THE BRIEF

At the time of our engagement, Carechoice operated 12 nursing homes in Cork, Waterford and Dublin. The objective for Springboard’s communications campaign was to strengthen Carechoice’s reputation through external and internal communications. To position Carechoice as the nursing home brand in Ireland for residents and employees.  The group had purchased and/or developed a number of nursing homes and wanted to cement the brand in each home through employee advocacy, media relations and digital engagement.

THE EXECUTION

Springboard became the outsourced media office for Carechoice, managing all proactive and reactive media relations. Springboard also activated their online profiles and developed and managed content across their owned platforms including their website and social media.

Springboard created a weekly blog for the website with keywords built-in to ensure SEO. Springboard managed Carechoice’s social media, posting daily and engaging key influencers and organisations, including nursing organisations and national healthcare organisations. Springboard worked to improve the organisation’s thought leadership, securing online guest articles for key staff and partner medical experts in targeted outlets. Springboard also developed an internal communications strategy to ensure employees understood the objectives of the organisations and were kept informed of key updates. This included developing and editing key content for staff email updates and newsletters.

THE RESULTS

• Cemented the Carechoice brand in homes newly joining the group.
• Developed a messaging matrix for all the homes to ensure a consistent tone of voice
• Springboard managed all media engagement across traditional and online outlets both reactive and proactive.
• Nearly 200 new visitors were redirected to the Carechoice website, on average each month, as a result of the blogs which were shared on social media.
• Springboard successfully increased engaged users on Facebook by 36% per post.
• Engaged and managed key stakeholders including developing communications’ strategies with experts in key fields such as dementia.

If you would like more information on how Springboard Communications can help you meet your communications objectives, contact info@springboardcommunications.ie