Mission for Better Campaign

SMI Adviser

Strategy Development, Budget Management, Copywriting, Creative, Direct Mail Copy and, Creative, Email Automation, Email Copy and Creative, Paid Search, Project Management, Promotional Product Strategy, Research, Search Engine, Optimization, Social Media Content, Theme Line Development, Timeline Management, Trade Show Booth Creative
leads in database in less than 5 months
pageviews on website within first 12 months
total activity registrations within first 12 months
Home » Charge Ahead Marketing Case Studies » Case Study – SMI Adviser


SMI Adviser was established in 2018 when the American Psychiatric Association (APA) was awarded a 5-year grant from the Substance Abuse and Mental Health Services Administration (SAMHSA). In just 90 days, the initiative 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.

Our challenge centered on developing core brand messaging, an effective launch strategy, and a tactical plan that spanned digital, print, live events, and more.


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.



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

Challenge us. You’re going to love the results!