Outsmart are delighted to unveil our newest project, a new responsive website for Turfcote Care & Nursing Home.
Set in 2 acres of beautiful Lancashire countryside Turfcote combines the character of an elegant manor house with modern sympathetically designed conveniences that enhance the comfort, quality of life and ease of access for their residents. Turfcote offers individually tailored care services including; personal, nursing, respite and day care along with a separate unit that specialises in dementia care.
The current management have been successfully operating Turfcote as a care home since 1996 without previously investing in any advertising. However new competitors have recently arisen with aggressive marketing strategies and it became apparent to Turfcote that they needed to step up their marketing in order to continue to offer the high quality of service they are known for.
This has provided Outsmart with the privileged opportunity to begin marketing a company from a fresh start. When we started the project Turfcote didn’t even really have a brochure, let alone a proper brand, website or integrated marketing strategy. We had a blank canvas to work with which was both a challenge and a fantastic creative opportunity.
In terms of creating a proposition for Turfcote the biggest issue was that fundamentally we were selling a service that nobody wants. People may need the services of a care home but many people resist this fact and only go to a care home as a last resort. It is certainly possible to market an unpleasant but necessary product but the brief for Turfcote was to increase the amount of self referrals to the home and that meant emphasising how moving into a care home was a positive life change.
That seemed to be a difficult challenge, until that is, we met Jim.
Jim Page has worked as the managing director of Turfcote since 1996 in which capacity he has developed the home from strength to strength. Under his watch Turfcote has become an accredited cadet school and centre for excellence with Via Training, it has met all CQC standards and become a band 1 preferred provider for Lancashire County Council. Jim is even presently building innovative new lounge dining rooms that have been designed according to the latest research in dementia to improve the quality of life for people with memory loss.
Jim Page is instantly likeable and talking to him one cannot help but be affected by the passion he clearly feels for his job. He is full of stories and talks eloquently and emotionally about the people that have come through Turfcote and how he’s helped them.
After meeting Jim for the first time the team came away knowing exactly what we needed to do to sell Turfcote. Our proposition was Jim Page. If we could capture the excitement and commitment he feels about what he does and convey that to the target audience then Turfcote would sell itself.
Combining Jim’s own words, his passion and his conviction with effective design, stunning photography and clever SEO we’ve created website that we’re very proud of. In structure and in content it tells a story that’s a lot like visiting the home and meeting Jim. It starts by introducing you to the house, the gardens and the facilities letting you take in the attractive period features and landscaped grounds. It then moves onto the need to know information such as what care is offered. Next it assuages some of potential concerns such as cost, turning the question round so that rather than looking at the cost the customer spends they instead see all the benefits they’re getting for that price and all the ways they can reduce it and access funding. Finally it tells the stories of the residents, staff and family at Turfcote and why everyone who has stayed there considers it a warm, wonderful and welcoming place.
The website and branding design only marks the beginning of Outsmart’s relationship with Turfcote as it is the first part of an integrated marketing campaign that will eventually include new brochures, advertising and social media activity and already initial results are promising.
You can visit Turfcote yourself at www.turfcotecarehome.co.uk
To find out how Outsmart could deliver an effective integrated strategy for your business Call 0113 859 1688 or email firstname.lastname@example.org