LGM State Wide Clinic

Comprehensive Marketing Strategy
for the State of Tennessee women’s clinics

LILIANA GRACE MEDIA
Presented by Liliana Grace Media www.LilianaGraceMedia.com

“Marketing isn’t a one time magic
solution. It is a process, not an event.”

-Liliana Grace

What We Do

We build business and tell your story. We tell it better than anyone
else. We help current and potential clients find you and fall in love
with you.

Let’s talk straight for a minute. Marketing used to be easy.
Someone in the office could “multi task” and handle it. With
today’s ever-changing landscape and digital being a force we
can’t ignore it can be hard to know what to do and what will
work. In the 70’s we would see about 500 or so messages. Today
that number is in the thousands! So how is a business to stand
out? How do you manage your marketing strategy and run your
business? It is easy to bleed money and see no results.

What’s worse is to hire someone internally at the budget you can
afford, but they aren’t really qualified. What if the budget could
allow you to hire a top tier CMO? Would you be interested?
Wouldn’t it be nice if you could have the expertise working on
your behalf to develop strategy, reports, oversee and manage
a plan that works? A Chief Marketing Officer that not only
understands marketing, digital media but also business and
human behavior? Liliana Grace and her team can provide this
role for you! So, let’s get you and your entire staff back to what
you do best, and we handle the marketing strategy and oversight.
A highly qualified top tier Virtual CMO is exactly the solution
you are looking for! There is great peace of mind knowing that
everything is handled and the right strategies and solutions are in
place. Thank you for considering Liliana Grace Media to be the
solution for your business.

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Table of Content

Meet theTeam.............................................5
The Agency Relationship...........................8
Personas ....................................................14
Your Client ...............................................20
Online Digital Strategies.........................26
Your Website................................................28

Search.....................................................32
Online Digital Advertising.........................38
Snapchat and Social Placements..................44
Waze and Digital Radio..............................48

Next Steps.................................................52
Case Studies..............................................56
Client Talk ................................................62

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Liliana’s Welcome

Thank you. Thank you for what you do every single day. Thank you for offering your time and
your money to help empower women to educate themselves, and empower them to advocate for
themselves. Thank you for being a part of the solution for free, not just affordable, but free medical
services to women facing a surprise pregnancy. Thank you for educating yourselves on all that
womens need to know about their bodies, procedures and financial resources available to them.
Thank you for trusting LGM to partner with you to help strengthen the brand of women’s clinics
across your beautiful state.

Together, as one, we can make a difference. We are stronger together. We are strongest when we
all play the unique roll we are designed to play in this fight for life and encourage our uniqueness
along the way. We are stronger when we share resources to provide a unified point for every
woman to find the closest clinic near her. We are stronger when we put our efforts together in
making our services easily and readily found. On behalf of myself and every new life that is
wanting their mom to find you, thank you.

Enclosed find a comprehensive strategy on how we can unify our efforts and impact this mission
together, support one another and yet maintain your unique identities as a clinic. LGM is honored
to partner with you and the donors who make this possible. Personally, from my heart, it is
important for you to know that this is not a new idea or opportunity for our agency. This has
been a dream of mine for over 10 years and to see it come together with the help of God, will
truly change many, many lives. To be sure, this will be a process, not an event. Marketing doesn’t
happen in a moment it happens over several moments patched together bringing a message over
and over to a person so that when they need us, they think of us. With the launch and ongoing
continued support of this initiative everyone will win. Trends change, cultures change, viewpoints
change, and the ways to reach our audience are constantly changing. LGM has and will continue
to make a commitment to learning your audience and learning the trends of what is working and
how we can position your clinics in front of those needing your services. We will work to position
you in front of not only the client, but those who are key influencers in her life. We look forward to
this work together and the dialogues in the days to come as we daily, weekly, monthly, and annual
review, respond and get better and better.

Liliana Grace

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Meet the Team

Liliana Grace

FOUNDER + PRESIDENT
Liliana Tami Joe Grace, is known for her unique ability to cut through everything and find the right message,
the right solutions and bring them to fruition for a client. It is a common practice to hear our clients say,
“how did she just come up with that? It’s perfect!” Liliana brings a unique perspective and powerful ability to
help organizations attain the growth they seek. Her ability to create unique strategies, creative concepts and
campaigns and then place them in the right medium is truly fascinating. Through strategic marketing and
promotional connections, a business marketing message is covered. She believes it isn’t a matter of budget.
Success in marketing is a matter of strategy, the proper utilization of it and truly doing your best work.
She was raised in a small town in Iowa and taught that “We don’t stop at 5pm. We stop when the job is done.”
A 2001 graduate of Belmont University School of Music Business, Liliana also has been trained and received
certificates through the InnerMetrix Profile Assessments, C.R.M.C through the RAB, and been mentored
by the late Brian Klemmer. She is also a founding member and co-facilitator for a leadership development
company. She combines marketing solutions, business realities, human behavior, business and common sense
to mine out your story. This process has proven to help her clients win over and over and over again. Marketing
a product, service, nonprofit, musician, or author, and understanding what moves a person to make a purchase
decision is what comes natural to Liliana Grace & her team. As strategist and marketer, Liliana also works with
many social organizations that allows women to be empowered for success nationally as an approved partner
for national organizations.
Liliana has always viewed every client as a partner and approaches them as both a coach and an advocate.
Every organization she’s helped sees growth year after year with innovative multi-channel marketing including
local promotions, radio, and digital strategies. Liliana’s digital marketing strategies and consultations have also
increased corporate growth for major corporations in Des Moines, Nashville and beyond.

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KC Church

COO
KC was born and raised in Iowa and is certainly no stranger to hard work
or needing to think quick on your feet. She is able to roll with whatever
comes her way and tackle it head on. Creating systems and processes that
will get the job done comes naturally to her. KC is the glue. She supports
and builds most process in place for Liliana Grace Media. She is the one
behind the scenes working with Liliana providing oversight of the day
to day operations, client campaigns and strategies. She ensures things
running correctly & on time.

Grace Maher

STRATEGY & DESIGN
Grace Maher started as an intern at LGM and has recently graduated
from Drake University with a marketing degree. Her work is a huge
part of the success of many of the clients at LGM. Grace brings a
critical and unique perspective. Her ability to think strategically has
earned her a spot inside LGM and we couldn’t be more proud to have
her! To brag a little she is award winning. Winning her PR Capstone
Senior project for the Water Works Park Foundation. You are going
to love working with her on your strategy and campaigns as much as
we do! She brings a smile to every meeting and every campaign she
works on.

Mary Pat Crowley

DESIGN
Mary Pat Crowley bring over 20 years of design expertise for the
projects of LGM. Mary Pat is accomplished at designing a variety
of effective communication pieces. Her work can be seen in all
types of visual media including high end magazine layouts, books,
marketing collateral, logos, invitation packages, direct mailers,
newsletters, banners, ads and billboards.

Tonya Ludwig

SOCIAL
Tonya Ludwig has over 20 years experience in creative writing,
15 years of marketing experience, and 5 years in social media
management. She enjoys keeping up with the latest developments in
social media and working in a forward-thinking environment. Faith
and family are the foundation for everything she does. Tonya is an
avid reader, entrepreneur and creative mind.

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The Virtual CMO Agency
Relationship with L G M

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What is an Agency and why do I need one?

Wouldn’t you LOVE to have someone who “does it for you” when it comes to marketing. Wouldn’t you love to have
someone with a sense of strategy, what works, what doesn’t, and how to tie it all together. Not just digital or traditional
advertising, but someone who understands marketing, people, advertising and brand management. Then you want an
in house person, an agency or a combination of both. Over the years, the agency relationship has changed. Instead of
being there to make some ads and purchase media, more and more business are quickly finding the need for someone
to help them navigate technology that is now a critical part of marketing and adverting. Many business that utilize an
agency also have an in house person that works directly with the agency. Digital has been so disruptive to business,
having an expert to help navigate this, in addition to the traditional methods of marketing, have quickly become a
necessity.
An agency will provide many services and the relationship can be tailored to the needs of the business. You will be
assigned an account manager who works directly with you on everything that touches your marketing and advertising.
The agency’s assigned account manager is the person you will have regular on going communication with. The entire
agency, along with your account manager, will review everything touching your brand, your marketing and your
advertising as well as provide quality suggestions for your review and consideration. The agency will also work with you
to establish and manage an agreed upon budget for advertising. The goal of this budget will be to enhance and build the
overall brand of your organization in the marketplace as well as drive traffic to the location as well as online. An agency
brings comprehensive plans and solutions for your consideration. Answering questions as they arise and as needed.
The agency is that “person(s)” who is reviewing all of your marketing efforts, constantly working to improve them for
maximum efficiency so you can focus on running the business.
Why LGM for your Agency?
LGM is led by Liliana Grace. Liliana Grace has an extensive background in marketing, emotional intelligence training
and is a founding board member of a highly successful women’s clinic. Not all of her clients are clinics or non profit.
However she has a deep heart and passion for work that empowers women. Liliana understands the concerns and
needs of the donors, board and the client. Managing these three audiences is a delicate balance. One that Liliana and her
team are here to support you with.
Engaging with Liliana Grace Media as your agency of representation provides you more than one person for marketing
support! You get a team of people that will be working on your brand, reviewing your business and looking for
opportunities and strategies to increase awareness and clients. You get to focus on doing what you do best! We’ve got
your marketing, branding and advertising covered!
LGM is comprehensive in our management of your marketing efforts. As your Agency, we will filter and review
marketing opportunities that come your way. We will only bring to you those opportunities we believe will help you
reach your goal. Yes! No more dealing with advertising salespeople! Practice these words, “You can call Liliana, she
handles all of our marketing.” You’re going to love saying that! LGM is an extension of your team. We have eyes and ears
on your websites and social media accounts. We don’t take this responsibility lightly. We find it an honor and privilege
to work on your behalf. Thank you for that!
What will you need to do? You will need a point person for direct communication, information and final decision
making. You will also likely need a community engagement person(s) for some of the strategies we suggest.
Ok, so let’s talk a few specifics:
• Persona development (2)
• Brand guide support and strategy
• Marketing budget management, allocation and implementation
• Direct point of contact for all marketing conversations and sales pitch presentations
• Provide oversight to the direction and implementation of all advertising and website needs
• Review all invoices and provide and review with your monthly reports
• 1 hour monthly meeting with Liliana Grace or one of the LGM team members (in person or phone)
• Calls, Emails, and Texting as needed
• Light business consulting, idea generation and brainstorming

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BEHIND THE CURTAIN
So what are we doing when you’re not looking? We try to make it look effortless, but as you know, this requires
a ridiculous amount of effort. Marketing is an on-going process. Digital is a living process that requires daily
attention. Your business never sleeps and really, we don’t sleep much either.
STRATEGY
Strategy doesn’t stop at the initial meeting. Your strategy is constantly reviewed and adjusted as needed. Your
specific strategy will be based on; trends, industry specific information, your goals, who/where your ideal client is,
and the knowledge and experience that LGM brings to the table. We spend a ridiculous amount of time analyzing
and reviewing everything. Yep. Everything! Your insights and suggestions for your industry are extremely valuable
to this process. This is a partnership and working together we will have great results!
EDUCATION
The team at LGM will be continuously learning about your industry. We will look to you for insights, ideas,
concepts and websites you want us to learn from or get familiar with throughout our engagement. Point us in the
right direction and we will be off to the races! In addition to your industry, the LGM team will continue to learn
more about your Persona as if we know them personally and have spent time with them in their world. Your brand
showing up where they are is the “name of the game”. If they don’t know you, they won’t consider you. Our goal is
to keep you in front of them so you get considered every time they make a decision about services you provide.
COMMUNICATION
Once a month your organization and LGM will get together in person or via phone for monthly report review.
In these sessions we will discuss what is happening, how things are working and any adjustments we have or will
make. We will also bring any recommendations we feel would be beneficial.
Weekly and Daily. We like you! We have to communicate! Text or call as needed. Text will always be the fastest way
to connect with Liliana. For all email communication sent to Liliana, we highly recommend you copy KC. We want
to stay connected. More than Liliana, the entire team is available via phone call, text, and email. You can expect
an answer within 24 business hours. Shhhh don’t tell anyone, but likely we will even respond on the weekend or
outside of business hours. Liliana just can’t help herself. She loves her clients like family.
CAMPAIGNS & REPORTING
What goes into starting, implementing and managing a campaign?

Preparation
• Design
• Rate negotiations
• Research
Reports
• Monitor live action
• Review/Analyze
• Compare
• Adjust
• Suggest
Provide & Discuss Reports
• What worked
• What didn’t
• How can we improve
• What do the numbers mean?
• Who/When/Where/What was happening throughout the campaign period?

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DIGITAL SERVICES
Digital strategy and management is what we handle. Each strategy and campaign will have different costs
associated with them. Much of this is outside of our control as it is set by the market and in most cases a bid rate.
The areas that we can control, we do.
We can and will provide 99.9% of all the digital services you can imagine. Isn’t that awesome! However, we are
always learning! If we come across digital products or services that we don’t offer but make sense, we would
LOVE to implement them for you! Our number one commitment is to get the right services in place to grow your
business. Because our digital services are so broad, we do require you to use our services and solutions as a part of
this agency engagement.
Why do you require hosting and maintenance of my website with the agency agreement?
If your site goes down, is flagged, hacked, etc. we will know about it and begin taking the steps needed to ensure
it’s back up and running as quickly as possible. Down time = losing potential clients. That is not acceptable and
why we require the hosting and maintenance of your website is with LGM. If we don’t have that, then there is little
to nothing we can’t do to make edits, adjustments, or find out why you aren’t live. There is a general cost with this
service and updates to your site are billed out by the hour. We discuss all of those costs in a contract that you will
have the opportunity to review and sign.
FINANCIALS
When it comes to the financials, it is important to have a game plan. An upfront budget will be confirmed. Based
on that budget, we will purchase media and review invoices accordingly. We offer invoice review for those clients
who would like this service. We do recommend it. This is simply, reviewing what was purchased against what was
delivered and invoices to ensure that every dollar being spent on your campaigns is correct.
BILLING & INVOICES
The basic agency of record retainer fee starts at $3500 and includes up to 30 hours of time each month. Not all of
these hours will be in person. Not all of these hours are directly with or by Liliana Grace. This is an agency rate
and those hours are split between the team. There is a lot that goes on behind the scenes. Your specific contract
will define what is or isn’t included with the retainer. Payment is expected by the terms on your signed contract. As
much as we hate to do it, we will charge a late fee for late payments.
Invoices will be sent via email and payments should be remitted to the address on the invoice. If for some reason
the mail man never delivered your invoice or it got lost in the black hole of your email account, for whatever the
reason you do not have an invoice, it is still your responsibility to request one and it is always your responsibility
to have your monthly retainer and other media expenses paid on time. The amounts due will not be a mystery and
clearly defined in the signed statements of work and agency of representation agreement. You will be required to
put a cc on file for us to charge when your account his over 30 days late. There will be a fee of 2.75% on all cc or ach
transactions. There will be a late fee of up to 5% for all late payments.

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Personas

“Would “Meghan” like this, do this, need this, be interested in this, etc.”
The persona defines who you are targeting and helps guide efficiency in your marketing and
advertising decisions. Without a clearly defined persona your client quickly becomes anyone and
everyone you can help in any way you can help them. Although it is not bad to help as many
people as you can, with limited resources it is extremely important to be very focused. Without
focus you can experience mission creep and watch money fall through the cracks. A clearly
defined persona creates clarity of focus where all decisions can be answered by asking
“Would “Meghan” like this, do this, need this, be interested in this, etc.”

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K Kate

Kate is “the girl” everyone loves. We market to “Kate” because
she is the girl that every high school girl thinks is cool
and every mid 30’s female wishes she could be again.
She is at the “idealistic” place in life just about to start

life. She is strong yet insecure. Confident yet unsure. She
is very ready to start making all of her own “big girl”

Who is Kate?

• Kate is 24 years old and comes from a good middle to upper middle class family. She has clearly
defined idealism for her life, career and most importantly family plan.

• Good religious girl and goes to church as she can. She tries to do the right thing. She has a lot of
friends but few close friends. Everyone admires her talent to do anything and everything she wants
to do. Everything seems to just work out for her.

• She sees herself as inadequate and insecure. She needs lots of affirmation and believes all of the
accolades are nice people “blowing sunshine up her skirt.”

• She has a sense of right and wrong but really wants to explore her options in every area of life
including sexuality. She doesn’t want her parents to know what she really believes and practices. She
isn’t “out there”, but she is sexual when she feels it is “right”.

• Her view on the world, politics, social issues, right and wrong is shaped more from her social media,
YouTube, and her peer group. Likely, that includes people she has never met in person. She believes
life on social media is somewhat fake, but probably mostly true. She is willing to believe a strangers
profile truly represents them and will meet them in person one day perhaps, although they really are
a complete stranger.

• Her phone is her primary source of connection to life.
• She doesn’t feel like anything will really ever happen to her especially pregnancy. She is mostly

uneducated about her body, pregnancy, STD’s and things of this topic. They don’t teach it in church
and so her views are shaped by her peer groups, social media and online info she comes across.
• When it comes to sex and pregnancy she is confident that she has it handles. She can use her app to
track things and take the morning after pill and pregnancy will never be an issue for her.
• She is more afraid of her parents finding out she was having sex than the pregnancy.

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M

Meghan

Meghan found out she is or might be pregnant today. She took multiple pregnancy test
and most of them confirming her worst nightmare. Her first though is “not right now.”
She might tell one or two people, but ultimately she is going to self educate and make her
own independent decisions. Online is her most logical place to self educate and to find
someone who can help her. She is looking for hope and solutions. She doesn’t like negative
energy and she just wants somewhere and someone to purely give her all the information.
She wants someone to walk through this with her, but doesn’t necessarily know who. Most
of her relationships are based on a VR/AI world. Her first thought is Planned Parenthood.
This is who she knows about. We strive to grab Meghan’s attention with our marketing

efforts before, during, and after her pregnancy. Being in her world through digital
marketing puts us in her mind when “life” happens to her.

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Who is Meghan?

• Meghan is studying business and planning a strong career in “something” when she graduates.
• She educates herself in the classroom, but verifies everything she is told and learns against her peer group

and her personal ability to self educate on line.
• She is pro woman, pro choice and may or may not be abortion minded personally. She looks at it as a viable

option she and every woman should have.
• Meghan is liberal in her thinking and in general feels republicans are going to hold the world back.
• She was raised to be independent and has always had a phone in her life. Meghan wouldn’t know what to do

without it.
• News doesn’t have to be accurate. If it is from her peer group, groups she follows on social, or people

she has never met but appeal to her online, she believes it to be true. She is influenced by perception of
reality. Many of her friends or groups are people she has never met in real life. This is normal and socially
acceptable to her.
• Her phone and online is her social, news, and communication tool.
• She doesn’t associate with a religion but believes something.
• Her clothes continue her self expression of an “empowered woman” and she doesn’t mind showing off her
body. Men need to keep control and respect her, no matter what she does, or doesn’t, wear.
• She drives a nice enough car, has a job and/or internship, but inside knows that she deserves so much
more. Her work ethic is good. However she needs her employer, teachers and everyone to understand if
she needs to be there for a friend or has an emotional situation she has to deal with everyone needs to be
understanding.
• Her expectations are unrealistic in most areas as it relates to life, work, paying bills, and real world
situations.
• She spends most of her money on food, drinks and likely at Sephora or online items that grab her attention.
• She donates to causes that support her views. She wants to be ”part of the solutions” and believes she can be.
• Her peer groups are her “family”, and she trusts them but at the same time doesn’t. Often she feels alone and
will avoid being alone.
• Dating and social app such as Tik Tok combined with her strong sense of independence, entitlement and
extreme insecurity have created an “amazon prime” mentality with humans and relationships.
• Abortion is often the most “humane” thing to do. Just like putting down an animal that they can’t care for or
isn’t well, abortion is similar in her mind.
• Life is full of options and pregnancy doesn’t fit in her life right now. That will happen on her timetable.
Long term side effects of termination are “scare tactics”. However now that she is pregnant she questions
what to do.

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“Technology has completely disrupted the way we live,
work, and connect. Traditional methods of marketing
and thinking about your business will not be enough.”

-Liliana Grace

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Your Client

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40% Statistics
86%
14% 40% of minors having an abortion report that neither of
50% their parents knew about the abortion (AGI).

In 2015, unmarried women accounted for 86% of all
abortions (CDC).

About 14% of all abortions in the United States are
paid for with public funds—virtually all from the state
(AGI).

The abortion rate of non-metropolitan women is
about half that of women who live in metropolitan
counties (NAF).

Sources:
Guttmacher Institute (AGI)
Centers for Disease Control (CDC).
National Abortion Federation’s (NAF)

67% Generation Z
59% and Millennials
81%
65% 67% of Millennials favor allowing gays and lesbians to
marry legally.

59% of Gen Z’ers believe forms or online profiles
ask about a person’s gender should include options
other than “man” or “woman”

81% say social media makes them feel more connected to
what’s going on in their friends’ lives. Two-thirds also say
these platforms make them feel as if they have people who
will support them through tough times.

65% of teens who belong to an online group say these
communities play a role in helping them figure out
how to feel about important issues. 55% say it helps
them get through tough times.

Sources:
Pew Research Group
www. PewInternet.org

Your client is not your donor

Donors are the reason we are able to keep clinic doors open. Our clients however are completely
different and it is important to keep that in mind when creating our marketing strategies.

• 55-65 years old • 17 - 28 years old
• Established in career income and may be • Abortion minded
• Doesn’t want anyone find out they’re
retired
• Likely impacted by abortion pregnant
• Business savy and owner or C suite level • Educated and want more for their life
• Married with older near adult or adult • Pregnancy interrupts their life plan
• Concerned with family/friends finding
children
• Solid in their beliefs out
• Will increase their giving if they see a • Unsure what they believe before 10 weeks
• Want someone to listen and answer
potential impact
• Wants to support saving babies questions
• Believes in the mission • Self educating
• Attends church and likely volunteers in the

community

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A Marketing Plan

Foundations For Your Marketing Plan

R Identified Persona
Who are you wanting to reach?

R Identified Budget
Reasonable & Realistic

R Street Strategy & Promotion
Where can you be in the community and
what can you do to show up in their world?

R Digital & Social Strategy
Cover all of the basic

Foundations for Making the Digital Connection

A solid foundation for your digital footprint is not optional. Your client is mobile, digital and constantly
connected to everything she wants to be or can imagine. Information is at the click of her screen, a swipe,
or a voice request. Your business needs the following digital solutions:

• Quality & Relevant Website
• Search Engine Optimization
• Business Directory Listings Accurate and Up

To Date
• Reputation Monitoring and Management
• Quality Content Content Content
• Social Strategy
• Digital Marketing Plan to Drive Traffic and

Invite Clients to Your Business

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“I didn’t know there was a clinic...so close…”
-Lauren Roman

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Online Digital Strategies

It was positive, not just one but all of the pregnancy tests Meghan took. She has been very outspoken on
her beliefs about the freedom to choose. She used protection and even took the plan B pill. There is no
way this should be happening. The first thought that comes to her mind is the clinic she hears about and
sees everywhere she goes. The clinic that gave her the birth control and said they are always there for her.
She starts to think about other options though, it’s going to cost a little to have that abortion. If she could
just find a free clinic to get her the pregnancy test, ultrasound and gestational information with all of her
options that would be great. She doesn’t want a fake clinic, but she is desperate so she goes online to search.
YouTube University and Google Academy to the rescue. She looks for who can help her to self-educate.
She then checks out their website and likely their reviews. She wants to see for herself what her options are.
Meghan is going to decide where to go based on what she can find and what her friends recommend. She

may stay in her city or she may go a little far out, just so no one sees her.

The marketing recommendations in this book are designed to connect with Meghan and her key influencers,
before and during her search. If we can be in her world and seen as a credible resource then she will look to us as
an option. The cost to market on such a large scale can be daunting. Cost sharing and coming together as a state
allows us to have a unified message and an affordable, significant digital foot print.

Consistency will win every time.

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Your Website

It’s late at night and Megan thinks she is pregnant. She is completely freaked out and turns to the
internet for answers. To try and relieve her “what ifs” and “what’s next”, she spends hours looking
at websites and researching information. She is looking for answers to confirm her suspicions and
educate her. She wants someone to ease her mind and help her through this situation. She asks her
friends, but when she is all alone she is spending every free minute reviewing every website she
can find. Her decision will be influenced by her experience in all areas of the internet. Your website
being critically important, it must meet her needs, speak her language and provide good content to
instill confidence that you can help her in an honest and professional way.

If Meghan doesn’t connect with your website, she isn’t likely to come to your front door. The old
idea of minimal content doesn’t work with today’s client. Meghan is able to find anything and
everything she wants. If you don’t tell her, someone else will. She is trusting of what she can research
online. She frequents over and over the sites that educate her and she connects with. Your content
should provide education, information and the ability to easily connect directly with you. The
images will be strong but not overly exciting or overly depressing. Imagery that she can relate with.
The navigation should help her quickly find what she is looking for and the depth of content will
help her want to stay on the site longer. It then becomes an easy next step for her to come to the
clinic for her next steps.

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Website Strategy

Your new website will be developed based on your marketing goals combined with the needs of clients coming
to your site. Your site will be one that potential clients can not only find, but also have a pleasant experience in
using and find it easy to connect with each of the affiliates.
Your new website will have the following:

• Responsive Design – renders well on all screen sizes
• You will own your website
• You will be able to make changes and edits as needed
• Aesthetically appealing
• Easy to navigate and contact affiliate
• Easy to find relevant content
• Easy to find services available and how to schedule an appointment
• Your new website will be built to be SEO ready.
Step 1: Strategic Review & Content Confirmation
This first step is key to ensure your goals and needs for the new site are clearly laid out before we start
building. We also need to identify your internal point of contact for final website decisions. Before we launch
into building, we will do an in depth review of your current site together. This will take approximately 1 hour
and when possible, will happen in person with the decision makers of your organization, and our lead digital
strategist. We will do an additional 1 hour session follow up on the phone with the lead digital strategist, web
designer and other team members working on your site to confirm direction.
Step 2: Solution Review & Content Securement
You will get a design proof of your website for you to review and approve. This proof will be the layout and
design for your new site. If you have any changes to the site layout and design, it needs to be addressed at this
point. Upon your approval of the site design and layout we will begin building and development. After we
begin building and development, there will be no more structural changes to the site as quoted.
Step 3: Building & Development
Following your review and approval for the direction, look and feel of the site we will collect your content and
images. We will begin creating, laying out and coding the pages for application to the site.
Step 4: Review, Delivery & Training
Once all content and imagery have been placed into the site and all final edits are complete you will have the
opportunity to do one final review. This review will be looking for content, imagery and minor edits. Upon
your written approval the site is considered complete and final payment has been received, your site will go
live. At that time, we will also schedule a final call to train you on how to manage your site for daily or simple
edits as needed.

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Website Strategy

Websites Considerations:
Home Page: This should be clean and easy to navigate, providing the consumer the information they need
quickly. Make it simple and easy to find contact information and easy to get an answer to their questions.

Content Pages:

• We will discuss your specific content pages in our step 1 meeting. In general, your content pages
should be itemized properly across the top in key tabs. Drop down boxes as appropriate. This should
encompass information about your business, your process, your products how to connect
with you to do business.

• Simple and easy to use forms that can be directed to whomever you want in your organization.
• Provide us the specific email address for when specific forms should go.
Location Search and Affiliate Pages: Make it easy for clients to find locations near them.
Google Analytics installation: This will help monitor your online and offline marketing progress.
Search Engine Integration:
Your Site will have a platform for easy integration of search engine optimization including:
• Meta Tags- a coding statement in HTML that describes the contents of a site

• Meta Descriptions- 156 characters that describes a url to the end user in a search engine

• Alt Tags- invisible descriptions of images to search engines

• Integration of Social Media Channels; Create links to increase your social value or integrate social

conversation directly into your site.

Estimated time to completion: 12 weeks once all content and images are received. Approximately 140
total hours.
Price to build your State Wide Site: $8,500
Price to build the individual clinic pages: $3,500
Hosting & Maintenance: $450 per month for the state wide site. $150 per month for individual sites.
This includes a place for your site to live with Unlimited Bandwidth, Unlimited Storage, One Domain
Registration, Weekly Backups, Weekly Core File Updates, and One Hour of general site maintenance. LGM
will also manage updating hours for each clinics location page. Most edits will be completed in 24 hours, but
we request up to 72 hours to make edits.

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Search

“Siri, Where can I get a free pregnancy test?”

Meghan searches for information online. She is going to asking Siri and/or do the traditional Google, Yahoo,
and Bing search engine searches. She types in words like Abortion, Abortion options, Pregnancy test, and
other similar words and phrases. Meghan is drawn to the names and places that she has seen and look
credible. She sees the paid ads, and may be drawn to them, however she knows they are paid placements. She
wants more than a paid ad. She wants to see all of her options, specifically to the top organic listings that aren’t
just there because they paid to be there. Meghan is drawn to the organic search results as they seem to be
more credible. She is especially drawn to them if they match up with paid placements.

When Meghan looks for abortion information or a free pregnancy test, her ability to find you in organic
should not be left to chance. Launching a great website isn’t enough. To be sure you are found, you have to
tell the search engines you are a relevant and credible source. You also need to ensure your business listing
are continually up to date and be aware of the reviews about your business. All of this impacts how you are
showing up in the organic section of search. This is why it is important to do monthly SEO work. Often
buying ad words is confused with proper SEO work. While it is true that buying ad words is extremely
effective, it can often become very expensive. Since Meghan has significant trust in what she finds organically,
Ad Words should not be a replacement for SEO work. It should be a compliment if the budget allows. Ask
yourself, who is Siri or the major search engines going to refer? Did you tell Siri or the major search engines
what you want them to know about your website? Did you tell them you are a resource? Are your business
listings accurate and consistent? What are your reviews and how is your online reputation? Are you providing
regular updated content? SEO work is critical to cover all of these basics.

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Search Engine Optimization

You wouldn’t ignore your light bill would you? You can’t ignore
SEO either. Search Engine Optimization is critical for being found
in the sea of organic search. SEO is exactly what it sounds like – it is
optimizing your web site, so your business will be considered in the
search CONSISTENTLY!

We work towards the goal of having your business on the first page
placement when someone searches for your services. Search Engine
Optimization isn’t a one-size fits all solution and it doesn’t happen
overnight. Just like anything, the more time you put into it, the more
you get out of it. We customize our plans to cover your primary needs
for SEO work and still be cost efficient.

Being found online is a combination of Earned, Owned, and Paid media. Proper SEO will impact all of these areas.

Our Monthly Search Engine Optimization Services Include:
• Research on keywords, finding the best keywords that describe your business and services to provide prominence,
density, and proximity. Recommendations as necessary on content for quality.
• Remain compliant across all search engines
• Improve Website Visibility on major search engines to improve traffic
• Work to appear in the top 10 – 20 rankings or first 3 pages on the top 3 search engines in each affiliate market
(Google, Yahoo, Bing)
• Generate leads from natural search traffic
• Build sustainable long-term natural search ranking
• Create higher brand credibility
• Maximize natural search brand visibility

On & Off Page Elements
• Title Tags, Meta Tags, ALT tags, URL Structure, Relevant Keywords, Quality of Content, Site Maps, Site
Popularity, Site Speed, Number of error messages, Freshness of content
• Off-page optimization (external work to maximize performance in search engines, requires daily hands on work)
press release submission, blog creation for backlinking, search engine submissions, social bookmarking, directory
submissions, uploading of comments and reviews when available.

Reput a tion Management & Directory Listings
By 2020 it is expected 50% of searches will be voice. Voice Search visibility is primarily influence by local listing data and
reviews. Ensure your listing is accurate and shows up when searching listings for industry options with accurate and verified
information.
• Business Information Monitoring: We monitor your business listings to make sure they are current and accurate across

all sites
• Perform better in search results so customers can find you in their moment of searching
• Direct Integrations makes updates in one place to all platforms as the authority
• Timely Updates since all directory listings are adjusted in a matter of minutes
• Duplicate Suppressions Resolved that happens by inconsistent or inaccurate business listings; duplicate listings are additional

records of business information that can impact a company’s online presence. We are able to detect and eliminate duplicate
listings at the source
• Review Monitoring and aggregate all review in one place so you can actively engage with customers

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Organic Search

94% organic traffic is Google
40% of business is driven through organic search

70% of clicks are the top 5 organic results
80% of paid advertisments are ignored
46% of people check smartphone before getting out of bed

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What is happening online
Your Brand Needs to be Seen
Organic Search | Social Media |Video

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Organic and Mobile Search

Information & Graphics provided by Digital Information World and their research. www.DigitalInformationWorld.com

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Online Digital Advertising

Meghan is attached to her phone. She checks it frequently during class, at work, at home and
while with her friends. She’s connected all day long. She checks the weather, her period tracker,
dating apps, social media and other interesting sites. She has been seeing your ads and intrigued
by them. She is surprised to learn about another option beyond Planned Parenthood. Today
when your ad came across her screen, she decided to clicked on your ad just to see what you’re
about. Clicking on your ad takes Meghan directly to your website.
It is imperative we are visible in her day to day digital life if we want to be considered as
a solution for her and her friends. Visual digital ads are one of the most powerful ways to
consistently show up in her world. Placing digital visual ads that show up in her apps, websites
and even in her social media is a way of putting yourself in her world. Visual digital ads also
create a way she can click and take action when she sees the ad and realizes she needs you.
We fight to have real estate on her phone so that when she needs you, she remembers you. When
she needs you there is an easy way for her to click. Each click means she has found you and is
one step closer to engaging with you. To get that click, we need to have multiple ads she sees
consistently placed on the websites and inside the apps she is using.

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Adwords

Buying keywords and phrases inside Search Engines can help you find clients when they are searching for
those keywords. We can help you with an effective advertising campaign utilizing this strategy. Pricing is
based on market rate, is a bid process, and will adjust accordingly. Estimated clicks per month with a $500
budget can range from 50-200 clicks.
If you are interested in this ad strategy we will provide you a market specific quote. We purchase ads on
Google, Yahoo and Bing. This chart outline is for example purposes only and only represents Google.

This chart is for example purposes only:

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Targeted Digital Ads

We implement multiple targeting strategies using a blended
approach. Some of the strategies we will work with are as follows:
• Geo-Targeting: Your ads will be focused in the locations of

your choosing.
• Site Retargeting: We recapture site visitors after they leave

your website and place your ads on the websites and in the
apps the clients are visiting as they travel around the internet.
You will get code that will need to be placed on your website
prior to the launch of your campaign.
• Advanced Audience Behavioral Targeting: We will target
individuals based on their online behaviors and activities. We
will target your desired client.
• Native: These are ads that look like featured news content. You supply the headline and link to page on your
site that provides the content viewers are looking for.
• Geo-Fencing: We will place an invisible fence around specific locations of your choosing and serve your ads
to individuals who access the internet while in that geo-fenced area. We can target as tight as a ¼ mile radius
around those areas. Please provide us with the specific locations you would like to fence.
• Snap Chat: Your ad shows up inside the Snapchat app.
• Waze: When appropriate we may utilize this location marker. You can also purchase this as a stand alone
strategy for $500 per month for up to 150,000 impressions.
• And More: We have multiple targeting strategies we can implement based on your specific needs and how
you would like to target potential consumers. We reserve the right to identify the strategy for the agreed upon
budget. You will receive a monthly report for the strategies we utilized and their performance.
Investment per month:
$1500 per estimated 100,000 ads for basic strategies as described above
Ad design is not included and is $250 per ad set or $350 for animated
Group Discount Rate: $1000 for approx. 100,000 ads. No design charge

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Digital Ad Examples:
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To see a comprehensive list of our previously used ads, refer to
lilianagracemedia.com/yourcliniccare

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Snap Chat and Social
Placements

Meghan is at her friend’s house and she gets a buzz on her phone. It isn’t a text, and
it isn’t the news app, it is Snapchat. She glances at it multiple times an hour every
day. When she is done messaging and “snapping” her friends, she slides overto
the stories to see what all of her friends have been up to that day. In between her
friends’ stories are advertisements. Your advertisements will be placed in this
position as often as possible.

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Social Media Management

68% of consumers will review companies on social media

before making a purchasing decision.

71% of consumers are more likely to make a

purchase based on social media referrals.

Stats from pewinternet.org social media update

It is mission critical that your social media pages are appropriate and relevant. To be relevant and relatable they need
consistent posting. This will be a combination of posts we provide and coaching as to what each clinic can do to support
the posting schedule. Examples of this would be getting pictures internally of the staff, team, outings or other fun things
that can help personalize the site. The goal through our social media management efforts is to become the girls “best
friend”. Someone that she looks forward to connecting with on a daily basis. We want to be in her world. We want to
be where she is. When she needs us, she will think of us. Social Media done properly helps connect us with her before,
during and after her point of need.
Social Media management provides the ongoing management of social platforms such as Facebook, Instagram,
Snapchat and Google Plus. With a predetermined number of posts based on appropriateness, producing graphics,
securing licenses, as well as managing and moderating. Being consistent is critical to the success of your social media
efforts. Remaining engaged with your chosen social media platforms says that you care.
We will manage your social media efforts in the following ways:
1. Create new pages when necessary
2. Conduct a social media review of current channels, usage and engagement
3. Edit and enhance channels that currently do exist
4. Build recommended social media channels that currently do not exist
5. Weekly posting 3 – 5 times per platform and once per week on Google My Business
What we will need from you:
• Access to your social media pages
• Supply graphics that you would like us to use for scheduled posts

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Snap Chat

Streaks, Stories, Sexting, News, Hookups, Relationships. Real life has
never been easier to “erase” than with Snapchat.

What is Snapchat? Snapchat has quickly become one of the most popular social media apps among millennials.
1 Million snaps are created and sent daily. On this app users can send messages that disappear after being viewed.
The view time is determined by the sender. The sender also has information about when the “snap” (message) is sent,
delivered, open, screen shotted and / or replayed before deleting. In addition to sending messages, users get their news,
watch their story and other stories.
We will place animated ads to play on specific dates and times in front of potential clients and their influencers
through snap chat. We will place your ads in your community. Please provide us the zip codes and/or cities requested for
placement.

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Waze and Digital Radio

All day every day Meghan’s boyfriend is on his favorite stations. He is interrupted by your
messaging and instead of being upset is grateful. He checks you out and then recommends
Meghan make an appointment, after all, it is a free clinic. What does it hurt to get a free
second opinion on the situation?

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Waze

Waze is not included in our general SEO work but can be added and seen as an additional way to advertise
directly to potential clients when they are near, or drive near, your clinic and are using the Waze app.
Your ads on Waze will be placed based on when people get close to the location of the clinic. When in close
proximity, your ad or branded pin will be visible. Waze is the world’s largest community-based traffic and
navigation app. Waze will build awareness about our clinics, locations and accessibility.

We recommend a Branded Pin!

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