During my time as a Social Media & Marketing Intern at Healing Towards Wellness (HTW), a nonprofit mental healthcare organization, my goal was to further spread the mission of HTW. The lower and middle classes are experiencing a mental health crisis due to the rising costs of healthcare. HTW was founded by Emily Sterk to provide affordable and accessible mental health care to the community.
Creating a voice of awareness within the community is the primary goal for HTW on social media. The first step was to develop cohesive content that effectively communicated the brand identity and mission. While the content was crafted to reflect the mission statement, it also had to meet the professional standards expected of a nonprofit mental healthcare organization.
Monthly planning was conducted to highlight upcoming holidays and significant events in the healthcare industry. At the same time, our monthly email newsletter provided a recap of the previous month’s activities, keeping our existing community informed and engaged. Connecting with the community and other businesses played a vital role in expanding our reach to new audiences.
Campaign examples included our first fundraiser—a pickleball tournament—as well as initiatives like Suicide Prevention Week. This campaign featured an anecdote from a small business owner and a collaborative project designed to foster growth and shared goals with others in the community.
The next major step in our strategy was community outreach to reach farther corners of the community. This was accomplished by optimizing SEO and creating both organic and paid content to engage new audiences who were not yet familiar with HTW.
