Care Home Marketing Strategy
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A stripped down version of a pitch deck to help a care home company through branding, messaging and strategy support. This was an agency pitch situation.
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Care Home Marketing Strategy
- 1. Care Home Prospect Marketing Support 2013
- 2. The Deck The following deck is a reduced version of the recent pitch to a care home provider in the UK. They are struggling with brand identity, confused brand messages and marketing strategy. The name of the prospect, budgets and sensitive information has been removed.
- 3. A brand is a person’s gut feeling about your organisation. Source: Marty Neumeier
- 4. What people feel about your brand
- 5. What we feel about your brand
- 6. The problem By getting to know the brand through material public available, it is clear that there is a strong commitment to the values of the organisation through staff and volunteers alike. Unfortunately, the digital and offline brand representation doesn’t do the brand justice and leads to unclear messaging and a lack of awareness with the different audiences.
- 7. The Challenge Care Home Prospect
- 8. Awareness Brand understanding Financial pressures Operational pressures Creativity Strategy
- 9. The Solution Care Home Prospect
- 11. The Strategy Care Home Prospect
- 12. Sharing your Brand Being Accessible Exploiting Technology Year 1 Year 2 Year 3 • Who you are • Now you know • Stay current • How you talk who you are, make • Influence the future • Many audiences it easy for people • Not gimmicks • Multiple channels to find out about • Reinforce brand you (internally and objectives externally) • Stay with strategy
- 13. Sharing Information Being Accessible Exploiting Technology Year 1 Year 2 Year 3 • Key messaging • Brand refresh • Website • Key events to ‘PR’ • Internal messaging support • Campaign planning • (Intranet)
- 14. Year One Deliverables Care Home Prospect
- 18. Too many websites are bloated with irrelevant information.
- 23. Volunteering
- 24. Creative Technology Downloadable forms FAQs Sign-up Register interest Content Planning Social Media Guidelines Channels Understanding your audiences Social & behaviour data profiling
- 25. Sharing Information Being Accessible Exploiting Technology Year 1 Year 2 Year 3 • Key messaging • Website phase 2 • Website / mobile • Brand refresh • Campaign version / apps • Website Execution • Campaign • Key events to ‘PR’ • Increased PR Execution • Internal messaging support • Video creation and support • Video planning seeding • Campaign planning • Intranet / staff login • PR support & • Social guidelines events • (Intranet) • Intranet / staff login • Social
- 26. Being Accessible a. Website (Phase 2) – donations, volunteers, media friendly – Intranet / staff portal – Usability, accessibility b. Campaign executions c. Increased PR support – Awards / Event for staff and volunteers d. Video planning e. Social / community guidelines
- 27. Exploiting Technology a. Website developments – Mobile proposition, donation application, SMS / Bluetooth marketing b. Video creation and seeding c. PR support and events d. Portal usage and promotion to internal staff e. Campaign executions f. Social activity – app development, increase networks, social- based campaigns
- 30. Questions? Thank you Emily Torjussen @ewilko Remarkablegroup.co.uk @remarkablegroup