In the fall of 2020, Dóchas Psychological Services approached Fesyk Marketing with a vision. They were a new business looking to make their mark, establish their brand, and foster a close-knit community of clients, therapists, and like-minded service providers. Dóchas Psychological aimed to position itself as a premier destination for mental health services in Parkland County and become an educational hub for new therapists.
To achieve this, they sought to expand their existing team of four to include twelve additional members and secure a larger office space to accommodate this growth. However, they wanted to achieve this without resorting to traditional, sales-driven marketing techniques. Instead, they aspired to build genuine connections, establish a strong online presence, and attract new clients through authenticity.
Dóchas Psychological had several key objectives, including:
Position the Dóchas team as the best place to find a psychologist: They wanted to raise the profile of their entire team and make them the top choice for those seeking psychological services in Spruce Grove.
Leverage technology for broader impact: Dóchas was keen on exploring innovative ways to reach a wider audience using the web and other digital tools.
Elevate Kim Long, the owner, as a mental health expert: Dóchas aimed to position Kim Long as a trusted authority to leverage her brand to sell courses and create other income streams in the future.
In response to these objectives, Fesyk Marketing devised a marketing strategy deeply rooted in fostering a sense of community and authenticity. It included:
Building a Unique Brand Identity
Fesyk Marketing facilitated the creation of a unique brand identity that would be memorable and resonate with the audience of Dóchas. The website was also restructured, introducing user-friendly features and selected promotional items to increase awareness about Dóchas Psychological Services in Parkland County.
Creating Authentic Cornerstone Content
A pivotal component of the overall plan was the creation of the “Voices of Dóchas” blog, which served multiple purposes. It would:
- Provide valuable information to the community about mental health topics.
- Demonstrate the expertise of the Dóchas team.
- Empower team members to express their thoughts and build a portfolio aligned with their aspirations.
- Enhance the website’s SEO by consistently producing high-quality content.
- Anchor social media efforts and bolster Dóchas’ online presence.
Connecting Authentically on Social Media
Recognizing the importance of fostering a connection between Dóchas team members and potential clients, Fesyk Marketing introduced a series of regular Instagram-friendly videos showcasing team members in their real-life contexts. Consistency was key to reinforcing authenticity and commitment to the brand.
Engaging the Community
An email outreach strategy was employed to connect with the local community and generate word-of-mouth referrals authentically. A regular newsletter helped engage the audience and fostered a sense of community and trust.
Empowering Team Members
Every team member was encouraged to play a role in marketing their services. Workshops were held to brainstorm ideas, ensuring that everyone had a voice and a role to play.
Leveraging Technology
Supporting the creation of a mental health app.
Collaborative Content Creation:
To keep the budget low, Fesyk Marketing empowered the entire Dóchas team to contribute to content creation, fostering collaboration and authenticity.
Community Relationships:
Building and nurturing community relationships were at the core of the strategy. Email marketing was used to connect with valuable referral partners.
Authenticity and Warmth:
Authenticity was key, and it was reflected in all online branding and content.
The primary challenge encountered was gaining buy-in from a team of 14 psychologists. Fesyk Marketing assisted in overcoming obstacles such as writer’s block and imposter syndrome, providing support when team members struggled to allocate time for content creation. Additionally, biannual workshops were introduced to bolster the team’s commitment to marketing efforts.
Key Results
Between November 2020 and August 2023, Dóchas Psych grew in the following ways:
Facebook Followers
Percentage Increase 141%
Instagram Followers
Percentage Increase 1612%
YouTube Subscribers
Percentage Increase: 3075%
Monthly Website Visitors
Percentage Increase 1124%
YouTube Video Views (that month)
Percentage Increase 1537%
Newsletter Subscribers
Percentage Increase 990%
Total Followers / Subscribers
Percentage Increase 626%
Dóchas is thriving. The team has grown from four to fourteen therapists and the space has expanded accordingly.
Dóchas Psychological was a nominee for best marketing in 2021 and 2022 within the Parkland County Chamber of Commerce.
The Dóchas Lifejacket app launched in the spring of 2023 and recently celebrated 300 downloads. Fesyk Marketing supported this launch with a PR campaign and additional marketing support that included a social media campaign and targeted outreach.
Future Plans
With a substantial body of work, Dóchas Psychological is working on developing passive income streams that include webinars and digital courses. They are working on an educational hub for both therapists and clients and are creating a low-cost counselling initiative for those who can not afford therapy or do not have third-party insurance to cover the costs.
So what’s the takeaway?
The true power of marketing lies in the art of building a genuine community and sharing content that resonates deeply with people, and the marketing for Dóchas Psychological Services shows this. This isn’t just about metrics, budgets, or fleeting trends; it’s about nurturing lasting connections and making a meaningful impact on individuals’ lives.
At Fesyk Marketing, we’ve seen firsthand how embracing authenticity and cultivating a sense of belonging can drive remarkable growth for businesses like Dóchas.
Here’s why this approach is not just a strategy but a philosophy that can shape the future of marketing:
Community is the Heartbeat of Success:
In a world inundated with information and choices, people crave a sense of belonging. They want to be part of something meaningful, something that aligns with their values and resonates with their aspirations. By focusing on building a community, Dóchas Psychological Services didn’t just attract clients; they created a family of individuals who shared their passion for mental health and personal growth. This sense of belonging is a powerful driver of loyalty and long-term success.
The Power of Establishing Thought Leadership:
Expertise isn’t just about knowledge; it’s about trust. Dóchas understood the importance of this and used it to their advantage. Through their dedication to showcasing their team’s expertise, they built a reputation as a trusted authority in mental health services. This trust is the cornerstone of enduring relationships with clients and partners.
Authenticity is the North Star:
Authenticity is not a buzzword; it’s a guiding principle. Dóchas Psychological Services embraced authenticity at every turn. Their commitment to showcasing their team members in their true, unfiltered environments conveyed a sense of honesty and warmth that is often lacking in traditional marketing. In a world of polished perfection, authenticity stands out like a beacon, drawing people closer and forging trust.
Long-Term Value Endures:
In our fast-paced, instant-gratification world, the allure of quick wins can be tempting. However, Dóchas’ journey reminds us that long-term value is the true measure of success. By patiently nurturing their community and consistently delivering valuable content, they achieved remarkable growth over the years. Content marketing isn’t a sprint; it’s a marathon that rewards dedication and persistence.
Impact Transcends Metrics:
While the impressive percentage increases in followers, subscribers, and downloads are undeniably exciting, the real impact of Dóchas Psychological Services’ approach goes beyond numbers. It’s the lives touched, the individuals helped, and the communities strengthened that truly matter. This approach to marketing is not just about driving revenue; it’s about making a difference and leaving a positive mark on the world.
In conclusion, the journey of Dóchas Psychological Services serves as a testament to the enduring power of community, meaningful content, authenticity, and a steadfast commitment to long-term value. It’s a reminder that, in the world of marketing, our greatest achievements are not just measured in percentages and statistics but in the meaningful connections we create and the positive change we inspire.