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Confirming the current situation - home care
• Competitive – more home care providers arriving
• Cost cutting and under cutting as consumers shop around
• Closing unprofitable branches – more mobile workforce model
• Confusion - clients and families struggle with how it all works
• Underspending creates a financial risk
• Cluttered and aggressive marketing – it is going to get crazy!
CATERGORY - AD SPEND UP 62.4% * May13-April 14: $17.694M May15-April 16: $28.361M *Nielsen Data
So why the letter ‘C’ is so critical
A. Consumers - - the role of branding in homecare
B. Crunch time - how to be
ready
C. Clever tools
- charity and collaboration
Brands are the sum of many parts
Click to edit Master title style Brand architecture can vary by category need
Click to edit Master title style Hotel example brand architecture
Click to edit Master title style Livery is integrated from paper to plans
Click to edit Master title style Across sales contact points
Click to edit Master title style Even…..
Click to edit Master title style Brand touch-points across the entire journey
Click to edit Master title style The relevance of hotel brands to home care?
Click to edit Master title style Graham Robertson explains it well
Click to edit Master title style
Crunch time! 180 days to be brand ready!
1. What don’t you know 2. Share insights
3. Cluster values to own 4. Crystallise & focus
Example of the process - Living Care looking their age, brand needed a refresh
Example when stakeholders were asked – what 5 values do we own, these were the ones mentioned?
17
Check what you look like against competitors?
Define audience numbers in real terms
Home ownership filter Own or paying of own home
Demographic All ppl 65+ and NOT AB
Geographic + Sydney : North Western and Northern,
NSW Country: Newcastle, North Eastern, Murray & Murrumbidgee
South coastal, Wollongong
Demographic 45-64
Retirement/home care Aged care/home care
And agree with the statement ‘helping others is important
to who I am’
Geographic + Sydney : North Western and Northern,
NSW Country: Newcastle, North Eastern, Murray & Murrumbidgee
South coastal, Wollongong
N=99,000 N=105,000
RMR, June 2014
Find characteristics and values to own
Local
Purpose
Connected
Vibrant
Joy
involvement
hope
laughter
neighbourly
secure
freedom compassionate
respect
caring
family
fun
well being
belonging
empowering
active
community
inspiration
welcoming
excited
engaging
Homely
spiritual trusted
spacious
lively
growth
independent
pleasure
refreshing
Positioning all service offerings clearly
Living Care
Retirement Villages create the joy of living in a vibrant social community
Living Care Home Care helps you keep
the joy of independence in
your home
Living Care Residential Care
creates the joy of feeling that our home
is your home
Living Care is an organisation within local communities providing
retirement living, home care and residential care that emanates joy through purpose. It can be trusted to deliver, by being responsive to
individuals’ needs with welcoming, refreshing and compassionate values
Bring essence of the positioning to life
Campaign elements for retirement living
Campaign elements for home care services
Campaign elements for Residential care
Nurture your hardest working brand ambassador, give it the same resources every year as a person
4 weeks
2 weeks
2 weeks
4 weeks
12 weeks
Clever data finds better prospects
Use independent data such as Roy Morgan, not the media reps – Example below shows differences in influencer vs end user
Media consumption
Nat %
W45-64 %
W45-64 Index
65+ %
65+ Index
Read newspaper in past 7 days 47.8 54.4 114 70.7 148
Read local paper in past 7 days 29.9 36.2 121 41.4 139
Read a magazine 68.4 79.0 116 79.8 117
Watched Pay TV in past 7 days 24.1 25.3 105 19.7 82
Watched commercial TV in p7 days 84.7 88.0 104 89.4 106
Listened to commercial radio in p7 days 62.1 64.6 104 47.4 76
Used the internet in the p7 days 93.8 95.5 102 78.0 83
Been to the cinema in the p4 weeks 28.6 27.1 95 20.9 73
Seen outdoor in the p7 days 78.3 80.5 103 74.0 95
Read a piece of DM in past 7 days 81.4 89.2 110 84.9 104
Roy Morgan Research, March 2016
• Magazines, TV and DM highly consumed by both target groups • Influencer bigger internet consumers v’s older target
Use the latest tools in mapping to avoid wastage Example (basic static) 1 block = 200 households
• Age 40-64 • Singles/couples • People that require home
assistance
• We could also add… • Health indicators,
diabetes, arthritis, heart disease can be considered
We can also map dynamically with locations mapped/and key filters applied/on and off
Costs to map approx $1500+GST set up. Maps
$75 to $100+GST per location.
Minimum spend $1000
Consider mapping existing customers or NOK databases to find more of your best prospects
Black diamonds: existing customers Red areas: index the highest for matching your existing customers
Collaborate and make significant savings
Example - Distribution & printing DL cards
10,000 x 1 version $60 per 1000+GST
Marketing groups can save 50%
Distribution and printing DL cards
10,000 x10 versions $30 per 1000 +GST
Additional local area marketing tools can be added to the mapping package
• We can also add our online local area marketing tools program with ‘self–selection’ functions for letter box/print/edm and social media
• The marketing team and agency set and control the assets , determine the levels of spend per location – or manage centrally on behalf of each home/village
• All campaigns managed from a online artwork assets management system, tracked and managed from one dashboard
• Costing is based on one set up fee
then an allowance for number of assets (i.e adverts/ DLs/brochures) loaded
• Campaigns using this system can be paid for by credit card if spend levels sufficient
Charity Adwords Grants - $10,000 per month
Word of caution invest a few hours with a digital strategist. Enthusiastic amateurs work-out costly
Click to edit Master title style So that’s why the letter ‘C’ is so critical
A. Consumers control the
agenda
B. Crunch time
upon us
C. Clever tools charity and
collaboration
Click to edit Master title style We agree with David Maher We agree with David Maher . “Catholic aged care service provision can respond very positively to these shifting sands, and be a strong leader in the sector by contributing our talents, energies and resources.”
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Contact Gill Walker [email protected]
03 9514 9913