social media strategy and training for this is my brave

Ending the stigma around mental illness through social media


The Need: 

This Is My Brave aims to end the stigma surrounding mental illness through live performances and creative storytelling. 

In spring of 2017, founder Jennifer Marshall and her team needed a full review of existing social media channels and content, as well as a complete strategy and training toolkit for staff and show producers.

The Solution:

We conducted a competitive analysis of four national organizations working on the same issues and challenges, as well as one-on-one interviews with executive staff and key volunteers to understand the organization’s needs and challenges as far as social media management and promotion of their local events.

After presenting our findings, we drafted strategic recommendations for the organization addressing their needs on every social media channel where they have a presence, including Twitter, Instagram, Facebook, YouTube, and on their website and blog. 

In addition, we developed an editorial calendar template and monitoring tools for the organization, and trained their executive team and key staff on how to use these tools effectively, to organize their social media content across channels and as a team.

Services Provided:

  • Digital Content and Social Media Strategy
  • Competitive Analysis
  • Social Media Toolkits
  • Staff Training

The Results

Based on our research and direct work with staff, we developed a comprehensive toolkit that details This Is My Brave’s brand voice and tone, image and video use, best practices and examples for engaging on every social media channel, and a guide for measuring and analyzing performance on each channel.

We also developed a customizable guide for show producers in cities where shows are taking place, giving the organization the tools and training necessary to build a consistent brand, voice, and presence online.