Award success for marketing team at Caring Homes

The marketing team at Colchester based Caring Homes Group is celebrating after winning a prestigious national industry award.

The team, based at Bradbury House, Colchester Business Park, has had their marketing campaign for Caring Homes flagship Home of Compassion in Thames Ditton picked out as Best Marketing Initiative in the Care Home Awards for 2017.

The Care Home Awards, which recognise excellence across the care industry, were presented at a glittering ceremony in Kensington attended by representatives from the shortlisted companies.

Caring Homes Sales and Marketing Director Mark Sherriff said; “The aim of the campaign was to work with and support Caring Homes operational team both before and after the launch of Home of Compassion last year. The main challenge was to deliver a target number of enquiries and bed sales in a very competitive local marketplace in Surrey.

“To do this we used recognised research and carried out our own, drawing up a campaign which started six months before Home of Compassion opened and continuing for 12 months after the opening.”

The extensive campaign – named A Caring Perspective – included commissioning new photography to represent the real age of care home residents (average age 86 and range from 80-100), and adopting brand standards with a more emotional narrative throughout. The campaign, which included billboards, direct mail, advertorials, brochures and advertising was a success – meeting the set commercial aims and objectives.

Home of Compassion offers nursing, residential and dementia care. The impressive Grade II* mansion was lovingly restored and extended to create a comfortable, modern care home which sets new standards for care. With fabulous views across the river Thames to Hampton Court and facilities to rival those of a top hotel, Home of Compassion enables residents to live a life tailored to their preferences.

Mark added: “I am delighted one of our campaigns has been recognised in this way as it reflects the amount of hard work put in by everyone involved. The campaign has also had a positive impact on marketing for other Caring Homes premium-end care homes throughout the country in terms of the signage, brochures and on-going marketing plans we use.”