// Creative Marketing StrategiesThe RISE department at Texas Tech University spearheaded the launch of our exclusive student-wide mental health app, Shmoody. As the inaugural mental health app exclusively for TTU students, RISE faced the challenge of strategically launching the app to maximize brand awareness, drive understanding, and secure downloads across the university.
Challenges
Faced with the challenge of low brand awareness for Shmoody—and even less recognition for its partnership with TTU RISE—we needed to introduce this mental wellness app to students in a way that resonated deeply and sustainably. As the first university to adopt Shmoody, Texas Tech presented unique, unforeseen challenges, requiring a strategy that was as innovative as it was comprehensive.
Solutions
To overcome these hurdles, we made it our mission to weave Shmoody into the fabric of the Texas Tech student experience from day one. We didn't just make the partnership between Shmoody and RISE visible—we made it omnipresent. By doing so, we set the stage for Shmoody to become an indispensable resource for students. Recognizing that Shmoody is based in Austin, we leveraged our shared Texas roots in our marketing, highlighting the commonalities and creating a deeper connection with the student body.
Deliverables
Inbound MarketingProduct DesignPrint & Digital MarketingSocial MediaProject ManagementEvent CoordinationEmail CampaignsPhotographyOur goal was to make Shmoody an essential resource for incoming students from their very first interaction with Texas Tech University. To achieve this, we ensured that Shmoody's partnership with the university was not just visible but deeply integrated across multiple touchpoints.
We kicked off with a compelling video ad shown at freshman orientation that seamlessly combined RISE’s mission with Shmoody’s student support, setting the tone for the collaboration. Our multi-channel strategy spanned across paid and organic mediums, including orientation booklets, housing flyers, and more. This approach allowed us to engage with the TTU community through diverse channels, ensuring our initiatives reached every corner of the campus. Our comprehensive marketing mix included:
Print & digital Ads
Video ads
Social media
Email blasts
SEO
Blogging
Community announcements
Product design (shirts, stickers, posters, postcards, stress-relief items)
Event coordination
Our efforts culminated in a high-energy launch event featuring Shmoody’s Co-Founder and CEO, Nate, who engaged with students in an informal breakfast session and a formal discussion with key stakeholders. This event marked the beginning of a series of ongoing activities designed to broaden Shmoody’s impact and boost brand awareness across the TTU campus.
Results at a Glance8,000+
impressions at Red Raider Orientation.
25,000+
social reach for select Shmoody promotional posts.
Sustainable
long-term integration by aligning Shmoody and RISE with the university’s Quality Enhancement Plan
Kind Words“Haley is the absolute best. She's been instrumental in supporting Shmoody's growth at Texas Tech. The Texas Tech RISE office has been amazing to work with, and Haley has been a huge part of that. She's played a key role in creating impactful digital content to promote Shmoody to students, and her strategic thinking on how to best reach them has been invaluable. Haley not only supported our efforts but also led with innovative ideas, strategy, and initiative. Her exceptional visual design skills and deep commitment to wellness have significantly contributed to our success. Our partnership has been immensely successful, and Haley's hard work, remarkable talent, and awesome personality have been major drivers of our achievements.”
Nate Thomas, Co-Founder and CEO at Shmoody
Marketing InitiativesAdvertisements
RISE extended Shmoody's reach by showcasing it to over 8,000 incoming students through video, print, and digital ads. We also provided students with take-home postcards featuring app information and a compelling call to action to download the app.
Marketing InitiativesPromotional Merchandise
To boost brand awareness and position Shmoody as a fun, engaging tool for mental health, we distributed unique stickers and stress toys alongside our promotional materials. These stress toys, designed with Shmoody’s branding in mind, served as tangible reminders of the app’s benefits, creating a playful yet impactful way to connect with students and encourage them to engage with mental wellness resources.
Marketing InitiativesThe Launch
I was instrumental in organizing and promoting a dynamic launch event, spotlighting Shmoody's Co-Founder and CEO, Nate. The event featured an engaging breakfast with students and a focused discussion with key stakeholders, setting the tone for future initiatives. This launch marked the beginning of ongoing efforts to increase Shmoody's presence and influence across the TTU campus. Featured posts promoting this event reached over 17,000 people.
