Opportunity
UCF RESTORES® is a nonprofit clinical research center specializing in the treatment of post-traumatic stress disorder (PTSD) in active-duty military, first responders and other survivors of traumatic events.
With a goal to position UCF RESTORES® as the No. 1 resource for PTSD research, education and treatment, we set out to build broad awareness among those in need, their families and referral sources in their communities, and generate support for public funding on a recurring basis to facilitate operations.
Approach
Our team developed comprehensive messaging for key audiences – military and first responder advocates, community stakeholders and legislative stakeholders – and proactively identified media opportunities.
Media outreach began on a regional level and quickly garnered broadened awareness. Within 12 months, we secured more than 100 placements with print, online and broadcast media (regional, statewide and national), positioning UCF RESTORES as a leader in its field.
Additionally, we placed a patient’s story in an Associated Press article syndicated to more than 200 outlets internationally, secured a mention in The Art of Healthcare Innovation, an Amazon Bestseller and “#1 Hot New Release,” and in a National Geographic documentary highlighting UCF RESTORES’ work with displaced survivors of Hurricane Maria.
Further bolstering awareness, our team developed strategic content for the program’s Facebook page. Within six months, our work resulted in a nearly 300% increase in unsponsored post engagement.
To establish thought leadership, we secured, supported and managed speaking engagements at targeted industry and consumer-facing events, including a breakout session at an event attracting more than 1,000 innovation industry professionals and a joint press conference with U.S. Congresswoman Stephanie Murphy.
Impact
Along with significant increases in awareness and national reputation building, regional and statewide coverage led to newfound connections with high-level state government contacts and presentation opportunities ahead of the state legislative session. These included an on-site tour with Florida Department of Veterans’ Affairs Executive Director Danny Burgess who pledged advocacy for the program’s cause.
