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CASUAL AGENCY

Content Strategy · 2026

ATTENTION
TO
DENTAL.

Dr. Nayma Tariq × The Casual Agency — the plan to build the most welcoming dental brand in Hampshire.

CASUAL AGENCY

Instagram Audit · @attention_to_dental

WHERE YOU
STAND.
1,421
Followers
Whiteley Shopping Centre, Fareham
198
Posts published
BTS · Testimonials · Results · Practice
TBC
Full analytics
Awaiting full access to the social media page — detailed data to follow
What’s working
Good content variety across BTS, Testimonials, Practice tours and Results. Real procedure outcomes visible — that social proof is rare and valuable.
FOUNDATION
The next step
Dr. Nayma is already showing up on camera — the content just needs sharper intention. A consistent voice and clear personal narrative will turn an active page into a brand people actively follow.
KEY GAP
What a stranger sees
A competent practice they might book if they needed a dentist. Not someone they feel compelled to follow, recommend, or trust before walking through the door.
THE SHIFT
CASUAL AGENCY

The Market

THREE
OPEN DOORS.

Whiteley Shopping Centre sits at the heart of a growing Hampshire community. No dental brand in this market leads on social. Three gaps are wide open right now.

01
The Person Gap HIGHEST PRIORITY
People don’t book clinics — they book dentists. Every practice winning on social right now is led by a face. Not a logo, not a building. A person who makes you feel something before you even pick up the phone.
02
The Welcome Gap
Dental content overwhelmingly skews aspirational — London clinics, Chelsea prices. Whiteley is a community of real people from all backgrounds. The dentist who genuinely reflects that community will own the local market.
03
The Signature Gap
The dental brands people remember own a treatment — one phrase, one concept. Dr. Rhona Eskander owns “Contact Lens Veneers.” Dr. Nayma has the expertise to own her own name. This strategy creates it.
CASUAL AGENCY

Direction of Travel

WHERE
WE’RE GOING.
TODAY — @ATTENTION_TO_DENTAL

Clinic-led content. 1,421 followers. Good foundation — no personality anchor, no signature treatment, no compelling reason to follow.

Followers1,421
IdentityThe practice
ContentClinic-led, procedural
ToneInformational
SignatureNone yet
DM intentLow
TARGET — DR. NAYMA TARIQ

The dentist Whiteley trusts before they even visit — and the one patients actively recommend to everyone they know.

Followers10K+ (12 months)
IdentityThe doctor
ContentPerson-led, story-driven
ToneWarm + authoritative
SignatureThe Tailored Smile™
DM intentHigh — trust built first

The benchmark: Dr. Rhona Eskander built one of the most recognised dental brands in the UK by leading with herself first — personality, treatments, patients. We adapt that playbook for Whiteley.

CASUAL AGENCY

Content Strategy · 5 pieces/month · 6-month contract

THREE
PILLARS.
01
You HARDEST TO BUILD · MOST VALUABLE
Dr. Nayma on camera — opinions, patient stories, day-in-the-life. The face people trust before they’ve sat in the chair. AI tools will help produce these at scale without heavy shoot days.
02
Everyone
Content that visibly reflects all ages and backgrounds. The nervous patient. The family. The first-time Invisalign adult. If they see themselves in the feed, they book. That’s the Whiteley edge.
03
The Work
Smile transformations, before-and-afters, procedure walkthroughs. The proof that closes bookings — but only converts once Pillars 01 and 02 have built the emotional foundation. Sequencing matters.
CASUAL AGENCY

Signature Treatment Positioning

OWN
A NAME.

Dr. Rhona Eskander owns “Contact Lens Veneers” — a name so specific it became a search term, a media hook, and a booking reason. We create Dr. Nayma’s equivalent.

The Proposal

“THE TAILORED
SMILE.”

What it means: Every veneer and smile design is built specifically for your face, your personality, your life. Not a template. A smile that fits.

Why it works: “Tailored” signals craft and personalisation — and democratises veneers. Anyone can have something made for them. It invites everyone in.

vs Dr. Rhona: She owns “ultra-thin.” Dr. Nayma owns “made for you.” Different lane, different audience, equally ownable.

Also explored: “The Fitted Smile” · “Your Smile, Your Story” · “The Welcome Smile”

CASUAL AGENCY

Script 01 · ~20 sec · No dialogue · Sound design only

THE
APPLE BITE.
01
HOOK
The Bite
Macro close-up: someone biting into a crisp apple. On the crunch — a visible chip. Sound design: the impact amplified. SMASH CUT TO BLACK.
“It happens.”
02
REALITY
The Reflection
The person examining the damage in the mirror — frustration, concern. Then: the clinic. Dr. Nayma leaning in, calm, already assessing, already solving.
“She’s seen it before.”
03
OUTRO
The Reveal
The same person back in their life — smiling easily, no self-consciousness. The repair is invisible. Hold. Fade. Tagline appears.
“Whatever breaks. She fixes.” — ATTENTION TO DENTAL · WHITELEY
CASUAL AGENCY

Script 02 · ~20 sec · No dialogue · Sound design only

THE
GOLF BALL.
01
HOOK
The Strike
Golden hour. Slow-motion: a golf ball connects with someone’s face on an errant swing. The impact — unflinching, almost cinematic. SMASH CUT TO BLACK.
“It happens.”
02
REALITY
The Reaction
Both players — stunned expressions, hands over mouths. Then: the clinic. Dr. Nayma calm in the chaos, already working through what needs to happen.
“She’s seen it before.”
03
OUTRO
The Laugh
Same two people — back on the course, laughing about it now. The moment that was a crisis is now a story. Both smiling. Fade. Tagline.
“Whatever breaks. She fixes.” — ATTENTION TO DENTAL · WHITELEY
CASUAL AGENCY

Script 03 · ~20 sec · No dialogue · Sound design only

THE
BOWLING BALL.
01
HOOK
The POV
Bowling alley POV — ball hurtling down the lane, gaining speed. The pins. Then: impact on the wrong face. Sound: exaggerated. SMASH CUT TO BLACK.
“It happens.”
02
REALITY
The Stunned
Two stunned expressions — a beat of disbelief. Then: the clinic. Dr. Nayma assessing, explaining, already in control. They’re clearly in the right place.
“She’s seen it before.”
03
OUTRO
The Story
Back at the alley — same two people, laughing together. The crisis is now the anecdote. Smiles all round. Fade. Tagline.
“Whatever breaks. She fixes.” — ATTENTION TO DENTAL · WHITELEY
CASUAL AGENCY

Brand Identity — Voice & Tone

HOW YOU
SOUND.
TONE
Warm. Direct. Expert — never intimidating. You talk like the smartest person at the dinner table who happens to be a dentist. No clinical distance. No jargon.
SAY THIS
“Let me show you what’s possible.” · “Here’s what I actually see.” · “This is what I’d do for my own family.” · “You don’t have to put up with this.”
NOT THIS
“As a dental professional...” · “I am pleased to offer...” · “Why not book a consultation today?” — anything that sounds like a leaflet rather than a person.
ON CAMERA
Talk to one person, not an audience. Direct eye contact, natural pace. If it feels rehearsed, redo it until it doesn’t. The imperfect take is usually the best one.
THE ANCHOR
You are the warmest expert in the room — not just warm, not just expert. Both at once. That’s the rarest thing in dental content and the most powerful position to own in Hampshire.
CASUAL AGENCY

Brand Identity — Colour & Visual

HOW YOU
LOOK.

Logo — Attention To Dental

ATD Logo
ATD Logo Brown

On dark backgrounds

On light/ivory backgrounds

Colour Palette

Primary BG
Ivory
#F1EDE8
Accent
Gold
#C9A96E
Brand Taupe
Taupe
#C5B49A
Text
Charcoal
#2A1F1B
Clean BG
White
#FFFFFF

Photography Direction

USE
Natural light · Warm tones · Real moments · Dr. Nayma as anchor · Documentary feel
AVOID
Sterile cold light · Over-staged · Stock photo aesthetic · Clinic without people
TEAM PHOTOS
Ivory (#F1EDE8) background · Consistent framing · Remove original backgrounds
CASUAL AGENCY

Brand Identity — Application

HOW YOU
APPEAR.

Signage / Billboard Concept

PHOTO
DR. NAYMA
Dr. Nayma Tariq · Attention To Dental
THE TAILORED
SMILE.
Whiteley Shopping Centre · Fareham

Social Media Template Concepts

Clinic Signage
Ivory backgrounds with Charcoal type. Gold as the accent. Warm — not clinical.
Print / Leaflets
“The Tailored Smile” as the headline. Photography centre-stage. Always a clear next action.
Story Templates
Ivory or Charcoal base. Gold accents only. Dr. Nayma’s face always visible.
CASUAL AGENCY

Delivery

HOW WE
WORK.
5
Pieces of content / month

A mix of AI-produced content and personalised Dr. Nayma pieces — maximum output, minimal shoot dependency.

6
Month contract

Month 1 focuses on brand foundations. Months 2–6 scale content as audience grows and signature treatment gains traction.

Independent Recording Guide COMING SOON

Camera & phone setup for clinic content

Lighting the clinic for warm, natural results

Audio — lavalier mic vs. phone mic

How to send footage to The Casual Agency for edit

CASUAL AGENCY

To get started

LET’S
BUILD
THIS.

Sign off on the strategy and “The Tailored Smile” positioning

Share Instagram Insights — follower demographics, top posts, reach data

Confirm brand palette direction or share any existing guidelines

Confirm AI production preferences and content themes for Month 1

CASUAL AGENCY × ATTENTION TO DENTAL