Marketing Eye Portfolio: Cobram Regional Homes

Cobram Regional Homes (formerly known as Ottrey Homes), is a Not For Profit organisation that has been providing professional and quality aged care for individuals in the community for over 30 years. Cobram Regional Homes are seeking Marketing Eye, an outsourced marketing agency to rebrand their aged care with the purpose of revitalising  their current and future service provision. This rebrand was undertaken to establish a renewed identity and stronger positioning of Cobram Regional Homes. Marketing Eye have created new marketing assets such as their new logo, name and selected branding colours.

Reason for rebrand

Cobram Regional Homes stand for quality aged care in Regional Victoria providing in-home care, permanent residential care and independent living. The reason for the rebrand is Ottrey Homes plays homage to the original founders of the aged care faculty, who have been brought out by the Gemmel family. Marketing Eye have developed a brand name that ensures all important elements are covered such as a name that is easy to pronounce, memorable and avoids family name styles. Marketing Eye understands that one of the first ways to communicate brand strategy is through brand name. Cobram Regional Homes represents the regional aged care faculty as a brand from the suburb of Cobram, situated near the Murray River which forms a border between Victoria and New South Wales.

Marketing Eye’s development of brand name strategy offers a clear brand strategy that aligns the aged care organisation with their wants and needs. Marketing Eye will evaluate your current name brand and understand elements of the brand which you do not like. The previous name, Ottrey Homes, uses the aged care’s founder’s name which has dated over time due to a change in ownership. A change in leadership can make it difficult for the marketing department to communicate the owner’s story which can furthermore cause customer confusion. Cobram Regional Home clearly communicates what customers expect, which is quality regional aged care in Victoria.

Key Considerations

Cobram Regional Home’s name will be its most used asset and will inevitably hold the brand’s financial value. Marketing Eye focuses on a timely approach to deliver these brand name options to you within two weeks. Marketing Eye have experience in developing names and rebranding for regional aged care brands, improving the brand’s long term success. Furthermore, Cobram’s lawyers and accountants will need to ensure that the brand name has no trademarks within the current market. If the Cobram would like to trademark the name, it has the responsibility to do so. Once Marketing Eye has registered the business name, trademark and secured a domain, we will continue with rebranding both marketing and digital assets. These assets include:

• Personal branding colours
• New logo
• Business name registration paid for by Cobram Regional Home

As a part of the rebrand, Marketing Eye have created a new logo and made new colour selections to help establish a new identity and position themselves in the regional aged care industry in Victoria.