Through research they identified a demand for high-end aged care facilities and as such, built new facilities located in Northern Sydney. Beds needed to be filled by completion date to ensure building costs of such a facility were recuperated.

Marketing Eye was chosen to develop strategic marketing campaigns incorporating communication of the facilities focused at attracting new clients.

The Approach

Marketing Eye developed a strategic campaign plan including facility branding, advertising, website, letterbox drop and official opening day invitations, PR and the coordination of the event.

Important to the campaign development was the buy-in from the senior management team and adhering to the company’s marketing budget.

Marketing Eye focused the strategic marketing plan on developing marketing materials that resonated with the positioning of the facility while educating prospects of the value they receive in from BCS high end aged care services in comparison to competitors in the market.

The Process

Marketing Eye developed a marketing strategy that was in line with the overall business plan. The strategy took into account the needs of the company, its political environment internally and externally, and the fact that it was critical to the business to get the new brand out in the market in the most professional manner.

“The advertising campaign was particularly important as it had to show the readers of these targeted publications that something new and innovative was happening at BCS Aged Care and that they were now more equipped than ever to handle all levels of aged care.

The campaign was extremely successful and BCS now have a waiting list for their facilities.

See our design work for BCS Aged Care:

Heritage Care Group are a Victorian based state of the art aged care provider, with homes located in both Sydney and Melbourne. As part of the outsourced marketing strategy delivered by Marketing Eye, the focus was branding, design and awareness. These focal points were executed with billboard promotion, business cards and the design of a website, logo and uniform which was stamped on all documents, email signatures and flyers.