Case Studies
Driving awareness and brand affinity for Banyan Treatment Centers
Challenge
Banyan wanted to become one of the most recognizable names in drug treatment. In 2017, there was an influx of negative press toward the South Florida recovery community. This effected the industry as a whole. In addition, Banyan needed to make internal changes and establish a strong voice in the community to stand out among its competitors, and reinforce to the media and community its commitment to helping by setting a new standard.
Objective
Position Banyan as an ethical leader in the field and show success stories of families and alumni. Lead story about strong clinical care and compassion. I implemented a comprehensive PR plan that included targeted press outreach, B2B conferences nationwide, interview coordination and event engagement. The successful “Roots to Recovery” campaign offering scholarships to the indigent helped land Banyan in major media outlets around the country.
Solution
Our team helped Banyan set itself apart in a competitive landscape by positioning it as an authority and subject matter expert in mental health and addiction treatment. We elevated awareness by not just focusing on the services and top clinical teams, but also on the way it elevates the discussion surrounding destigmatization.
Results
- Over 200 earned media placements resulting in 320 million impressions
- Garnered a PR value of $6.9 Million
- Increased traffic to Banyan website and social channels by 30% since campaign launch
- Coverage included clinical services, interviews with recovery speakers, high profile advocates, therapists, doctors and various programming offered.
- Each broadcast segment was plugged with a unique tracking number where all inbound emails and calls where populated into a CRM. Here are sample videos of Banyan’s media placement with key influencers, celebrities and medical professionals. Click here for all placements (July 2017-July 2021)
