Six concepts.
Two surfaces.
One specialty-led practice.
Three concepts that build the clinical specialty arc — EMDR, trauma, the bilingual room — and three that extend the practice from a Montclair insurance-referral engine into a private-pay destination.
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. EMDR, trauma, the bilingual room.
Three concepts targeting the specialty searches that justify the private-pay rate — EMDR not as a buzzword but as a protocol, trauma work at depth, and the bilingual room that Essex County is currently underserved on.
The brand surface. Trauma, Montclair, the insurance bridge.
Three concepts that build Mind & Body Healing as a recognized Montclair practice — the trauma room, the local plaque, the insurance bridge that channels referral traffic into the private-pay deep end.
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.
Four placements. Three to five headline variants. Two to three CTA options. One matched landing-page block.
| Ratio | Surface | Treatment |
|---|---|---|
| 1:1 | Meta feed (FB & IG), Pinterest square | Centered headline, full-bleed scene, wordmark bottom-right. Workhorse for cold-acquisition tests. |
| 4:5 | Instagram primary feed | Vertical-priority composition. Headline anchored top-third or center. The highest-performing organic shape on IG since 2024. |
| 9:16 | Stories, Reels, TikTok, YouTube Shorts | Full-screen mobile. Headline reserved for top-safe zone, CTA in bottom-safe zone. Often paired with a UGC overlay. |
| 16:9 | YouTube pre-roll, programmatic display, LP hero | Wide cinematic crop. Same concept, retuned for desktop and CTV. Doubles as the matched landing-page hero. |
Sample copy bank for one concept — "EMDR is not a buzzword."
B · “EMDR-trained, not just EMDR-listed.”
C · “The trauma protocol your last therapist mentioned. The one we actually run.”All variants describe training and methodology — not outcome guarantees. Compliant with NJ LCSW advertising guidance.
2 · “A trauma-specialty practice run by Stephanie Mora, LCSW — bilingual, EMDR-trained, IFS-informed. Now accepting new private-pay clients.”
3 · “If your insurance therapist was the right starting place but you can feel there’s a deeper layer. That layer is what this practice was built around.”Each variant tuned to a persona — Montclair private-pay buyer, credential-led searcher, and the upgrade-from-insurance searcher.
2 · “BOOK A CONSULTATION” → /book
Built on identity-neutral editorial photography.
Every concept in this pack uses identity-neutral editorial photography — the EMDR light bar, the brass plaque, the velvet armchair in afternoon light. No models, no faces, no demographic cues. The practice serves a bilingual client base, and the frames let any prospect see themselves in the room without the brand presuming their identity first.
Production frames work the same way. When real photography enters the system — Stephanie’s likeness for the founder field-note, the actual Montclair office interior — it ships through approved photography only. Identity stays under the practice’s control. Patient imagery never enters the system without documented consent and never with implied outcomes.
Confidential — for Stephanie Mora, LCSW only.