Health & Wellness · Opportunity
Choice Point: help the right people find the moment that can change everything.
A proposed paid social media programme, and the member platform behind it, to grow Choice Point: a personal growth programme about the moment between a trigger and our response, for people already searching for growth, healing and purpose.
- Paid social media
- Audience targeting
- Creative testing
- Conversion tracking
- Member platform
- Weekly and monthly reporting
- Journey stages
- 7
- Growth phases
- 4
- Platform stages
- 5
- Core programme
- 3 months
An opportunity Hello Brand pitched to Choice Point. The pictures are campaign imagery from the proposal; no results yet.
Chapter 1 of 7
The brief
Grow the Choice Point movement through targeted connections: help the right people discover the right message at the right moment, and bring more of them into the programme and its community.
The task: introduce Choice Point to new audiences on clear foundations, so its message reaches the right people and creates real, measurable impact.
The audience: people who are seeking growth, healing and purpose, and who are already searching for what Choice Point offers. Each one is at a different point in their own journey.
Insight
Great advertising doesn't begin with advertising. It begins with understanding.
- Proposed
- Paid social media, and a member platform
- For
- People seeking growth, healing and purpose
- Goal
- More people into the programme and its community
- Channels
- Paid social and search: Meta and Google Ads
- Reporting
- Weekly, monthly and quarterly
- Platform proposal
- August 2026
The idea
Every journey begins with a choice.
Not campaigns: a growth engine. Most agencies start by asking about the monthly budget. This one starts by asking what problem it is solving, because advertising only amplifies what is already there. Only then are campaigns built, and grown one meaningful connection at a time.
- Right people: reach those already searching for what Choice Point offers
- Right message: authentic messages that speak to their journey
- Right time: show up when they are most open, curious and ready
- Real impact: optimise continuously for growth that creates change
Chapter 2 of 7
What Choice Point is
A personal growth programme built around one moment: the instant after something triggers us, when the body tightens, an emotion rises and the mind starts telling a story. We may not choose what happens to us, or even the first feeling. But we can choose what happens next. That moment is the Choice Point.
It teaches people to follow the “Golden Thread” inward, from “What is wrong with them?” to “What am I feeling?”, to move from Story Mode into Process Mode, and to listen to the body. Awareness on its own is not enough; it has to meet self-discipline. Choice Point asks people to take responsibility for their reaction, not the blame for someone else's behaviour.
The programme is taught in sessions and modules, with a group for questions and live Q&A sessions.
The pattern it interrupts
- Trigger: something happens
- Reaction: the body reacts, an emotion arises
- Justification: the mind explains why we feel it
- Behaviour: we act from that state
- Outcome: the familiar result follows
- Reinforcement: and the pattern repeats
The practice
- Notice: something has been triggered
- Pause: don't give the pattern your voice yet
- Feel: where is it in your body?
- Follow the Golden Thread: what is underneath the story?
- Take ownership: of what is happening within you
- Return to centre, and choose how to respond
Five pillars for the body
The inner journey and the physical journey are connected. The programme supports the body through five foundations, not as a fitness plan, but to give people the energy to stay present.
- Nutrition
- Hydration
- Sleep
- Movement
- Detoxification
Chapter 3 of 7
From searching to belonging
Every person who discovers Choice Point is at a unique point in their life. The campaigns follow the journey a person takes, from the first search to a community that supports them.
Seven stages
- SearchingThey are looking for something more, and the campaign finds the people already searching for growth, healing and purpose.
- DiscoveringThey see Choice Point in their feed, in a message that speaks to their journey, and something resonates.
- ConnectingReached when they are most open, curious and ready, they engage, ask questions and feel seen.
- LearningThey join a programme and begin their inner work.
- GrowingThey build habits, mindset and momentum.
- TransformingThey experience real change and new possibilities.
- BelongingThey become part of a community that supports them.
Campaign imagery from the proposal, matched to the stages: illustrations, not real participants.
Chapter 4 of 7
In the feed
The campaigns carry the Choice Point look: people gathered in nature at first light, under the Choice Point banner of wellbeing, community and transformation.
Before a single campaign launches
If the strategy is weak, more advertising simply speeds up failure; if it is clear, paid media becomes an engine for predictable growth. So the work starts by understanding eight things.
- 01
- The business
- 02
- The customers
- 03
- The programmes on offer
- 04
- The competitors
- 05
- The customer journey
- 06
- The data
- 07
- The measurement
- 08
- The commercial objectives
Chapter 5 of 7
How the paid media would run
A disciplined process: strong foundations, then campaigns that are never set and forgotten. Optimisation is a journey, not a destination.
Discovery and onboarding
Before Choice Point meets new audiences, every foundation is put in place to measure, learn and grow: understand the mission, programmes, audience, goals and offer; explore who the audience is, what moves them and where they engage; review competitors and market trends; audit the advertising and analytics accounts and existing campaigns; and check that pixels, tags and conversions track the right actions.
Audience refinement
Audiences evolve to reach the right people with the right message, based on how they behave and respond.
Creative testing
New creative and messages are tested all the time to find what resonates.
Placements, bids and budget
Spend moves to the placements that deliver the best results, and bids and budgets are adjusted for efficiency and better outcomes.
Performance analysis and scaling
Performance is watched in real time to spot opportunities; what works is scaled, and what doesn't is removed. Understand, optimise, grow.
Growth in phases
Paid media is a compounding investment: results strengthen as the campaigns learn, refine and scale.
Planting the seedMonths 1-3
Strategy, audience and creative testing, a learning phase and the first benchmarks.
Roots take holdMonths 4-6
Better efficiency, refined audiences, and better traffic and leads.
Growth acceleratesMonths 7-9
Mature campaigns and data-driven scaling.
Transformation sustainedMonth 9+
Deeper audience relationships and consistent performance.
Chapter 6 of 7
The platform behind the ads
Alongside the paid media, a web platform for Choice Point's members: a community platform, not just a course platform. It brings new people in, takes them into the paid 3-month Choice Point Programme and keeps them engaged as members afterwards, and sign-ups and purchases from the ads are tracked back to the spend.
- Free resources: eBooks, talks, morning routines and a newsletter
- Nurture: email journeys, educational content and community engagement
- The paid programme: three months, self-paced online or as a live facilitated cohort
- Membership: talks, workshops, guest speakers and specialist training
- What comes next: specialist programmes, practitioner training and retreats
Built in three steps
Core
Registration and profiles, a course builder with drip-fed content and certificates, once-off and recurring payments, a basic community, lead capture and landing pages, a newsletter and a reporting dashboard.
Growth
Workshop and retreat bookings, live sessions, membership levels, practitioner onboarding, automated email journeys, paid-media conversion tracking, and polls, surveys, challenges and badges.
Full ecosystem
A practitioner portal and referrals, a marketplace for facilitators and retreat centres, retreat logistics, physical centres and funnel-stage retention reporting.
Members' data stays in South Africa, with consent management and data export and erasure tools in line with POPIA and GDPR.
Chapter 7 of 7
What we proposed, and how it would be measured
Radical transparency: Choice Point would always know how its investment is performing, what is being learned and how the community is growing.
Every week
Campaign highlights, actions taken, and what's next.
Every month
KPI performance, audience insights, creative performance, conversions, return on investment, and key learnings and recommendations.
Every quarter
A deep-dive review, growth opportunities and the outcomes that matter most: real transformation.
Choice Point dashboard
What it will report
3 months · sample
- Sample
186,400
Reach
- Sample
9,872
Engagements
- Sample
3,416
Link clicks
- Sample
287
Conversions
- Sample
R86
Cost per result
- Sample
2.4x
Return on ad spend
Reach and engagement
- Sample
186,400
Reach
People who saw a Choice Point ad at least once
- Sample
9,872
Engagements
Reactions, comments, shares and saves on the ads
| Item | Value |
|---|---|
| W1 | 9,840 |
| W2 | 21,370 |
| W3 | 34,120 |
| W4 | 47,950 |
| W5 | 62,310 |
| W6 | 77,480 |
| W7 | 93,260 |
| W8 | 109,720 |
| W9 | 127,030 |
| W10 | 145,180 |
| W11 | 165,240 |
| W12 | 186,400 |
| Item | Value |
|---|---|
| Month 1 | 2,614 |
| Month 2 | 3,307 |
| Month 3 | 3,951 |
- Reactions 61%
- Saves 23%
- Comments 9%
- Shares 7%
Clicks and conversions
- Sample
3,416
Link clicks
Clicks from the ads to the Choice Point platform
- Sample
287
Conversions
Free-resource sign-ups and programme purchases tracked back to the ads
| Item | Value |
|---|---|
| Month 1 | 896 |
| Month 2 | 1,148 |
| Month 3 | 1,372 |
| Item | Value |
|---|---|
| Free-resource sign-ups | 263 |
| 3-month programme purchases | 24 |
of link clicks became a conversion
Return on investment
- Sample
R86
Cost per result
Ad spend for each conversion
- Sample
2.4x
Return on ad spend
Programme revenue tracked to the ads, for every rand of ad spend
- Sample
R24,600
Ad spend
Paid to the platforms over the three months
| Item | Value |
|---|---|
| Month 1 | R112 |
| Month 2 | R84 |
| Month 3 | R71 |
| Item | Value |
|---|---|
| Month 1 | 1.5 |
| Month 2 | 2.4 |
| Month 3 | 3.3 |
- Meta 72%
- Google Ads 28%
Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.
One meaningful connection at a time.
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