Digital Marketing – Anchor-Hanover

During an eight-month period I took on the role of Marketing Volunteer at Anchor-Hanover\’s Gills Top care home in Grassington. Whilst there, I planned, designed and implemented various marketing communications in collaboration with Andrea Smith (Home Manager) and her team.

Research:
Through research into the industry, the general issues revealed were the negative ideology that care homes posses and the increase in popularity of home-based care. Through a consultation period with Andrea, the main issue the home was facing was one of low occupancy. In terms of marketing, the home had a huge lack of awareness within the local community of Grassington, and in-effective social media presence and strategy and issues surround generic and ineffective print communications materials. These issues were tackled individually.

Content Created:
This included two post-card advertisements designed by myself and distributed via post to over 11, 400 households in the Grassington Area, the design and printing of a brand new 12-page brochure and a reimaged social media presence, the design of a Christmas card (with permission from a local artist) for distribution to Grassington\’s local businesses\’ and a redesigned social media presence.

Results:
The result of my involvement in the care home increased enquiries, an increase in the occupancy by nine new permanent residents (paying £860 per week per resident) and a more stable stream of respite customers. In terms of social media, a new design and strategy were created, increasing the reach by over 8,400 impressions compared with before restructure. Awareness within the community was also improved significantly.

Instagram Account


I created a theme and content for Anchor-Hanover’s Gills Top care home, featuring images from the care home interior and exterior, members of staff and quotes from guests and residents.

Instagram Account Image

Design Work: Ready for Winter Guide


As part of my graphic design work at Anchor-Hanover, I designed a flyer that promoted the ‘Getting Ready for Winter Guide’ produced by the company. This flyer was distributed to local healthcare businesses and other Anchor-Hanover non-residential properties, as a method of non-direct promotion.

Design Work: Ready for Winter Guide Image

Design Work: Door Plaque


As part of my design work at Anchor-Hanover, I was tasked to refresh the door plaques on each of the resident’s rooms. With integrated marking communications in mind, I designed door plaques that conformed with the theme used in other promotional campaigns for the home, for instance: social media, advertisement postcards, brochure.

Design Work: Door Plaque Image

Design Work: Advertisement Postcard 1


Acting as a strategy to address the issue of lack of awareness within the local community, both myself and the home manager agreed to produce an advertisement postcard.

I designed the postcard to incorporate the differentiating factors of the home, i.e. the staff, the setting and its awards/ratings. The postcard was printed and distributed by post to over 11,000 homes within a 10-mile radius of the home, resulting in nine new permanent residents (paying £860 per resident per week) and a more stable stream of respite customers and general enquiries.

Design Work: Advertisement Postcard 1 Image

Design Work: Advertisement Postcard 2


Acting as a strategy to address the issue of lack of awareness within the local community, both myself and the home manager agreed to produce an advertisement postcard.

The previous postcard was focused on the differential assets the home’s features: staff, the building and awards. This second postcard would focus on the residents and their experience within the home itself. Nina, a resident of Gills Top, volunteered to be apart of this postcard and wished to express that she was happy at Gills Top and able to carry on with the things she enjoyed – in Nina’s case this was painting.

This postcard increased general enquiries at a time of year where enquires were expected to be low.

Design Work: Advertisement Postcard 2 Image

Facebook Business Page


I created a theme and content for Anchor-Hanover’s Gills Top care home, featuring images from the care home interior and exterior, members of staff and quotes from guests and residents.

Facebook Business Page Image

Portfolio Details



Portfolio Categories


  • Business
    • Business Development
    • Business and Administration
  • Design
    • Branding
    • Business Cards and Stationery
    • Flyers and Posters
    • Graphic Design
    • Illustration
    • Interior Design
    • Logo Design
  • Interpreting and Translation
    • Copywriting
  • Performance
    • Creative Direction
  • Sales and Marketing
    • Advertising
    • Promotion
    • Social Media Strategy
  • Web and IT
    • IT and CAD