SuperFriend is a national mental health promotion foundation focused on creating mentally healthy workplaces in order to reduce the incidence of suicide and the impact of mental illness on individuals and organisations. They are the only mental health organisation that partners with superannuation funds and group insurers to deliver mental health and well-being best practices into 750,000 workplaces across Australia.
The Digital Embassy were approached to develop a website featuring a total design refresh to bring it in-line with more contemporary design trends and reflect SuperFriend’s updated branding. The website would also need to allow for frequent content updates for site administrators and include additional functionality to support integration to existing client focused software programs.
Having already undertaken a website audit on behalf of SuperFriend, The Digital Embassy utilised these learnings and strategic insights to deliver a website solution that would help the client engage with, and foster, strong connections with their target audience including funds, insurers, workplace stakeholders and key providers in the mental health sector.
The new website needed to be developed on a responsive framework in order to be mobile friendly and user intuitive for all visitors, in particular website administrators.
It required an easy to use content management platform to enable SuperFriend to take more control of their site and create content and campaigns as required. The websites redevelopment would then integrate tightly with new and existing systems including CRM, EDM and LMS platforms utilised by SuperFriend to reduce staff workload and increase efficiencies for online related tasks and processes.
A digital strategy workshop with key SuperFriend stakeholders allowed The Digital Embassy to understand and consolidate key business objectives and outline functional improvements to engage and maximize user experiences through the delivery of relevant programs and resources.
In addition to the digital strategy, The Digital Embassy carried out a content planning process that reviewed the use of marketing collateral and messaging across all digital platforms and provided direction and recommendations to further enhance SuperFriend’s brand identity with a consistent voice and relevant, engaging content for their audience.