Living Care

Aged Care, Home Care, Retirement

Alignment of multiple business divisions under one brand

Business challenge

Living Care is a faith-based, not-for-profit organisation with a suite of retirement villages, residential care villages and home care services across NSW. 

The 3 services, or divisions, had functioned independently with minimal marketing, outdated collateral and online presence. 

Competition in the aged care sector prompted a need to invest in developing a master brand, building awareness and generating enquiry lists in order to minimise vacancies and maximise profits.  

Evergreen was briefed to facilitate the discovery of key brand values, develop a positioning for the master brand as well as the divisions. Then create a marketing communications campaign that would integrate the sub-brands.

Strategy

Living Care delivers joy to clients, families and staff through Christian values, community connections, positive engagement and excellent service delivery.

The overarching philosophy, ‘Fostering joy through the delivery of services’, became the foundation for the development of a campaign that had the common element of ‘Joy’, expressed in a relevant way for each service.  

Evergreen developed creative themes from a colour palette that allowed for differentiation of each service.

The imagery was designed to shift perception of ageing to one of fun and making the most of life; expressions of the ‘Joy’ theme through each of the services.

Positioning headlines were also created for the different services:

  • Corporate: Where Joy Lives
  • Retirement: Where Joy Comes Alive
  • Residential Care: Living with Joy 
  • Home Care: Bringing Joy Home

Execution

The ‘Joy’ theme was initially implemented within Living Care to ensure that it would be absorbed into the organisation culture, through a staff presentation and administration materials including stationery, plus a brand reminder gift to staff.

A rich suite of marketing collateral was developed, including information folders and inserts for corporate, villages and services.  Our vibrant photography captured people experiencing joy in the ways that reflected the Living Care philosophy.

The new website created by Evergreen carried the ‘Joy’ theme throughout, and was built to the latest accessibility and best SEO guidelines.

Bold colours, beautiful photography and positive statements contributed to a modern, vibrant and exciting new look.

Press advertising for the Living Care brand and services has run regularly on rotation in the NSW Senior. Online listings have been included on Seniors Housing and Aged Care Guide online, as well as a comprehensive Google adwords campaign. GP clinics in proximity of Living Care villages were targeted with brochures on InfoMed stands.

Localised tactical campaigns run in conjunction with the brand campaign for services that need support to fill vacancies, attract people to events or highlight any developments to the community.  

Results

To maintain the integrity and consistency of the brand positioning, a brand guidelines manual was developed for the reference of staff, contractors and suppliers.

The document serves as a ‘ready reckoner’ for the logo versions, colours, typography and importantly, ways to bring the brand to life.

"The team at Evergreen has truly captured what makes our organisation different and special. They found the essence of what we stood for as a company yet importantly allowed divisional brand personality to shine."
Helen Spinney
General Manager
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