Reimagining aged care communications
Comms & creative strategy | media | brand | campaign
Communications strategy
Writing & editing
Content strategy & design
Media management
Stakeholder communications
Brand & visual identity
Comms, media & content - aged care
Reimagining aged care communications
Developing an innovative aged care comms strategy to build the Heritage Care (now Aeralife) brand
Client
Heritage Care
Released
Timeframe
6 months
Project Type
Comms & creative strategy | media | brand | campaign
Technology
MS Office suite Canva Wordpress, Asana Digital photography, Davinci Resolve
Comms, media & content - aged care
Overview
Our vision was to create more than just another communications platform. Our aim was to build a complete ecosystem that understood the challenges of aged care, the brand, and that would provide effective communications to disparate audiences and stakeholders, media - and crucially - would meet the requirements and challenges of residents, families, and technology.
Heritage/Aeralife's mission is to implement changes and improve the sector by embracing a new era in aged care, through innovative, holistic, people-focused care and technology. The business has faced challanges in re-branding and developing an effective communications and digital content strategy.
Comms, media & content - aged care
The Challenge
The existing communications and content system was limited and uncohesive. Communications were fragmented across multiple channels, leading to a misalignment between comms, content, campaign, and brand, and missed opportunities to reduce resident vacancies and take advantage of new opporunities in events, digital, and aged care innovation.
The new communications and content strategy/platform needed to solve complex logistic, resourcing, branding and messaging challnges, while communicating with empathy, subtlety, and nuance. We had to create a platform that could handle all of these challenges while being flexible and robust to harness new opportunities in aged care.
Comms, media & content - aged care
The Solution
We developed an integrated platform that adapted well and fluidly to incoming campaigns, events, media, and digital activities. The platform featured strong campaign planning methodology, tactical and strategic opportunities, risk assessment, research, audience analysis, social media, reporting, and close aligment with business needs.
MS Office suite Canva Wordpress, Asana Digital photography, Davinci Resolve
The user experience was all-important. Content and communications needed to feel natural, empathic, technologically astute (without being too high-tech), and well-aligned with other aspects of the business. We created resident storytelling features, news, branded content, SEO-centric web content, a new e-newletter for intermediaries, and direct communication channels. The comms strategy and platform needed to have a strong digital base to glean further insights and be used in future campaigns.
Comms, media & content - aged care
Comms, media & content - aged care
Performance Results
The revamped comms and content platform transformed the business - in its ability to scale up or down on campaigns, events, media, digital, and brand activities. Results were strong on resident and family engagement, especially on stories, education, website content. Intermediaries (e.g. clinicians and aged care agencies) reported more reliable access to quality, timely information, communications, media, and important news about homes, innovations, residents, and events.
Web activity & SEO
Coverage
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