Sun Media developed a marketing plan to meet specific KPIs and budgetary requirements for the directors of Superior Care. A new website content strategy including on-page SEO, blogging and social media was delivered and monitored regularly, alongside ongoing EDMs to residents’ families. We exhibited at senior's expos and held open days to increase lead generation. Still imagery, video and web testimonials were produced to showcase real people’s experiences with the brand. SCGs new digital strategy kept their waitlist current, ensuring the aged-care facility was running at full capacity through a combination of upfront Refundable Application Deposits (RADs) and Daily Accommodation Payments (DAPs) for supported residents. With improved B2B communication with hospitals and health care providers, SCGs also sparked greater community engagement within the care sector.
Various shoots were intricately coordinated, not sparing any detail due to the nature of the project. For use on many applications including socials, web, print brochures, newsletters, expo material and video testimonials with shoot back vision. The residents were mainly used as talent and families briefed in a delegate manner. The brief, to showcase the facilities, featured rooms and excellent customer service beyond any competitors, friendly culture of staff and engaging with residents making sure their every need is met.
The outcome sought and delivered was to give target audience a feel for the brand and Superior way of living conveyed through care, lifestyle, meals and of course - community spirt. The end result of a happy healthy family member in situ for hero banners, newsletters and other media communications. With a strong focus on the points of difference through creating emotive brand imagery for Superior Care Group
The Superior Care Group needed to refresh its digital presence and attract a new target audience of 45 to 65-year-olds looking for care services for their mothers and fathers. Sun Media created a series of three short videos that engaged with the target audience, instilling an emotional connection to the brand. Profiling real residents and their sons and daughters, we crafted testimonials that covered the three main services that families look for in aged care – medical care, food and lifestyle. Outlining three different demographics within the target audience meant that all viewers could resonate with the videos. The short productions proved to increase trust in the brand and promoted a much deeper audience engagement.
Through Google Analytics data review and target audience profiling we began to design our digital framework and UX/UI. This is our standard practice for all website design and development projects with target audience testing and refinement.
