Anglicare Australia National Conference 2017 Aged Care Services – Partners for Life Presented by: Amy Osborne, Senior Manager – Media, Brand and Advocacy James Bardsley, Head of Community Aged Care
Sneak peek at dad daughter TVC…
OUR DILEMMA Market research in 2016 showed: High general awareness of AnglicareSA Not well known as an aged care provider
A diverse and broad range of services = very diluted message
INDUSTRY CHANGES: Cluttered, busy aged care services marketplace Numerous new providers Home care services becoming deregulated Move towards client directed care Funding with customer rather than provider Customer choice People encouraged to stay in own homes
Aged Care – Anglicare SA’s largest portfolio: Residential Aged Care / Memory Support / Palliative care Home Care Allied Health Retirement Villages Daily Respite Transitional Care Advocacy
How to get noticed? What to do next
NEXT STEPS Tender process and agency selection Competitor analysis Importance of key influencers, particularly adult children
KEY TARGETS Primary target – adult children of aged care consumers Secondary audience – aged care consumers
CAMPAIGN FOCUS Importance of love, family connection and trust when talking about need for aged care services Partners for Life – acknowledged the partnering role AnglicareSA plays in lives of customers Allied Health and Home Care Services
LEAD UP TO CAMPAIGN LAUNCH Stakeholder consultation and communication
TIME TO LAUNCH Concentrated intensive campaign over an 8 week period during April and May
AN OPERATIONAL PERSPECTIVE Industry changes The problem to be solved Operational changes required in conjunction with marketing campaign
THE NEED To provide consistent and timely information to people enquiring about services Potential customers making service provider decisions based on customer service received at first contact
WHAT DID WE DO? Created 1800 number Placed the right people into customer support roles Aligned advocacy support with customer needs
Mother / son version of TVC…
RESULTS ACHIEVED Raised attention of wide audience in a cluttered marketplace Increase of 3,500 visitors to our website compared to same time last year Total reach of television ads alone to key targets (people aged 40-64) was more than 400,000 Regarding frequency, 66 percent of those 400,000+ people would have been exposed to TV ad three or more times
RESULTS ACHIEVED (cont) Nine Digital (nine.com.au) advertising resulted in 4,000 people clicking on campaign video or tile advert – and 3,000 of those accessed campaign landing page Facebook adverts resulted in 1,200 people clicking on the campaign video, and 900 of those accessing campaign landing page
RESULTS ACHIEVED (cont)
RESULTS ACHIEVED (cont) • Home Care added 31 new clients • Increase in Residential and retirement unit enquiries from new and existing customers • New customers asking for support from Aged Care Advocate to navigate the aged care system • Requests for new services (Partners for Life) • Valuable intel on other providers
WHERE TO FROM HERE? Ongoing marketing activity Further operational changes
THANK YOU FOR LISTENING Any questions?