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Building Trust and Authority: The Discovery House

Building Trust and Authority: The Discovery House

Problem Statement

The Discovery House is a residential addiction treatment center located in Los Angeles, CA. Like most other treatment centers, they had a hard time showing what made their company special and how they were better than the competition. Their branding was on point but they had trouble showing their brand off on platforms that were more visual such as on social media. Their brand voice also needed work as did realizing who their audience truly was. Because they didn’t put much thought into who their audience was, their message was not being heard by their audience. Lastly,due to HIPAA compliance laws, it was also a lot more difficult to use client testimonials effectively.

Context

Prior to my working with The Discovery House, they did a pretty good job of being active on every social media platform as well as blogging on a regular basis. They understood that content marketing and social media were important but they weren’t 100% clear as to why and how to wield it’s power.

What I wanted to do was to focus only on the platforms that a) were going to serve our overall goals and b) our target audience was already active on. Essentially, I wanted to take what was working really well for us already and run with it – trimming the fat.

After spending time interviewing decision makers and experts within the company as well as doing a bit of market research using our social analytics, we decided that Facebook, Pinterest, and Instagram were our top performing social platforms.

As for our blog, we had already created an extensive library of in-depth content so we decided to repurpose and repackage our existing assets to create video, audio, and visual content for social media to drive traffic back to our website and give our online presence a little more personality.

Instagram Feed Before

Instagram Feed Before (above)

Instagram Feed After

Instagram Feed After

Solution

The problem was clear – we had to create a consistent brand image that lived up to the incredible work that was being done at the treatment center. Every time I walked through the facility, what I witnessed was hope, giving, and passion. I wanted to take that and put it on display for potential clients to see what was possible for them.

So, I thought the best way to do that is to show our audience by bringing our staff and alumni voices to the forefront by creating a podcast and hosting regular Facebook Live sessions. We really homed in on our mission statement and figured out what our brand story was. Once we knew what our story was, we kept telling it again and again in new and engaging ways through social media.

We also sourced UGC by following relevant hashtags, being involved in active support groups on Facebook, and simply asking our clients if they would mind sharing their stories with us on social media. We also created our own hashtag and encouraged people to share their recovery stories.

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Since our audience was largely millennial, we experimented with sharing memes. We simply reposted from other accounts but sometimes we created or recreated graphics to align with our branding. This was hugely successful. Our usual post without hashtags would garner at most 30 likes. These memes were generating hundreds of likes, tons of comments, and thousands in reach. What’s more is that our non-meme posts were getting more attention just by default.

Sober Memes

Sober Memes

Another thing that worked really well for us was to turn all of our top performing blog content into social posts. This not only increased our reach but we saw a huge uptick in traffic to our website from Pinterest specifically.

These were successful podcast episodes that I created and repurposed into blog posts, graphics, videos, and social posts for Pinterest, Facebook, and Instagram. I created graphics for Pinterest that were on-message and stood out to our mostly female audience.

Tactics

  • Interviewed company executives and decision makers about the business, it’s goals, and mission to refine our brand messaging
  • Refined and identified who our audience was and how it differed from platform to platform (Instagram was a young female audience, Facebook was an older male audience for example)
  • Created and curated content for our social feeds that really spoke to our audience and where they were in their recovery journey
  • Repackaged and repurposed our extensive library of content and shared on Pinterest, Facebook, and Instagram
  • Implemented a weekly Facebook Live series which featured subject-matter experts on our staff talking about topics that were relevant to our audience
  • Started a podcast to highlight stories from our alumni (this helped us to tell our client’s stories while maintaining anonymity – which is important to the 12-step program and adhered to HIPAA compliance laws). The podcast also gave us the opportunity to work with experts and influencers to expand our reach. More details on the podcast here.

Return

  • The above content strategy contributed to 7,000 leads generated per month with a 4.2% conversion rate
  • Generated over 100,000 monthly website views for an incredibly competitive niche audience working within the constraints of a modest budget
  • Used trending hashtags, relevant content, and consistent community engagement to increase Instagram engagement and growth by 70%
  • Increased traffic to our website from Pinterest by approximately 110%
  • Built active communities on Facebook and Instagram