Two noncompeting behavioral health and addiction service providers decided to merge, requiring a new brand identity that encompassed the best of both organizations. Both had limited awareness outside their referral bases. However, they were concerned that the merger could alienate and/or confuse their current patients.
Knox devised a multi-pronged strategy designed to drive immediate brand awareness while reaching specific audiences with highly targeted communications. It had to resonate with patients and families in need of addiction and family counseling services as well as referring agencies, law enforcement, the court system and service providers.
It all started with a new name. We created “AllWell Behavioral Health Services” to encompass the capabilities of both organizations while promising potential clients a healthy outcome.
We then launched the new counseling service with soup-to-nuts branding: logo, positioning, and an introductory campaign that included a new website, TV spot, digital and print ads, collateral and more.
We blew past our goals right out of the gate. Within 6 months, we’d increased their web traffic by 52%, website search by 79%, general awareness by 50%, and awareness from their critical referral sources by a whopping 95%.
