1. Anglicare Australia National Conference 2017
Aged Care Services – Partners for Life
Presented by:
Amy Osborne, Senior Manager – Media, Brand and Advocacy
James Bardsley, Head of Community Aged Care

2. Sneak peek at dad daughter TVC…

3. OUR DILEMMA Market research in 2016 showed:
High general awareness of AnglicareSA
Not well known as an aged care provider

4. A diverse and broad range of services
= very diluted message

5. INDUSTRY CHANGES: Cluttered, busy aged care services marketplace
Numerous new providers
Home care services becoming deregulated
Move towards client directed care
Funding with customer rather than provider
Customer choice
People encouraged to stay in own homes

6. Aged Care – Anglicare SA’s largest portfolio:
Residential Aged Care / Memory Support / Palliative care
Home Care
Allied Health
Retirement Villages
Daily Respite
Transitional Care
Advocacy

7. How to get noticed?
What to do next

8. NEXT STEPS Tender process and agency selection Competitor analysis
Importance of key influencers, particularly adult children

9. KEY TARGETS Primary target – adult children of aged care consumers
Secondary audience – aged care consumers

10. CAMPAIGN FOCUS
Importance of love, family connection and trust when talking about need for aged care services
Partners for Life – acknowledged the partnering role AnglicareSA plays in lives of customers
Allied Health and Home Care Services

11. LEAD UP TO CAMPAIGN LAUNCH
Stakeholder consultation and communication

12. TIME TO LAUNCH
Concentrated intensive campaign over an 8 week period during April and May

16. AN OPERATIONAL PERSPECTIVE
Industry changes
The problem to be solved
Operational changes required in conjunction with marketing campaign

17. THE NEED
To provide consistent and timely information to people enquiring about services
Potential customers making service provider decisions based on customer service received at first contact

18. WHAT DID WE DO? Created 1800 number
Placed the right people into customer support roles
Aligned advocacy support with customer needs

19. Mother / son version of TVC…

20. RESULTS ACHIEVED
Raised attention of wide audience in a cluttered marketplace
Increase of 3,500 visitors to our website compared to same time last year
Total reach of television ads alone to key targets (people aged 40-64) was more than 400,000
Regarding frequency, 66 percent of those 400,000+ people would have been exposed to TV ad three or more times

21. RESULTS ACHIEVED (cont)
Nine Digital (nine.com.au) advertising resulted in 4,000 people clicking on campaign video or tile advert – and 3,000 of those accessed campaign landing page
Facebook adverts resulted in 1,200 people clicking on the campaign video, and 900 of those accessing campaign landing page

22. RESULTS ACHIEVED (cont)

23. RESULTS ACHIEVED (cont) • Home Care added 31 new clients
• Increase in Residential and retirement unit enquiries from new and existing customers
• New customers asking for support from Aged Care Advocate to navigate the aged care system
• Requests for new services (Partners for Life)
• Valuable intel on other providers

24. WHERE TO FROM HERE? Ongoing marketing activity
Further operational changes

25. THANK YOU FOR LISTENING
Any questions?