CLIENT: Michigan Minds
SERVICES: Brand Development, Marketing Campaign, Strategic Digital, PR, Social Media Marketing/Management, Web Development
Bringing Awareness to Early Psychosis in Michigan
How Red Rock transformed an underutilized mental health resource into a statewide referral engine with targeted outreach and modern tools.
The Opportunity
Michigan Minds existed as a resource hub for first episode psychosis, managed by a consulting firm with close ties to the State Department of Health. It had established a positive reputation supporting clinical sites for an evidence-based model known as Coordinated Speciality Care. However, the impressive stockpile of content developed over the years had simply been amassed, never deployed, limiting community growth. With one-time federal funding available through the American Rescue Plan Act (ARPA), they reached out to Red Rock for help getting their message out more widely.
Our Approach
We developed and ran a six-month campaign aimed at increasing referrals to the partner sites. We approached this with services such as Brand Development, Marketing Campaign, Strategic Digital, PR, Social Media Marketing/Management, Web Development
During This Time
Came up with a user-focused campaign call to action:
Rebranded the Michigan Minds website
Edited an inventory of long-form video interviews into short, snackable clips
Created a new quiz aimed specifically at Family, Friends, and Allies
Made the most of Mental Health Month (May 2025) with sponsored television content
Mounted billboards on highways and at key crossroads, mainly near large universities
Results
Within six months, website traffic increased and an increase in referrals to local Coordinated Specialty Care sites. Over the same time period, social channels grew substantially and a mini-campaign to sign up for the Mail Chimp newsletter attracted 189 subscribers.
New Followers: 130
Views: 412,165
Reach: 155,208
New Followers: 192
Views: 1,374,015
Page Impressions: 971.2k
YouTube
New Followers: 11
Views: 38.9K
Watch Time: 953.8 HRS
Your Journey Starts Here
So if you enjoyed my journey let us help start yours