Hands Autism Services Case Study
In 2022, the Ontario provincial government drastically changed the funding model for autism services. Before, service providers were directly funded, and clients would be referred to them to receive services. Under the new model, families receive funding directly and choose their preferred provider. This shift created a competitive marketplace where service providers must actively attract new clients and retain their current ones.
Hands thefamilyhelpnetwork.ca is a leading autism services provider in Northeastern Ontario. Faced with this new competitive landscape, they required a marketing strategy to adapt to the new funding model and maintain revenues. TWG was engaged to develop and implement this strategy.
To start, TWG held a project kick off meeting that brought together a working group, including clinicians, the communications team at Hands, and a TWG team, setting the groundwork for a collaborative process.
Focus groups were conducted with clinicians to gain a deeper understanding of the client journey, from receiving an autism diagnosis to securing funding and becoming a Hands client. This helped identify key challenges families faced in adapting to the new funding model and highlighted areas where Hands could streamline the process. To better understand clients’ needs, focus groups and surveys were conducted with existing and past clients. The research revealed that while clients were satisfied with Hands’ services, concerns over communication and wait times persisted.
Based on the research and consultations, a situational analysis, including an audience analysis, SWOT analysis, and competitor review was formulated. These analyses identified key areas for improvement within Hands’ marketing and communications, which served as the foundation for the strategies that followed.
From this, TWG developed a comprehensive marketing strategy that included a digital marketing campaign, a new sub-brand for Hands Autism Services to help it stand out in a competitive marketplace, and the implementation of a CRM system to better manage the flow of leads and convert them into clients. The final report detailed the marketing strategies, a media plan, content production plans, and the customer relationship tools needed to support Hands’ growth.
Following the successful delivery of the strategy report, Hands contracted TWG to execute the proposed tactics. The first year of implementation focused on building a robust marketing funnel and testing ad sets across various digital platforms to increase awareness and attract new leads.
The campaign yielded outstanding results, generating hundreds of leads and increasing awareness of Hands Autism Services based on follow up surveys across the region. The marketing strategy and campaign have not only helped Hands attract new clients but also reinforced its position as a trusted and reliable autism service provider in the region.