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 boot—far 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.