With daily headlines and warnings of a national youth mental health crisis, how can community leaders begin to address this daunting issue? Learn how the City of San Marcos and San Marcos Unified School District (SMUSD), aided by consultant JPW Communications, developed a robust mental health campaign and activated an innovative brand and marketing framework to address the pressing student mental health challenges in our community.

The award-winning “Let’s Face It. Together.” campaign uses a bold messaging approach to cut through noise, remove assumptions and speak directly to students and parents with the importance the topic demands. After successful A/B testing among students, the campaign branding was activated with confidence and continues to change the mental health landscape in the district. Join us to learn how the campaign branding, messaging and tactics were designed to holistically address barriers to mental health support.

Key Takeaways:

• Strategies to brand and message a mental health campaign
• Strategies for A/B testing a brand before execution to ensure campaign success
• Framework and components of activating a mental health marketing and communications campaign to reach a diverse population
• Strategies and tactics of a mental health awareness campaign to include all local stakeholders

Speakers:

Date: Oct. 10, 2024
Time: 11 a.m. to noon

Cost: $30 CAPIO members/Free Professional+/$45 non-members

Register

This session is good for:
APR Continuing Education Unit

BIOS

Jenny Windle

Jenny Windle, MPA, is one of California’s most experienced and well-respected communication professionals, and she brings more than 25 years of award-winning experience to her role as founder and CEO of JPW. Prior to starting the firm, Windle served as an in-house government communicator for 18 years working for local cities and special districts in California, including serving as the director of marketing and communications for the Port of San Diego.

Baylee Akins

Baylee Akins is a senior manager at JPW with seven years of experience spearheading comprehensive marketing and communications campaigns for government agencies. Her passion is developing strategic messaging and marketing initiatives to elevate brands, agencies, and stories to educate and drive behavior change. She is driven to help public sector agencies tell their stories and spread their messages; if you’re at a loss for words, she will help you find them.

Amy Ventetuolo

Amy Ventetuolo is the Public Information Officer for San Marcos Unified School District. With 20 years of experience in strategic communications and brand marketing, she has award-winning experience in crisis communications and issues management. Previously, she was the Public Information Officer for Nevada’s second-largest county and VP of Marketing for a healthcare organization. Amy holds a Bachelor’s in Communication from CSUSM, a Master’s in Strategic Communications from Liberty Baptist University, and has multiple crisis communication certifications.

Michelle Bender

Michelle Bender is the City Manager for the City of San Marcos and provides executive leadership and guidance over all city operations. Her broad range of responsibilities include overseeing city finances, developing staff, implementing key projects, and liaising with community stakeholders – all in support of carrying out the City Council’s vision for the community.