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Not-for-Profit Brand Awareness

Corporate Mental Health Alliance Australia

Strong Membership Opportunities, Clearly Measured

How HARP Marketing helped Australia's peak body for workplace mental health clarify their brand story, reach the right decision-makers, and gain asset-level visibility on return on investment.

72%

On-Target Reach

7 in 10 people reached throughout the campaign matched the target decision-maker profile

1 month

Engagement Growth

above industry benchmark engagement rates within the first month of campaign delivery

End-to-end

Attribution

performance tracked from first impression through to qualified lead

At a Glance

The Engagement

Client
Corporate Mental Health Alliance Australia, a member-based not-for-profit
Sector
Workplace mental health. Peak body for Australian employers committed to leading mentally healthy workplaces.
Opportunity
HARP Marketing was engaged to raise brand awareness among target audiences and attract new member organisations and relevant partners by amplifying CMHAA's story and reinforcing the brand's purpose.
Solution
HARP Marketing clarified CMHAA's brand story, adapted it for different audiences and delivered it across channels at speed, capturing useful data and insights at each stage of the member journey to support growth and retention.
Key Result
After one month, 72% of the audience reached matched the target decision-maker profile, suggesting stronger research behaviour and higher intent among the people reached.
The Challenge

Why Brand Awareness Matters for CMHAA

CMHAA plays an important role in shaping the national conversation on workplace mental health, but its public profile and digital presence did not fully reflect the strength of its alliance of Australian organisations.

HARP's role was to build a scalable brand awareness strategy that clearly communicated the value of bringing major organisations together to collaborate, rather than compete, on a shared national challenge.

~$10.9B

What poor workplace mental health costs Australian workplaces each year in absenteeism, presenteeism and compensation claims.

The HARP Approach

Three forces.
One orchestrated outcome.

CMHAA's evidence-based approach to workplace mental health aligned naturally with how HARP works: combining human expertise with AI-enabled tools to deliver measurable outcomes.

01

Expert brand foundations

HARP built a strong strategic foundation for CMHAA going forward, including:

  • A master narrative
  • Evidence-based messaging
  • Clear content pillars
02

Amplified, faster campaigns

HARP turned the foundation into a practical campaign plan, with:

  • A five-stage audience journey
  • An Activation Playbook
  • Repurposed content assets
  • A strategy the board could easily review
03

Measuredoutcomes

HARP Strings connected the campaign to CMHAA's technology systems, delivering:

  • Content adapted for different channels
  • Attribution analytics and advocacy design
  • Performance tracking from first impression through to qualified lead, measured against growth goals
The Outcome

Beyond Anecdotal Reporting

The result of HARP's three-phase service for CMHAA was sustained, consistent campaign delivery with faster momentum, lower cost and greater depth than an in-house alternative, without adding pressure to a lean team.

By connecting HARP Strings across multiple touchpoints and channels through a single attribution dashboard, CMHAA moved beyond anecdotal reporting and gained asset-level visibility on return on investment. Leadership can now see which messages and posts are generating strong membership opportunities.

Key Achievements

  • Sustained, consistent campaign delivery without adding pressure to a lean team
  • Faster momentum, lower cost and greater depth than an in-house alternative
  • Asset-level visibility on return on investment through a single attribution dashboard
  • Leadership gained visibility of which messages and posts were generating strong membership opportunities
  • Engagement rates above industry benchmarks within first month of campaign execution
HARP understood our mission from the start and brought the strategic discipline to support it. They sharpened how we tell our story, built the tools to communicate it consistently across channels, and put the right measures in place so we can clearly see what is working and why, without adding pressure to a lean team. Within a month, our engagement rates were above industry benchmarks, giving our Board and leadership team clearer visibility of which messages and channels are resonating and creating strong membership opportunities.

Dr Kim Hamrosi

CEO, Corporate Mental Health Alliance Australia

Your Next Step

Ready to Grow Your Brand Awareness?

If your organisation is facing similar challenges

  • A brand story that undersells the strength of your organisation
  • A lean team without capacity for sustained campaign delivery
  • Target decision-makers you are not reliably reaching
  • Marketing reporting that stops at vanity metrics rather than return on investment

The same campaign model can deliver

  • Expert brand foundations: a master narrative, evidence-based messaging and clear content pillars
  • Amplified campaigns delivered across channels at speed
  • Attribution from first impression through to qualified lead
  • Clear reporting on what is working and why, ready for your board
Contact Us

Talk to HARP about running the same human-led, AI-powered campaign model for your organisation.