Background
The cumulative effect of quarantine rules, restrictions on travel and social distancing meant that Cunningham House, an assisted living home in Pirbright, Surrey found itself with low occupancy levels. While some trustees felt the situation was cyclical and would resolve itself, others cited a need for more effective marketing.
The Brief
To create a PR and marketing strategy.
What we did
Essential PR & Marketing interviewed trustees, residents and staff to gain an understanding about Cunningham House.
To gain an understanding of the environment within which Cunningham House was operating, we carried out a PESTEL and SWOT analysis and stakeholder analysis.
This research enabled us to identify PR objectives which would help deliver the business plan and to shape the organisational messages.
The strategy was supported by an action plan which could be delivered within available resources.
We presented the final plan to trustees, explained our rationale and answered questions.
Highlights
Testimonial
"Cunningham House hasn’t used consultants widely in the recent past, and so there was a reticence to undertake a review of our marketing and communications using external support. Julie’s naturally approachable communication style enabled her to engage successfully with staff, volunteers and residents on a level where those with these concerns felt “safe”. This style, coupled with her professional experience, provided a very helpful combination for consulting in an environment such as ours. Julie spoke widely with our various stakeholders, and also did her own research into our market for potential new residents. This enabled her to reflect back to us what we were saying about ourselves as an organisation, but also helped us to understand our “offer” to the marketplace, enabling us to compare ourselves to our competition.
"The strategy she developed for us is an active document, which we have been able to return to again and again as we’ve wished to extend our communications “voice”. We’ve adjusted the language and messages in our website and key referral websites where we have a presence to portray a more consistent vision of Cunningham House, and likewise used the same to inform our written marketing information and quarterly newsletter documentation. In short, Julie allowed us to review and critique our communications and marketing, and move from a rather bland website to a consistently up-beat and multi-layered web presence; in addition, we now have a newsletter, and a regular presence in local parish and community press through adverts and articles. This year, we are considering what we can do to raise our profile via local fairs and events around the Coronation.
"We are indebted to Julie for stimulating us to make these changes! It is important to know that we now have full occupancy rates with a waiting list, and a long list of “friends” who enjoy hearing from us on a regular basis."
Ann Bourne, Chair of Trustees at Cunningham House