Challenge

After five years as Managing Director of the innovative New York City based Suka Creative, our founder took a position as Director of Marketing and Communications at the Child Mind Institute, a leading nonprofit in children’s mental health. He was challenged with broad goals to elevate the brand and dramatically increase the reach and influence of the organization.  

 

Solution

Over two years, Bruce collaborated with leadership and led the 14-person marketing and communications team to fulfill the organization’s ambitious research, clinical and public education missions and to position the organization as the go-to resource in children’s mental health.

 

Major branding and communications initiatives:

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+ Visual branding: Partnered with the art director to clarify and refresh the organization’s logo system and color palette.

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+ Positioning and key messaging: Led a messaging exercise, from sourcing and hiring the wonderful Additive Agency to crafting the positioning line and partnering closely with Additive on the final polish on the new key messaging platform.

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+ Educational campaigns: Led the team that re-crafted the organization’s signature public education initiative into a multifaceted campaign that could gain strength and influence each year, including creating the influential Change Maker Awards, Children’s Mental Health Report, social media campaigns, and a robust PR effort. 

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+ Websites: Led team and partnered closely with the Digital Director to source and engage Blue State Digital and then created a new Child Mind Institute website — from discovery to IA, design to launch. Grew website traffic to 1 million unique visitors per month. Led website development and wrote content for the Healthy Brain Network, the Child Mind Institute’s signature research initiative. In 2021, CMI launched a new website that built on the learning and growth supported by this work. 

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+ Outreach and partnerships: Grew social media followers from 14,000 to 150,000. Managed celebrity and corporate partnerships including NFL star Brandon Marshall, Bloomingdales, Hunter, Alex & Ani and more. 

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+ Video production: Led production of a Storyteller video series as well as videos for the 2015 and 2016 Change Maker Awards. 

 

+ Annual Reports: Before going in-house at CMI, Bruce led the creation of annual reports for the organization in 2012 and 2013. After leaving CMI to found Cause, Bruce continued to serve the organization by concepting and writing annual reports and fundraising materials.

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See 2012,  2017 and 2018 Annual Reports.

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