Spring Lake Ranch

Sharing a cherished treatment community's story in new ways

Since 1932, Spring Lake Ranch, a 501c(3) nonprofit, has provided long-term residential treatment for people with mental illness or dual diagnosis on a working farm set in 700 acres of forest and pastures in rural Vermont. Transitional housing and follow-on support services are offered nearby.

The Challenge

Increase enrollments. After a decline in resident census at the licensed therapeutic community, management and the trustee board approached Marketing Partners to develop and then implement a new marketing approach.


There is an increase in the need for programs that treat young adults with mental health and dual-diagnosis conditions. But most people looking for treatment options and their advisors are unaware of Spring Lake Ranch.

hay truck with smiling people


  • Build brand equity as the choice residential therapeutic community in the Northeast for adults struggling with a mental health or dual diagnosis.   
  • Build strong relationships with consultants, counselors and mental health professionals who serve affluent families.
  • Increase both the number of residents and the average length of treatment so the majority of residents spend one or more years involved with Spring Lake Ranch in some way.
  • Influence the public conversation about mental health illness, especially about those with a dual diagnosis or gender identity issues.

postcard and email newsletter

How We Helped

We began with marketing research and incorporated the results into a comprehensive strategic marketing plan. The next step was content strategy and development which informed the various marketing activities. Digital marketing included automating various processes along with social media marketing. Our team facilitated staff training, an employee recruitment campaign, and co-facilitated the Trustee 2020 Visioning.


The website, annual report, newsletter, and weekly updates transitioned to modern software to improve performance, minimize production effort and reduce costs.

annual report 2018


Community enthusiasm for a new mission-based marketing strategy and a foundation of research on market trends, barriers and motivators.

Collaborative workplan and training empowers non-technical staff to use new digital and marketing automation tools.

Resident census increased and a new blog supports the goal of reducing the stigma of mental illness.
raising a wall together