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.

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

10. Direction
Brand
Creativity
Campaigns

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.

20. Building relationships
Showcasing success
Campaign support

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

28. Outcomes
Care Home Prospect

29. Clarity of brand
Engagement
Direction
Advocates
Success

30. Questions?
Thank you
Emily Torjussen
@ewilko
Remarkablegroup.co.uk
@remarkablegroup