Overview

Tanglewood Care Homes – Lincolnshire’s largest private care home provider – is an award-winning, independent, family-run group of care homes. Founded in 1989 when it opened its first care community in Horncastle, Tanglewood now has six homes, over 400 residents and more than 500 staff made up of senior managers, home managers and care and support workers.

Objectives

As a well established care provider, Tanglewood already had an excellent reputation among stakeholders, residents, staff and members of the public.  

Tanglewood’s senior team hired Shooting Star to handle its communications strategy – PR, marketing and digital – in December 2017, one month after it was given the go-ahead to open a brand-new 72-bed home in Lincoln.

As a growing business with an increasingly important and interesting story to tell, Tanglewood tasked Shooting Star with cementing its position as the go-to care home provider in Lincolnshire.

Key objectives:

  • Build on the work already being undertaken by the Tanglewood team ensuring they are the local care home provider of choice
  • Enhance the company’s brand and reputation among key target audiences through an integrated and comprehensive PR strategy
  • Effectively highlight unique initiatives being undertaken by Tanglewood including the fact that Tanglewood is the first care provider in Europe to pilot new AI-driven fall detection technology
  • Help the company shout about the ‘gold standard’ care it is delivering 
  • Increase media coverage and reach across local, regional and trade press
  • Strengthen Tanglewood’s online reputation as a great place to work to support recruitment activity
  • Manage the development and production Tanglewood’s advertisements in trade, local and online publications
  • Implement and execute an integrated communications strategy for Tanglewood’s newest home in Lincoln – Cloverleaf – before, during and after the development of the building.

Approach

From the inception meeting with Tanglewood it was clear that the company had an abundance of positive news stories which needed highlighting more widely – from the innovative care methods they are investing in for residents with dementia to the level of investment put into the home’s décor and facilities.

Shooting Star took an integrated approach, combining the benefits of PR, marketing, paid advertising and digital activity, to help enhance the positive perception of Tanglewood among its target audiences and to strengthen its position as one of the leading care home providers in the East Midlands.

Key activity:

  • Managed the communications and promotion of a brand new residential care wing at Tanglewood’s Boston care home – Hunters Creek
  • Ran a three-month recruitment campaign on social media, highlighting the benefits of working for Tanglewood
  • Drafted and executed a communications plan for Tanglewood’s new home – Cloverleaf. This included negotiating multiple advertising contracts, running a public naming competition to name the home, a paid-for Facebook campaign, a Google search campaign and continual PR through effective media relations
  • Managed Tanglewood’s event sponsorship for St Barnabas’ Forget Me Not appeal in April 2019
  • Negotiated several advertising contracts with Lincolnshire Life, The Lincolnite and the Bailgate Independent
  • Managed six new care home brochures for all of Tanglewood’s homes – writing content, working with the designer, proof reading and picture allocation
  • Managed paid-for advertising campaigns on Facebook and Google.

Results

  • In 17 months, Shooting Star secured over 200 individual pieces of coverage for Tanglewood in local, regional and trade press – that’s over 12 articles a month with over half a million reach
  • Secured several broadcast opportunities including interviews on BBC, Lincs FM and a full feature piece on ITV Calendar News in October 2018
  • Successfully hosted a press day at Cloverleaf in March 2019, resulting in multiple pieces of coverage
  • Negotiated discounts on all advertising contracts on behalf of Tanglewood
  • Discovered and negotiated Tanglewood’s lead sponsorship of St Barnabas’ Forget Me Not appeal in April 2019
  • Led the PR for Tanglewood’s public naming competition to name its new home in Lincoln. The competition received over 90 credible suggestions following coverage in multiple publications including The Lincolnite
  • In 2018, Tanglewood’s staff turnover fell to 26%, making the average length of service over five years
  • Supported Tanglewood with the growth of their social media channels. Its Facebook page has over 2,000 Likes and a heathy engagement rate
  • Integrated campaigns to support launches using PR, broad reach digital advertising and targeted Google Ads.
  • Broad reach digital advertising campaigns on Facebook delivering 10k reach and £2.76 (£5.55 Facebook average cost) per thousand impressions.
  • Targeted Google Ads high intent search campaigns delivering clickthrough rates above 3.23% (3.17% industry average cost) at a cost of £0.76 per click (£1.76 industry average) and 99 phone calls in a month.
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