CASE STUDY

Cope Notes

The Future of Digital Mental Health Support

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The Challenge

Our Approach

Our Outcomes

Overview:

We have had the pleasure and opportunity to get to know and represent Johnny Crowder of Cope Notes. Crowder is a touring musician, creative writer, and motivational speaker who has founded a mental health resource, which provides daily mental health support and encouragement to subscribers via text message. The service has exchanged hundreds of thousands of texts with its users, impacting more than 20,000 lives globally. Cope Notes offers subscriptions for individual users and gift subscriptions for friends and family members, as well as group plans that offer the service at scale as part of a comprehensive wellness plan for schools, businesses, insurance providers, and other organizations. 

Check out his TEDx Talk with nearly 1M Views:

The Challenge:

Given Cope Notes’ incredible offerings, how do you help a company transform its perception both internally and externally to realize their enormous business potential?

Our Approach:

To accomplish this, Cope Notes and Omni Public embarked on an ambitious earned media campaign extending locally, nationally, and internationally. The aim was to lift Cope Notes above its traditional communications arena to reach new potential customers and partners. The media push launched in 2019 with a targeted media strategy—to engage with our local relationships and to introduce Cope Notes in early 2020 as a national story about the necessary mental health resources needed during the pandemic.

Our Outcomes:

To accomplish this, Cope Notes and Omni Public embarked on an ambitious earned media campaign extending locally, nationally, and internationally. The aim was to lift Cope Notes above its traditional communications arena to reach new potential customers and partners. The media push launched in 2019 with a targeted media strategy—to engage with our local relationships and to introduce Cope Notes in early 2020 as a national story about the necessary mental health resources needed during the pandemic.

The campaign was a huge success, crushing Cope Notes’ international coverage target with a vignette on CNN International in a larger piece called the Voices of the Pandemic. By cutting through the noise of modern media, Omni Public was able to set a course for Cope Notes to earn media with publications such as Forbes that them the Next Evolution in Digital Mental Health Support and landing him a spot on the coveted Forbes #Next100.

He further garnered coverage in publications like Axios, Yahoo! News,  Grit DailyHackernoon, Tampa Bay Inno, Spectrum , Tampa Bay Times, and the St. Pete Catalyst. This increase in credibility indicators led Crowder to partnerships with MTV and retaining his first government contract where he partnered with Orange County to Provide Text Message-Based Mental Health Support to Florida Residents.

For any questions on this project, please email Sheridan Sundstrom at ss@omnipublic.global.

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