Expanding Access to School-Based Youth Mental Health Partnerships with TRAILS
Our Challenge
TRAILS, which stands for "Transforming Research into Action to Improve the Lives of Students," was launched in 2013 to provide better tools for school staff to help students cope with anxiety and depression. TRAILS engaged Purple Haus at a moment of high-growth to fill critical capacity gaps by providing fractional executive leadership, team management, and brand strategy support.
Our Approach
Over a six-month engagement with TRAILS, Danielle Kristine Toussaint served as a fractional Chief External Affairs Officer to fill the strategic gap left due to leadership transitions and unfilled roles on the team. Working closely with the CEO and a cross-section of leaders, we developed a comprehensive communications and engagement strategy, redesigned the external affairs team, and facilitated a series of brand strategy meetings and workshops to inform the brand refresh.
After conducting a thorough assessment of their existing marketing and communication systems and brand positioning, we developed new role descriptions and a new department org chart. We supported functional team leads overseeing marketing, communications, and development with short and long-term planning to right-size workloads as new team members were onboarded. We designed a series of workshops, all-team presentations, and internal communications to bring all relevant stakeholder groups together and extract key insights that would lead to a clearer understanding of how to position the TRAILS brand.
Our Impact
Our partnership with TRAILS evolved their communication and brand messaging strategy, setting them up for future growth as they prepared to scale up their technology development, field-building, and external engagement efforts, resulting in:
Refreshed brand messaging that communicated their mission, impact, and leadership technology innovation
Delivery of high-impact internal and external content experiences that increased trust and transparency between the executive leadership, staff, and partners
Clear, aligned brand strategy that helped achieve buy-in around strategic pivots and set the organization up for increased revenue-generating initiatives
Work With Us
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