For one of Australia’s largest care providers, who is changing lives on a daily basis, a campaign of the same calibre was the only option.

Learn more about this project

Challenge

With operations in the full spectrum of diverse communities, 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.

Response

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.

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.

The Possible campaign centred 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.

Just Better Care franchise owners and staff were also targeted using digital activations, to create brand awareness, brand advocates, and draw people to a career in the community care sector.

Outcomes

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 per cent.

Possible starts with Alyson and Just Better Care

false

“The commitment that the Ellis Jones team shows is outstanding, bringing structure, evidence-based reporting and professionalism to each marketing initiative at a national and local level. They have proven themselves to be market-leaders and a great support to the Just Better Care marketing department.”

Alison Chandler, COO

3.2k

The Possible microsite outperformed all KPIs, achieving 3,200 visits and a conversion rate of 32.75 per cent.

71k

Throughout the six week duration of the campaign, videos received 35,862 engagements, and 71,383 views.