The owners had run a care home in Tynemouth for around 20 years but fresh leadership resulted in a complete review that demanded a robust, new operational and marketing plan to enable future growth.
The first task was to prepare for the opening of a new care home in Cramlington. This meant two care homes needed to be given a clear, consistent identity - personal names and characteristics that could sit within a group identity. Craig Healthcare was the chosen name, with the design reflecting the professional, medical care and approach the organisation aims to offer.
There was a phased and target communications campaign deployed during the construction of Cramlington House. This involved some local media relations hilighting key milestones in the build programme.
A website was created for the organisation that encompassed the old care home in Tynemouth, along with the new one being built at Cramlington. A video was produced to explain the ethos and culture behind the organisation.
The opening of Cramlington House coincided with a series of open days for both professionals and the public. This coincided with PR, press adverts and a leaflet distribution to thousands of homes in the vicinity. This attracted overwhelming attendance at the public open day and dozens of follow-up visits to the home.
MHW continues to enjoy a professional relationship with the organisation as it fills beds at Cramlington House and prepares to expand elsewhere.
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