Marketing Case Study

How Santa Fe College Increased Wellness Resource Engagement for student body by 11% With the “Mind Body Life” Public Service Campaign

Creative Springs had the honor of collaborating with Santa Fe College to launch a wellness campaign that we branded, “Mind Body Life”. The campaign helped Santa Fe College increase engagement in wellness resources by 11%, empowering students to prioritize mental and physical well-being. The initiative successfully raised awareness and de-stigmatized mental health services, resulting in a 56.5% increase in website visits and over 800 students engaging in wellness resources.

We also knocked out some digital metrics as well. Creative Springs had the honor of collaborating with Santa Fe College to launch a wellness campaign, surpassing all KPIs by 11%. The initiative successfully raised awareness and de-stigmatized mental health services, resulting in a 56.5% increase in website visits, 350K+ monthly digital ads impressions, 9000+ unique monthly visitors on Facebook and Instagram, and most importantly, got over 800 students engaging in essential wellness resources.

Company + Project Overview

Mind Body Life is a campaign that offers free mental health resources for Santa Fe College students. Anytime, day or night, help is just a click away.

Key Contributors:
Jen Houser
Matías Raby
Christine Coombes
Colin Holmes
Jessica Skorich

Business Type:
Public higher education institution

Industry + Sector:
Higher education

Location
Gainesville, Florida

Website:
mindbodylifeatsf.com/

Project Duration:
2023-2024 Academic School Year

Deliverables:
Brand Identity
Campaign Name
Logo Design
Website Development
Social Media
Digital Ad Management
Print Marketing Materials
Promotional Product Design
Video Production
Photography
Marketing Kit Guide
Custom Coded Web Based Game
Blogs

Results

The “Mind Body Life” campaign delivered impressive results:

Engagement Metrics: The website exceeded its goal, receiving 14,656 visits, a 56.5% increase over the original target of 10,000 visits.
Social Media Impact: The campaign reached an average of 9,005 unique users on Facebook and Instagram each month.
Google Display Ads: These ads received an average of 353K monthly impressions. For SEO, the keywords didn’t have a high search volume, but for the search ads cost per click continually decreased.
Student Engagement: 845 students engaged in wellness activities (such as yoga, counseling, and therapy dog sessions), surpassing the goal of 750 students by 11%.
Print Materials Success: Over 4,500 stress balls and 2,400 T-shirts were distributed, helping to further the campaign’s visibility.
Class Sizes: We saw 13 mental health first aid sessions where our goal was eight. There were over 1,100 Timely Care app downloads, and our original goal was 1,000.

In addition, the campaign helped shift student attitudes in a positive light toward seeking help for mental health needs. Students felt more comfortable seeking help, and the college received positive feedback from both students and internal teams. The successful implementation of this program at Santa Fe College has allowed the materials and strategies to be available for replication at other community colleges across Florida, offering a high ROI with minimal additional investment.

Challenges

Santa Fe College faced an urgent need to address the mental and physical health of its student body. Mental health was stigmatized, and students were hesitant to seek resources such as counseling or wellness programs. Despite the availability of various campus services like yoga, fitness centers, and counseling, only a small percentage of the student population was actively utilizing them. The college tried addressing this internally, but student engagement remained low. In addition, existing mental health outreach efforts were not speaking directly to the unique needs and preferences of Gen Z, the predominant student demographic

How We Did It

Creative Springs adopted a research-driven approach to address the needs of Santa Fe College students by conducting primary and secondary research with both staff and students to better understand their behaviors and challenges. The campaign included brand development, a dedicated website, gamified user content, social media marketing, and engaging print materials. Video content and blog posts were strategically created to address key issues like stress, body image, and time management.

Launched in October 2023, the “Mind Body Life” brand and website utilized digital ads, social media posts, and physical marketing materials to drive awareness. An interactive, gamified “Path to Wellness” feature was added to the website, encouraging students to assess their well-being and connect with wellness services. One notable insight from the research was the strong student interest in gamification, which directly influenced the creation of this engaging feature.