Smart Digital Marketing to Amplify Mental Health Training for PCPs Nationwide

The Client

The REACH Institute (Resource for Advancing Children’s Health) is partnered with MJ2 Marketing for nonprofit marketing to amplify its digital presence, drive awareness, and increase individual and group training course sign-ups across the U.S.

A nonprofit focused on transforming the treatment of child and adolescent mental health, The REACH Institute mission is to ensure that primary care providers are equipped with evidence-based tools to identify and treat mental health disorders in children and teens.

The Challenge

REACH came to MJ2 with an urgent goal: to grow national brand awareness and drive provider participation in their training programs.

Despite having an established reputation in pediatric mental health, REACH needed a comprehensive digital advertising strategy to reach new providers, retarget previous audiences, convert followers to training course attendees, and track measurable outcomes from its marketing investments.

The Solution

MJ2 delivered a focused data-driven digital marketing strategy designed to activate, amplify, and optimize the REACH brand across all digital touchpoints – and in targeted markets across the United States.

Strategy + Counsel

• Bi-weekly meetings with REACH leadership to align on KPIs and adapt in real time
• Develop quarterly campaign initiatives to accelerate awareness and drive training sign-up conversions.

Paid Media Campaigns (Advertising)

• Programmatic Display Ads: Broad national awareness, including retargeting warm leads. Programmatic advertising has yielded 15 conversions in just six months of strategy.
• LinkedIn Ads: Reaching highly specific provider audiences in the mental health field and hospital and health system administrators with segmented messaging
• Meta Ads (Facebook/Instagram): Cost-efficient engagement and brand reinforcement as an inexpensive supplement to the project and to create more brand awareness
• Google Grant Ads: Maximizing reach and conversion tracking through $10K monthly budget

Creative + Design

• Fresh, high-performing ad creative featuring both illustrative graphics and photography
• Ad variations tailored to performance data
• Optimized landing pages to reduce friction from click to conversion

SEO + Web Optimization

• Mid-pack keyword targeting and content adjustments to increase organic visibility
• Technical SEO audits: toxic backlink removal, crawl improvements, speed optimization
• Google Search Console tracking for branded and non-branded keyword growth
• Support for internal website team to maximize opportunities to convert clicks to signups

Measurable Results

Website + SEO

• 82.5% increase in organic traffic YTD
• Organic sessions now make up 55% of total traffic, a strong sign of long-term SEO momentum

Paid Media Performance Snapshot

Meta (Facebook/Instagram)

• 677 clicks at an extremely low $0.52 CPC
• 2.48% CTR for PPP campaign, well above benchmarks

LinkedIn Ads

• CTRs above industry average (0.53% vs. 0.39% benchmark)
• Boosted content CTR of 0.84% with cost-effective CPCs below $6

Programmatic Ads

• Over 132K impressions with high conversion impact from PPP segment
• 15+ conversions sourced from major health systems across Georgia, Texas, Florida, and California

Google Grant Ads

• Fully optimized spend with a 7.36% CTR (compared to a 5% nonprofit benchmark)
• Click volume and spend steadily improving month-over-month

Conversions Tracked

Each month, REACH continues to receive sign-ups and high-quality leads from top-tier institutions – with 15 confirmed conversions from the paid media strategy so far.

Looking Ahead

As the partnership continues, MJ2 and REACH are focused on:

• Scaling conversion tracking for more granular ROI reporting
• Expanding reach into new provider markets
• Refining creative and messaging based on AI keyword authority trends and campaign data
• Email nurturing journey focused on developing a pipeline for the group training courses.

Through smart strategy, agile execution, and constant optimization, MJ2 has helped The REACH Institute turn awareness into action, enabling more providers to gain critical training in youth mental health, and ultimately, improving outcomes for children and families nationwide.