Direct
Westhorpe Hall Residential Care - Marketing and promotion
Creating a valuable care home u.s.p.
Situation
- In late 2012 Three Arches Care Ltd (TAC) took Westhorpe Hall, a failing care home over. Since that time the home has steadily upgraded its facilities and services, enlisted professional care staff and invested in training. For these efforts Westhorpe Hall was rewarded with full Care Quality Commission compliance in the summer of 2014.
Marketing and promotion
- As part of this upgrading programme TAC management decided it ought also to invest in a marketing and promotional makeover.
Response
- VA was duly appointed in May 2014 and, on completing a reasoned marketing plan for TAC and specifying its communications strategy, the care home was provided with its first logo, reflecting Westhorpe's Tudor heritage.
- This branding then featured on the home's website.
- There is also a suite of nine information sheets, a DL flyer, plus a prestige 12pp brochure and the Hall was formally re-launched early in 2015.
Results
- In the course of developing the marketing plan it was appreciated that the curative powers of Nature are now generally acknowledged and thus that access to wildlife was seen as a real benefit in the UK health field.
Unique opportunity
- Whilst preparing this plan the VA consultant recognised that as Westhorpe Hall was situated on a Suffolk farm with a creditable biodiversity record, and with its director in charge being an experienced bird ringer with many connections to naturalists, that this care home was extraordinarily well placed to offer its residents access to the farm's wildlife.
Value Added
This is a genuine u.s.p. in the care field which, coupled to the site's fascinating Tudor history, provides this small care home with a unique distinction and an opportunity to be regarded as an attractive local care resource.
