CASE STUDY: How marketing & development helped Sierra...
...Grow A Following From Scratch
Sierra Counseling & Coaching was Stigma’s very first client—and the project that helped shape what became our Marketing & Development partnership model. Dr. Don Schweitzer had a long career in academia, therapy, and social work, but was transitioning into building something more personal. He came to us with a rough Wix website and a few undeveloped ideas. What followed was a multi-year collaboration that included strategy, content, book design, social media, SEO, and personal coaching. Sierra is now a functioning, evolving practice with growing followings, active clients, a publishing roadmap, and a deeply thought-out vision.
From Concept to Client Pipeline
Clarifying the Vision and Building the Foundation to Deliver It
Don started with a name and a page—but didn’t have the infrastructure, language, or tools to bring it to life. We cleaned up the site, built new pages, overhauled the copy, improved the design, and then coached Don on how to use it. That included everything from target audience development and messaging to planning services, pricing models, and lead nurturing. Through our partnership, he now has a working marketing funnel, a clearly defined brand voice, and a structure that brings in clients he actually wants to serve.
Books, Branding, & Publishing Systems
Designing Real Products That Expand the Mission
Over the course of two years, we’ve edited and designed four professional books for Sierra Counseling & Coaching—two of which are therapeutic journals built for real-world use in group and individual settings. Stigma handled cover design, layout, editing, back cover copy, and KDP publishing setup. We’re currently researching distribution strategies, partnership placements, and ways to test the journal in settings like addiction recovery, men’s groups, and trauma coaching. The books are already helping establish Don’s credibility—and creating an ecosystem of tools that serve his long-term business model.
Supporting Growth Without Forcing a Performance Machine
Sustainable Content and Social Media Strategy
Don didn’t want to become a content creator. We helped him find a cadence that worked—building out short-form content, branded reels, blog strategies, and automated newsletter flows without the overwhelm. As of mid-2024, Sierra has grown to over 1,000 followers on Facebook and 300+ newsletter subscribers, all organic. Don now regularly generates leads, understands how to track them, and has a working knowledge of his funnel and audience segments—something he had never touched before our work together.
Ongoing Partnership That Grows With the Person and Business
A Model for What M&D Is Meant to Be
Sierra isn’t just a finished project—it’s an evolving collaboration. Don is now expanding into group trips, therapeutic workshops, and developing online courses for mindfulness and leadership. He’s preparing for international work, scaling at his own pace, and using the brand and systems we’ve built as his foundation. This long-term partnership is exactly what Stigma Marketing & Development was built for: strategy, creative, coaching, and support that grows as the vision does.
What They Said
“My partnership with Stigma Marketing has been instrumental in growing my business. I'm now developing online classes, support groups, trips, and other resources to make wellness & mental health a reality in people’s lives. Stigma helped me grasp marketing principles and social media strategy. It’s exciting to generate leads and know what to do with them."
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Another CASE STUDY: How A Single-Page Website...
Helped Jen Increase Her Booking
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Jenifer, Big Sky Circus – Missoula, MT
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