City Mental Health Alliance increases website traffic by 42% and downloads at a 35% conversion rate

“Empower has been really great at listening to us about what we are doing at CMHA through the weekly updates and then reflecting back the opportunities for us to bring digital activities into what we are doing. A lot of these suggestions are areas we probably would have missed without your insight”

Hannah Winter, Content and Insights Manager, City Mental Health  Alliance

About City Mental Health Alliance

The City Mental Health Alliance (CMHA) is a not-for-profit membership organisation working to create mentally healthy workplaces and inspire health creation in workplaces across the UK and globally

Their unique CMHA model brings together senior business leaders, HR, wellbeing and D&I professionals from its members, along with mental health experts, people with lived experience and industry partners.

By collaborating and sharing knowledge of what does and doesn’t work, supported by expert consultancy and practical support at both the operational and leadership level, members are able to accelerate their journey to building a mentally healthy workplace.

The CMHA team approached Empower to help them increase membership numbers by providing ongoing digital support
The CMHA team approached Empower to help them increase membership numbers by providing ongoing digital support

The Challenge

The CMHA team approached Empower to help them increase membership numbers and the number of target audiences accessing CMHA services by providing ongoing digital support.

Areas of focus included: 

  1. Strategic advice
  2. Paid advertising
  3. Social media management
  4. Creative optimisation
  5. Stakeholder engagement

Our focus was not only to make sure that solid digital best practice was put in place and actively managed, but also to develop repeatable processes that follow best practice guidelines, allowing for the CMHA team to manage their own digital comms activity over time. 

Developing these processes has been key to giving the CMHA team the confidence, clarity and knowledge to excel at digital comms.

The Approach

Empower initially performed a digital marketing audit of the CMHA website and provided recommendations on how to improve the user journey, allowing the CMHA team to see how effective each stage of the journey was. 

In addition, we assessed CMHA’s other online channels and created a digital marketing strategy, focussing on the optimisation of present digital marketing efforts and the development of measurable tactics.

Once digital foundations were in place, activity evolved based on what worked for each campaign and event launch, leading to improvements that compounded over time.

Establishing measurement of downloads and form submissions on the website and regular performance reports have allowed more meaningful impact measurement to take place.

Empower's digital audit allowed the CMHA team to see how effective each stage of the journey was
Empower’s digital audit allowed the CMHA team to see how effective each stage of the journey was

The Results

Over the 12 months Empower has worked with CMHA, performance has increased across almost all key metrics, including:

  • 42% increase in traffic to the CMHA website in 2021 compared to 2020.
  • The Parents Toolkit is CMHA’s most successful launch to date, with over 1,400 launch event registrations, 800 event attendees, over 6,000 page views of the landing page and over 2,000 downloads at a conversion rate of 35%.
  • 46% increase in Twitter impressions since March 2021, compared to the year before.
  • 30% increase in LinkedIn followers since March 2021.
  • 126% increase in email newsletter subscribers, from 958 in March 2021 to 2,171 in Feb 2022.

Hire Empower for your next campaign

Empower run Digital Marketing and Social Media campaigns for some of the biggest and best social good organisations around the world. As independent consultants, we offer your impartial advice at reasonable rates, with the flexibility to work to your campaign schedules.

Say hello and start your next project with us.

Ben Matthews
Ben Matthews is the co-founder of Empower Agency. He is a digital strategist specialising in technology, media, government and charity. Ben offers senior client consultancy and trusted counsel, sets strategy, and ensures well-executed implementation for campaigns at all levels. View all posts by Ben >

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