As part of ongoing brand architecture project, we identified an opportunity to extend Rosecrance’s portfolio by establishing a new service line (sub-brand). With buy-in from leadership, we built and launched Rosecrance Therapies—providing the most personalized level of care in the newly launched “network,” Rosecrance Behavioral Health

We developed the new service line roadmap and created a marketing campaign designed to meet people where they are, literally and figuratively. Our strategy aimed to leverage the 100 year old organization’s legacy as a trusted care provider, but differentiate the services line as a sub-brand within the network that encourages people to perceive Rosecrance in a new and elevated way.

The omni-channel campaign capitalized on the promise of a high-touch, personalized approach to care that reflects people’s lifestyle and life choices—launching across radio, OOH, video, and a comprehensive social campaign.. The new services line drove a 53% increase in website traffic and a 25% increase in private inquiries.