Vasey RSL Care

CASE STUDY: Stakeholder engagement and market research of clients, residents and families and the ex-services community.

Ellis Jones  •  Monday July 8, 2013
Branding  •  Health & Ageing


Vasey RSL Care (VRSLC) was created when Vasey Housing Ltd merged with RSL Care (Victoria), bringing together the rich history of the War Widows’ Guild and the RSL. Today, VRSLC has over 400 employees across five residential aged care facilities and community care services as well as independent living accommodation.


The ex-services community is changing, with fewer veterans that have more complex needs. VRSLC has a very strong care proposition for the broader community, particularly older people who wish to connect with history and heritage later in life. VRSLC is undertaking a comprehensive stakeholder engagement to understand the expectations of current clients, residents and their families and the broader ex-services community, in order to build a sustainable business.

“The work completed by Ellis Jones provided lucid insight into who we are and what our organisation represents. We now have a clear understanding of what our customers want, what we should offer them, and who we need to reach. This landmark project has made us proud of who we are and what we represent. We are much more confident in the decisions we are making and the stakeholder engagement, marketing and internal communications activities we are implementing.”
– Janna Voloshin, General Manager – Residential Services, Vasey RSL Care


Applying the agency Research as Engagement methodology, consultation extended to in-depth stakeholder interviews across the RSL and ex-services network complemented by a survey of over 1200 clients and family members. The project was named Together Tomorrow to emphasise the future path VRSLC shares with the communities it serves. Assessment of other RSL community care providers nationally was undertaken to identify program opportunities and benchmark activity. Internally, surveying and employee focus groups discovered what VRSLC means to employees and how the organisation can better engage with community members on the ground, as part of everyday care delivery.

Ellis Jones communicators are assisting in development of a well articulated brand and integrated communication strategy. Our design and web development team has also built a website supported with content to connect the company to new employee networks, stakeholders and families.


Ultimately, the intelligence gained and planning put in place will ensure VRSLC not only finds new ways to connect with the families it serves today, but moves ‘Together Tomorrow’ with the ex-services community, ensuring its services adapt to changing needs and expectations. We are honoured to play a role.

The research also helped inform the development of VRSLC’s new website.

Talk to us about aged care market research, brand identity and integrated marketing strategy.

View more work with Vasey RSL Care.