Sprocket sought to position The Foundry and Austin Eubanks as experts in addiction and rehab. Austin’s personal story helped validate that work: he was a student at Columbine High School when the shooting occurred, and had developed – and since overcome – substance abuse issues as a result of that trauma. Sprocket leveraged Austin’s story in April, the anniversary of the shooting, and pitched to relevant media with a tie-in to The Foundry.
Sprocket also worked to land Austin speaking engagements that both solidified him as an expert among industry colleagues and that introduced him to potential candidates for The Foundry’s treatment program. The team complemented that effort with blog posts and bylined content.
On social media, the Sprocket team focused largely on a LinkedIn campaign targeting industry leaders and professionals who may need treatment. On Facebook and Instagram, the team cultivated content that was a mix of mindfulness and health-related tips, information about addiction and treatment, and content around day-to-day life for The Foundry program participants.