A rebrand, website and integrated marketing campaign designed to raise brand awareness and generate care home enquiries.
Private residential care home Ashingdon Hall approached Swan Creative to promote their facilities, including a new state-of-the-art dementia care suite.
Ashingdon Hall’s new suite comprises of ten en-suite rooms and an adapted communal living space designed by leading healthcare specialists in dementia.
Working alongside the client, we held a brand workshop to define and develop a new brand identity for the main care home and a sub brand for their dementia suite.
The new dementia suite brand needed to be able to both stand-alone, and independently and remain cohesively aligned with the main care home branding
Once the two brands had been defined, we started began elevating the main care home brand.
Inspired by the idyllic countryside, surrounding Ashingdon Hall and the family-orientated nature of the care home itself, our team created a stunning icon that combined the scripted letter A with a leaf.
As a nod to the brand heritage, the iconic red from the original colour palette remained the same.
Once complete our branding team moved on to crafting the dementia suite brand. They used a scripted font to highlight the personal and friendly approach provided by the team and opted to use a dark blue colour palette to accentuate the feeling of trust.
We then began rolling out the branding into the wider marketing materials including creating an informational brochure about the care home and its new facilities.
From the design and layout to the copy and photography the brochure was crafted to be informative, insightful and engaging.
Once the initial branding project was complete, we then began establishing Ashingdon Halls online presence.
To do this we created a clean conversion-driven WordPress website, that utilised stunning photography to showcase the ground and its facilities.
Additional lead generation functionality was incorporated into the build for brochure downloads.
The website was also optimised for device responsiveness, speed and organic search (SEO).
Following the launch of the website, our marketing team devised and executed several highly targeted, multi-platform campaigns aimed at driving qualified traffic to the site. These comprehensive campaigns included a strategic mix of Google Ads campaigns and content marketing efforts to maximise reach and engagement.
Alongside these campaigns, we also developed an organic social media strategy to build relationships with our audience and share the brand’s values. This approach involved creating and sharing a variety of posts, including FAQs to address common inquiries, testimonials to showcase real-life success stories and build trust, awareness day content to engage with wider community topics, and posts highlighting the brand’s unique selling points (USPs) to differentiate our services in the marketplace.
The Google Ads campaign was specifically designed to direct potential clients to a custom-designed landing page. This page featured a downloadable guide that not only promotes the care home but also comprehensively outlines the services they provide, aiming to offer valuable information and highlight the care home’s unique offerings and expertise.
By weaving together these digital marketing strategies, we aimed to create a holistic approach that not only elevates the care home’s brand awareness but also fosters engagement and educates potential clients, encouraging them to explore the full range of services offered.
The launch of the website and a series of successful marketing campaigns saw the care home successfully fill 80 of the care homes’ suites in the first few weeks.
After the success of the initial campaign, we have since developed an ongoing marketing strategy that utilises both online and offline marketing techniques.
As a result, Ashingdon Hall has recently featured in local publications such as The Rayleigh Times.
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