Caminar

Supporting the Bay Area’s mental health needs.

Metrics

264M

Potential Impressions

$2.4M

Advertising Value Equivalency (AVE)

Opportunity

Strategy

Caminar supports more than 31,000 individuals in Northern California through behavioral health services and treatment. Supporting individual needs through psychiatric treatment, psychotherapy, substance use treatment, housing, vocational training and more, Caminar seeks to connect with local community members while continuing to destigmatize mental health.

To help Caminar gain attention by potential clients and donors, as well as local municipality leaders and partners, we told stories that emphasized the criticality of today’s mental health crisis and particularly the challenges facing youth populations. We elevated the CEO’s perspective and policy expertise through interviews on tv, radio, and podcasts, as well as through written means like commentaries and opinion articles. We assisted with spreading awareness of Caminar’s yearly events and also provided foundational organizational support like a Crisis Communications Plan and facilitated a 2-day media training for the leadership team.

Results

Our media efforts have resulted in exposure across online, print and broadcast media, equating to 218M potential impressions. With a primary focus on reaching Bay Area audiences, Caminar has been featured in morning and evening shows on local NBC and ABC TV stations and we have placed op ed’s in local media outlets like The San Jose Spotlight. We also secured an opportunity for their CEO to join the Forbes Nonprofit Council as a way to continue building their thought leadership profile and gain additional exposure for the organization’s mission and values.

We were extremely impressed with Beyond Trending’s media training. It's tough to keep a large group engaged, especially virtually and spanning a 2-day training, but Beyond Trending successfully accomplished that – and they really put us to the test with our mock interviews, which were both challenging and rewarding. I would definitely recommend this training!

Wendy Garrish
Senior Director of Marketing & Communications, Caminar