Developed a new organization logo and visual identity. New logo preferred almost 5:1 versus prior in an Ipsos study with N = 1,200. New logo beat old on all desired brand equity measures by large margins, including “modern” (+40%), “dynamic” (+43%), “caring” (+57%), “trustworthy” (+66%), and “approachable” (+79%).
Refined brand messaging to bring the organization’s mission of “Transforming Children’s Lives” front and center, while organizing all programmatic activity under 3 synergistic pillars: Care, Education, and Science. Led a complete redesign of childmind.org to reflect new brand identity and messaging, enhance the Family Resource Center, and strengthen clinical marketing, resulting in traffic of up to 2.2 million visitors per month (+30 to 40% versus prior site).
Formalized annual marketing plan development process, setting out key strategic focus areas, anticipated projects, staffing plan, budget allocation, and timing. Developed the first formalized Clinical Marketing Plan and oversaw a small-budget paid clinical marketing campaign that significantly increased California clinic appointments and delivered a positive ROI within 4 months of launch.
Drove communications shift to augment text-based educational communications to add extensive video resources, including clinician profiles, a YouTube channel that matches Family Resource Center articles with weekly video counterparts, and broad-reach “mental health fitness” video series that teach basic skills and spark open conversations. Team produced over 230 videos in 2023. Richer content from these initiatives drove our social media following +70% from its 2020 level.
Oversaw and personally created the themes for annual May Mental Health Awareness Month campaigns that encouraged celebrities to contribute pro bono videos sharing their own stories and words of encouragement in authentic, selfie-style videos. Themes included “Getting Better Together,” “Dare to Share,” and “You Got This!” Participating celebrities included recording artist P!nk, TV personality Tan France, U.S. Surgeon General Vivek Murthy, and Speaker Emerita Nancy Pelosi, among 75+ others. Earned media impressions that averaged 3 billion per year, equivalent to an annual media buy of $50 to $60 million.
Led execution of $25 million grant from the State of California to create Healthy Minds, Thriving Kids, a 34-video series teaching five mental health fitness skills in Elementary, Middle School, and High School versions, built from the ground up in English and Spanish. Videos were accompanied by a paid media campaign, a teacher incentive program, and extensive research plan. 86% of educators rated video quality as Excellent or Good and 82% reported intent to use in their classrooms. LA Unified School District committed to using the series in all schools, and the series is now distributed nationally via PBS Learning Media. Program reached over 1.8 million kids in its first 18 months.
The program’s success led the State of Ohio to contribute $4.7 million to extend the series to 10 new, Emmy Award-nominated videos for Pre-K aged children. California followed its success with a $115 million grant to develop “Next Generation Digital Therapeutics,” an innovative high school mentorship program called the “Youth Mental Health Academy,” and a new 40-video parenting series called “Positive Parenting, Thriving Kids.”
During my tenure, the total number of assets delivered by the MarCom team rose from 7,500/ year to over 14,500/ year and department staff grew from 15 to 25.
