Brand and marketing strategy for a carehome
Sharp Thinking were approached by a local care home provider to develop a marketing strategy in the short and long term for the business.
Market research and data profiling
Extensive market research was undertaken. This included stakeholder interviews, customer and staff interviews and mystery shopper visits. This was combined with data profiling to identify trends from their customer database. This including setting conversion rates, identifying the sources of all enquiries and tracking through all elements of the customer journey.
The marketing strategy looked at the whole customer journey and made detailed targeting recommendations. It also looked at the mix of media over time when critical mass would be achieved and made operational recommendations of how the business could implement the activity.
This included a marketing budget for the financial year, metrics, so all activity could be measured and a 12 month content plan for social media and blog posts.
A new website
Sharp Thinking also developed a new website from scratch, creating all content. This included solidifying their brand positioning in the short term, creating pertinent key messages to create a consistent and strong brand story, and rolling out a look and feel which was more vibrant and emotive.