Mental Health Football Wales (MHFW) Case Study

Overview

• Client Name: Mental Health Football Wales (MHFW)

• Industry: Charity / Mental Health & Sports

• Project Type: Social Media Strategy

• Deliverables: Social media analysis, platform usage recommendations, example graphics, and strategy for improvement and expansion

Background

About MHFW
Mental Health Football Wales (MHFW) is a nonprofit organisation dedicated to using football as a means to support mental health and wellbeing across Wales. Through their initiatives, MHFW provides individuals with opportunities to engage in physical activity, build social connections, and improve their overall mental health.

The Challenge
MHFW recognised the potential of social media to amplify its mission but faced challenges in optimising its digital presence. Their Facebook Group was functioning well as a public but request-to-join community; however, their Instagram was rarely used, and their website needed modernisation. MHFW sought guidance on how to enhance engagement, increase awareness of their mission, and expand their reach to connect with a broader audience.

Objectives

1. Conduct a detailed analysis of MHFW’s current social media usage to identify strengths and areas for improvement.

2. Develop actionable recommendations for enhancing audience engagement and content performance.

3. Provide strategic insights into expanding to new platforms or optimising existing ones to align with organisational goals.

4. Support MHFW in modernising their website and creating a cohesive digital presence.

Approach

1. Platform Audit

• Conducted a comprehensive review of MHFW’s presence on existing platforms, including their Facebook Group, Instagram, and website.

• Found the Facebook Group to be a strong foundation for a close-knit community, offering opportunities for engagement through tips, friendly chats, and user-generated content.

• Identified that Instagram was underutilised and recommended it as a platform to share impactful content, such as graphics and awareness campaigns.

• Highlighted the website’s need for modernisation, including updates to fonts and overall design, with ongoing suggestions to align with MHFW’s expanding goals.

2. Audience Insights

• Analysed target audience demographics and their engagement patterns.

• Identified gaps in content tailored to specific audience needs, such as posts addressing mental health topics or showcasing personal stories.

• Recommended strategies for fostering stronger connections with key audience segments.

3. Example Content Creation

• Designed example Instagram graphics focused on suicide awareness to promote MHFW’s expertise and mission.

• Provided templates and ideas for future campaigns to maintain a consistent and professional visual identity.

4. Strategic Recommendations

• Suggested improvements for content strategy, including a mix of educational, inspirational, and promotional posts.

• Proposed ideas for relaunching Instagram to share important statistics and helpful information around mental health.

• Provided tips for scheduling posts to align with peak audience activity times.

• Recommended getting members more involved with the creation of content from their point of view.

Key Outcomes

• Actionable Strategy: Delivered a comprehensive proposal outlining clear steps to enhance MHFW’s social media presence.

• Improved Awareness: Identified opportunities to increase visibility through targeted content and optimised platform usage.

• Expansion Potential: Highlighted strategies for growing MHFW’s audience by leveraging new platforms and content formats.

• Modernisation Efforts: Initiated updates to the website design and functionality, with ongoing support to ensure alignment with organisational goals.

Results & Feedback

COMING SOON

Conclusion

The collaboration with Mental Health Football Wales resulted in a detailed social media strategy proposal designed to empower the organisation in its mission. By providing actionable insights, example content, and clear recommendations, MHFW is now equipped to optimise its digital presence, connect more effectively with its audience, and amplify the impact of its programs. With ongoing website updates and a consistent partnership established, MHFW is poised for continued growth and success.

Future Opportunities

• Implementation of the proposed strategy to realise its full potential.

• Ongoing support for campaign execution and content creation to maintain consistency.

• Regular performance reviews and updates to adapt the strategy to evolving audience needs and organisational goals.

If you’d like to learn more about the incredible work that Mental Health Football Wales does, you can see their website here - MHFW.