CASE STUDY: Developing a Facility Marketing Model.
With 14 facilities in Melbourne and Brisbane and over 1000 staff, Arcare is a top 10 Australian residential aged care provider. The company’s focus on management systems has seen the rapid growth of a profitable business in one of Australia’s toughest industries and attracted acquisition interest from the nation’s largest corporate health companies.
Arcare offers a complete range of aged care services, including low care, high care, dementia and Extra Services. In 2007 Arcare Greenhill opened in Epping. Originally offering low care and high care services, Arcare Greenhill was undergoing a transition from high care to Extra Services. With competitors in the Whittlesea City Council area, a strategic approach to aged care marketing was required. Ellis Jones was commissioned to develop a Facility Marketing Model which channeled localised market research into a strategic marketing communications plan.
As a pilot, the communications plan has been designed for use by Arcare’s marketing team to boost occupancy at the Greenhill facility via an integrated, multi-channel approach. From the information gathered, Arcare will be able to determine and segment its target market, where they congregate and the most effective methods of communication and engagement.
We were very impressed by Ellis Jones’ professionalism and the extensive research they conducted to deliver a sophisticated marketing model which can be adapted to each of the communities within which we operate.
Greg Gilbert – Arcare, (former) General Manager Corporate
To assist the investigative stage, Ellis Jones developed a family and residential survey which helped identify a number of factors, such as where residents first found out about Arcare, what they most like about Arcare, which suburb they lived in before moving to Arcare and their cultural background and spiritual beliefs.
Analysing the results and matching them against a range of other inputs, Ellis Jones was able to locate the most popular social groups in the top three catchment suburbs as well as the most popular cultural and faith community groups and sport clubs. Ellis Jones also identified additional health and government stakeholders.
A marketing material audit of Arcare and its competitors within Whittlesea LGA revealed Greenhill had key points of differentiation which can be mapped to market need.
The full process will be repeated at all Arcare sites, ensuring the most sophisticated approach to attracting, admitting and building relationships with residents and families.
We’re confident the model developed for Arcare is the most sophisticated currently in practice in Australian industry.