Case Study · Go-to-Market Strategy
MindKit
Go-to-market strategy, social content, influencer outreach and youth collateral for MindKit (TrousseMentale in French), a bilingual mental health resource for youth whose parents or loved ones served in the Canadian Armed Forces or the RCMP.
Putting emotional skills in young people’s hands.
01 — The Challenge
A launch built for young people
MindKit is created by and for youth aged 13 to 18 with a loved one who served in the Canadian Armed Forces (CAF) or the Royal Canadian Mounted Police (RCMP). It offers youth-friendly tools, resources and real-life stories to help them understand and cope with a loved one’s posttraumatic stress injury (PTSI).
The impact on young family members is often overlooked. MindKit needed a launch plan that would build awareness and drive youth to MindKit.ca, plus resources that keep its tools close at hand.
Everything had to work in English and French, stay readable at small sizes and feel true to the MindKit brand.
02 — The Approach
Plan the launch, then put it in their hands
Reach built MindKit’s entire go-to-market strategy, reached out to influencers to help spread the word, and designed the collateral that brings the program to youth every day. Every piece, from strategy to swag, was delivered in English and French.
01
Go-to-market strategy
The full plan for launching MindKit: who to reach, how to position the program and where to show up.
02
Influencer outreach
Outreach to 50+ influencers curated to MindKit’s target audience, to build brand awareness and drive youth to MindKit.ca.
03
Youth collateral
Everyday items that keep MindKit’s emotional skills close at hand, from a ruler bookmark to a wallet card, with QR codes that link to more support.
04
Bilingual by design
Every piece built in English and French, with layouts planned for longer French copy.
03 — The Work
From strategy to swag
Go-to-Market & Content StrategyStrategy
MindKit’s content strategy, guidelines and community growth strategy: goals and OKRs mapped to the customer journey, six content types and what each one does, design guidelines for every post type, a sample grid and a weekly optimisation routine.
Social Media ContentSocial
Bilingual posts that explain what MindKit is, what PTSI and mental health are, and where youth can find support, plus practical coping tips. Every post was designed in English and French.
The MindKit ChroniclesComic
A preview of Volume 1, an illustrated comic that brings MindKit’s characters and tools to life for young readers, in English and French. Illustrated by BioHues Digital.
Influencer OutreachPartnerships
Reach contacted 50+ influencers, each hand-picked to match the youth audience MindKit wanted to reach, and ran paid partnerships to build brand awareness and drive youth to MindKit.ca.
Paid partnership
Loizza Aquino
@loizzaaquino × @mindkit.troussementale
A collab Reel posted October 31, 2023, introducing MindKit as a resource for youth, especially young family members of CAF and RCMP Veterans, and sending followers to MindKit.ca.
Youth Collateral KitPrint
A bilingual kit of everyday items, each made in English (MindKit) and French (TrousseMentale): a one-pager explaining what MindKit is and why it matters, notecards, a ruler bookmark with the RULER emotion steps, a wallet card with coping prompts and a QR code, a sticker sheet featuring six MindKit characters, a tote bag and a pen.
04 — What We Delivered
Launch-ready
05 — The Result
Ready to reach youth
MindKit has a clear launch plan and a bilingual kit that puts its emotional skills into young people’s hands, at school, at home and on the go.
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