Growth Boss
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Common Wealth / my65+
Growth Partnership Proposal — Confidential
Every worker deserves to retire with dignity.
Let's tell that story.
A tailored social media and digital growth strategy for Canada's first retirement plan built for homecare workers — powered by storytelling, mission alignment, and measurable enrollment growth.
$29.9M
Government investment secured
10×
Avg ROAS — our ad campaigns
14+
Active clients, 7 industries
Our Starting Point
We understand what you're building.
Before pitching anything, we did our homework. Common Wealth and my65+ aren't just a FinTech product — you're a mission. Canada's first group retirement plan designed specifically for low- and modest-income homecare workers. The people who care for our most vulnerable citizens, often with no pension, no RRSP, no safety net. The $29.9M federal investment confirms what you already know: this matters. Our job is to make the rest of Canada know it too.
"We believe every healthcare worker deserves to retire with dignity. my65+ is how we make that happen — one worker, one paycheck at a time."
— the mission you need the world to hear.
Common Wealth / SEIU Healthcare — the story behind my65+
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Your Audience
PSWs & Homecare Workers
~200,000+ personal support workers in Ontario alone. Underserved, underrepresented, emotionally powerful audience for storytelling-led content.
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Your Mandate
Government-Backed Expansion
$29.9M from the Government of Canada (Sep 2025) to scale enrollment and reach more workers. You have both the mission and the budget.
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Your Gap
Awareness → Enrollment
A plan this impactful deserves an audience that knows it exists. The gap between mission and enrollment is a storytelling and distribution problem — and that's exactly our specialty.
Situation Analysis
The challenge. The opportunity.
⚠️ Challenges We See
- Retirement planning is a low-engagement topic — most people avoid it until it's urgent
- PSWs are time-poor and phone-first; content must be mobile-optimized and emotionally resonant
- Financial messaging from institutions often feels cold, corporate, inaccessible
- Union communications are formal — my65+ needs a warmer, human digital presence
- Government-funded orgs can struggle to feel relatable on social media
✦ Opportunities We See
- Authentic worker stories = some of the most shareable, tear-inducing content on social media
- SEIU Healthcare's union network = built-in distribution channel (newsletters, WhatsApp groups, staff meetings)
- Post-$29.9M announcement = credibility hook that builds instant trust
- Employer outreach via LinkedIn — HR managers + healthcare operators are the B2B enrollment lever
- IWD (March 8) = perfect moment — most PSWs are women. A campaign timed to IWD = national press potential
Our Recommendation
A 4-channel growth strategy built for mission-driven enrollment.
Your growth depends on two audiences: (1) workers who need to enroll, and (2) employers + HR decision-makers who can mandate plan adoption. We build and execute for both — simultaneously.
This is where the emotional work happens. PSWs are on their phones between shifts, scrolling Instagram and TikTok. They need to see themselves — their stories, their struggles, their futures — reflected back at them. We produce 5-7 pieces of content per week that humanize retirement, make my65+ feel accessible, and drive enrollment clicks.
👩⚕️ Worker Story Reels
📊 "Did You Know?" Carousels
🎓 Retirement 101 Series
💛 IWD Campaign (Mar 8)
🏅 Member Milestone Posts
💰 "What $50/month becomes" Math Posts
📱 FAQ Story Series
🔔 Enrollment Deadline Urgency Posts
HR directors at homecare agencies, hospital administrators, union leaders, and government policy contacts all live on LinkedIn. Your LinkedIn presence should position my65+ as the gold standard in workplace retirement benefits for the healthcare sector. We create thought leadership content for Alex Mazer + the company page, and run targeted LinkedIn outreach campaigns to healthcare employers.
🎤 CEO Thought Leadership Posts
📰 Policy + Investment Announcements
🤝 Employer Partnership Spotlights
📈 Impact Data Reports
🏢 B2B Case Study Posts
💼 HR Benefits Comparison Content
Paid ads are the accelerant. We build enrollment-optimized ad campaigns targeting PSWs and homecare workers in Ontario (and nationally as you scale). We A/B test emotional hooks ("She cared for 200 families. Who's caring for her retirement?") against direct response ("Enroll in 5 minutes. Retire with dignity."). Every dollar tracked to enrollment conversions.
🎯 PSW Interest Targeting
📍 Geo: Ontario → Canada
🔄 Retargeting Funnel
🧪 Emotional vs Direct Response A/B Tests
💰 Full Budget Management
📊 Weekly Enrollment Reporting
You need a steady flow of content that never looks repetitive. We operate a full content production system: monthly strategy sessions, weekly content calendars, designed visuals, edited reels, written captions, hashtag research, and QA before anything goes live. You focus on the mission; we handle the machine.
🎬 Monthly Reel Production
🖼️ Carousel Design (IG)
✍️ Caption Copywriting
📅 Monthly Content Calendar
🔍 SEO-Optimized Hashtag Strategy
✅ QA & Brand Compliance Review
📞 Monthly Strategy Call
Content Direction
What this looks like in practice.
Six sample content concepts tailored specifically for Common Wealth / my65+. These would be in your first month of content. Every piece is designed to either drive enrollment awareness or build employer trust.
Instagram Reel
"She's worked 20 years in homecare.
She has $0 saved for retirement."
The Hard Truth Hook
Opens with an uncomfortable stat. Pivots to hope: "That changes with my65+." Ends with enrollment CTA. High emotional impact, shareable in union WhatsApp groups.
Instagram Carousel
"$50/month.
Swipe to see what it
becomes at 65. →"
The $50 Compounding Post
6-slide carousel showing compounding math. Accessible, no jargon. Last slide: "You're already one step away. Enroll today." High save rate on IG.
International Women's Day
"82% of PSWs are women.
Most have no retirement plan.
Today we change that."
IWD Campaign Hero Post
Drops March 8. Timed to IWD, designed to go viral in healthcare + feminist spaces. Shareable by SEIU Healthcare, govt officials, and allies. National press hook potential.
LinkedIn
"We just received $29.9M from the Government of Canada. Here's what we're doing with it."
CEO Investment Announcement Reframe
Alex Mazer thought leadership post. Long-form LinkedIn story about the investment, the mission, and what it means for employers who want to offer real benefits.
Meta Ad
"5 minutes to enroll.
Decades of peace of mind.
Retire with dignity →"
Direct Response Enrollment Ad
Frictionless CTA. Tested against emotional variants. Targets PSW interest keywords on Facebook/Instagram. Conversion-optimized landing page traffic.
Instagram Story Series
"Ask me anything about
my65+ 🙋" — AMA Format
Interactive AMA Story Series
Weekly story Q&A — workers submit questions, we produce answers as video or graphic stories. Drives DMs, engagement, and trust. "Question sticker" format = high interaction rate on IG Stories.
What You Can Expect
Measurable targets. Month by month.
We don't hide behind vanity metrics. These are the KPIs we commit to tracking and improving — tied to your actual enrollment goals.
3–5×
Follower Growth
IG + LinkedIn in first 90 days of active posting
8%+
Avg Engagement Rate
vs industry avg of 1.2% for FinTech/nonprofit
$12
Target CPL on Ads
Cost per enrollment inquiry from Meta campaigns
Monthly
Strategy Reports
Full analytics, recommendations, and next 30-day plan
Why Trust Us
We've done this before. Here's the proof.
We work with mission-driven brands, local businesses, and scaling organizations across Canada. Our results speak for themselves.
10×
Return on Ad Spend
$2,000 in ads generated $20K in revenue. Local Ontario business. Proof that the right targeting + creative = extraordinary returns.
117×
Return on Ad Spend
Restaurant near closure turned fully booked. Social proof campaigns + ads reversed trajectory in 60 days.
$84.6K
Revenue in 90 Days
$235K in contracts attributed. Seasonal service business — proof we can drive demand in time-sensitive enrollment windows.
The Investment
Revenue Partner Package — Full Growth System
Everything you need to drive enrollment awareness at scale. One team. One strategy. One monthly invoice.
📱
Social Media Management — 4 Channels CORE
Instagram, TikTok, LinkedIn, Facebook · 5-7 posts/week · Full content calendar · Scheduling & publishing · Community management & DM replies · Hashtag optimization
🎬
Content Production Engine CORE
4 custom Reels/month · 8 carousels/month · Designed static posts · Professional copywriting · Brand-compliant QA on every piece · Monthly content strategy session
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Meta Ads Management (Facebook + Instagram) GROWTH
Full campaign setup & management · Enrollment-optimized ad creative · A/B testing (emotional vs. direct response) · PSW audience targeting · Weekly performance reports · Ad spend managed separately (recommend $3K-$5K/mo)
💼
LinkedIn Strategy + Ads (B2B Employer Outreach) GROWTH
CEO thought leadership content (4 posts/month) · Company page management · LinkedIn Ads targeting HR directors + healthcare employers · Employer enrollment campaign · Lead gen forms
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Monthly Strategy, Analytics & Reporting
Full analytics dashboard · Monthly strategy call with Gabriel · Quarterly deep-dive reviews · Enrollment funnel reporting · Recommendations + next 30-day plan
✦
Monthly Retainer
Billed monthly · 12-month term · Cancel with 60 days notice after month 6
$10,864/mo
$130,366 annually
🚀
One-Time Setup & Onboarding Fee
Full brand audit · Strategy document · Account setup · Content system build · First month content pre-production · Team onboarding call
Note on ad spend: The management fee above covers our team's time to build and optimize campaigns. Ad spend (what you pay Facebook/Meta/LinkedIn directly) is recommended at $3,000–$5,000/month for meaningful enrollment campaign reach. This is billed directly to your ad accounts — separate from Growth Boss fees. We help you set up the accounts and manage every dollar.
Execution Timeline
From kickoff to enrollment momentum in 60 days.
We move fast. Here's exactly what happens after you say yes.
1
Week 1–2 — Discovery & Strategy
Deep Brand Immersion + Content Strategy Session
Kickoff call with Alex + comms team · Brand audit (current channels, voice, assets) · Audience research (PSW demographics, online behavior) · Competitive audit (HOOPP, OPTrust, similar plans) · 90-day content strategy document delivered
2
Week 3–4 — Production Sprint
First Month Content Batch + Ad Campaign Build
First 30 days of content designed, written, and scheduled · Meta ad campaigns set up and launched · LinkedIn CEO content calendar built · IWD campaign (March 8) pre-produced if timeline allows · All platforms verified and connected
3
Month 2 — Active Execution
Full Platform Activation + First Results Review
All 4 channels live at full post frequency · Meta enrollment campaigns running and optimized · First analytics report · Strategy refinements based on data · Engagement community management underway
4
Month 3+ — Compound Growth
Momentum, Scale, and Employer Outreach Expansion
Quarterly strategy review · LinkedIn employer campaign fully active · Content performance data informs creative decisions · New content series launched based on top-performing formats · Enrollment funnel refined quarterly
Why Growth Boss
We're not an agency. We're a growth partner.
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We only work with brands we believe in
We turn down clients whose mission doesn't align with quality work. Common Wealth is the kind of work we show in our portfolio — because the impact is real and the story is remarkable.
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AI-powered production at human creative quality
Our production system generates 5-7x more content than traditional agencies at a fraction of the cost — without sacrificing quality. You get volume AND craft.
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We're obsessed with real results
10× ROAS. $84.6K in 90 days. These are real client numbers. We don't measure success in follower counts — we measure it in outcomes that matter to your mission.
🇨🇦
Local knowledge. National ambition.
Based in Oakville, Ontario — we understand the Canadian market, the healthcare worker landscape, and how to communicate with the audiences you need to reach. We're not a generic global agency.
Ready to take the next step?
Let's make Canada's retirement story
one worth sharing.
Book a 30-minute strategy call. No obligation. We'll walk through exactly how this looks for Common Wealth, answer every question, and if it's a fit — we move fast.