Kickoff Call Mental Health · B2C

Counseling Center Group Growth Partnership
The CAC Reduction Pod

Today is about kicking off the partnership — aligning on CCG's growth goals across paid search, organic, GMB, and lifecycle, walking through how we work and what comes next, and surfacing the questions that'll shape the audit. Findings come back at the Business Review (Meeting 2); the costed scope and final pod composition land at the 30-60-90 (Meeting 3), built around the work most worth doing.

About
Counseling Center Group is a mental health therapy practice with 16 physical locations and ~70 therapists along the East Coast, founded and led by Marjorie Kreppel. CCG is private pay, fully out-of-network — clients pay $250+ per 45-minute session for the gold standard of care and relatively short-term treatment. In an industry being consolidated by private equity and insurance acquisitions, the wedge is clinical quality and adherence. At a $12M run rate in heavy scale-up mode (zero margin, reinvesting into growth), marketing currently spends north of $100k/mo — $59k of that on Google AdWords alone — and the customer acquisition cost has become the constraint.
Your Engagement
Engagement
$15,000/mo
A three-role MH-1 pod with B2C marketing depth, built to reduce customer acquisition cost across SEO/AEO, paid search, lifecycle email, Google My Business, and content.
Two-week refundable trial · Month-to-month · 30 days notice · Specialist bench included
"MH-1 sits inside the operation as the operating layer the team works against — not a replacement."
+ Scope + Staffing · Decided at Meeting 3
Final pod composition shapes around what the audit shows — Marjorie picks what to expand, what to retire, what to bring in. Specialist bench available for paid social, brand creative, deeper AEO/GEO, and content production.
Two-Week Trial · Three Meetings
WEEK 0
Meeting 1 · Kickoff — today · audit kicks off · access flowing
WEEK 1
Meeting 2 · Business Review — audit findings across AdWords, SEO, AEO, GMB, lifecycle + priority order
WEEK 2
Meeting 3 · 30-60-90 Plan — what ships M1, M2, M3 + the final pod + monthly to match
AFTER TRIAL
Execution begins — lowering CAC, diversifying off AdWords dependency, lifecycle build, GMB content engine. Any added work scoped + priced separately.
100% refund if we don't continue after the trial.
Section 1 · 5 min
Today's Agenda
Seven topics · 50 minutes · today is about aligning on CCG's business goals, the access we'll need, and the discovery that powers the audit. Final scope + costed roadmap land at Meeting 3 (the 30-60-90 Plan).
01
Intros & Context
Both sides of the table, why we're here
5 MIN
02
Partnership Scope
What MH-1 audits during the trial + what stays with CCG's internal team
5 MIN
03
Org Structure
Marjorie + Bryan + the MH-1 trial pod + the local-market activation surface
5 MIN
04
Where We'll Dig Deeper
Patient acquisition economics, brand & voice, audience & local demand, vendor & stack
10 MIN
05
Tech Stack & Access
AdWords, SEO, GMB, web, email, CRM, analytics, brand assets
10 MIN
06
How We Work
Slack, email, EOS-compatible cadence, approvals
5 MIN
07
What Happens Next
Audit → Business Review (Week 1) → 30-60-90 (Week 2)
10 MIN
Section 2 · 5 min
Partnership Scope
Today's frame, based on what Marjorie has called out so far. The Business Review will sharpen, expand, or reshuffle this — the Meeting 3 plan is built around the final picture.
Starts This Week
Access & Vendor + Channel Audit
Read access across AdWords, SEO, GMB, GA4, Search Console, email · brand & voice ingest · competitive read of the PE-rolled-up landscape
Marjorie's Initial Asks
AdWords · SEO · AEO · GMB · Lifecycle
Evaluate current AdWords + SEO vendors · stand up AEO/GEO/LLM positioning · turn GMB across 16 locations into a real channel · build lifecycle email from a "horrible newsletter" into a list-driven motion
Open · Business Review May Surface
Final Pod Composition
Which channels MH-1 owns vs. advises on · which vendors stay, retire, or get replaced · where specialist co-pilots are added · how the pod plugs into CCG's existing marketing function
"Sometimes those who got me here can't necessarily get me there. I feel like something is off. The creative thinking is just not there — the way I need, or forward thinking, planning ahead. And also just not the direct experience with B2C."— Marjorie · 2026-05-19
"The CAC is the problem, not volume: every channel runs, but none runs as efficiently as it could."— The Argument in 60 Seconds · Accepted Proposal
The 3-Role Pod · What Each Owns
Three roles, layered on CCG's existing marketing function as the operating layer — not a replacement. Scopes are drawn from the accepted proposal. Final pod composition (same 3, expanded, or restructured) is decided at Meeting 3 based on what the audit surfaces.
Fractional CMO, B2C
Finalized end of audit
Responsibilities
Operating calendar · weekly Marjorie cadence · channel sequencing
Profile
"Senior marketing operator with B2C experience"
Marketing Engineer
Finalized end of audit
Responsibilities
Attribution · lifecycle infrastructure · GMB automation across 16 locations · AI orchestration
Profile
"Hybrid analytics-and-engineering operator, comfortable in modern marketing data stacks"
Demand Lead
Finalized end of audit
Responsibilities
Paid search optimization · SEO/AEO direction · lifecycle program · GMB execution · content alignment
Profile
"Senior B2C demand operator comfortable optimizing high-spend Google AdWords accounts"
Specialist Bench · Included
Behind the 3-role pod: SEO/AEO, lifecycle email, paid search, and other channel experts on demand for scoped work. Bench access is part of the $15,000/mo — additional dedicated co-pilots (paid social · brand creative · deeper AEO/GEO · content production) are the add-on menu Marjorie picks from at Meeting 3.
Not In MH-1 Scope
Clinical Quality & Therapist Training CCG · Internal
Therapist Recruiting (CCG has no shortage) CCG · Internal
Billing, Insurance Operations, Real Estate CCG · Internal
EOS Facilitation & Integrator Function Bryan · Direct
HIPAA, Privacy, Regulatory Counsel Legal Counsel
Section 3 · 5 min
Organizational Structure
Marjorie is the strategic owner and final approver; Bryan runs the Integrator function (EOS). The MH-1 trial pod plugs in alongside CCG's internal marketing lead during the audit, and the local-market activation surface — 16 locations + GMB + referral network + therapy directories — is where the work compounds.
MK
Marjorie Kreppel
Founder · Counseling Center Group
Strategic owner · final approver · "those who got me here can't necessarily get me there" — the role MH-1 unblocks
CCG Internal
LEADERSHIP + MARKETING + THERAPISTS
Who's in the room
→Marjorie Kreppel — founder, strategic owner, primary POC
→Bryan Mackie — Integrator (EOS) · operational alignment
→Internal Marketing Lead — partnership liaison · access & approvals during audit
→~70 Therapists · 16 Locations — the service the marketing exists to fill
Frame for the audit
Internal team in place. Audit evaluates AdWords + SEO + AEO + GMB vendors and the work today — not the people. Final pod composition + integration with the internal team gets decided at Meeting 3, post-audit.
MH-1 Trial Pod
FRACTIONAL CMO + ENGINEER + DEMAND
"MH-1 sits inside the operation as the operating layer the team works against — not a replacement."— Accepted Proposal
Core Pod · Roles & Responsibilities
Fractional CMO, B2CFinalized end of audit
Operating calendar · weekly Marjorie cadence · channel sequencing
Marketing EngineerFinalized end of audit
Attribution · lifecycle infrastructure · GMB automation across 16 locations · AI orchestration
Demand LeadFinalized end of audit
Paid search optimization · SEO/AEO direction · lifecycle program · GMB execution · content alignment
Specialist Bench · Included
"Behind the pod sits the MH-1 specialist bench: SEO/AEO, lifecycle email, paid search, and other channel experts as necessary for scoped work. Bench access is included."
Decided at Meeting 3
+Final pod composition — same 3 roles, expanded, or restructured based on audit findings
+Specialist co-pilots Marjorie picks from the menu — paid social · brand creative · deeper AEO/GEO · content production
Supporting Cast
Jarred · Strategy & Ops Josh · Technical Lead Andrea · Onboarding MH-1 Platform
Patients & Local Markets
16 LOCATIONS · DIRECTORIES · REFERRALS
Activation surface
→16 physical locations along the East Coast — each its own local demand profile
→Google My Business listings — primary authority signal for the $250+ session prospect
→Therapy directories (Psychology Today, et al.) — passive discovery, intent-rich traffic
→Professional referral network — doctors, psychiatrists, schools, community partners
→Word-of-mouth & alumni clients — the engine that filled the practice early on
Compounding Effect
Premium out-of-network positioning compounds when local presence, authority signals, and lifecycle nurture work together. Stronger GMB lifts AdWords quality, content earns the SEO + LLM citations that establish authority for a $250+ session, lifecycle keeps the long-consideration prospect warm — and every piece reinforces the same wedge: clinical quality over insurance-network commodity.
Section 4 · 10 min
Where We'll Dig Deeper
Kickoff aligned the picture — these are the questions we need answered live so the audit hits the right surfaces. The Business Review at Meeting 2 will come back with the order of attack.
"Where are we at with GEO? Where are we at with LLM?" — Marjorie has been asking, and not getting answers. Open lanes the audit will set a baseline on.— Marjorie · 2026-05-19
Patient Acquisition Economics
→CAC by channel today — AdWords vs. SEO vs. directories vs. referral vs. walk-in — and what's the target?
→$59k/mo AdWords optimized for "clients we've won before" — how do we evolve without losing the learning?
→Zero-margin scale-up posture — what's the budget elasticity if the audit surfaces real efficiency unlocks?
→Quantity-driven funnel (clients churn out because they get better) — what's the new-client volume target by location?
Brand & Voice
→"Gold standard of care" + "build a life they love to live" — how does that translate to a landing page, a GMB profile, an email?
→Differentiation from the PE-rolled-up insurance-network competition — in plain language, for someone deciding tonight?
→Out-of-network, $250+ session premium — what voice carries that without sounding corporate or clinical?
→AI-assisted content policy — how do we move at AI scale without producing anything that reads as AI?
Audience & Local Demand
→16 locations · which are demand-saturated, which are under-fed, which are the next opens?
→For the $250+ session prospect — how do they actually search? AdWords? GMB? Psychology Today? Word-of-mouth?
→GMB at scale across 16 locations — content cadence today is "a bear"; where are listings strong vs. thin?
→Referral / professional network motion — is there a flywheel worth instrumenting separately from search?
Current Vendors & Stack
→AdWords agency — engagement structure, reporting cadence, scope of what they own?
→SEO vendor — same questions: scope, structure, deliverables, results
→AEO / GEO / LLM — is anyone touching this today, or is it the open lane Marjorie has flagged?
→Email platform + capture forms — what's the list size, growth rate, and where does the "horrible newsletter" sit?
Section 5 · 10 min
Access & Assets We'll Need
Everything we'll request access to after today — platforms, ad accounts, data, brand materials. Read access for the audit; write access only where Marjorie approves. Anything Marjorie doesn't want to share, just say — we won't use it.
Web & Patient Acquisition
Website / 16 Location Pages Pending Access
Intake / Booking System / CRM Pending Access
Therapy Directories (Psychology Today, etc.) Pending Access
Referral / Professional Network Tracking Pending Access
Paid · Search · Lifecycle
Google Ads + GA4 Pending Access
Google My Business (16 Locations) Pending Access
Google Search Console Pending Access
Email Platform (Mailchimp / Klaviyo / TBD) Pending Access
Proprietary Data & Reporting
Client Acquisition Data (by Location) Pending Access
CAC / LTV / Cohort Data (de-identified) Pending Access
Vendor Reports (AdWords agency · SEO vendor) Pending Access
Existing Marketing Dashboards / KPIs Pending Access
Brand Assets & Voice
Logos, Type, Color Systems Pending
Brand & Voice Guidelines Pending
Existing Content Library (blog · landing · GMB posts) Pending
Client Testimonials & Therapist Bios Pending
Section 6 · 5 min
How We Work
A premium growth-partner operating model — clear cadence, full transparency, measurable speed, and a single point of accountability so Marjorie isn't the bottleneck. EOS-compatible: the Fractional CMO can sit on Leadership team meetings and report into the L10 rhythm as needed.
Communication
Shared Slack + Email
Slack for day-to-day questions and quick approvals (response <4 hrs). Async daily updates against the priorities calendar.
Email for strategy documents and formal approvals. Shared inbox: ai@marketerhire.com (<24 hrs response).
Reporting & Transparency
CAC-First · Weekly Brief · Monthly Executive Review
CAC is the primary metric the engagement is calibrated against — tracked weekly, refreshed monthly. Alongside: paid search efficiency, SEO/AEO + GEO/LLM visibility, lifecycle response, per-location GMB engagement, and pipeline contribution. Dashboards shared — not walled-garden.
"None of these metrics carry a contractual target or numerical guarantee; they are tracking instruments, not deliverable commitments."— Accepted Proposal
Speed
Platform-Multiplied Pace
Fractional CMO + Marketing Engineer + Demand Lead + MH-1 platform ship at the cadence of a much larger group — research, creative, GMB content at 16-location scale, lifecycle build, reporting — all compounded by the AI layer trained on CCG's brand voice. Mental health fluency from week one.
Ownership & Accountability
One Team · Plan + Ship
The same team that builds the plan ships the work. The Fractional CMO is Marjorie's single point of contact — no hand-offs, no opaque agency layers, no PM tax. Easy turn-up + turn-down month-to-month as CCG's needs evolve.
Account Ownership · No Lock-In · Pass-Through Spend
You own every account.
Google Ads, GA4, GMB profiles, CRM, email — all stay in CCG's name. MH-1 is a user, never an owner.
No vendor lock-in.
Stack recommendations reflect CCG's environment. You can take the work and walk at any month-end.
No paid-media management fee.
Ad spend flows directly from CCG to Google. MH-1 optimizes; we don't take a % of spend. Incentives stay aligned.
Meeting Cadence · EOS-Compatible
Weekly during the two-week trial — deep-dive at a time Marjorie picks. After kickoff, the Fractional CMO joins the Leadership L10 (or its equivalent) on the agreed cadence so marketing reports into the same rhythm as the rest of the business. Bi-weekly working sessions with Bryan + the internal marketing lead for execution alignment. Approvals on brand-touching work: 24-hr SLA, Slack-first.
Section 7 · 10 min
What Happens After Today
Access this week → audit across AdWords, SEO, AEO, GMB, lifecycle, and the supporting vendors → Business Review at Meeting 2 → 30-60-90 plan at Meeting 3 → execution begins after the trial on the work most worth doing. Final pod composition + vendor decisions land at Meeting 3, not before.
"For us, we are fully staffed up. The two-week trial would mean seeing at the end of that what is better coming from you — is all better, is some better — and then we maybe make some changes on our end of staffing."— Marjorie · 2026-05-19
01 Week 1 · WORK
Foundation & Audit
→Access flowing: AdWords · SEO · GMB · web · CRM · email · vendor reports
→CCG brand & voice ingested · AI tuned to "build a life they love to live"
→Channel audit across AdWords, SEO, AEO, GMB, lifecycle — what's working, broken, untouched
→Vendor read — AdWords agency, SEO vendor: scope, value, alternatives
→Competitive read — PE-rolled-up insurance competitors vs. CCG's out-of-network wedge
→Funnel diagnostic — where prospects drop before booking the $250+ session
02 Meeting 2
Business Review
→State of the union — every channel, every vendor, where the leverage is
→CAC diagnosis — where each marketing dollar goes and what it earns back
→Vendor recommendations — keep, refine, replace, with rationale per call
→Priority order: what we attack first, what we sequence, what waits
→Costed menu of optional add-ons (paid social · brand creative · AEO/GEO push · content) — Marjorie picks
03 Meeting 3
30-60-90 Day Plan
Per Proposal · End of Week 2
→Written redesign — the audit's read of the marketing system + the recommended reshape
→30-60-90 day plan — what ships M1, M2, M3 across AdWords, GMB, lifecycle, content
→Sample artifacts indicative of audit findings — proof of what the work looks like
→Proposed pod composition — core 3 + specialist co-pilots Marjorie picks from the menu
→Vendor recommendations · KPI dashboard live · execution starts after the trial
After the audit, we come back to you with a recommended plan
Meeting 2 · Business Review
We Identify Gaps, Needs & Opportunities
The audit reads the full marketing stack — AdWords, SEO, AEO, GMB across 16 locations, lifecycle, and the supporting vendors — and surfaces where the biggest CAC unlocks sit, where the unmet needs are, and what the highest-leverage work would actually be. No pricing yet — just the read.
Meeting 3 · 30-60-90 Plan
We Recommend a Plan, Staffing & Monthly
A costed plan built around the work most worth doing — the final pod we'd put on it, what each co-pilot owns, the cadence, and the monthly that follows. Marjorie picks what to turn on; the plan scales up or down with CCG, and stays easy to adjust month to month.
100% refund if we don't find the right path forward together.