AUSNCS Option 1 (Foundation): Ad Messaging and Sample Ads

1 Purpose of This Document

This document supports Option 1 (Foundation) of the RT7 Media marketing proposal for Australian Nursing and Community Services (ANCS). It reviews the paid advertising component of Option 1, describes the ad messaging directions we recommend, and provides written sample ads based on the services, language, and assets currently on ausncs.com. All copy here is draft material for discussion. Nothing runs until it has passed compliance review and client sign-off.

2 Option 1 Recap: What the Ad Program Is

Option 1 (Foundation) includes a Meta (Facebook and Instagram) lead generation campaign with A$850 per month (US$600) in ad spend, paid directly to Meta. The campaign uses a lead form that collects contact information only. The ads are supported by the rest of the Foundation scope: two compliance-reviewed blog posts per month, a fixed Instagram link-in-bio landing page, a one-time keyword and on-page SEO pass built on real search behaviour for NDIS, SIL, and SDA services in Southwest Sydney, and organic Facebook and Instagram posting using ANCS's existing photos and footage.

What Foundation deliberately does not include: produced short-form video ads, ongoing split testing across Meta placements, and Google Search campaigns. Those live in Options 2 and 3. Foundation ads therefore rely on strong static creative (ANCS's existing professional photography, especially the Bradbury property) and disciplined copy.

3 Compliance Guardrails That Shape Every Ad

Because ANCS operates under the NDIS Code of Conduct, Ahpra advertising rules (Raquel is a practising nurse), and Australian Consumer Law, every ad in this document follows these rules:

• No clinical testimonials and no treatment outcome claims. Ads describe services factually and invite a conversation; they never promise results.
• No use of the NDIA logo or any implication of NDIA endorsement. "Registered NDIS provider" is a factual statement and is permitted.
• Person-first language throughout (for example "participants with high physical support needs", never condition-first labels).
• Lead forms collect contact information only: name, phone, email. No health questions, no disability details, no plan details.
• Audience targeting is 18+ and location based. No targeting on health conditions or disability interest categories.
• Any imagery showing participants requires documented written consent. The safe default creative set is the Bradbury property photography and staff imagery already published on ausncs.com.

4 Messaging Pillars for Option 1

With A$850 per month, the budget supports one always-on priority campaign plus one rotating secondary message. We recommend the following five messaging pillars, with Pillar A as the standing priority.

5 Sample Ads

Format notes: Primary text is the main ad copy above the creative. Headline appears under the creative. All ads click through to a Meta instant lead form (name, phone, email) unless noted. Australian spelling throughout.

6 Targeting, Lead Handling, and Measurement

• Geography: radius targeting around Campbelltown, Leumeah, Bradbury and the wider Macarthur region, extended to Southwest Sydney for the SDA vacancy ads (families often search on behalf of someone who lives elsewhere in the region).
• Audience: 18+, location based, broad. No health or disability interest targeting. Coordinator-facing ads use professional-context placements and copy rather than sensitive targeting categories.
• Lead forms: name, phone, email only, with a clear privacy statement and a thank-you screen stating expected response time. Leads should be answered within one business day; speed to contact is the single biggest factor in converting SDA and SIL enquiries.
• Measurement: monthly reporting on spend, reach, leads, and cost per lead, with pillar-level notes on what is drawing enquiries. This informs the monthly rotation of the secondary pillar.

7 Review Notes for Raquel and Miles

• Every ad above is written to be compliant as drafted, but final copy still goes through the agreed compliance review before anything is published.
• The Bradbury vacancy ads are the priority: they carry the clearest commercial return and the strongest existing creative.
• If any Bradbury photography shows a participant, we need the documented consent on file before that image is used in paid media; otherwise we run property-only imagery.
• These samples are starting points. Once live data arrives, copy is refined based on which pillars actually generate enquiries.