Overview:

The Speech and Language Center approached us to help them identify the story they wanted to tell to their audience, but also how they should best go about it. Typically, Marketing is thought of as a tool to drive business development, but that’s not what SLC wanted to accomplish. They wanted to drive awareness of their approach, their breadth of knowledge, what made them special, and leverage that to recruit outstanding employees who would identify with their approach.

Problem:

SLC’s therapies are by no means proprietary or secretive, but they are extremely challenging to capture because the stories of their patients are complex, sensitive, and private. By including story-telling as a core component to our Integrated Marketing Strategy, we knew we were going to have to think outside of the box. SLC was going to need to plan, ask permission, explain what we were working to accomplish, and hope their patients trusted them to tell their stories in an appropriate fashion.

Solution:

Because SLC already had the trust of their patients, we were able to take the leap together to tell their story. By researching what their patients were most curious about when seeking treatment, we were able to create Approach and Case Study content to answer those questions, and ultimately reach their staff recruitment audience by showing them how they work and the impact they make. Story-telling content was core to the Marketing Strategy, which was then leveraged on Social, Paid Ads, Email, and ultimately their Website.