The Road Not Yet Traveled

By Eliana Katz

In my quest for the perfect job, something that I could be truly passionate about and also use my growing skills in social media for, I landed at Beit T’Shuvah’s doorstep. I know what you must be thinking: what could a rehab facility possibly have to offer someone with a marketing background? The answer, in fact, is that it does have something—something groundbreaking, something tingling with possibility. That something is BTS Communications. This marketing agency built from the vision of John Sullivan, an ex-convict-former-resident who believed in bringing purpose to recovering addicts’ lives by the simple act of giving them work. He created a marketing agency housed within Beit T’Shuvah’s walls that understands its fellow nonprofit clients while training residents to enter the working world.

Upon learning about BTS Communications, I had two thoughts:

My first thought — How do I take part in what clearly is going to be a distinctive agency in the marketplace?

But my second thought — How can this unique agency surpass the challenges that it will inevitably face? How do you convince the clientele to take a leap of faith? To trust recovering addicts to be passionate, timely, and capable with your brand in their hands? That they are true marketers, graphic designers, and copywriters, not amateurs who get by on the sympathy of their stories? How will they prove they are not a charity, but a business?

The answer to the latter is simple: with time and results. Like any business, BTS Communications’ only shot at placing their stake in the ground is the good old-fashioned way—digging and pushing.  They must find clients willing to take the chance and then yield true results for those clients. And BTS Communications is off to a good start.  All you need to do is take a look at BTS’s finished products to know that they are the real deal. Treating their work with the same determination that they do their recovery, they show up on time, leave late, and sit hunched over their computer screens every moment in between. The only difference between working with them and any other agency is that by empowering a recovering resident with purposeful work, you make a difference to them, too.

But let’s take a step back for just a moment. To understand BTS Communications, you need to understand Beit T’Shuvah, the institution that birthed it. I will try and give you a feel…  To start, walking through this place is like walking through a labyrinth. In any given crevice or corner you may stumble into a tattooed, pierced staff member, a couple of

young’ns rough housing, the knowing smile of Harriet (Beit T’Shuvah’s founder), or the more mischievous grin of her husband and co-founder, The Holy Thief himself, Rabbi Mark Borovitz.  It seems that every room here has an open door; every resident is an open book, just as likely to discuss their addiction as they would the score of last night’s game. There is only room for TRUTH here, and it lives large and proud. Humor trumps heroin as what courses through BT’s veins. With events like Saturday Sober Slam, Karaoke Sunday, and Surf Meditation, creativity is evidently it’s lifeblood.

This place is magnetic, electrifying, and, let’s face it… addictive. It is an unparalleled and unexplored territory from which to build a company. It is the road not yet traveled and certainly, the road destined to be more adventurous. Do you dare take this road? I certainly hope to.

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