Marketing is all about using the right tools to reach your ideal customer. But when your ideal customer is transient, unemployed and has no transportation — what tools do you use then?

This week Garrett and David sat down with Colin Jeffries, fellow podcaster at Take5 and Director of Marketing & Communications at addiction recovery center BrightView. Colin talked about the unique challenge he faced in connecting to a vulnerable, hard-to-reach population, and we discussed how he came up with some outside-the-box solutions to meet that challenge. 

What we covered:

- Why marketing can’t — and shouldn’t — be confined to a single department within an organization

- How BrightView used customer service to increase patient retention and recovery, differentiating itself in an industry notorious for bad customer service

- The debunked myth that helped BrightView start focusing on a different audience than their competitors 

- How Colin used patient feedback and focus groups to create a more effective message

- Why geofencing played a significant role in communicating that message to BrightView’s target audience