This document discusses leveraging Youtility, which is content marketing with a cause, within the care home industry. It outlines Miele's current situation and challenges in moving from brand awareness to engagement. It then details the discovery of key issues care home customers face in running their businesses and limited support. Personas were built to understand prospects at different stages of the buying process from discovery to purchase. An integrated approach is proposed using Youtility content to help customers while serving Miele's business goals.

1. Content with a cause
Leveraging YOUTILITY within the care home industry

2. Overview
•Company
•Challenge
•Approach
•Youtility in action
•Content with a cause
•Results

3. About Miele

4. Current situation
•Objectives
•Existing channels and approach
•Moving from awareness to engagement

5. The Challenge

6. Extremes of brand engagement

7. Varying purchase patterns

8. Product offers limited nurturing opportunity

9. Understanding the prospect

10. What DMU?

11. Building personas

12. Job Role Specific
Business Specific
Industry Specific
SITUATIONAL ANALYSIS
Current
Role & Responsibilities
Objectives
Strengths
Objectives/Goals
Strategy
Weaknesses
Pains, Challenges & Issues
Pains, Challenges & Issues
Mid-Long Term
Objectives/Goals
Objectives
Opportunities
Pains, Challenges & Issues
Strategy
Threats
Pains, Challenges & Issues
Predictions & Trends
BUYING STAGE INTEL
DISCOVER (Education)
Preferred media channels
Social media platforms
Memberships/groups/forums/subscriptions/networks
Preferred method of content consumption
CONSIDER (Potential Solutions)
Research methods
Processes (shortlisting, gap analysis)
Preferred method of content consumption
DECIDE > PURCHASE (Vendor selection > Vendor decision)
What do they look for?
Vendor criteria
Processes
Processes (RFI, RFQ, Tender)
Decision Making Unit
PERSONAL
Demographics
Education/CPD

13. What we discovered
•Their key burning issues were around running their business
•They had limited support to manage these
•They are very hands on in their roles and need to stay that way
•The future and planning is clearly on their mind
•They were stuck in the day to day

15. Humalogy based selling

17. Introducing Youtility
•Serving hand with Youtility on it

18. Helping is the new selling

19. Content with a cause

23. Integrated approach

24. ANALYSIS AND REPORTING

25. THE OPTIMUM BLEND
OF PUSH AND PULL