CASE STUDY:

Keeping The ‘Grand’ In A Virtual Grand Opening

Client: Eating Disorder Solutions

Industry: Healthcare

Services:

  • Media Relations

  • Social Media

  • Influencer Relations

  • Community Relations

Recognition:

  • PRSA Dallas Pegasus Award of Honor, Marketing Communications

In June 2019, Eating Disorder Solutions (EDS) celebrated the grand opening of its outpatient facility in Uptown Dallas. To make a proper introduction to the Dallas community, Three Box and EDS developed an integrated communications campaign to spark curiosity, start a conversation and spread awareness about the issue that affects more than 30 million Americans.


Read on to learn more about our strategies, tactics and results.

Eating disorders have the highest mortality rate of any mental illness – but nobody seems to want to talk about it. Three Box identified a two-fold opportunity for EDS’ grand opening event: the brand could introduce itself to the community as a resource, while also hosting an expert-led panel conversation to spread awareness and educate others on the epidemic.

Since eating disorders are deeply personal, it was important to involve those who witness the issue firsthand in the grand opening event. Three Box conducted thorough research on subject matter experts and community stakeholders. Our team reached out to targeted media contacts and influencers to help spread the word about the panel discussion. In addition, we created custom assets, including web graphics and marketing materials, to tell a cohesive brand story.

The multi-channel approach led to a successful launch for EDS in North Texas. Campaign highlights included:

  • Dallas influencer Jenny Anchondo, host of The Second Shot podcast and eating disorder advocate, as the evening’s moderator

  • Social media and event graphics that engaged the community and prompted response

  • Reach to Jenny’s audience of 160K social media followers before, during and after the event, generating hundreds of engagements per post

  • Partnership with community advocacy organizations, including panel participation by Kimberly Martinez, executive director of the Texas Eating Disorders Association

  • More than 100 event registrations for EDS’s grand opening panel discussion

  • Earned media coverage in Park Cities People and WFAA-TV’s Health Check

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