Client overview
The Kids Mental Health Foundation is the leading organization promoting mental health for children in the United States. To achieve its vision to build a world where mental health is a vital part of every child’s upbringing, nearly 1,000 mental health professionals and researchers at Nationwide Children’s Hospital, in partnership with other trusted experts, provide real-world knowledge and expertise to power the Foundation’s free educational videos, guides and curriculum. Created in 2018 as The On Our Sleeves Movement for Children’s Mental Health, the recent name change reflects the Foundation’s belief that emotional and physical wellbeing deserve equal weight when considering the health of a child. To date more than 15 million people have engaged with the Foundation’s materials, helping parents, educators and coaches be a guiding force for children all across the United States.
Challenge
Nationwide Children’s Hospital sought a strategic marketing partner who could achieve several key growth initiatives as The Kids Mental Health Foundation went from its initial foundation as an important movement to national expansion as a platform with broad reach to multiple stakeholders.
First and foremost, Nationwide Children’s Hospital needed a partner who could lean in shoulder-to-shoulder and establish the The Kids Mental Health Foundation national-level footprint through the strategic development of a digital experience, awareness initiatives, and diverse fundraising programs.
The Kids Mental Health Foundation’s marketing leadership was tasked with attracting and increasing awareness and engagement among multiple The Kids Mental Health Foundation stakeholder audiences from corporate, education, and health partners to influencers and champions of mental health advocacy, individual donors and the grassroots users of resources — parents, teachers, coaches, and children.
It’s no small endeavor to create a nationally-recognized mental health platform.
Insights
As The Kids Mental Health Foundation’s agency of record, Parallel Path continually monitors the national landscape, bringing forth strategic recommendations and refined marketing programs based on key data-informed and market learnings. Parallel Path needed to educate and drive forward each phase of the digital experience and marketing transformation for The Kids Mental Health Foundation including their website, product, content, and marketing campaigns. Founded in Columbus, OH, The Kids Mental Health Foundation is a national movement; however, local/regional awareness was critical to rooting the organization with a foundation for growth.
Solution
Taking a thoughtful data-driven approach, Parallel Path delivered persona and customer journey research to inform digital experience consulting and management of performance media strategy, execution, and optimization.
Over three years and running, Parallel Path connected and pulled through audience engagement via integrated campaign touchpoints.
National media strategy, planning, and management included buying digital and traditional media directly from premium publishers such as New York Times, O Magazine, The Wall Street Journal, National Public Radio, as well as core digital publishers, Google, Facebook, Instagram, LinkedIn, Twitter, Youtube, Pinterest. Programmatically, Parallel Path has reached audiences across the Open Web and integrated campaigns via digital radio, display, native, and connected TV.
Parallel Path assured that the brand messaging and strategic objectives pull through from advertising to the digital experience by supporting the website and landing page user experience and user flow.
Services Provided
Market Research
Personas
Journey Mapping
Marketing Strategy
Campaign Strategy
Channel Strategy
Content Creation
Search Engine Optimization
Paid Media Management
Data and Analytics
Program Management
Results
Million
impressions
New
Instagram and Facebook followers
New
eCommunity leads
"Since we began our engagement in 2019, Parallel Path has become an extension of our team. As our digital paid media agency of record, they’ve developed successful campaigns to grow our brand’s reputation alongside growing our reach through community expansion. Parallel Path has also stepped in to program manage large initiatives like our brand expansion and website redesign. Their consultative approach and expertise has helped us create a strong marketing engine to deliver important children’s mental health resources to the audiences that will benefit from them most."