Baptistcare
Bringing Aged Care Into The 21st Century
The client
The objective
The solution
The result
The client
BaptistCare are one of Australia’s leading not-for-profit Christian based care organisations that has been serving the aged and people living with disadvantage for over 75 years.
They support thousands of people across Australia with specialist facilities and programs.
From humble beginnings in 1944, BaptistCare has grown into one of the nation’s most respected care providers, employing more than 3500 staff, with a further 1000 volunteers.
The objective
Aged Care is an industry facing controversy indifference and political barriers but with huge growth potential. BaptistCare, in the midst of these dynamics, was struggling to resonate with and engage their audience. Before joining forces with MediaSmiths, BaptistCare did very little marketing and were losing out on opportunities to connect effectively with their target market. Their biggest challenge was to build trust and awareness of their brand in order to increase their occupancy rates across all centres. They wanted to connect emotionally with their customers and change negative perceptions surrounding Aged Care.
The solution
Over the years MediaSmiths have worked in partnership with BaptistCare in reaching into the heart of their brand potential and have developed innovative advertising strategies. BaptistCare were one of the first aged care providers to go beyond traditional marketing tactics. An integrated strategy was implemented that involved a blend of different media channels including outdoor, digital and social to strategically target and engage their intended audience. Within no time, BaptistCare were everywhere; buses, on social channels, in local newspapers, on the radio, on billboards. This created massive awareness for their brand and gave them strong visibility. Many competitors clearly took notice with BaptistCare becoming quite the trend setter.
The result
Our ongoing media support has been a massive success helping BaptistCare to grow and expand into new centres with increasing occupancy rates, visits to their website and more enquiries than ever before.
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