The team, based at Bradbury House, Colchester Business Park, has had the marketing campaign for Caring Homes flagship Home of Compassion in Thames Ditton picked out by the Chartered Institute of Marketing in the Marketing Excellence Awards 2017.
Sales and Marketing Director Mark Sherriff said; “The aim of the campaign was to work with and support Caring Homes operational team both before and after the launch of Home of Compassion last year. The main challenge was to deliver a target number of enquiries and bed sales in a very competitive local marketplace in Surrey.
“To do this we used recognised research and carried out our own, drawing up a campaign which started six months before Home of Compassion opened and continuing for 12 months after the opening.”
The extensive campaign included commissioning new photography to represent the real age of care home residents (average age 86 and range from 80-100), and adopting brand standards with a more emotional narrative throughout. The campaign, which included billboards, direct mail, advertorials, brochures and advertising was a success – meeting the set commercial aims and objectives.
Home of Compassion offers nursing, residential and dementia care. The impressive Grade II* mansion was lovingly restored and extended to create a comfortable, modern care home which sets new standards for care. With fabulous views across the river Thames to Hampton Court and facilities to rival those of a top hotel, Home of Compassion enables residents to live a life tailored to their preferences.
Mark added: “I am delighted one of our campaigns has been recognised in this way as it reflects the amount of hard work put in by everyone involved. The campaign has also had a positive impact on marketing for other Caring Homes premium-end care homes throughout the country in terms of the signage, brochures and on-going marketing plans we use.”
Caring Homes is a leading provider of care homes for the elderly with a head office in Colchester, Essex, and more than 60 homes throughout England and in Wales and Scotland.
The Home of Compassion campaign – named A Caring Perspective – has been shortlisted in the Large Marketing Campaign of the Year Category alongside campaigns for a number of organisations including the National Lottery and EDF Energy. The winner will be announced at a Grosvenor House Hotel in London on April 27.`