A sharpened brand to stay ahead amid marketplace disruption
By being a community-owned, not for profit Bankstown City Aged Care has been tirelessly caring for senior members of the local community for over 40 years.
New government legislation means those requiring aged care now need to make their own decisions about where to go and what to do. This has disrupted the market leaving not-for-profits like Bankstown City Aged Care exposed and needing to defend against the for-profits including multinationals with much larger marketing budgets.
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.
We tapped into the latent credibility of the brand and created a new positioning “Looking after our community”. We then completed a full brand refresh, dialing up the emotive aspects of care in a contemporary, new look and feel. We also created a series of video testimonials that have been so successful that they are being used to train staff on how the brand values.
Initial results include 50% increase in time on the website and a 15% increase in the number of pages per session.