Bankstown City Aged Care
Bankstown City Aged Care is a leading charitable aged care provider with more than 300 live-in residents and 280 In-Home Support recipients and Wellness Centre visitors.
Bankstown City Aged Care was facing new legislation and was, for the first time in their 50-year history, going to be playing in a market where consumers had a significant amount of choice. This heralded the entry in the market by multinational operators, requiring the facility to begin selling and marketing their services.
Show the care, not the facility
Strategic insight
We found an emotional tie between the residents of Bankstown and the Bankstown City Aged Care centres. We then created a value proposition that joins together the residents, the staff, and the community, which identified the true benefits of the Bankstown City Aged Care brand.
A brand rebuilt around care
We completely revised the brand look and feel, including logo, website, and photography to show off the true points of difference, which is care.
Rolled out across every touchpoint
New photography, stationery, an annual report, a style guide and a rebuilt website carried the value proposition into every conversation the centres have with families.
The work on air
Brand films, resident testimonials and bumper ads carried the new positioning to market.
A brand that shows off the true point of difference, and a website people stay on for 50% longer.
Increase in time on website.
Increase in the number of pages per session.
