Anchor Light Therapy
Anchor Light Therapy is a clinician-owned and -operated counseling practice that provides evidence-based solutions for couples, individuals, and families through an integrated care model. This unique approach allows multiple members of a family, couple, or household to attend individual counseling sessions led by a team of therapists who then work together to create tailored treatment plans geared toward the betterment of the couple or family unit as a whole. For example, if a couple goes to Anchor Light, both partners are also encouraged to have individual sessions. The couple’s therapist and individual therapists then collaborate to create a plan that meets everyone’s needs.
Between the customized counseling options and a robust team of skilled, compassionate, and dedicated professionals, Anchor Light Therapy is truly a one-of-a-kind mental health practice. However, the group was lacking a digital presence that reflected its special expertise in family and couples counseling. When Anchor Light’s in-house marketer left the company, the owners found themselves overwhelmed and in immediate need of help. They turned to us, and we were excited to create a strategy that centered on the many aspects that make Anchor Light remarkable. We delivered a digital marketing plan that built trust with the practice’s target audience, before people even stepped through the doors.
Industry
Health / Wellness
Collaborators
Andi Lucas, Founder & CEO
Julia Giordano, Content Writing & Social
Elizabeth Phillips, Web & Graphic Design
Services Provided
(Click to jump to each section)
Digital Marketing
Project Brief
Bird’s Eye View
When Anchor Light Therapy had a dedicated, in-house marketer, the owners witnessed the benefits of investing in someone who expertly handles marketing tasks firsthand. Current blog posts kept the website fresh and showcased the practice’s robust counseling skills. Anchor Light’s social media was filled with several weekly posts, and monthly newsletters included updates to services. Without an in-house marketing professional, all of these tasks fell on the owners. Between running a successful practice and working individually with clients, digital marketing was put on the back burner, and, in turn, Anchor Light’s digital presence suffered.
Ruffled Feathers
With the owners’ plates full, Anchor Light’s social media content began dwindling. Posts became sporadic instead of regularly scheduled. Valuable information was updated on the website, but not featured on social media or in newsletters. New therapists and interns joined the team but weren’t promoted. On top of everything internally, the therapy industry’s shift into tech was increasing rapidly and creating new competitors. But, unlike many quick and easy telehealth therapy options, Anchor Light is a licensed Behavioral Health Agency in the state of Washington and is held to the highest standard. The team is experienced, expert, and most of all, compassionate. The practice needed a digital presence that spoke to these differentiators.
Our Flight Plan
Anchor Light’s digital marketing failed to showcase vital pillars of the practice: a commitment to healing and growth for clients, an emphasis on continued education for therapists, and a distinctive integrated approach for couples and families. We wanted to develop a carefully planned strategy that focused on what made Anchor Light stand out. By taking the time to understand the practice and getting to know many of the therapists, we could give a voice to Anchor Light’s social media that was both true and distinct. Our plan included a strong emphasis on the integrated care model and a strategic cadence to the social media and newsletter schedule.
Digital Presence Audit
Before we can move forward, we need to know where we’re starting. To that end, we perform a thorough audit for all of our social media management projects to understand what is working, what is missing, and what needs to change. This comprehensive audit enables us to develop a strategy that is 100% customized to the brand and considers every aspect of its services.
For Anchor Light, we found the practice lacked consistency — not just in its content schedule, but across social platforms. Our goal was to create a plan that added value and consistency to social media while including a healthy variety of topics and content mediums, from carousels and static posts to informative reels.
Anchor Light’s practice is different from most, and we knew this needed to be our focus when developing a strategy. “Why would someone choose Anchor Light over other options?” was the question to which we kept coming back. And the reasons to choose Anchor Light Therapy are plentiful — including the integrated care model, being a therapy practice that is owned locally and independently by a therapist, and the practice’s emphasis on in-house skill development. These differentiators became the driving force behind our strategy, and, in the end, we even encouraged adding a page to the website titled “Why Us?” that focuses on these unique aspects.
Digital Presence Audit
Before we can move forward, we need to know where we’re starting. To that end, we perform a thorough audit for all of our social media management projects to understand what is working, what is missing, and what needs to change. This comprehensive audit enables us to develop a strategy that is 100% customized to the brand and considers every aspect of its services.
For Anchor Light, we found the practice lacked consistency — not just in its content schedule, but across social platforms. Our goal was to create a plan that added value and consistency to social media while including a healthy variety of topics and content mediums, from carousels and static posts to informative reels.
Anchor Light’s practice is different from most, and we knew this needed to be our focus when developing a strategy. “Why would someone choose Anchor Light over other options?” was the question to which we kept coming back. And the reasons to choose Anchor Light Therapy are plentiful — including the integrated care model, being a therapy practice that is owned locally and independently by a therapist, and the practice’s emphasis on in-house skill development. These differentiators became the driving force behind our strategy, and, in the end, we even encouraged adding a page to the website titled “Why Us?” that focuses on these unique aspects.
Social Media Management
Our sole mission is to help our clients grow their businesses. It’s really that simple. So when a business owner comes to us for social media help, not only do we create an effective strategy, but we also create branded templates that become the client’s to own. Anchor Light Therapy’s social media needed a cohesive aesthetic. Our designer, Elizabeth Phillips, drew inspiration from the existing branding on the website, the scenery of Seattle (where Anchor Light Therapy is located), and the water imagery that influenced the practice’s name. She created a series of trendy and modern branded templates that are just one piece of the social branding kit that all of our social media management clients receive.
We developed a recurring content strategy that emphasized Anchor Light’s expertise and promoted its therapists by featuring services, therapeutic approaches, clinician skill development initiatives, and conversational posts that speak to potential clients’ concerns or possible hesitations about starting therapy. We organized content days, where we filmed in-person interview-style videos that we developed into high-quality reels to introduce potential clients to the therapists behind Anchor Light.
All of these efforts established them as experts in their field while normalizing counseling and championing its results. We positioned Anchor Light digitally as the practice appears in real life: a warm and welcoming safe space for individuals to heal and grow. Between thoughtfully organized and executed content filming days, strategic planning, and stellar design, we gave a voice to Anchor Light’s social presence and brought to the forefront the faces that make the practice so inviting and helpful.
Newsletters
Anchor Light offers expert care, but always with compassion and kindness — this became the heart of the new monthly newsletter. We wanted to create a newsletter that added value, spoke to relevant seasonal issues, and made its readers eager for each month’s issue. We highlighted the practice’s evidence-based approaches, delved into the details of the integrated care model, featured engaging and timely topics from blogs (like how to set personal boundaries during the holidays), and promoted therapists’ unique areas of focus. With Anchor Light’s audience in mind, we focused on positive, reassuring messaging that offered actionable support, with zero judgment. The information in the newsletter mirrored the comforting, helpful environment of a therapy session. We also included video and photo content captured at Anchor Light throughout the newsletter, further familiarizing their audience with the Anchor Light team and experience.
Similar to our social media process, we created custom newsletter templates that were both eye-catching and consistent with website and social media branding. For these templates, we focused on an easy-to-read, bright, and modern design. Never spammy or sales-focused, we carefully crafted a newsletter that was truly a joy to read and provided actionable concepts for clients to practice. Still, every newsletter ended with a spotlight on a few clinicians who were accepting new clients and some strategic links that drove traffic to Anchor Light’s website, which is filled with even more helpful content.
Newsletters
Anchor Light offers expert care, but always with compassion and kindness — this became the heart of the new monthly newsletter. We wanted to create a newsletter that added value, spoke to relevant seasonal issues, and made its readers eager for each month’s issue. We highlighted the practice’s evidence-based approaches, delved into the details of the integrated care model, featured engaging and timely topics from blogs (like how to set personal boundaries during the holidays), and promoted therapists’ unique areas of focus. With Anchor Light’s audience in mind, we focused on positive, reassuring messaging that offered actionable support, with zero judgment. The information in the newsletter mirrored the comforting, helpful environment of a therapy session. We also included video and photo content captured at Anchor Light throughout the newsletter, further familiarizing their audience with the Anchor Light team and experience.
Similar to our social media process, we created custom newsletter templates that were both eye-catching and consistent with website and social media branding. For these templates, we focused on an easy-to-read, bright, and modern design. Never spammy or sales-focused, we carefully crafted a newsletter that was truly a joy to read and provided actionable concepts for clients to practice. Still, every newsletter ended with a spotlight on a few clinicians who were accepting new clients and some strategic links that drove traffic to Anchor Light’s website, which is filled with even more helpful content.
Photo Gallery
Love Notes
Laura Richer
MA, LMHC, Founder & CEO of Anchor Light Therapy
“We had the pleasure of working with Hummingbird Marketing Services, and they’ve done a tremendous job managing our social media accounts and optimizing our branding and website content. The HMS team exceeded our expectations at every step. They were effective, detail-oriented, and deeply intentional about ensuring Anchor Light Therapy’s tone and brand truly resonated in their work.
The results spoke for themselves — our content felt authentic, engaging, and aligned with our mission. We would confidently recommend HMS to any business, whether a start-up or an established company, to manage website content, social media, and broader marketing strategies. Their expertise and care make them an invaluable partner.”
