Close strategic partnership proves ‘fully-integrated’ is not just a buzzword
Terms like ‘strategic partnership’ and ‘fully-integrated campaign’ are often bandied around by brand agencies that are eager to attract new business. Our thriving relationship with Coate Water Care is an example of what the REAL thing looks like.
A family care business with seven residential homes, Coate Water Care engaged Jazzbones to replace its outmoded website with a more contemporary portal. While developing their new mobile-responsive site, we also began working on plans to roll out fresh branding and design templates across the company’s whole range of marketing and communications.
Visitors to care home websites tend to be viewing on behalf of vulnerable relatives, so our design remit was to create a welcoming site that reflects Coate Water Care’s own family values and 20 years’ experience caring for people with dementia. We achieved the right tone of voice by combining a delicate colour palette and empathetic images with easy to access details on Coate Water Care’s facilities. Carefully executed SEO also paid dividends. In the six months following its relaunch, website traffic increased by 44% and in one month alone the company’s Twitter following rose by 380%.
Jazzbones continue to manage Coate Water Care’s website, Social media posts and email comms. Our in-house copywriters respond swiftly to care sector news and provide a steady stream of ‘good news’ stories from the client’s seven nursing homes. “Having a professional agency like Jazzbones to manage our website, design our digital communications and generate stimulating news stories is a godsend,” says Chris Smith, Coate Water Care’s co-founder and CEO.
Given that the UK care sector is ferociously competitive and dominated by national chains with huge marketing budgets, we also deploy high-end print to help Coate Water Care get its message across, including handsomely finished marketing brochures. Striking purple covers feature silver foiled logos and a background pattern inspired by vintage wallpaper; again developed to evoke that ‘homely’ feel. We manage the whole production process for the client, too: print specs, proofing, artwork, sign-off and delivery.
When planning Coate Water Care’s brochures we decided that the most effective way to showcase the impressive facilities at the residential homes was a bespoke location shoot. Our ace photographers captured professional models (cast by Jazzbones) alongside care staff as they go about their daily business or sharing private moments with residents. As well as bespoke images for the brochures, Coate Water Care now has magnificent visual collateral for future campaigns.