Integrated PR Campaign Boosts Occupancy Rate for Therapeutic Program

Integrated PR Campaign Boosts Occupancy Rate for Therapeutic Program

Integrated PR Campaign Boosts Occupancy Rate for Therapeutic Program

A farm-based therapeutic treatment program for adults with severe mental illness, Hopewell had created a five-year strategic plan to achieve a 100% occupancy rate for the first time in more than 10 years. Hopewell enlisted Stevens Strategic Communications, a division of Roop & Co., to develop an integrated communications strategy focused on PR and social media marketing in order to build greater brand awareness and attract those in need of residential treatment. 

As part of this integrated communications campaign, Stevens Strategic developed an aggressive social media marketing strategy for Hopewell’s social media platforms, including Facebook, Twitter, YouTube and LinkedIn. In addition, Stevens Strategic worked closely with Hopewell in order to identify key messages and craft compelling success stories featuring past residents. The Hopewell story was shared across multiple marketing channels, including media relations, social media, blog content and professional counseling organizations. 

As a result, Hopewell successfully achieved full capacity in less than three months, even amassing a waiting list to bootfar exceeding what was originally expected to be a five-year campaign. For a three-month period, Hopewell’s admissions director had a tour scheduled every day of the week. In addition, the campaign helped to raise more than $200,000 for Hopewell’s summer fundraiser event. 

About The Author

As content manager at Roopco, Katie leverages the art of storytelling to create an engaging, on-brand content strategy for our diverse range of B2B, professional services, corporate and non-profit clients. She has a decade of experience in content writing and editing, content marketing, PR, brand strategy and project management.