Insert company logo here

Website & Digital Marketing
Project

About ZAM Agency

With over 20 years experience in corporate graphic design, creative direction and marketing, our mission is
to lead our team of Visual Communications and Marketing specialists to deliver creative, impactful design
that effectively communicates to internal and external audiences.

Our team brings enthusiasm, ideas and experience to every project with a focus on creatively crafting, communicating and marketing your brand in an innovative and effective way.

Peter Sewell

ZAM’s creative, tech and ideas guru

Renee Sewell

ZAM’s digital marketing and
brand communication guru

Services

Connecting you with your audience.

In a connected economy your messaging has to differentiate, influence, grow your brand at every touchpoint. The most enduring, and well-loved brands are those that have a true connection with their audience. With ZAM, you can be assured that you will find your brands’ unique truth and develop innovative strategies to build powerful cognitive and emotional bonds to your audience.

We focus on the perfect customer journey at each touch point – wherever that journey begins. We have a talented multi-disciplinary team that specialises in producing creative that stems from a solid strategic foundation.

DESIGN DIRECTION + STRATEGY

PACKAGING

PRODUCT PHOTOGRAPHY

VIDEO PRODUCTION

SOCIAL MEDIA MARKETING

WEB DESIGN + DIGITAL MARKETING

PRINT DESIGN

ANIMATION

PRESENTATIONS

BRANDING

INFOGRAPHICS

ILLUSTRATION

PREMISE

Dr Tim, Dr Mernhoosh and Dr Raj are on the move.

Sydney Skin Cancer Institute will be established as Sydneys premier destination for prevention, diagnosis and treatment of skin cancer.

The opportunity

CHALLENGE

To successfully transition existing patients and attract new clientele to the new destination premises.

DELIVERY

Brand, website and digital marketing (Organic and paid SEO, SEM & Social)

Build a modern, medically compliant website with HotDoc integration.

Our understanding of SSCI’s goals

Drive local patient bookings in surrounding areas from new clinic.

Grow visibility, authority and trust.

KPIs:
Conversion ≥4%, ≥35% organic bookings,
≥50 Google reviews @4.8★+.

Note: Organic bookings KPI reframed to 6–12 months for sustainable growth.

Monthly landing page tests (e.g., CTA position, copy, fee disclosure).

Tracking missed calls + abandoned bookings to optimise.
provide system + templates,

1

Brand foundations

Brand mark review, asset kit, signage & marketing assets

Our process overview

2

Website

Booking-first UX, compliance

3

Marketing

SEM: Google Ads, GBP, remarketing

4

Growth & optimisation

CRO, content expansion, reviews, AI readiness

Build or refine a premium brand that inspires trust
and credibility

Brand

The following brand and marketing initiatives are proposed:

We will demonstrate how our agile approach to brand development will give SSCI the brand foundations and messaging it needs to successfully launch in market and provide the assets needed to continue to grow.

Face not easily recognisable.

Is it a man and a child inside?

Our creative thoughts on the brand you provided

Muted colour palette

Variations of this logo for small space, favicon, Instagram profile, stacked etc...

Website build

2

Booking-first User Experience, Compliance + Conversion Focused

Stage 1

Content
collection

Design look and feel home page, with booking-first UI/ UX, conversion focussed layout.
Review and sign off on designs

2-4 weeks

Stage 2

Page creation across site with approved copy and images, HotDoc integration, AHPRA, privacy & accessibility compliance

Stage 3

On-page SEO, meta tagging, alt tags, link testing, analytics and tracking set up

Typical time frame - Dependant on speed of client delivery of assets & feedback

Stage 4

Soft launch

8-10 weeks

Website platforms & hosting

2

Preferred platforms we build on

Squarespace

Utilising the Divi Builder by Elegant themes allows us to build a responsive, asthetically pleasing website with all the functionality required. It also allows for on page amendments by clients with training

Self-hosted platform bundled in with your yearly fee

Wix

Utilising the Divi Builder by Elegant themes allows us to build a responsive, asthetically pleasing website with all the functionality required. It also allows for on page amendments by clients with training

Self-hosted platform bundled in with your yearly fee

Maintenance as required
Developer cost
$165 per hour

Wordpress

Utilising the Divi Builder by Elegant themes allows us to build a responsive, asthetically pleasing website with all the functionality required. It also allows for on page amendments by clients with training

Hosting will need to be organised through a third-party hosting provider - we host sites through Crazy Domains, GoDaddy, MelbourneIT and SiteGround

Security updates, maintenance & back ups
$110 per month

Marketing

3

Competitor analysis,
Marketing & SEO approach

Monthly Digital Marketing Management ($1,500/month)

Our ongoing service ensures SSCI’s clinic remains visible, trusted, and chosen by local patients.

SEO (Organic Growth)

Competitor analysis each quarter (keywords, backlinks, content gaps).
Optimise service + suburb pages for ranking.
1x new blog/article per month (educational & AHPRA-compliant).
Metadata, schema and technical checks.

Google Ads (Paid Growth)

Campaign strategy & ongoing optimisation (keywords, negative keywords).
A/B testing ad copy for conversions.
Bid & budget management for efficiency.

Google Business Profile (GBP)

Monthly updates: new photos, posts, services.
Review monitoring & response templates.
Track calls, map views and directions.

Reporting & Strategy

Monthly dashboard (clicks, bookings, cost per lead, keyword rankings).
Quarterly strategy roadmap for growth & optimisation.

Month-by-Month Timeline (First 4 Months)

Month 1 – Setup & Foundations

Competitor analysis: identify local keyword gaps, backlink & content opportunities.
Produce campaign strategy & growth roadmap.
Website tracking setup (GA4, Tag Manager, conversions).
Launch Google Ads (high-intent keywords).
GBP optimisation.

Month 2 – First Optimisation Cycle

SEO: optimise service pages + publish Blog #1.
Ads: add negative keywords, test ad variations.
GBP: update photos/posts.
Review requests system live.
Monthly report delivered.

Beyond 4 Months

1. Ongoing SEO Growth

Expand suburb/location landing pages (capture “near me” traffic across clinic location).
Publish monthly educational blogs + FAQs (feeding organic + AI search visibility).
Technical SEO monitoring (site speed, schema, crawlability).
Build high-quality backlinks through GP networks, local media, associations.

2. Ads Management & Optimisation

Continuous optimisation of ad groups (bids, keywords, copy).
A/B testing for new ad messaging and landing pages.
Scaling budgets to maintain optimal cost per booking as patient volume grows.
Introduce advanced campaign types (Performance Max, YouTube) if relevant.

Month 3 – Expansion

SEO: Blog #2 + suburb landing page expansion.
Ads: CRO test on booking flow (headline/CTA position).
GBP: continue updates & track calls/map clicks.
Monthly report + Quarterly strategy review.

Month 4 – Growth & Optimisation

SEO: Blog #3 + technical SEO check.
Ads: scale budget to winning ad groups.
CRO: run second A/B test on landing page.
GBP + Reviews: maintain growth velocity.
Monthly report + optimisation roadmap update.

3. CRO (Conversion Rate Optimisation)

Quarterly CRO tests (page layouts, CTA design, booking flow tweaks).
Refinement of HotDoc integration (appointment types, messaging).
Optimising the patient journey → more clicks = confirmed bookings.

4. Reputation & Local Authority

Review request workflows to grow volume & maintain 4.8★ rating.
Showcasing reviews/testimonials (compliance-checked) on site & GBP.
Strengthen clinic presence in local news/directories for backlinks + visibility.

5. Reporting & Strategy

Monthly KPI dashboard: bookings, CPA, rankings, reviews.
Quarterly strategy sessions: competitor monitoring, content roadmap, AI search readiness.
Annual review: refining goals as SSCI scales capacity.

Ad spend options

Conservative

Ad Spend: $1,500/month

Management: $1,500/month

Total: $3,000/month

Estimated Clicks: ~150–200

Estimated Bookings: 10–14

Revenue Impact: $2,500–$7,000

Best for testing the waters and establishing baseline performance.

Recommended Starting Point

Balanced

Ad Spend: $3,000/month

Management: $1,500/month

Total: $4,500/month

Estimated Clicks: ~300–400

Estimated Bookings: 20–28

Revenue Impact: $5,000–$14,000

Delivers consistent new patient flow with room to refine campaigns.

Numbers above are approximations

Growth

Ad Spend: $5,000/month

Management: $1,500/month

Total: $6,500/month

Estimated Clicks: ~500–650

Estimated Bookings: 35–45

Revenue Impact: $8,750–$22,500

Positions your clinic as the go-to provider in your area, maximising visibility and patient acquisition.

OOH Advertising:
Bus shelter
Back-of-bus advertising
Shopping centre digital screens
Shopping centre directory screens

Options to consider - not included in current scope

Brand awareness
Establish Meta profiles Instagram & Facebook, form organic content strategy, produce content, Brand Awareness campaigns with Lead Magnet and ‘book consultation’ activation, YouTube bumpers

Reputation Marketing
Google and other platform reviews management
and integration

First-Party Data Growth: Newsletter/signup → future re-marketing asset (valuable if expand to cosmetic/dermatology services)

Compliance Safeguard
Quarterly review of AHPRA & ad policies as Google & Meta evolve