Equally well: Digital and social media marketing communication plan

The Equally Well Digital and Social Media Marketing communication plan (hereafter known as the digital communication plan) provides an overview of the vision of Equally Well and how this will be achieved through the implementation of targeted digital and social media marketing strategies to empower and engage mental health consumers and carers on their journey to better physical health. Further we wish to provide professionals and service providers benchmarks and strategies to improve practice. This communication plan espouses a commitment to a co-created design that delivers the resources needed to inform behaviour change across all target groups.

A three phased implementation schedule forms the basis of the digital communication plan, which includes the initial launch of the website, a co-created redesign of the website for launch in 2018, and the selection and implementation of a social media campaign in 2018. Further, the need for a suite of complimentary digital strategies and tactics is acknowledged in the communication plan by mapping the potential target audience engagement with digital media journey against the primary information available in current, credible and empowering resources.

Specific strategies and targets to meet objectives are described in the plan, alongside a rationale for each and explanation of the potential impact each might have towards meeting the vision. Overall, the plan puts consumers and carers at the centre of the Equally Well mission to improve the physical health and wellbeing of people with a mental illness and outlines a number of key strategies and tools of measurement to achieve this purpose via digital and social media.