Social Scope · Prepared for
Holden Timeless Beauty
Dr. Amanda Holden · Ashley Holden, Director of Marketing · San Diego, San Marcos, Fallbrook and Carlsbad
This is the HTB half of the social plan. We take over HTB's one Instagram and one TikTok, covering all four locations, at three posts a week, inside Alpha's brand rules, and we start with the content you already have recorded through the end of the year so nothing goes quiet. Around that we build HTB a local playbook with a brand persona and a patient avatar, set your team up with a private portal, and add a monthly Instagram Live with Buck and a free studio session each month. It runs October through December, and in January we sit down together and look at what it did.
Setup, HTB's Half
Half of the $2,500 setup. The other half sits on your personal plan. It covers getting the accounts and content back in HTB's hands, connecting them to us without a password changing hands, and sorting the recorded library into a calendar.
HTB Social
HTB's one Instagram and one TikTok at three posts a week, the local playbook, brand persona and patient avatar, the private portal, a monthly Instagram Live with Buck, and one studio session a month on us.
Six pieces, itemized.
Alpha's digital team owns the HTB brand at the corporate level. What stays local is HTB's one Instagram account and one TikTok account, which cover all four locations, and that is the part this covers. Everything we make follows Alpha's rules, and Ashley stays the person who sets the direction.
Getting HTB Back in Control
Before anything posts, the accounts, the logins and the recorded content need to sit with HTB, and then with us.
- A written checklist for getting every login, content folder and posting calendar back from the previous manager, ready for Ashley to send as it is
- Instagram and TikTok connected to our team on a short call with you or Ashley, so no password is ever emailed or texted to us
- Two step login codes stay on HTB's phones, not ours
- Every clip and photo already recorded pulled into one library and sorted by spa, provider, treatment and season
- Anything already scheduled checked, so nothing goes out twice or goes out stale
- Alpha's brand and compliance rules collected at kickoff and turned into a one page do and don't list that every editor on your account works from
Local Strategy and Brand Persona
A short working playbook for how HTB shows up in north San Diego County, written inside Alpha's brand rather than around it.
- A look at the HTB accounts as they stand: what has run, what has pulled, and what has gone quiet
- The local picture across the med spas your patients also follow, and where HTB sits against them
- The HTB brand persona: how the spas sound and look on local social, from physician-led care to the laid-back luxury on your site
- Voice and caption rules that match Alpha's and still read like your providers talking
- Content pillars, with a set share of posts for each, so the feed stays balanced between treatments, providers, patient stories and the spas themselves
- A posting calendar through December, built first from what you already recorded
- The playbook checked against the numbers every month and adjusted
Patient Avatar
Who books at HTB, modeled from real third party data, so the content speaks to the person who actually walks in.
- The HTB patient avatar, modeled and documented
- Third party consumer and lifestyle panels behind it
- Differences between San Diego, San Marcos, Fallbrook and Carlsbad, where the data shows them
- What your patient values, what gets them to book, and what holds them back, each mapped to content that answers it
- Which platform they actually watch, so Instagram and TikTok each get what works there
- Written into the playbook, and the content pillars come out of it
One Instagram, One TikTok
Three posts a week across HTB's Instagram and TikTok, the rhythm you already had, now run by a full team.
- Three posts a week, published to HTB's one Instagram account and one TikTok account
- We start with the content already recorded through the end of the year, so there is no gap while the new rhythm settles in
- Editing on every post: cuts, color, sound and pacing
- Captions, on-screen text, hooks and covers written and designed for HTB
- Spa, provider and treatment tags handled, so each location gets its share of the feed
- Posting times, hashtags and the calendar handled for you
- Comments answered in HTB's voice. Questions about pricing, booking or anything medical go straight to your front desk instead of getting an answer from us
- Nothing goes out about treatments or results that Alpha's rules do not allow
- No AI-generated faces, voices or before and after images, ever
Private Portal
One place for HTB's content, installed as an app on your phone and Ashley's.
- The calendar for the weeks ahead, so Ashley can see what is going out and pull anything before it does
- Prompts for you and your providers when you want fresh material, written from the content pillars and easy to shoot on a normal day at the spa
- Upload straight from the app, thirty to sixty second clips, with no editing and no captions on your side
- Every post that went out, in one place, with the analytics beside it
- Analytics read for you every month and explained, down to which spa, treatment and format is pulling
- A Slack channel with our team for the day to day
Instagram Lives and the Studio
Once a month you get Buck on camera with you, live from your phone, and a studio session in Scottsdale whenever you want to come in.
- One Instagram Live a month with Buck, about ten minutes, from your phone wherever you are
- Booked in a couple of taps on our studio page, with step by step instructions sent to you ahead of time
- A topic picked from the playbook, and the Live promoted on HTB's accounts beforehand
- Saved as a post afterwards and cut into short clips for the feed
- One session a month in our Scottsdale studio is on us: the studio, lighting, cameras, crew and direction
- Each session edited and cut into short form for the HTB accounts
- Your travel to Scottsdale is on your side
- If you would rather we come to you and film at the spas, the cost for that is laid out in the investment section below
Back in control in week one, posting by week two.
Because you already have content recorded, the first posts do not wait on the strategy work. The playbook gets built while the feed is already moving. The week ranges below are how it usually runs and depend on how quickly the accounts come back from the previous manager.
Week one
Kickoff with you and Ashley
One call to walk through HTB, the four spas, what worked before and what Alpha needs from local social. We send the recovery checklist the same day, collect Alpha's rules, and book the short call where we connect Instagram and TikTok together.
Weeks one to two
Library, calendar and first posts
The recorded content is sorted, the calendar through December is laid out, and the first posts go out. Your portal and Slack channel are set up on your phones in this window.
Weeks two to four
Playbook, persona and patient avatar
The local playbook is written, the brand persona is set, and the third party data pull models your patient. Ashley reviews it, and the content pillars that come out of it start shaping what we post.
Every month
Three posts a week, a Live and studio time
Posting runs every week. Once a month there is an Instagram Live with Buck and a studio session in Scottsdale if you want one. The numbers sit in your portal the whole time and we read them for you each month.
January
We look at it together
After December we sit down with you and Ashley, look at what three months did across the four locations, and decide what 2027 looks like. From there it carries on month to month for as long as it is earning its keep.
You run the spas. We run the feed.
Most of what we need from HTB comes in the first week. After that it is a glance at the calendar and the occasional clip when something good is happening at a spa.
Your side
Mostly week one- Get the logins and the content back from the previous manager, using the checklist we send
- Join a short call so we can connect Instagram and TikTok
- Send Alpha's brand and compliance rules at kickoff
- Keep patient consent on file for anyone who appears in a post
- Glance at the calendar in the portal and flag anything Alpha would not want
- Shoot a short clip when a prompt fits your day, if you want fresh material
- Tell us about promotions, new providers, events and anything happening at a spa
You never write a caption or schedule a post.
Our side
Everything else- The recovery checklist, the connection call and the content library
- The do and don't list built from Alpha's rules
- The local playbook, brand persona and patient avatar
- Three posts a week on Instagram and TikTok
- Every edit, caption, cover and schedule
- Comments answered, with booking and medical questions passed to your team
- The portal and the Slack channel, staffed
- A monthly Instagram Live with Buck
- One studio session a month in Scottsdale, on us
- Analytics read and explained every month, and the January review
Your accounts stay in HTB's name the whole way through.
Every line, itemized.
All figures are in US dollars. This is HTB's half of the plan, billed to HTB. Your personal plan is its own agreement and its own billing.
Part one · Setup
One timePart two · HTB Social
Per month, October to DecemberFilming at your spas
Only when you ask for itHTB's half of setup, plus the first month
$1,250 and $1,500 in one payment, so the account recovery and the posting both start straight away.
Same date each month, automatically
Two more payments of $1,500, so the three months come to $5,750 including setup. After the January review it carries on month to month with thirty days notice to stop.
Not included in this scope: Alpha's corporate brand and marketing, the HTB website, paid advertising and ad spend, email and newsletters, public relations, platforms other than Instagram and TikTok, and your personal accounts, which sit on your own plan. Filming at your spas is billed separately as set out above. Anything else gets its own scope and its own number if you want it.