Emmy Monash

CASE STUDY: Embedding community in care and communication.

Ellis Jones  •  Sunday January 6, 2013
Health & Ageing  •  Marketing & PR


Emmy Monash is a multi award winning, not-for-profit aged care provider delivering high quality services and accommodation to Jewish Melburnians.


In 2011, Emmy made the decision to apply for more beds and build a state-of-the-art facility on an adjoining site in Caulfield. Soon after receiving a bed allocation, leading Australian architects Bates Smart were appointed to design the new facility, a first for the firm best known for its highly regarded Royal Children’s Hospital project in Melbourne.

Emmy Monash has very strong links to the community, established over 60 years service. As it prepared to take this major leap forward, the Board and Executive appointed Ellis Jones to assist with co-design research, community and stakeholder engagement, and aged care marketing.

Responsibilities included:

  • Research with older community members, leading Jewish organisations and employees to co-design the aged care experience and inform interior design
  • Integrated marketing and communication strategy (including an issues management plan)
  • Shape Tomorrow, community engagement and consultation plan
  • A new website
  • Concept, design, editing and production of the company Annual Report.
  • Branding and positioning


Intensive consultation covered surveys, focus groups and key stakeholder interviews. This led to the development of a brand and key messaging that reflects community needs and likes, assisting the company in its efforts to ensure contemporary Jewish life continues unabated inside the facility. The integrated aged care marketing strategy used research and engagement insights for branding, public relations, government relations and employee communications.

“Ellis Jones enabled us to not only achieve our fundraising goal, but to ensure that with every communication our brand essence was reaffirmed and optimised.”

Debbie Jacobs – Communications Coordinator, Emmy Monash Aged Care


The new website includes functionality to boost online communications and accept donations which are critical to the ongoing achievements of the company. A range of strategic initiatives are ensuring connections established during consultation become long standing and mutually beneficial relationships into the future, with many operational benefits as a result. Ellis Jones’ community engagement, public relations campaign and Board advice was instrumental in the successful effort to get town planning approval for the new development.

We are confident this project has set new benchmarks in aged care communication.

Find out more about our aged care services. Download a brochure.