Overview
North Range Behavioral Health expanded their outreach to improve their engagement with Gen Z through a multi-generational campaign.
The Problem
After analyzing recent demographic trends in Weld County, Colorado, North Range Behavioral Health recognized a gap in their outreach. Despite providing vital mental health services, their marketing strategies were not effectively reaching or resonating with Generation Z (Gen Z). This generational cohort, known for its distinct preferences and cultural influences, required a different approach to build trust and engagement. To address this, North Range partnered with A-Train Marketing to craft a comprehensive campaign that appealed to all generations, ensuring no group within their community was left behind. By centering on inclusivity and broadening their appeal, the campaign aimed to foster stronger engagement and connect their mental health services with diverse community audiences.
Extending North Range’s Reach
To bridge the generational divide, a strategic campaign concept was developed with Gen Z in mind. This initiative centered around the “Mental Health Era” theme, reflecting self-expression and authenticity—key values for younger audiences. Imagery featuring youthful models was used initially but expanded to include diverse demographics, capturing a broader sense of inclusivity. This visual strategy was paired with bold, eye-catching background colors that built upon North Range’s existing color palette, enhancing vibrancy while maintaining brand consistency. The colors, typography, and messaging were purposefully crafted to resonate strongly with Gen Z while staying relatable for older audiences, resulting in a visually cohesive, inclusive, and impactful campaign identity.
Multi-faceted Campaign
The comprehensive strategy involved the placement of campaign assets across both digital and physical touchpoints. Digital ads, social media graphics, and online banners created a strong online presence, while traditional media—such as print advertisements, bus shelters, and billboards—extended the campaign’s reach throughout the community. Additionally, branded schwag, including tote bags and t-shirts, allowed the campaign’s message to permeate everyday life, encouraging community-wide engagement and reinforcing North Range’s commitment to accessible, approachable mental health care.
The Results
The campaign delivered measurable improvements in brand awareness, audience engagement, and community connection. Social media engagement rates increased significantly, with Gen Z and other key demographics demonstrating heightened interest in North Range’s services. Physical advertisements received high visibility in placements like community centers, billboards, and bus benches; contributing to greater recognition and familiarity within the community. Overall, the campaign’s multi-generational approach succeeded in expanding North Range’s reach and reinforcing its role as a trusted provider of mental health care.
Results included:
Billboards and Bus Benches Delivered Over 3.5 Million Impressions in the First Two Months
Spotify Ads Saw an Ad Completion Rate of Over 94% in the First Month
First Month of Spotify Ads Reached 2,746 People With 9,654 Impressions
Second Month of Spotify Ads Reached 92,569 People With 110,193 Impressions
