Barchester Healthcare

Transcription

1 WOW Template Book Barchester Healthcare Sales & arketing aterials

2 Exciting news! The WOW template book contains a variety of approved marketing materials to choose from in order for you to successfully market your home s stylish new look. The template book also contains a task planner alongside explanations of key actions. Please work alongside your Divisional Sales and arketing anager to complete the marketing activity for your home and do not hesitate to contact either them or the arketing Team. Contents 2 5 Prior / During refurbishment work 6 Gaining positive media coverage from your WOW refurbishment 7 12 Following refurbishment work (including open days) 13 WOW sales and marketing task planner WOW sales and marketing task activity explanation 1

3 Prior to/during refurbishment work Letters All collateral in this section marked with a * is obligatory and should be ordered by you no less than 3 weeks before refurbishment works begin. All text can be found on the WOW section of the intranet. 1 Blank letter (for use as works begin) 2 Blank letter (4 weeks before completion) * Letter to Family and friends To go out to family and friends of residents 2 weeks prior to work beginning * Letter to CQC To go out to the CQC 2 weeks prior to work beginning Letter to Neighbours To go out to those who live nearby and may be affected by works Letter to Enquirers For enquirers where relevant * Please order blank letter template from Fluid, then copy and paste relevant content from the intranet before sending out * This editable blank letter is to be supplied to family and friends once you have a confirmed completion date 2

4 Prior to/during refurbishment work Informing people in and out of the home 3 A3 poster Changes are coming 4 'Refreshing new look' vinyl banner 3x1m vinyl banner (optional) 5 'Stylish new look' vinyl banner * A3 poster to be displayed around the home for residents and family to see. If you require additional copies please contact arketing Alternative 3x1m vinyl banner (optional) 3

5 Prior to/during refurbishment work Informing people inside the home 6 A2 floor plan boards 7 A4 photo boards Reference to works to be done around the home for residents, family members and staff (optional). Boards that show the colour scheme and style of the refurbishments taking place. Will give residents, their families and staff a better understanding of how their home will look after refurbishments are completed (optional). Photos available are dependent on the chosen colour scheme and areas of the home being refurbished (i.e bedroom, salon, dining room) 4

6 Prior to/during refurbishment work Informing people inside the home 8 Large information pull-up banner 9 Pull-up banner for refurb area * 800x2000mm pull-up banner. This is to be moved around and placed in areas as they are being refurbished. You may require more than one printing. * 1500x2100mm pull-up banner for reception area 5

7 Gaining positive media coverage from your WOW refurbishment Your home s WOW refurbishment is a good opportunity to generate positive coverage in your local media. If you are holding an event or open day to celebrate the completion of your WOW refurbishment, please inform local media using the press release template titled WOW refurbishment pre-event. The template can be found on the PR section of the Intranet in the Press Release Templates folder. You will need to fill in the signposted gaps before sending this out to the media. Please then follow up with a call to invite media to your event. The template titled WOW refurbishment post-event can be completed and sent out after the event/open day, along with good quality photos of the day. If you would like any help or guidance with generating positive coverage, please call illi Pithie on and she will be glad to help. 6

8 Following refurbishment work Internal events 10 Internal event invites and posters Front Back Internal event invite (to send to residents etc) A3 poster to be displayed around the home 7

9 Following refurbishment work Open Day literature You can order other Barchester promotional items for your open day either on The Printers website or through the arketing Team in Chelsea 11 Internal event invites and posters Front Back Open Day invite (to send to people on the database, these will be supplied with envelopes) A3 poster to be displayed locally 8

10 Following refurbishment work Open Day advertising The adverts on this page are examples of typical layouts, your advert may differ slightly depending on the size and orientation of the advert booked. 12 Open Day advertising Let s Celebrate! Laurel Bank Care Home has a stylish new look! We invite you to join us on: Friday, 19th June 11am 6pm Join us for our open day to see our new interior for yourself. Our friendly care team will be on-hand to give tours of our care home. Our General anager will be available to answer any questions about our wide range of services including: Nursing care Residential care Respite breaks Why not take this opportunity to experience our fantastic hospitality? We look forward to welcoming to you. Laurel Bank Care Home Westbourne Road, Lancaster, Lancashire, LA1 5EF Tel: Full-page 265x340mm advert example Half page 340x170mm advert example 9

11 Following refurbishment work Launch Advertising The adverts on this page are examples of typical layouts, your advert may differ slightly depending on the size and orientation of the advert booked and the number of suitable refurb photos available. 13 Awareness and general advertising A5 half-page advert x2 refurb images A4 full-page advert x3 refurb images A4 full-page advert x6 refurb images 10

12 Following refurbishment work Door drop 14 Launch door drop A5 door drop leaflet Option 1 Option 2 Text will depend on the extent or volume of works taking place Fluid/arketing to decide 11

13 Following refurbishment work External signage 15 Vinyl banner - 'Pop in and see' 16 Vinyl banner - 'Come and see' 3x1m vinyl banner Alternative 3x1m vinyl banner 17 Vinyl banner - Open day event 18 agnetic minibus vehicle sign Come and see our stylish new look! Thursday, 23 rd July pm Tel: Join us for our open day to see our new interior for yourself! 3x1m vinyl banner 500x200mm magnetic sign 12

14 WOW sales and marketing task planner Assigned to: Week 4 Week 3 Week 2 Week 1 Start date Confirmation of completion date Completion Open Day Order external banner Order internal banner eeting with relatives and staff Letter to residents, family and staff confirming start date for work Letter to CQC explaining works Work starts Press release Start home blog Start home daily progress photos Follow-up letter Letter to residents, family and staff updating progress Confirmation from Property of Project completion date (C-2 week) Finalise launch event date Develop media plan Start customer service training Letters to residents and families advising them of completion date and invite them to the internal party Work completed Photographs Film 360 Go live with TV in reception Internal party Press release including details of open day All creative work incorporating photos confirmed Update website Complete new brochure Communications activity with outside community Prospective enquiries Open day, launch event, PR activity, local press, local community Post completion review of achieved rates and proposed rack rate G (supported by DS) G (supported by DS) G (supported by DS) G (supported by DS) G (supported by DS) PR Chelsea G (supported by DS) G (supported by DS) G (supported by DS) G (supported by DS) G (supported by DS) DS / Chelsea (with G) S & Projects G (supported by DS) Chelsea Chelsea Chelsea G (supported by DS) PR Chelsea Chelsea Chelsea G (supported by DS) G / DS G / Home sales team All Ops 13

15 WOW sales and marketing task activity Key: = andatory O = Optional /O What Why When Who Put in place the following promotional materials: External vinyl banner Internal pull-up banner banner Reception A3 posters Reception It is crucial that we have clear lines of communication at the very outset of the project as to what we will be looking to create in the home. Banners will be delivered to you two weeks before the start date G working closely with DS Hand out letter to residents It is crucial that the residents are aware of the works starting before they actually begin. Templates have been produced for you, just drop in names. Suggest two weeks before start date G working closely with DS ail out letters to relatives / next of kin Use the invoice run as a means to send out letters to relatives / next of kin It is crucial that relatives are aware of the works starting before work actually begins. Templates have been produced for you, just drop in names. Suggest two weeks before start date G working closely with DS ail out letter to on-going enquirers Use the letter to enquirers as a means to make a next step call to families and to invite them to look at plans. At least two weeks prior to start G working closely with DS O Set up a meeting with residents and relatives (If you decide to do this you don t need to send a separate letter to your residents/relatives etc) Use the invoice run as a means to send out letters to invite folk to the meeting Place posters in reception and around communities Send letter out to residents and relatives Send letter out to enquirers Whilst designs have been agreed it is vital that residents and our families feel they are fully informed as to the detail of the works that will be completed. It is also crucial that our on-going enquirers are aware of the investment that is being made into the home. eetings should be held no later than two weeks prior to start date G working closely with DS 14

16 /O What Why When Who Prepare Press Release (see intranet) The WOW refurbishment which your home is about to enjoy is great news for the home and should be shared as widely as possible. Issue the release to as many of your press contacts as possible and ensure you follow up to assess the level of interest and likely coverage. Remember to add details to your own website. At start of works G working closely with DS O Start Home Blog to include pictures Having an on-line blog will raise even more awareness of the works across the external network. Use your own website as an additional resource to share. WEEKLY Home level At the start of the project take a full set of before works began pictures Ensure these are updated weekly. ake a note of where you stand and ensure you capture the same shots each time. Please try to avoid using mobile phone cameras Being able to show new enquiries the work we have completed sends a really strong message to them about our commitment to improving the lived environment. These pictures can be used later as a picture board and can also be used at the Open Day once works are completed. WEEKLY Home level Contact your DS to agree dates for the delivery of Customer Care, Telephone Enquiry and Showround Training It is crucial that ALL staff complete Customer Care and Telephone Enquiry Handling. Those involved in family meetings should also attend the Showround Training. Please contact your DS to arrange an appropriate number of sessions to ensure this is achieved. 3 4 weeks prior to completion. At the worst, upon completion DS Follow up letter to residents and relatives of progress being made It is crucial that we communicate regularly with residents, relatives and other visitors. Once you have confirmation of completion date, use the template shown in this pack to confirm details and mail/hand out as appropriate. 4 weeks prior to completion Home level 15

17 /O What Why When Who Finalise Launch Event details Liaise with the contractors to seek confirmation as to the completion date Your official Launch Event date should be around 6 weeks after scheduled completion ake contact with your DS and RD to agree a date Agree format for the day and establish who will officially open the facilities Discuss and agree how the event will be promoted, including to professionals FAIL TO PLAN AND YOU PLAN TO FAIL! You need to give yourself and your team enough time to plan an event that will successfully celebrate and launch completion of the work. Consider who will officially open the facilities and the format for the day. Consider having a small team within the home tasked to bring the event together which includes hospitality and admin. Advise Chelsea of the date of your event and any timings / catering / entertainment etc. Agree date 4 weeks before completion of works looking to hold an event around 5 weeks after final completion G / Home team working closely with DS Finalise details for internal party This will be an event for our residents and their relatives to thank them for their patience and to celebrate the new facilities. Use the invite shown in this pack once you have decided on a date. See above G / Home team working closely with DS Contact Chelsea to confirm Launch Date Event and request the edia Plan Using a variety of mediums, the Chelsea office will create a media plan that will successfully and comprehensively promote the investment your home has received. It will celebrate the works and promote the home to the largest audience possible. This will include newspaper adverts, door drops etc. 4 weeks before completion G / DS / Chelsea Create sales and marketing action plan to promote launch date This action plan should include all possible referral sources, plus of course on-going enquiries and professionals who are connected with the home along with key members of the community. It should also include a whole range of collateral including pre releases, posters, invite, leaflets and letters. 2 4 weeks before completion G / Home team and DS 16

18 /O What Why When Who Photography of completed works These images will be used to update your website and brochure. Check with the contractors that areas will be completely finished at the time of photography session. Upon completion Ideal insight will be in contact postcompletion Film 360 This will be used to update your website and brochure. Check with the contractors that areas will be completely finished at the time of photography session. Upon completion Ideal insight will be in contact postcompletion Go live with TV in Reception Detail to follow Upon completion Chelsea Internal Party Hold your internal party with residents, friends and relatives As agreed Press release, including details of Open Day Use the template on the intranet to send to all your usual media contacts. Remember to add to your own website. 2 then 1 week prior to the event Update website Once all imagery has been signed off update ALL websites including carehome.co.uk and any other third party websites your home features on. Upon completion G working with DS Complete new brochure Upon completion G working with DS Hold open day / official launch event Hold external party with residents, friends, relatives and database. As agreed above G working with DS Review of achieved rates v proposed rates for new rooms 12 weeks after completion RD / G / DS 17