I’ve been working with a client in the elderly care business for a couple of months. Among other things we’ve been working on their online presence, e-marketing and product marketing.
What became clear is that they offer a great service for the elderly, but unless you know specifically what you’re looking for online you can’t find it. Like most businesses they have their own terms, points of reference and to an extent language. This wasn’t just my client, but research conducted showed that all their competitors didn’t seem aware that marketing to those without the industry lingo could be a real winner.
So I put forward a simple plan:
- We build a specific website highlighting just the short term care that they offer
- Get it onto the main search engines
- Compliment it with traditional marketing (ie newspapers, flyers, etc)
- Update their existing online presence to encompass this service
From looking at various resources we figured that not too many people were searching for the product on a regular basis, but those who were probably were not leaving the experience much better off. We thought we could tap this market, inform them and hopefully highlight my clients hard work in this area.
We drew up some flyers for distribution around pertinent local areas, put together a print advert to be ran once a week for 6 weeks. Again if we decided that the demographic may not be internet savvy, and advertising in this way would catch all our prospective clients.
Budget wise we couldn’t spend a lot, we had a limited capped budget we had to work within. But with a savvy application of open standards for IT, a little bit of spending on a premium WordPress theme, and a common sense approach to print marketing we kept the whole project under budget. We created a whole host of additional photography also. Again using a DIY approach.
2 weeks in our client is showing marked improvement. Enquiries, requests for further information and tours of the home are at a 3 year high. The project had a break even point of 2 weeks stay for a single client. So all in all a good result so far.