TherapistFinder.com Media Relations Campaign
Introduction
In January 2006, the California Association of Marriage and Family Therapists (CAMFT) hired brand strategy firm Wilkin Guge Marketing to further develop and raise awareness of the TherapistFinder.com brand through an integrated consumer campaign including marketing, creative development, public relations and paid media.
CAMFT was providing TherapistFinder.com as an online resource to prospective patients looking for Marriage and Family Therapists (MFTs) located in California.
The media relations initiative, launched in June 2006, publicized TherapistFinder.com as California’s best online resource for locating qualified MFTs and educated California residents that MFTs provide counsel in more than just marriage and family therapy.
Research & Planning
CAMFT had primary research from its own past marketing surveys and from Psychology Today’s 2004“Therapy in America” poll about consumer needs, desires and behaviors as they related to mental health. This research was helpful in developing press releases and pitching news stories.
We also developed relationships with CAMFT members who specialized in various mental health conditions. This was particularly helpful, allowing us to know which therapists would be the most appropriate to provide quotes on a topic for any given media inquiry.
Target Audience:
- Geo: California
- Primary: Caucasian and African-American women; 40+ years old; $75K+ annual income; married or divorced; insured.
Execution
Consumer-based media relations efforts for TherapistFinder.com supported the overall marketing objective of increasing awareness of MFTs and driving consumers to search for a Marriage and Family Therapist on TherapistFinder.com. Emphasis was on promoting TherapistFinder.com primarily through proactive California consumer media relations initiatives. Press releases were developed, pitched and placed, well in advance of expected run dates, featuring newsworthy mental health topics and a call-to-action driving consumers to TherapistFinder.com.
Evaluation
The media relations plan was a key component in increasing consumer awareness of services offered by MFTs, further solidifying the TherapistFinder.com brand and increasing utilization of TherapistFinder.com as a referral source and educational service.
Media Relations (June 2006-December 2006) |
|
| Positive News Stories | 312 |
| Press Releases Distributed | 22 |
| Average News Story/Press Release | 14.18 |
| Expert Interviews Conducted | 6 |
| Number of Impressions | 82,685,000 |
| Key Message Factor | 99.3% |
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