The document outlines highlights from Morningside Recovery's marketing and communications efforts in 2016. It discusses improvements to search engine optimization, website design, print projects, and online reputation management. Metrics on website traffic, search engine rankings, and treatment center selection factors are presented. Recommendations include expanding content marketing, using current technologies, and improving design and development workflows.

1. JOURNEYTORECOVERY2016
Morningside Recovery
Marketing & Communications

2. Morningside Recovery
Marketing & Communications
HIGHLIGHTS

3. JOURNEY TO RECOVERY 2016
HIGHLIGHTS
▸SEO (PHASE ONE)
▸MORNINGSIDE RECOVERY
▸DISCOVERY HOUSES
▸BIPOLAR TREATMENT CENTER
▸REPUTATION.COM
▸PRINT PROJECTS
▸MORNINGSIDE RECOVERY BROCHURE
▸DISCOVERY HOUSE BROCHURE

4. JOURNEY TO RECOVERY 2016
HIGHLIGHTS
▸WEBSITE DESIGN STANDARDS
▸WEBSITES FULLY RESPONSIVE
▸WEBSITE IMPROVEMENTS
▸HIPAA COMPLIANT WEB FORMS
▸ONLINE EMPLOYMENT APPLICATION
▸CAREER SECTION
▸EVENT PAGES

5. JOURNEY TO RECOVERY 2016
HIGHLIGHTS
▸MATCH PRINT WITH WEB
▸ALL SITES NOW USE SAME FONTS AS PRINT MEDIA
▸ONGOING DESIGN AND PERFORMANCE
IMPROVEMENTS

6. Morningside Recovery
Marketing & Communications
ONLINEREPUTATION

7. JOURNEY TO RECOVERY 2016
RATINGS & REVIEWS
KIOSK
REPUTATION SCORE ONLINE VISIBILITY
REPUTATION PROGRAMS:
ONLINEREPUTATION

8. JOURNEY TO RECOVERY 2016
December 2, 2015
SEO&TRAFFIC

9. JOURNEY TO RECOVERY 2016
REVIEWS BY SENTIMENT
SEO&TRAFFIC

10. JOURNEY TO RECOVERY 2016
REVIEW COUNT
SEO&TRAFFIC

11. JOURNEY TO RECOVERY 2016
AVERAGE RATING
SEO&TRAFFIC

12. JOURNEY TO RECOVERY 2016
December 2, 2015
280 288 293
329 313
388
435 414
0
110
220
330
440
550
April May June July August September October November
SEO&TRAFFIC

13. JOURNEY TO RECOVERY 2016
26 GENERIC MORNINGSIDE RECOVERY - ROUGHLY 200 - 250 WORDS
58 WEBSITES PUBLISHED VARIOUS DIRECTORIES ON THE WEB
BIO PUBLICATION
GOOGLE AUTO-FILL
BIG IMPROVEMENTS
NEGATIVE REVIEWS
NEGATIVE REVIEWS SHOW ON
2ND AND 3RD PAGE
VISIBILITY
TRY IT YOURSELF IN CHROME
SEO&TRAFFIC

14. JOURNEY TO RECOVERY 2016
PAGE ONE PAGE TWO
This will fluctuate the most
depending on how the term
“Lindsey Lohan” is trending
in general.
SEO&TRAFFIC

15. JOURNEY TO RECOVERY 2016
PAGE THREE
This will fluctuate the most
depending on how the term
“Lindsey Lohan” is trending
in general.
This will fluctuate the most
depending on how the term
“Lindsey Lohan” is trending
in general.
SEO&TRAFFIC

16. Morningside Recovery
Marketing & Communications
SEO&TRAFFIC

17. JOURNEY TO RECOVERY 2016
MORNINGSIDERECOVERY.COM TRAFFIC
All Traffic 01/01/2015 -11/30/2015
Source / Medium Sessions % New Sessions New Users Bounce Rate Pages / Session Avg. Session Duration
google / organic 37,723 72.53% 27,359 34.78% 2.69 0:03:11
(direct) / (none) 20,646 80.19% 16,555 34.82% 2.17 0:03:04
google / cpc 13,307 77.29% 10,285 34.37% 2.77 0:02:12
yahoo / organic 8,252 86.38% 7,128 39.66% 2.18 0:02:00
bing / organic 6,588 87.72% 5,779 46.05% 2.25 0:01:55
Advertise.Com / Contextmain 5,966 96.80% 5,775 24.69% 2.83 0:03:55
Advertise.Com /
Contextworks
5,571 97.00% 5,404 61.16% 1.31 0:00:37
bing / CPC 4,330 80.44% 3,483 34.67% 2.92 0:02:41
m.facebook.com / referral 2,805 83.78% 2,350 41.53% 1.46 0:01:22
soberrecovery.com / referral 2,729 71.97% 1,964 14.47% 4.38 0:05:01
TOTAL 137,744 79.20% 109,094 37.88% 2.32 0:02:43
SEO&TRAFFIC2015

18. JOURNEY TO RECOVERY 2016
2015 MONTHLY TRAFFIC
0
5,000
10,000
15,000
20,000
Jan Mar May Jul Sep Nov
18,496
12,15913,580
11,181
15,728
10,645
9,78310,950
8,318
12,359
14,545
SEO&TRAFFIC2015

19. JOURNEY TO RECOVERY 2016
Non-Branded Terms Rank Notes
Pet friendly Alcohol Rehab 1 First Review - First Result
Understanding verbal abuse 1 Page 1 - First Result
Experiential therapy orange county ca 1 Page 1 - First Result
Rehab places orange county ca 1 Page 1 - Second Review*
Rehabilitation for mental health 2 Page 1 - Third result
Drug rehab for women orange county ca 2 Page 1 - Second Review*
Drug and alcohol abuse treatment orange county ca 2 Page 1 - Second Review*
Pet Friendly Drug Rehab 3 1st Review + Third result
Rehab for mental illness 3 Page 1 - Third result
Drug and alcohol abuse treatment centers orange county ca 3 Page 1 - Second Review*
Outpatient alcohol rehabilitation orange county ca 3 Page 1 - Second Review*
Drug alcohol rehab center orange county ca 3 Page 1 - First Review*
Drugs and alcohol treatment centers orange county ca 3 Page 1 - Second Review*
Drug and alcohol rehab facility orange county ca 3 Page 1 - First Review*
Drug and alcohol rehabilitation centers orange county ca 3 Page 1 - Second Review*
drug rehab facilities orange county ca 3 Page 1 - Third Review*
Agoraphobia treatment centers 4 Page 1 - Second result
Mental health rehab 5 Page 1 - Half way down
* Indicates page placement by client review only
TOP NATIONAL KEYWORDS RANKED 1 THRU 10
SEO&TRAFFIC2015

20. JOURNEY TO RECOVERY 2016
Non-Branded Terms National Rank Verified Rank - 12/3/2015
Mental illness rehabilitation facilities 5 Page 1 - Half way down
Rehab mental health 5 1st Review + Page 1
Person centered therapy orange county ca 5 Page 1 - 5th position
Adventure therapy orange county ca 6 Page 1 - 7th and 8th position
Alcohol and mental health treatment centers orange county ca 6 Page 1 - 7th position
Client centered therapy orange county ca 6 Page 1 - 7th position
Cocaine addiction treatment orange county ca 7 Page 1 - 8th position
Mental health rehab centers 7 Page 1 - Half way down
Mental illness rehabilitation centers 7 Page 1 - Half way down
Cocaine treatment orange county ca 8 Page 1 - 6th position
ptsd treatment centers orange county ca 8 Page 1 - 8th position
Rehab for depression orange county ca 8 Page 1 - 8th position
Dual diagnosis treatment center orange county ca 9 Page 1 - 10th position
Dual diagnosis treatment centers orange county ca 9 Page 1 - 9th position
Dual diagnosis treatment orange county ca 9 Page 1 - 6th position
Mental rehab centers 10 1st Review + Page 1
Rehabs for alcoholics orange county ca 10 Page 1 - 9th position
Treatment centers for depression orange county ca 10 Page 1 - 8th position
TOP NATIONAL KEYWORDS RANKED 1 THRU 10
* Indicates page placement by client review only
SEO&TRAFFIC2015

21. JOURNEY TO RECOVERY 2016
Non-Branded Terms National Rank Verified Rank - 12/3/2015
Dual diagnosis orange county ca 10 Page 2 - 3rd position
Anxiety and agoraphobia treatment center 11 Page 1 - Half way down
Dual diagnosis treatment centers northern california 11 Page 2 - Top of page
TOP NATIONAL KEYWORDS RANKED 1 THRU 10
* Indicates page placement by client review only
SEO&TRAFFIC2015

22. Morningside Recovery
Marketing & Communications
ORGANIC&PAIDINBOUND

23. JOURNEY TO RECOVERY 2016
TREATMENTCENTERSELECTION
THE RECOVERY PROCESS
Addiction Decision to Treat RecoveryTreatment

24. JOURNEY TO RECOVERY 2016
TREATMENTCENTERSELECTION
91%ACCEPTSHEALTHINSURANCE
87%REPUTATIONOFFACILITY
77%USELATESTTECHNOLOGY
76%RECOMMENDEDBYFRIENDSAND/ORFAMILY
76%RECOMMENDEDBYPHYSICIANORMENTALHEALTHPRO
ofclientsusedonline
intheresearchprocess 86%91% ofclientsusedboth
online&onlineresources
WHAT PEOPLE WANT IN A FACILITY

25. JOURNEY TO RECOVERY 2016
SEARCH IS INDISPENSABLE
▸SEARCH EMPOWERS CLIENT
▸86% OF CLIENTS USE SEARCH PRIOR TO SCHEDULING
APPOINTMENTS
▸3X AS MANY WEBSITE VISITORS COMPARED TO NON-
SEARCH
▸2X HIGHER CONVERSION RATE
TREATMENTCENTERSELECTION

26. JOURNEY TO RECOVERY 2016
SEARCH ALSO PROVIDES
▸57% GENERAL FACILITY INFORMATION
▸34% DISCOVERY OF NEW BRANDS
▸32% SPECIFIC FEATURES INFORMATION
▸31% FEATURE COMPARISON INFORMATION
▸27% CONSIDERATION OF BRANDS THEY KNOW
TREATMENTCENTERSELECTION

27. JOURNEY TO RECOVERY 2016
SEARCH TREATMENT & CONDITION
▸57% TREATMENTS
▸25% CONDITIONS
▸9% SYMPTOMS
▸9% BRANDED
TREATMENTCENTERSELECTION

28. JOURNEY TO RECOVERY 2016
AFTER SEEING A PAID SEARCH AD
▸39% VISIT TREATMENT CENTER ADVERTISED
▸38% BEGIN THE SEARCH PROCESS
▸36% CONSIDER CENTER ADVERTISED
▸26% SEARCH FOR MORE INFORMATION
TREATMENTCENTERSELECTION

29. JOURNEY TO RECOVERY 2016
USE MOBILE DEVICES TO RESEARCH
▸71% AT HOME
▸33% AT WORK
▸22% VISITING FRIENDS OR FAMILY
▸20% OUT OF TOWN
▸16% WITH DOCTOR OR MENTAL HEALTH PRO
TREATMENTCENTERSELECTION

30. Morningside Recovery
Marketing & Communications
CONTENTMARKETING2016

31. JOURNEY TO RECOVERY 2016
CONTENT MARKETING RECCOMENDATIONS
▸BLOGS
▸CASE STUDIES
▸SOCIAL MEDIA CONTENT
JOURNEY TO RECOVERY 2016

32. Morningside Recovery
Marketing & Communications
TECH2016

33. JOURNEY TO RECOVERY 2016
ALL WEBSITES ARE OPTIMIZED FOR DESKTOP & MOBILE
Google gives websites higher ranking for Responsiveness.
JOURNEY TO RECOVERY 2016
TECHRECCOMENDATIONS

34. JOURNEY TO RECOVERY 2016
HEADCOUNT & EQUIPMENT
MARKETING CONTENT
BASIC FRONT END
FRONT END
FRONT END II
& IT SUPPORT
WRITER
PPC & SEO
LEVEL I
PROJECT MGR
DIGITAL
iMac & Software
iMac & Software
Testing Server
PC Laptop for IT
JOURNEY TO RECOVERY 2016
TECHRECCOMENDATIONS

35. JOURNEY TO RECOVERY 2016
REVENUE GENERATION OPPORTUNITIES
• Website content re-creation
• Social Media and blogging
• Alumni Section Expansion
- Intern program
• Updated video
• Updated photoshoots
• Internal Marketing - Digital Displays
- Lobbies - Way-finding
- Internal Marketing
- Client information
- Unique content for each location
JOURNEY TO RECOVERY 2016
TECHRECCOMENDATIONS

36. JOURNEY TO RECOVERY 2016
INDUSTRY STANDARD GIT WORK-FLOW
Workstation using GIT Testing Server Staging Server Production Server
On-site
we need this
and we need these

37. JOURNEY TO RECOVERY 2016
DESIGN & SPEED IMPROVEMENTS
The best WordPress starter theme
with a modern front-end development
workflow.

38. JOURNEY TO RECOVERY 2016
Home Page Addiction Page

39. JOURNEY TO RECOVERY 2016
Career Page Pay-Per-Click Pare