Taking a health recruitment platform from tech start-up to market player.
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Newly is a digital platform connecting care and support professionals with the people who need them.
Following a year of industry testing and development, Newly was ready to launch into the market.
The company needed to create a greater awareness of its competencies and service offering among current and potential industry clients. Newly also needed to build its database of nurse and carer registrants.
Ellis Jones produced an integrated digital marketing, content and brand identity strategy.
Tactics included SEM, SEO, social media marketing and referral marketing via company-owned channels. Seasonal campaigns targeted carer registration.
To attract major care providers, a workshop program was developed. In addition, data from the platform was used as an incentive to trial Newly services. A research piece was co-designed and published with major international firm, Pearson.
Leading superannuation form, Hesta, was brought on as a major partner for digital advertising and communications.
The new logo and visual identity are unique in their humanisation of the tired ‘tech’ design genre. A loose, brush illustration approach to imagery, along with direct and authentic photography set the tone for a contemporary, human brand.
Applying UX methodologies, the website front end was developed to appeal to three target audiences; care and support professionals, aged care and disability support providers, and individuals and families.
With an immediate need to engage with providers, our work supported the activation of a nimble relaunch strategy including an eDM design and marketing collateral.
Newly enjoyed a surge in interest from major aged care providers and month-on-month increases in carer registrations.
Clearly a challenger brand with significant momentum, Newly was acquired three years after it was founded by a major company.