Ad Brief: Aging at Home Alone — Coordination Planner

Landing page: /lp/aging-at-home-planner/ Topic page (SEO): /topics/aging-at-home-alone/ Resource page: /resources/aging-at-home-coordination-planner.html Form: Native HTML → lead-capture Edge Function

Topic Summary

Aging at home alone is the quiet challenge nobody talks about. 28% of adults 65+ live alone (US Census). They manage their own appointments, medications, insurance — and have no built-in coordination safety net. When something goes wrong (a fall, a hospitalization, a doctor retirement), everything depends on knowledge that exists only in their head. This planner puts it on paper.

The topic page speaks to people who value independence and are managing their own care — or to adult children at a distance who want to help without lecturing. The planner is practical help, not charity. It signals: "You're doing this. Let's make sure nothing falls through the cracks."

Lead Magnet: Aging at Home Coordination Planner

Interactive fillable planner — printable, private, designed for the person managing their own care. Seven sections:

  1. Situation — Current health picture, providers, medications (at a glance)
  2. Care Team — Primary care, specialists, pharmacy, insurance — who to call for what
  3. Weekly Tasks — Medications, appointments, self-care routines
  4. Emergency Plan — Who to call first, medical info, advance care preferences
  5. Support Network — Neighbors, friends, family — who checks in, who knows what
  6. "What If" Scenarios — Fall, hospitalization, doctor retirement, cognitive change — what happens next
  7. Goals & Review — What matters most, how often to update the plan

Deliverables:

The gate (first name + email) earns the lead. The planner CTA in the welcome email and QR code on the printable planner create re-engagement loops back to the topic page and Record Vault / Expanded offers.

ICP Segment

Primary: Self-Primary Contact (65–80)

Older adults managing their own care, often living alone. May not have family nearby. Values independence and practical control.

Who they are:

Where they are in the funnel:

Conversion path:

Secondary: Adult Child at a Distance (40–60)

Wants to give their parent a planning tool — not a lecture. Feels guilt or worry but knows their parent values independence.

Who they are:

Where they are in the funnel:

Platform: Meta (Facebook / Instagram)

Why Meta

Audience Configuration

Ad Set 1: Self-Primary Contact (Primary)

Age: 65–80 Gender: All Location: United States (or active service areas) Language: English

Detailed targeting — INCLUDE (OR logic, any match):

Detailed targeting — EXCLUDE:

Placements:

Optimization: Conversions → Lead event (fires on form submission via fbq('track', 'Lead')) Budget: $20–35/day. Primary audience. Scale based on CPL after 100+ leads. CPL target < $10.

Ad Set 2: Adult Child at a Distance (Secondary)

Age: 40–60 Gender: All Location: United States

Detailed targeting — INCLUDE:

Detailed targeting — EXCLUDE:

Placements:

Optimization: Conversions → Lead event Budget: $10–20/day. Secondary audience — test and scale if CPA is favorable. CPL target < $10.

Retargeting (all segments)

Custom Audiences:

Exclude: People who already submitted the lead form (create a Custom Audience from the Lead event)

Placements: Facebook Feed + Facebook Right Column Budget: $5–10/day

Ad Concepts

Concept 1: "Everything is in your head. What if it wasn't?" (Static)

Format: Single image, thoughtful, reflective Audience: Ad Set 1 (self-primary contact), Ad Set 2 (adult child) Visual: Warm, calm. Soft focus on a desk or table — planner or notebook, pen, perhaps a cup of tea. Not clinical. The feeling is "this could be me, organizing my own life." Respectful of the person doing the work. Text on image: "Everything is in your head. What if it wasn't?" Subtext on image: "Put it on paper. Free coordination planner." CTA button: "Get the free planner" Primary text: 28% of adults 65+ live alone. They manage their own appointments, medications, insurance — and when something goes wrong, everything depends on knowledge that exists only in their head. Our free coordination planner puts it on paper. Seven sections: care team, weekly tasks, emergency plan, support network, "what if" scenarios, goals. Printable. Private. Designed for the person managing their own care.

Concept 2: "Your neighbor would notice. But would they know who to call?" (Emotional)

Format: Single image, preparedness hook Audience: Ad Set 1 (self-primary contact) Visual: Gentle, not alarmist. Perhaps a quiet neighborhood scene — front porch, mailbox, or someone at a window. The subtext: "Someone might notice. But would they have the details?" Warm, not fear-mongering. Text on image: "Your neighbor would notice. But would they know who to call?" Subtext on image: "Put it on paper. Free coordination planner." CTA button: "Get the free planner" Primary text: If something happened tonight — a fall, a hospitalization — someone might notice. But would they know your doctor? Your medications? Who to call first? Our free coordination planner helps you put it on paper. Care team, emergency plan, support network, "what if" scenarios. Seven sections. Printable. Private. For the person managing their own care.

Concept 3: "Aging at home: organized, not alone" (Carousel)

Format: 5–6 slide carousel Audience: Ad Set 1, Ad Set 2 Visual: Walk through planner sections with warm, real-feeling imagery. Kitchen table with planner pages, hands filling in sections. Each slide shows a section benefit — not checklist-y, more "here's what this gives you." Slide 1 headline: "Aging at home: organized, not alone" Slide 2: "Care team. Who to call for what." Slide 3: "Emergency plan. If something happens tonight." Slide 4: "Support network. Who checks in. Who knows what." Slide 5: "What if scenarios. Fall. Hospitalization. Doctor change." Slide 6: "Seven sections. Printable. Private. Free." CTA button: "Get the planner" Primary text: 28% of adults 65+ live alone. They manage their own care — appointments, medications, insurance — with no built-in coordination safety net. Our free coordination planner puts it on paper: care team, weekly tasks, emergency plan, support network, "what if" scenarios, goals. Designed for the person doing it themselves. Printable. Private.

Concept 4: "The emergency plan nobody wants to fill out (but everyone needs)" (Direct)

Format: Single image, urgency without fear Audience: Ad Set 1, Ad Set 2 Visual: Clean, direct. Maybe a simple illustration of a planner or checklist — practical, not ominous. The tone is honest: "Nobody wants to think about it. But everyone needs it." Text on image: "The emergency plan nobody wants to fill out (but everyone needs)" Subtext on image: "Free coordination planner. Seven sections." CTA button: "Get the planner" Primary text: Nobody wants to fill out the emergency plan. But everyone needs one. Who to call. What medications you're on. Who your doctors are. Our free coordination planner has seven sections — situation, care team, weekly tasks, emergency plan, support network, "what if" scenarios, goals. Put it on paper. Printable. Private. For the person managing their own care.

Concept 5: "For the person doing it all themselves" (Instagram Story)

Format: Instagram Story (9:16 vertical) — 3 frames, tap-through Audience: Ad Set 1, Ad Set 2 Frame 1: "For the person doing it all themselves." Frame 2: "Appointments. Medications. Insurance. No built-in safety net." Frame 3: "Put it on paper. Free planner." [CTA link / Swipe up] CTA button: "Get the planner" Primary text: For the person doing it all themselves — appointments, medications, insurance. When something goes wrong, everything depends on knowledge that exists only in their head. Our free coordination planner puts it on paper. Seven sections. Printable. Private. Designed for the person managing their own care.

Design Notes for Canva