In 2020 Mandala Group proudly engaged in an ongoing relationship with Rosecrance, encompassing a repositioned brand campaign spanning both B2B and B2C sectors, including media.

Rosecrance offers comprehensive, individualized treatment for substance use and mental health disorders through residential treatment and outpatient programs.

Challenge

Rosecrance engaged the Mandala Group at the onset of one of the most critical times in their 100 year history. A privately backed, nationwide competitor was entering into the market with several million in marketing funds at their disposal. Additionally, a second well-known competitor was also entering into the market following a recent expansion effort. 

A nonprofit, highly credible behavioral health network, Rosecrance benefitted from a solid reputation in the region, but was not a household name outside of Illinois. Moreover, as a nonprofit, marketing budgets are limited. 

Solution

Applying big agency strategic thinking, Mandala Group applied our Sonar^TM to enable us to create the most effective strategy to preserve market share in a fast-becoming saturated market. Via competitive listening, direct people insights, and targeted content development to focus on the strength of Rosecrance’s existing relationships in professional services, and a new partnership marketing push via local personalities.

Results

Rosecrance exponentially increased their brand awareness across the region, including among surrounding states and new, desired markets via 4x the number of qualified lead forms and phone calls for admissions. Additionally, Rosecrance garnered attention from leading radio and television personalities, including ten live, on-air interviews showcasing Rosecrance and its innovative programming. 

Rosecrance experienced 22% increase in admissions during a pandemic that saw an average of 25-50% decline in admissions nationwide in the mental health and substance use rehabilitation industry.