Hoyleton Youth & Family Services
Hoyleton Youth & Family Services serves families in 88 counties throughout Illinois with foster care, residential care and behavioral health services. HYFS engaged Magnetize to help expand its behavioral health services to private pay families across the state. They wanted to establish a strong consumer-focused brand that could compete with community counseling and health providers in the region.
THE PROJECT
Magnetize conducted extensive market research to develop a distinctive brand strategy and identity for the service. The new brand identity was inspired by HYFS’s main brand to leverage 125 years of presence in the region, but also designed to stand alone to entice patients in a growing market.
Over six months, our team focused on digital marketing to build practice awareness and acquire patient leads across 72 counties in the region. During the campaign period, HYFS reached its new patient goal in just a few months and was able to establish a new patient list for months ahead.
Messaging first
We shaped a campaign narrative that promised opportunity through a shared purpose. Our team established three messaging platforms that would inspire the overall campaign theme.
Facebook and Instagram paid ads
Ads that depicted timely events saw better performance. Paid social ads launched during the pandemic targeted parents of children and teens, and potential family and individual counseling patients. During this time, ads showing people in masks were high-click generators.
A campaign targeting Spanish-speaking users on Facebook provided a cost-effective space to reach this niche market. The campaign generated over 111,500 impressions for a CPM of just $6.15. This campaign saw a CTR of 1.26%, well above the industry average.
Paid social remarketing
Ads featuring the counseling team saw the most clicks and impressions, and generated the highest CTRs and lowest CPC.
Paid search accounted for 58% of all traffic
Magnetize helped HYFS reach a new group of individuals in need of mental and behavioral care during the height of the pandemic. Additionally, HYFS was able to diversify revenue in a new market.
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