Growing reach and impact through marketing
Effective , creative communications and marketing help drive our performance and growth , amplifying our ability to engage with our diverse stakeholders and connect them to relevant , timely information , opportunities , programs , services and events .
This year , marketing our Carer Gateway services to increase awareness and take-up across Victoria remained a key priority . We also focused on internal communications and events to build staff connection , and content to engage communities and partners in our service and health promotion initiatives .
Our advocacy efforts included supporting visits from the Victorian Health Minister and Mental Health Minister ; and dedicated campaigns aimed at improving the health of vulnerable populations and increasing sector funding .
We continued to leverage the power of social media and digital marketing to broaden our reach to target audiences ; and embraced innovation launching our first podcast and new technology platforms to enhance our publications .
What did we achieve ?
Gold Australasian Reporting Awards for our 2022 Annual Report
Merri Health ’ s brand reach and positive engagement included :
71,600 website users
1,714,170 total social media reach and engagement on Facebook
11,000 impressions on Twitter
412,311 impressions on LinkedIn ( from Nov-Jun )
quarterly newsletters distributed to 1,700 + community members and stakeholders
dedicated advocacy campaigns to support Aboriginal and Torres
Strait Islander Health , reached
16,000 + people , 71 stories ,
LGBTIQA + and Family Violence and gender Equity initiatives reached 21,000 people launched our first podcast
‘ The Care Mosaic ’, listened to
500 + times
introduced Joomag a magazinestyle digital publishing platform to enhance our publications and SWIFT for greater email data security
E-bulletins for programs including We ’ re Game , Healthy Ageing , Elder Abuse Prevention Network and School Ties
cross-functional events to build culture and positively promote Merri Health included :
– 95.5 % positive feedback and 300 + staff attendees at BeMerri Staff Forum
– 100 % positive staff rating and 1369 LinkedIn video views for our International Women ’ s Day leadership event promoting workplace gender equality
Where can we improve ?
resourcing challenges delayed planned projects including website enhancements
campaign project management platform to improve collaboration and streamline delivery
Gateway to support
Merri Health leads a partnership of seven health organisations to deliver Carer Gateway services to support unpaid carers across Victoria .
A highlight this year has been the extensive range of marketing activities and new initiatives coordinated across the state that have grown awareness of Carer Gateway and Merri Health and helped carers connect to services .
These included :
launched The Care Mosaic podcast , ranked 10th in Apple Podcasts in Australia and Bronze winner in the international podcast Signal Awards
launched ‘ The Caring Way ’ magazine , circulated to 14,000 + readers in person and online
40,000 brochures and posters to 600 + GP clinics to boost GP referrals and reach consumers
engaged with 5,500 + people through our participation at
5 major expos and events : Care Expo , Melbourne Disability Expo , Carer and Ageing Well Expo and more !
2,000 + radio advertising spots across regional and metropolitan areas , including dedicated campaigns on 3KND Indigenous radio , LGBTQI station JOY FM and SBS Radio to reach Mandarin , Cantonese , Vietnamese and Arabic speaking communities
200,000 households matched with carer data indicators received information via letterbox
digital marketing campaigns tailored to engage different carer audiences saw our ads shown 14,396,192 times across channels : Google , YouTube , Spotify , Facebook , Instagram and LinkedIn , prompting 89,731 people to click through to the Carer Gateway website for services and information
22 Our Performance