Clayton Church Homes

The Opportunity

Clayton Church Homes (CCH) has been providing quality Residential Aged Care and Retirement Living services to South Australians for over 50 years.

In late 2016, amidst a rapidly changing aged care industry, communikate et al recognised the potential for CCH to take its marketing to the next level to compete in an increasingly discerning marketplace.

Our Approach

communikate worked closely with the CEO and Board of CCH to define the organisation’s brand offering. We also developed a comprehensive marketing strategy to support their intentions for significant growth into the future.

The marketing action plan included:

• Modernising the brand’s visual identity including a logo refresh, new look and feel, and comprehensive style guide
• A corporate stationery suite including letterheads, business cards, greeting cards, presentation tools and e-signatures
• External and internal signage for real estate assets
• Coordination and management of professional photo shoots
• Design and development of a new, user-centric website applying best practices, accessibility, writing for the web and SEO (search engine optimisation)
• Design and copywriting of marketing collaterals to support lead generation, enquiry responses and induction of new residents, including:
  • Annual report
  • Corporate profile brochure
  • A series of individual service area brochures
  • Development of a 50th anniversary sub-brand
• Creation of internal and external newsletter templates, including software team training
• Ongoing strategic advice and tactical support

The Outcomes

• A cohesive marketing strategy
• A complete set of supporting resources that reflect contemporary consumer expectations
• A strong brand position in the market that has lead to significant business growth, including a series of new acquisitions
• A website delivering improvements in all areas, including:
  • 50% increase in users visiting the site
  • 21% increase in time spent on the website
  • 10% lower bounce rate
  • 29% increase in page views
  • Page one search engine results for targeted keywords