Healthcare – Case Study
Connecting Experts to Stories
Houston, Texas
The Assignment
Nationally-ranked Menninger Clinic has 90+ years of experience diagnosing and treating people with complex mental illness. Teams of mental health experts provide a supportive, healing environment coupled with evidence-based treatments for life-changing outcomes.
Carbonara Group provided communications support for Menninger’s Be Mindful campaign, which was designed to bring awareness, hope and resources to the Houston community, while reducing the stigma associated with mental illness. From May 2018 to May 2019, with a special emphasis on Mental Health Month, the assignment was to execute an integrated campaign that positioned Menninger as a thought leader in mental health and as the premier treatment provider in Greater Houston.
The Approach
- Supported the development of an integrated, multi-platform campaign targeting mental health awareness with key media partner, local station KHOU-TV
- Plannned and executed a news content series with KHOU, including news stories and PSAs, focused on mental health awareness and education, to coincide with Mental Health Month
- Assisted in developing banner ads to run on the KHOU website, navigating users to Menninger’s mental health resources
- Planned and executed Be Mindful social media strategy including a series of Facebook Live sessions to help engage a local audience, answer questions and continue the conversation
The Results
- 2x return on investment, with a value of $129k.
- 170+ spots on television, reaching over 60 percent of Houston households.
- 181 PSAs continued to air throughout the year during top-tier programs and prime time.
- Strategically timed social media content, including 15 Facebook Live discussions reaching more than 637,000 people and answering important questions about mental wellness and education.
- As a result of the exposure, broadcast reporters at other stations began turning to Menninger as an expert voice for mental health stories, further increasing its reach.
- Established Menninger as the go-to source for mental health experts among broadcast media outlets locally.
