#MissionForBetter Campaign

In just 90 days, we took a vision that existed solely on paper and built it into a meaningful national brand in the mental health space

Challenge

SMI Adviser was funded in 2018 when the American Psychiatric Association (APA) was awarded a 5-year grant from the Substance Abuse and Mental Health Services Administration. In just 90 days, the project had to grow from existing solely on paper into a fully functional and meaningful brand. And in the months after launch, it had to engage mental health professionals across the country in pursuit of specific milestones and growth KPIs. The KPIs included registrations for education, growth of website traffic, and growth of first-party data.

Our challenge centered on developing core brand messaging, an effective launch strategy, and a tactical plan that met people where they were across digital, print, live events, and more.

#MissionForBetter Campaign

Solution

We initiated a detailed strategy development process to align priorities and ran focus groups with stakeholders to inform all facets of the project. Specific early-stage milestones included developing the project name, core messaging, website content, and go-to-market strategy. This foundational work on strategy allowed us to make clear recommendations on marketing strategy and tactics.

Our integrated marketing plan for SMI Adviser included content marketing, direct mail, email, live events, paid search, social media, and more. We also created an engagement strategy to activate more than 30 organizations affiliated with the project to share information and raise awareness. The lynchpin of that effort is a Partner Action Toolkit that includes dozens of elements from brand guidelines and downloadable flyers to shareable graphics and videos.

Finally, we developed a cohesive theme that united the entire campaign: #MissionForBetter. This campaign theme signals the ultimate goal of the initiative and calls on the reason that many professionals come into the mental health field — to help people in need find better lives.

#MissionForBetter Campaign

Our Work

Strategy Development
Campaign Optimization Creative
Conversion and Data
Optimization
Copywriting
Custom Course Design
Email Automation
Inbound Content Strategy

Project Management
Promotional Product
Strategy
Research
Search Engine Optimization
Social Media Content
Theme Line Development
Timeline Management
Trade Show Booth Creative

#MissionForBetter Campaign

Impact

Achieved pre-launch objectives for website traffic, visitors, and education registrations
Launched integrated, yearlong, national campaign rollout targeting all mental health professions
Activated network of 30+ partner organizations and stewarded ongoing collaboration
Developed materials and messaging across two dozen channels and formats, including annual reports, direct mail, email, infographics, print ads, printed flyers, shareable graphics, slide decks, static website content, trade show booths, videos, and more
Grew lead gen database to 5,000+ in less than 5 months
360,000+ pageviews on website within first 12 months
20,000+ total activity registrations within first 12 months
Created live event booth and led exhibitions at national trade shows
Created multimedia toolkit to drive engagement and awareness among stakeholders

5,000+

first-party records in less than 5 months

360,000+

website pageviews within first 12 months

20,000+

total activity registrations within first 12 months

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