Ortho Summer Push on Meta

Launch June 1, 2026 · Owner: SGA Growth

Innovative Dental is running a Meta campaign for orthodontics this summer, aimed at parents of kids 9 to 16 in Springfield. The goal is booking traditional-braces consults before the back-to-school rush. Launch is June 1, the confirmed run is all of June, and we'll likely extend through July. Budget is incremental Meta spend, funded by pulling back the current programmatic line. Ads route to the existing ortho page on idspringfield.com.

Open questions for the team

Retargeting layer. Do we want a retargeting audience (page visitors plus 75%+ video viewers) on this campaign, or run cold prospecting only? Currently shown on the gantt as TBD.
Refreshed video. Do we have new reels or stories content we can use, or do we plan to launch with statics only? Deferring to Michael and team.
Final asset list. The deliverables table below is a starting point. Zeina to confirm what her team actually needs to produce for the campaign to work.

Program Snapshot

Item	Detail
Practice	Innovative Dental, Springfield, MO
Service line	Orthodontics, lead with traditional braces aligners secondary
Primary channel	Meta (Facebook + Instagram)
Destination	Existing ortho page on idspringfield.com. No dedicated landing page build.
Launch date	Monday, June 1, 2026
Flight	Confirmed June 1 to June 30. Likely extending through July 26.
Budget approach	Incremental Meta spend, funded by reallocating from the current programmatic line. No net new dollars.
Ultimate sign-off	Michael Gum, Innovative Dental, on message and creative.

Two-Phase Plan

P1 · Test (W1–2)

Learn what converts

June 1 to 14. Three creative concepts behind one audience: parents of kids 9 to 16. Optimize on lead-form completion. Set the CPL benchmark for the rest of the flight.

P2 · Scale (W3–6+)

Concentrate spend on the winner

June 15 onward. Shift budget to the top concept. Continue through end of June for the confirmed run, then keep going through July if numbers hold.

P3 · July tail (optional)

Ride the back-to-school window

July 1 to 26. Refresh top hooks if needed and let the urgency message do the work as families start planning for fall.

8-Week Gantt

Workstream

Launch kickoffPractice + SGA Growth

●

P1 · Test phase3 concepts, 1 audience

Learn + benchmark CPL

P2 · Scale phaseConfirmed June run

Concentrate on winner

P3 · July tailLikely extension

If we continue: run through July 26

Retargeting layerTBD, awaiting team

If yes: page + 75%+ video viewers, always-on

Programmatic pullbackSGA Growth

Programmatic line trimmed for the flight

Optimization checkpointsSGA Growth

●

Campaign readoutSGA Growth → Michael

●

P1 Test P2 Scale P3 July tail (likely) Retargeting (TBD) Launch kickoff Checkpoint / readout

Single-Minded Message

Start braces this summer. Show up to school already smiling.

Treatment starts in June. By the time school is back in session, the hard part of getting started is behind them. Summer is the easy window. Fall fills up fast.

Who We're Talking To

Segment	Share of spend	Who they are
Primary	100%	Moms of kids 9 to 16 in Greene and Christian counties. They book and pay for the family's dental care (often from an HSA or FSA) and are already thinking about braces. They schedule around camp, vacation, and the school year. We'll catch them on Instagram and Facebook, with reels and stories outperforming the feed. Aligners come up at consult, not in the ads.

Creative Direction

Braces over aligners. Braces are the higher-ticket case and the campaign hook. Mention aligners only in body copy if at all.
Spa-grade voice. Innovative Dental positions itself like a wellness experience. Keep ad copy warm and confident. Avoid clinical or "treatment plan" phrasing.
Photos do the work. Real Innovative Dental patients (with consent) or real Springfield kids in summer settings. Photo takes 60 to 70% of the frame.
One idea per asset. Headline reads in two seconds.
Show life with the smile, not the brackets. First day of school, team photos, prom, senior year.
Show monthly payment options in at least one variant per ad set.
Innovative Dental logo and smile mark on every asset. Use the ortho palette colors (Ocean, Brighter Blue, Minty Fresh, Lime Light) so this reads as ortho and stays distinct from the implants campaign.

Deliverables starting point · Zeina to confirm final list

Asset	Format	Quantity	Owner
Static feed creative	1080 × 1080 and 1080 × 1350	3 concepts × 2 ratios	Mike, VP Creative (SGA)
Carousels	1080 × 1080, 4 to 6 cards	2 (Process, Payments)	Mike, VP Creative (SGA)
Reels and Stories video TBD	1080 × 1920, 9 to 15 sec	3 scripts and 3 cuts, if video is available	Mike, VP Creative (SGA)
Ad copy variants	Headline + primary text + CTA	5 hooks × 2 bodies	Mike, VP Creative (SGA)
Destination	Existing ortho page on idspringfield.com	Live page, no build	Practice
Tracking	Meta pixel + Conversions API + booked-consult event	Verified before launch	SGA Growth

Success Criteria

Metric	Why it matters	Target window
Booked ortho consults	What we're measuring. Net new bookings, attributable to Meta.	Trending up from W3
Cost per booked consult	Tells us the creative and audience are working.	Benchmark by day 14
Consult-to-start rate	Validates lead quality and the front-office handoff.	≥ 55% across the flight
Braces-case starts before Aug 31	What success looks like in dollars.	Reported in the post-flight readout

Approvals & Owners

Role	Owner	Decision
Ultimate sign-off	Michael Gum (Innovative Dental)	Final say on message and creative.
Creative production	Mike, VP Creative (SGA)	Build the assets confirmed by Zeina.
Campaign strategy & tracking	Michael Gum + Dakota Milner (SGA Growth)	Audience, budget reallocation, pixel and CAPI, optimization, readout.

What's Next

Zeina confirms the final asset list with Mike.
Mike and the creative team produce the assets for launch.
SGA Growth wires pixel and Conversions API, verifies the booked-consult event before launch.
Post-flight readout from SGA Growth to Michael against the four success metrics.

Prepared by SGA Dental Partners Growth Team | Confidential · v1.2 · 2026-05-18