Bundaleer Care Services – Rebrand & Event Marketing

Posted on 13th January, 2014 | Comments Off on Bundaleer Care Services – Rebrand & Event Marketing

Bundaleer Care Services – Rebrand & Event Marketing

The Brief

Dennis Marks, CEO of Bundaleer Care Services, approached Dragonfly Marketing to help him put a Marketing Strategy into place for the organisation.

The Actions

First things first: a comprehensive Marketing Strategy was put together for Bundaleer. This helped us identify the organisations history, it’s competitive environment and it’s strengths, weaknesses, opportunities and threats. We were able to set marketing objectives, identify exactly who their target market was and finally outline the recommended marketing activity which included:

Rebranding their logo and collateral

The current Bundaleer branding was dated and inconsistent. We developed a new look logo and tag line which reflected the organisations values and would appeal to their target market. We then go to work on updating as much of their collateral and customer touch points as the budget would allow. This included brochures, their website, outdoor billboards, print advertisements, stationary and uniforms as a starting point.

Bundaleer billboard_FA

Conducting a resident survey

This survey was conducted among current residents of two of the organisations facilities. The objective of this research was to determine current satisfaction levels and gain a more detailed understanding of the decision drivers leading to residents moving in to Bundaleer.

Open Day

The Open Day was planned to showcase the facility. To promote this event we advertised within local print media and on local radio.

We also organised a comprehensive Yellow Pages listing to help direct traffic and awareness to their newly launched website and help them get found in online searches conducted by potential residents.

The Results

The new branding has given the organisation a fresh new look and a new positioning statement for the organisation – “We’re here for you”.

The Open Day in October 2013 saw over 100 people attend the event, view the facility. Just under half of these attendees were captured as warm leads.

We collected 30 responses to the resident survey and were able to gain valuable insight from the responses which we can now act upon from an operational and marketing perspective.

Their website (designed by XYZ Support) went live on June 30th 2013 and is now experiencing a steady flow of traffic.

The Testimonial

“Thank you for your involvement and support on our successful Open Day on 26 October 2013. Feedback regarding the day has been very positive and this is in no small part due your valuable contribution, not only on Open Day but also in your standard role.

The Board and Management team are very proud of our Hostel, Independent living units and Community Aged Care Program and we were very pleased to have the opportunity to showcase these to the community.

Once again, thank you for your support and your ongoing hard work.”

Dennis Marks, CEO, Bundaleer Care Services

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