Doubling the Clients, Buildings and Services: Gracious Services’ Growth Story

Fanwood, NJ-based Gracious Services Inc. provides services and support for children, teens, and adults with behavioral challenges and special needs.

Challenges

When Gracious Services first started working with EmoryDay in February 2023, they served only special needs adults from one location and had little to no online presence. However, the owners were passionate about rapidly growing the business to meet the endless and unmet needs in their community. The biggest challenges were budget constraints and reaching one of their niche target audiences - the professionals within the special needs community who refer clients to providers such as Gracious Services.

Solutions

To accommodate Gracious Services’ tight budget and ambitious goals, EmoryDay implemented a targeted, resource-conscious marketing strategy focused on visibility, engagement, and operational efficiency.

1. Foundational Digital Presence

• Website Development: EmoryDay created a simple yet SEO-optimized website to enhance search engine visibility and establish a professional online footprint.

• Social Media Strategy: A consistent presence was built across multiple platforms to attract and engage families, caregivers, and professionals in the special needs and behavioral health community.

2. Content & Email Marketing

• Educational Content: Regularly published articles and posts provided guidance to families, enabling informed decision-making and building trust with referring professionals.

• Email Campaigns: Scheduled email outreach helped maintain engagement with both prospects and professional contacts.

3. Event Marketing & List Building

EmoryDay provided end-to-end marketing support for each of Gracious Services’ growing number of events, including:

• An annual gala

• A community golf tournament

• Summer camp programs

• Respite weekends

• A statewide professional recognition initiative

These events not only raised brand visibility but also helped build segmented lists of families, clients, and professionals. Combined with strategic advertising, these efforts maximized campaign reach without exceeding budget limits.

4. Lead Management & Intake Optimization

A key differentiator in EmoryDay’s approach was the attention given to lead conversion and client intake:

• CRM Implementation: A user-friendly system was introduced to track and manage inquiries.

• Team Training & Support: Staff received personalized training to handle incoming leads efficiently and responsively.

• Custom Intake Process: Through continuous optimization of the online intake flow, Gracious Services gained the ability to triage inquiries more effectively—saving significant time and enabling a small team to serve more clients with care.