Teen Mental Health First Aid Relaunch

Overview

The Teen Mental Health First Aid program launched in 2021 but struggled to gain traction. In 2024, Product revised the training. I saw an opportunity to relaunch the program with revised positioning that reflected major changes in education policy and funding, giving schools a stronger reason to prioritize it in their 2026/27 budgets.

I built the campaign around three audiences, tailoring the message and CTA to each:

clients (purchase additional instructor training)
Instructors (get certified and purchase updated materials)
prospects (bring Teen MHFA to their communities).

My Process

I’ll dive into my process for one audience. For instructors, I built the launch cadence around their planning and budget cycles. Many were attending our annual conference, so we used a live announcement from our VP as the campaign kickoff, followed by a sequence of targeted emails, forum posts, and a webinar.

Each touchpoint moved them from awareness → understanding what had changed → action, rather than sending the
same launch message repeatedly.

Results

30+ Sales calls scheduled from previously lost opportunities.
50 new MQLs and a 10% CVR lift on the new landing page.
3 new clients signed, meeting our FY revenue goal.
50% of instructors certified in the new curriculum.
100K+ paid/social impressions plus earned media, including an NPR podcast interview.