Strategy Development and Statewide Engagement Campaign
Project TEACH is a program from the New York Office of Mental Health that supports pediatric primary care providers. It reached a critical point where the program needed to reinvigorate its outreach and engagement. That included a rebrand, new website and materials, and new strategy to expand its reach across the state. And with continuing education as a key part of what it offered to the health care workforce, the program needed to drive participation in its education activities.
Our challenge was multifaceted. First, we had to collaborate with multiple organizations involved in the project, including a technology/development agency. We needed to plan and execute tactics to build awareness and registrations for education. We also needed to grow first-party data and create an email strategy to nurture engagement. And finally, we needed to support and/or develop a series of brand assets — core messaging, an effective launch strategy, content for a website, printed and digital downloads and other deliverables, and a tactical marketing plan to meet mental health professionals across all channels (digital, print, live events, and more).
Strategy Development and Statewide Engagement Campaign
Our team embedded with the Project TEACH team and other partners to understand needs, goals, market trends, opportunities, and more. That informed our work to create flexible, scalable engagement strategies for multiple education formats. We planned media, managed budgets, and executed online and offline marketing tactics. We also wrote website content, course descriptions, emails, print materials, newsletters, and more. All of this effort was tied directly to a series of goals across a diverse educational portfolio. Our work included:
Strategy Development and Statewide Engagement Campaign
Strategy Development and Statewide Engagement Campaign
All project components met deadlines and launched on time
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