Your SlideShare is downloading. ×

Care Home Marketing Strategy

1,167

Published on

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.

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.

Published in: Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,167
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Care Home ProspectMarketing Support 2013
  • 2. The Deck The following deck is a reduced version of therecent 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 problemBy getting to know the brand through material public available, itis clear that there is a strong commitment to the values of theorganisation through staff and volunteers alike.Unfortunately, the digital and offline brand representation doesn’tdo the brand justice and leads to unclear messaging and a lack ofawareness with the different audiences.
  • 7. The ChallengeCare Home Prospect
  • 8. AwarenessBrand understandingFinancial pressuresOperational pressuresCreativityStrategy
  • 9. The SolutionCare Home Prospect
  • 10. DirectionBrandCreativityCampaigns
  • 11. The StrategyCare 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 DeliverablesCare Home Prospect
  • 15. Too many websites are bloated with irrelevant information.
  • 16. Building relationshipsShowcasing successCampaign support
  • 17. Volunteering
  • 18. Creative Technology Downloadable forms FAQs Sign-up Register interest Content Planning Social Media GuidelinesChannels Understanding your audiences Social & behaviour data profiling
  • 19. 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
  • 20. Being Accessiblea. Website (Phase 2) – donations, volunteers, media friendly – Intranet / staff portal – Usability, accessibilityb. Campaign executionsc. Increased PR support – Awards / Event for staff and volunteersd. Video planninge. Social / community guidelines
  • 21. Exploiting Technologya. Website developments – Mobile proposition, donation application, SMS / Bluetooth marketingb. Video creation and seedingc. PR support and eventsd. Portal usage and promotion to internal staffe. Campaign executionsf. Social activity – app development, increase networks, social- based campaigns
  • 22. OutcomesCare Home Prospect
  • 23. Clarity of brandEngagementDirectionAdvocatesSuccess
  • 24. Questions? Thank you Emily Torjussen @ewilko Remarkablegroup.co.uk @remarkablegroup

×