The one where I become the voice of a mental health brand
Building trust and overcoming barriers to care
Like any creative with a profile in the world, I get cold calls. Small businesses, former colleagues, and marketing strategists with freelance writing needs bravely reach out to me. Most of these are not the right fit. But every once in a while, a great one comes along that I am so excited about that I commit my evenings and weekends to help out.
ADHD Online is one of those great ones. A relatively small organization, ADHD Online offers streamlined access to assessment and treatment for ADHD. They had a strategy for customer acquisition and retention but needed someone to write the emails, compose the social posts, create the landing pages, and so much more.
So much more.
Like so many small businesses (and quite a few larger ones), ADHD Online had no tone of voice. In partnership with the Director of Acquisition and Retention, the COO, and the head of content, I crafted the organization’s caring, authentic, knowledgeable tone of voice and carried it through a variety of programmatic emails before digging in deeper with the team to stand up a monthly newsletter program and then craft a campaign around ADHD Awareness Month (launching October 1, 2022)
Take control
While much of my work for ADHD Online focused on email, we recently launched a paid social campaign, aiming to be social first and keep the platform in mind as we develop our outreach.