prospect's body recognizes — not generic "safe space" copy. The room reference works double-duty: it acknowledges that trauma rewrites the somatic baseline, and it implies the actual physical Tinton Falls office is part of the care. Anchor modalities: sandplay, IFS, trauma-focused CBT.

The brand surface. Accessibility, lifespan, place.

Three concepts that build Poinciana Therapy as a recognized local practice — not a profile inside someone else's directory. These are the frames that fill the gap left by the missing website.

CONCEPT 04 · 1:1 FEED

“In-network. Sliding scale. Same care.”

ACCESSIBILITY · COST OBJECTION · LIFECYCLE

Angle: Most prospective therapy clients filter on cost before specialty. This frame closes that filter pre-emptively — Aetna, BlueCross, Cigna, Horizon, plus out-of-network with sliding scale. Targets the wide top-of-funnel and re-engages directory traffic that bounced over price uncertainty.

CONCEPT 05 · 4:5 IG PRIMARY

“From six to sixty-five. The same trained ear.”

LIFESPAN PRACTICE · FAMILY ACQUISITION · WARM AUDIENCES

Angle: Lifespan breadth is a rare credential in solo practice — most clinicians narrow to either pediatric or adult work. Cleo's range from sandplay with children to grief work with elders is the asset; this concept lets a parent searching for help for a child also recognize Poinciana as the practice for themselves and their parents. Compounds LTV per household.

CONCEPT 06 · 4:5 IG PRIMARY

“Tinton Falls. By appointment. By referral. By word of mouth — until now.”

PLACE-MAKING · BRAND IDENTITY · FOUNDER FIELD NOTE

Angle: The first ad that says the quiet part out loud — the practice has been growing on referrals for two decades, and this is the moment it shows up as a recognized local brand instead of a Psychology Today profile. Doubles as the launch frame for the new poincianatherapy.com surface and the local-Google-Business asset.

One concept → twelve production assets.

Once a concept proves out on the test calendar, it ships to production as a full 4-placement set with a headline bank, primary text bank, and matched landing page block.

Sample copy bank for one concept — "Grief doesn’t have a schedule."

Built on identity-neutral editorial photography.