Case Study: Praxis Spinal Cord Institute

Case Study: Praxis Spinal Cord Institute

September 23, 2024

Praxis Spinal Cord Institute needed a strategic communications plan, a social media presence that appealed to three distinct audiences, and a broad range of communications and graphic design support. Fortunately, Rose Agency’s proven marketing team was ready to provide all of this and more.

Praxis Spinal Cord Institute is a Canadian-based not-for-profit organization that leads global collaboration in spinal cord injury research, innovation and care. Throughout our partnership Rose Agency has supported their mission by providing social media management, graphic design, posters, email programming, and more. In addition, we led a strategic planning initiative that resulted in a written guideline that continues to be used by their in-house marketing team.

Content that Resonates with Three Key Demographics

In order to be successful, Praxis communications had to resonate with three key audiences:

  • Clinicians who may be interested in conducting research with Praxis.
  • Those suffering from spinal cord injuries and those close to them.
  • Donors who may consider supporting the institute.

These three demographics bring with them different perspectives, motivations, and areas of interest. A comprehensive social media strategy was necessary. Information was shared in content buckets.

Each post began broadly, using layman’s terms in order to capture attention.
The information then became more specific, zeroing in on breakthroughs, changes, or news. Finally, scientific detail was provided in order to appeal to those seeking the most in-depth explanations.

Making complex information digestible is one of the most frequent challenges Rose Agency faces. Thanks to our expert team, we’re always ready to rise to the occasion.

Developing a Microsite, En Francais

In order to access federal government funding, Praxis needed to update their national profile. They needed a proper bilingual presence. Rose Agency developed a micro version of their site with the help of French business language translators. The result was not a thrown together accessibility add-on, but a true professional presentation.