Embassy Gazette

SuperFriend: A Case Study


The Digital Embassy where tasked with developing the new corporate website for Superfriend. The website plays a pivotal role as part of the organisations digital transformation strategy.

SuperFriend: A Case Study


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.


The Task

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.

Digital Strategy

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.

Content Planning

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.


Website Development

As part of the digital strategy process, The Digital Embassy selected WordPress as the most appropriate, customizable and suitable CMS platform for the development of the new SuperFriend website.

The website architecture was heavily reliant on the consolidation and understanding of all topics and touchpoints within SuperFriend to create a user friendly navigation structure allowing for a more user intuitive experience across all devices.

Incorporating tailored sign up forms with a focus on the segmentation of SuperFriend’s database, has allowed for more targeted, relevant content to be served to consumers. Whilst newsletter subscription capabilities have also been increased with the sign up feature integrated more prominently throughout the site.



The Results

The new website plays a pivotal role as part of an overarching digital transformation strategy for SuperFriend to become the ‘go to’ organisation for employers in Australia regarding workplace mental health and wellbeing.

The resulting SuperFriend website acts as a critical touch point and vehicle for the organisations core activities such as:

  • Raising brand, program and service awareness
  • Providing information and resources to help users
  • Facilitating consumer engagement, lead generation enquires and support for the organisation
  • Providing a channel to develop new content
  • Being manageable by SuperFriend and tightly integrated with existing internal systems
  • A destination for other online and offline channels as well as collaboration partners

Client Statement

"Thank you to all of the team at The Digital Embassy for the work that you have done for our website redevelopment, we are so pleased that we made the decision to go with you as our digital partner for this project.
The support that you have provided has been fantastic and given that we are small team, being able to rely on and trust your agency to get things done has been really important."
Catherine Easton - Head of Strategy & Business Operations

View the website


About The Digital Embassy

The Digital Embassy™ is an Australian Google and Microsoft Partner transforming digital business. Our team are ambassadors for best practice in digital business strategy, web design, behaviour-driven software development and evidence based digital marketing.

For over 20 years our business has employed local industry certified personnel to help businesses meet the changing needs of digital users and consumers. We work as your strategic digital partner to develop strategies, and build assets, that drive organisational change and revenue growth.


The Digital Embassy

AuthorThe Digital Embassy

The Digital Embassy™ is a Multi-Award Winning, Australian Google and Microsoft Certified Partner transforming digital business.

PostedThursday, 16 February 2017