Tasked with moving the focus of Carewatch Bromley’s business from the public to the private sector, we reviewed all current communications and put together a multi-channel strategy for the coming year.
Taking into account environmental and social factors the strategy includes a range of media – from broad to highly targeted – including non-traditional channels such as elevator doors, taxi seats and branded mugs in local cafes! All the way through to the more traditional bus backs, 96 sheet posters and local press. Oh, and don’t forget the mainstay of any good campaign – their web presence, now live at www.carewatchbromley.co.uk
The real challenge was in changing the publics perception of a brand fixed firmly within a prescriptive, task oriented sector. A much more positive, outcome based solution was required. One where an end product of independence, health and enablement takes priority over the shopping list mentality of services provided.
The answer – an emotive offering that distinguishes itself from the competition by its supportive and human approach. Tone of voice and graphical language were key. Large, positive images dominate the main media space and by using a palette that was warm and expansive (whilst still tipping it’s cap to the brand’s core elements), we added depth and scope, not just to their online but to the future use of an array of channels. Behavioural habits and cognitive load were obviously taken into account for the website, and along with a healthy focus on SEO, these were combined with a confident tone, grounded in sensitivity, respect and independence.
We’ll keep you posted on how the campaign develops – looking forward to getting those BIG graphics out there ; )
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