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Leeds, W Yorks, United Kingdom, 2009/12/22 - Supporting the launch of 3 new Bupa care homes*, creative marketing agency Kanjo, is working with the international healthcare company to communicate how they can support potential residents and their families, in a customer service driven campaign.
A new multi channel integrated approach is being used for this campaign – which aims to promote both the accessibility and affordability of Bupa’s care homes, whilst generating local awareness and driving enquiries to a central helpline. Over a number of years, Kanjo has helped Bupa adapt their marketing to suit the needs of the target audience, and has recently improved response rates by over 100%. The leading creative agency is aiming for a similar success with the care home launches.
Kanjo, the agency behind other big brands such as Interflora and the NHS, have injected their usual fresh thinking approach into the campaign, focussing on how to get Bupa in front of their target audience most effectively. From showing people how to plan for their needs later in life, how to pay for and choose a care home, and how to care for someone with dementia, Bupa have adopted an advisory role to inform and support potential customers and their families.
By offering a series of free guides to tell people everything they need to know about care homes, Bupa is setting out to engage with their target audience in this market through providing advice and guidance.
Louise Walsh, Head of Sales & Marketing at Bupa said: “This is the first time we have proactively launched a comprehensive support programme around the launch of new care homes and now, with Kanjo's help, we have been able to find a new way of communicating with our target audience. In developing new routes to market we are now increasingly putting our customers at the forefront and are more focussed on providing advice and guidance.”
Set up by the five founding partners in 2007, the unique approach of the Kanjo team is a result of experience gained in large agencies such as McCann Erickson, Swamp, and Rapp. Kanjo are using this combined knowledge to its advantage to help clients of all sizes adapt and be smarter with their marketing.
Always on a quest for knowledge, the Kanjo team are constantly working to understand the changing habits of their client's customer. Kanjo Client Services Director, Howard Masters, said: “We help our clients to better understand their target audience. This knowledge then directs our creative thinking to formulate targeted marketing strategies. This is exactly the route we have taken with Bupa, we examined different marketing tools and evaluated which would have the most powerful impact.”
Key services offered by Kanjo are brand development, creative, consultancy, marketing strategy, campaign and project management, and print and production management. For additional marketing services Kanjo have teamed up with a number of selected external partners to provide specialist external skills to cater for individual clients.
*The new care home in Malvern was launched in October, the home in Stratford is to open at the end of November and the Southampton home at the end of the year.
Marketing tools Kanjo used included local press advertising and ads in GP's surgeries and post offices
Kanjo is based in Leeds and was established 2 years ago
Kanjo's other clients include Interflora, NHS, Wells Fargo, Dales Holiday Cottages and Findel
Director biogs available
Case studies available.