The Foundry

Case Study: The Foundry

Client: The Foundry
Services: Public Relations, Social Media
Industry: Health & Wellness
Website: www.foundrytreatmentcenter.com

The Foundry, a rehab and treatment center in Steamboat Springs, Colorado, hired Sprocket to promote the program and its unique approach to sobriety. Via traditional media outreach, social media management, and speaking opportunities, Sprocket helped to establish The Foundry and its Executive Director, Austin Eubanks, as industry experts.

Challenge

The realities of patient confidentiality and the stigma surrounding drug addiction made it hard for Sprocket to showcase the stories of program participants. Similarly, because of the price point of The Foundry, Sprocket had to be specific in the audience it targeted.

Solution

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.

Results

Sprocket’s tactics worked, landing The Foundry 38 pieces of coverage in less than a year. Most notably, Austin and The Foundry were featured in People Magazine, along with Colorado Public Radio, 5280 Magazine, and publications around Steamboat Springs. While the actual coverage was valuable, the backlinks and corresponding SEO continue to prove beneficial in generating website traffic and leads.

On social media, The Foundry’s channels get high consistently engagement, specifically on LinkedIn. The center’s Facebook channel has more than 7,360 followers—a feat considering its competitors have only a couple of thousand followers (or no social media presence at all).