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St Vincent’s Care Services

Digital / Strategy / Branding / Photography / Print / Signage

Intro

St Vincent’s Care Services is a leading provider of aged care and retirement services in Queensland, New South Wales and Victoria. They take a holistic approach to quality person-centred care, recognising how growing older and ageing looks different for everyone.

Company

St Vincent's Care Services

Location

Queensland, Victoria and New South Wales

Services

Campaign Creative and Positioning, Web Design, Print, Hoarding, Photography, Email Marketing, Press, Facebook, Direct Mail, Google Display

Problem

Challenge

St Vincent’s Care Services’ existing brand wasn’t strong enough to reflect their exceptional quality of care. The brand needed to be elevated rather than reinvented. It needed a super clear marketing message – more enticing than the competition and able to attract the right audience.

Whilst the initial challenge was to develop a new brand position, the ongoing task was to interweave that into a creative strategy and campaign creative for the launch and promotion of different residential facilities, each with its own unique character.

Above all, St Vincent’s Care Services needed a flexible and agile creative agency that would always come to the table by creatively meeting the brief and delivering as promised.

Thinking

Strategy & Approach

Knowledge is power, so a thorough competitor analysis was undertaken to ensure the elevated brand would be competitively unique. This included in-depth research and identification of the target audience. The existing brand was then given new life in four key ways:

  • A new positioning line and supportive copy. Something that would speak to the heart of the audience and create instant perception of a premium service with specialised care.
  • Badges of honour to instantly communicate the unique value proposition. Icons that spoke volumes without clutter.
  • A creative strategy reflective of a premium offering. Colours, fonts and imagery that seamlessly emphasised quality care.
  • New compelling and evocative photography. True representation of facilities, carers and residents for personal and meaningful storytelling.

Result

Final Experience

What icreate.agency brought to the table blew everyone away at St Vincent’s Care Services. Not just by exceeding expectations and outshining competitors, but through the quality and professionalism in which everything was delivered.

The new brand positioning first brought success to the launch of Heathcote, a welcoming and supportive aged care and retirement community in the same-named leafy suburb of Sydney. icreate.agency was then engaged to carry the brand into the launch of Kew in Victoria, a premium aged care facility designed to set a new benchmark in aged care living.

Overall, the clearer brand position, targeted creative strategy and strong agency relationship enabled St Vincent’s Care Services to significantly improve its own quality of work across all campaigns.

See what St Vincent’s had to say

“… the overall quality of work significantly improved, there was not so much going back and forth anymore either, and it was really interesting to see how you guys created these really different designs, but they still stayed within our branding guidelines.”

Isabella — Marketing and Communications Co-ordinator – SVCS

 

Play

Badges of honour

These badges were proposed as an excellent way to succinctly demonstrate the history, experience, value and authority of St Vincent’s Care Services. They can easily be applied to any creative to powerfully communicate their unique value proposition.

Understanding the customer journey

For Kew, a functional website was needed to drive customer enquiry and resident placement. This was effectively achieved by walking customers through a tried and tested customer journey. A website that clearly says “it’s not us, it’s you”. Each section of the website had a clear purpose, from piquing customer interest to emphasising traditional pain-points, and reinforcing a beneficial new offering. The design relied on strong images to illustrate services and drove engagement through clear calls to action.

VIEW LEAD CAPTURE PAGE

“If you need to take the stress out of the work you’ve got at the moment, talk to icreate.agency”

James — head of marketing and communications – SVCS

New photography demonstrates quality of care and resident satisfaction

The true personality of a brand can only be achieved by getting up close and personal with it. icreate.agency art directed a photoshoot to feature the genuine St Vincent’s Care Services lifestyle. Residents and carers were captured, demonstrating the high quality of care provided, and the variety of rooms, amenities and experiences specific to a particular location.

 

e-Book lead generator converts high qualified leads

A lead generator was developed in the form of an e-Book to drive and qualify leads, position SVCS as the industry leader, and guide customers through the enlightenment phase of the relationship.