Intergrative Connections
Integrative Connections is a wellness company dedicated to holistic health education for pets and their owners. I worked with Integrative Connections while doing work for their marketing agency. I was brought in as a Content Strategist to assist with funnel development and content strategy.
Marketing Funnel
This funnel aims to grow awareness around preventive health and longevity, attract a mission-aligned audience through valuable content, and guide them from interest to conversion. ​As a new company, the marketing strategy is top-of-funnel heavy to build brand awareness and educate the audience about longevity and cancer prevention.
1
Awareness
For the awareness stage, the focus is on organic social media, paid social ads, SEO-optimized blog posts, ebooks, and podcast episodes. These will introduce who they are and stress the importance of disease prevention, especially cancer prevention, for the whole family, including pets. All content will be created with a heavy emotional focus to show the weight behind preventing diseases like cancer.
2
Consideration
To nurture interest and deepen engagement, they will host a free 5-day cancer prevention challenge and a webinar on cancer prevention for pets and people. These lead magnets provide valuable education and help their audience see what's possible through preventive healthcare. In addition, it will introduce the team to their audience in a closer container before introducing paid offers.
3
Conversion
To convert interested leads into paying customers for their longevity course, they will use retargeting ads with direct CTAs and urgency. And other efforts, including email drips, and strategic pitches in the webinar and challenge. These efforts guide their audience from interest to action by highlighting the value and impact of investing in long-term health.
Content Stratgey
For this company, I directed all content strategy and guided the creative teams on what to create. Professional but heartfelt storytelling and education are the approaches we used for all content marketing. Below are examples of social media content direction I gave the creative team. This is beyond the direction that applies to all posts, such as following branding guidelines and post sizing.
Content Creation Direction
Carousel Post
Causes of Cancer
Create a carousel post to support the cancer prevention webinar. The post should educate pet parents and people on the main causes of cancer in pets: food, a heavy vaccine schedule, genetics, insecticides, and environment. Use an educational and empathetic tone that emphasizes prevention. The hook should be strong and clear, such as “Most causes of veterinary cancer can be prevented.” The caption should briefly list the causes without detail, while the individual slides provide more in-depth information that can be found in the webinar. Include a call to action directing viewers to “Learn More” via the ManyChat funnel, the word for this funnel is “Prevent”.
Graphic
Prevelence of Cancer
Create a graphic-style post to support the Cancer Prevention Challenge. This post should educate viewers on how prevalent cancer is in both pets and people, using a bold visual that immediately communicates key stats. The hook should be strong, such as “The prevalence of cancer has skyrocketed, and you can do something about it.” Format all prevalence data as percentages for consistency: 40% of Americans will develop cancer in their lifetime (American Cancer Society. Cancer Facts and Figures 2025), 25% of dogs will develop cancer in their lifetime (AVMA), and an estimated 20% or fewer of cats will develop cancer based on limited available data (AVMA and veterinary consensus). For the caption, acknowledge that nearly everyone has been affected by cancer, including our team. We've seen it both personally and professionally, and we’re committed to creating change. Share that change can start at home. Invite viewers to take action by including a call to “Take the first step toward prevention,” and direct them to comment “Challenge”.
Reel
Longevity Care Adds Years
Create a Reel to support the Longevity Course. Please film the owner for this post. Use a storytelling format: have her begin with a strong hook, then share a story about how preventive medicine helped extend a pet’s life. After the story, emphasize that longevity care can truly add years and quality to your pet’s life when the right steps are taken. She should end the video with a clear verbal call to action: “Comment ‘Longevity’ to get my course.” For the caption, highlight her 25+ years of experience as a holistic veterinarian to build credibility and trust.