|
A 10-bed, $30,000-a-month eating disorder recovery center in
the Southwest was experiencing uneven occupancy that had resulted
in workforce cutbacks and the inability to expand due to financial
challenges.
Adara quickly assessed the situation and went
to work creating a media program to help it attract a wider audience.
One of the key strategies was to get the facility better known
among reporters doing stories on eating disorders, as well as
counselors and physicians looking for places to send their clients
who were in need of additional support.
In addition, we recommended some small infrastructure changes
that resulted in creating a more appealing look. The facility,
located on picturesque land in the Sonoran desert, was not taking
full advantage of the inherent beauty of its environs. A high-quality
photographer was enlisted and a top-notch graphic designer worked
with the client to develop new marketing materials. As part of
the media program, a series of visual icons were developed to
help prospective clients and the media better understand the
recovery process. As it turns out, the icon program helped set
the company apart.
Finally, Julie Zirbel, founder of Adara Communications,
went through the program herself so she would be better able
to understand how it worked. This enabled her to develop storylines
that the media found deeply compelling. And that resulted in
major publicity, including a story in USA
Today and a feature
on ABC’s Good
Morning America. One year later, it has a wait list for its adult
program and has opened an adolescent facility that is on its
way to full occupancy. The staff no longer worries about its
future — and morale is high.
|
