To formulate a marketing plan to locate and market to potential service users for a national in-home care brand.
Client had traditionally steered marketing towards end service users only.
Our targeting models identified an additional audience, selected family members that are looking for care on behalf of relatives.
The targeting model was expanded to include both groups and target rich areas were selected for campaign delivery.
Feedback from initial tests showed a significant uptake. This led to a secondary campaign to recruit staff to cope with increased demand, with both campaigns being rolled out nationally.
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