With 1,800 Support Professionals and over 4,000 customers in 1,200 cities and towns, JBC has an incredibly diverse customer base and range of marketing activity occurring in local communities.

To appeal to a broad spectrum of Australians, the campaign needed a variety of applications and a staged approach – beginning with internal activation, quickly followed by outreach to customers and referrers, before a national digital campaign.

Ellis Jones proposed a compelling, but simple campaign that focused on evidencing the organisation’s competitive advantages. The overarching goal of the campaign was to (re)launch the Just Better Care brand identity to new and existing target audiences, increasing brand awareness, understanding of services and customer referrals to the owner network. This was achieved by:

• Applying research on barriers to care, the concept of ‘possible’ was developed into a compelling campaign that increased awareness of Just Better Care and its services among target audiences, at the national and local level.
• Centering the Possible campaign around the development of a clear digital customer pathway via an online microsite hub, with support from offline activity such as radio advertising and direct marketing. The digital activations served to create clear pathways for customers and referrers to access information.
• Targeting Just Better Care franchise owners and staff using digital activations, to create brand awareness, brand advocates, and draw people to a career in the community care sector.

Ellis Jones’s creative development was critical to driving the success of the campaign with innovative concepts that were unique and stood out from the competitive market.

A number of key performance indicators were used to measure the success of the campaign. Microsite visits, eDM sign-ups, social media engagement and mainstream media activity were all monitored throughout the six-week duration of the campaign:

• Videos received 35,862 engagements, and 71,383 views.
• Phone calls and enquires to Just Better Care all increased, supported by the radio advertising used during the campaign.
• The Possible microsite outperformed all KPIs, achieving 3,200 visits and a conversion rate of 32.75 percent.