With the aged care sector so heavily promoted, it was essential to position The Richardson in a class of its own with a brand story to set it apart from the rest. The campaign needed to spark people’s interest in The Richardson ahead of its launch, with a view to converting this interest into enquiries, tours and placement bookings upon completion of refurbishment works.
A carefully crafted branding and persona development process was undertaken to define The Richardson and its place in the aged care market in WA. The brand’s visual presence emerged as a refined, luxury hotel-inspired aesthetic with sympathetic references to aged care. The brand’s personality and tone of voice was clarified, dictating messaging and media choices.
A core target audience for the Richardson is residents aged 50 and older within Perth’s affluent Western Suburbs. Through press and cinema advertising targeting the area, The Richardson gained mass exposure and awareness within this core target audience. Earned media coverage was secured with The West Australian, Community News outlets and WA Business News, adding legitimacy to the campaign.
A digital marketing strategy – incorporating social media and SEM campaigns, digital advertising and a strong content strategy – utilised custom photography, video and storytelling to build anticipation for The Richardson and keep the public engaged ahead of the project’s launch.
To date, The Richardson pre-launch campaign has delivered results exceeding the client’s expectations: pre-launch enquiries continue to exceed expectations and market sentiment is highly favourable as refurbishment works come to a close and The Richardson prepares to welcome its first residents.