Wayside Recovery Center
How a defined content strategy was essential in reaching new audiences for this professional services company
Launching a new program aided by a blog writing plan
Over 60 years ago, Wayside Recovery Center began with a mission to help women improve the quality of their life. Since then, Wayside has become an expert in delivering gender-specific treatment.
In an effort to launch a new outpatient treatment program exclusively for women, Wayside worked with Brandpoint to craft a marketing strategy and content plan that spoke to this demographic of women in a way that resonated with them and removed barriers and stigma around seeking services for addiction and mental health.
Audience analysis and topic ideation leads to a defined brand voice
Brandpoint delivered a thorough competitive audit to accurately capture the recovery landscape that helped uncover unique ways to differentiate Wayside in the marketplace.
An actionable, easy-to-execute content plan was developed, with over 50 turn-key topics, as well as a marketing strategy that streamlined their efforts and presented their services and value while proactively engaging with their new audience demographic more effectively.
Additionally, Brandpoint provided recommendations for tweaking their visual brand identity, such as tone, voice and creative assets, to accurately reflect who Wayside is.
Results
Brandpoint provided an in-depth level of omni-channel marketing education that gave the Wayside team strategic tactics, tools and resources to roll out their business initiatives cohesively.
A comprehensive distribution plan gave them opportunities to reach their audience across digital platforms where their audience is most active. Digital recommendations were made that helped their programs to be more approachable, accessible and actionable online.
Additionally, Brandpoint provided brand methods that will enable them to stand out in the marketplace and de-stigmatize their services so that their core audience feels comfortable to seek help.