I lead the digital media strategy for Children’s Healthcare of Atlanta’s Raising Resilience campaign. Children’s launched this campaign in 2022 to increase awareness about mental health issues affecting kids and teens across Metro-Atlanta.
In my role as a Senior Digital Marketing Coordinator, I lead the design and implementation of email marketing and website promotions for the campaign.
Raising Resilience Email Curriculum
Collaborating with a content writer and licensed therapist, I developed a bi-weekly email series teaching parents about pediatric mental health. These emails have maintained an average open rate above 50% for the entire life of the series.
Each parent or caregiver who signs up receives the curriculum in the order prescribed by our expert consultants. These bi-weekly messages are distributed via Marketo’s nurture campaign function. Occasional topical or time-sensitive messages are occasionally sent to the full subscriber list as well.
Raising Resilience Website
I also managed the campaign’s web presence within the Strong4Life website. The broad scope of this campaign required our team to re-think the layout of our site and how content is organized. For campaign related content we opted to build sub-sections of the site which filtered content by the age of the child. This allowed us to segment users and provide them with content relevant to key issues they may be facing at any stage of development.
Resilience through Nature Partnership
As part of the campaign’s suite of community activations I collaborated with the Gwinnett County Department of Parks & Recreation on a series of Resilience Through Nature activations. These include site-specific and digitally augmented experiences within county parks which aim to teach families how to practice coping skills. My team at Children’s also partnered with the parks department on creating branded spaces within high traffic parks to promote meaningful interactions between children and their caregivers.