Jersey Cheshire Home
Jersey Cheshire Home has been providing care for physically disabled residents for 30 years, but faced challenges to update facilities which funding could not cover. They identified rehabilitation and day care services could generate revenue, but enquiries weren’t coming in.
Market research revealed the misconception that the home was an elderly care home, not a home for the physically disabled. Momentum following the Paralympics made it a good time to relaunch as public support for disability was high.
We were briefed to refresh their identity and create a 30 year logo mark as well as to create a marketing strategy to realign brand perception, inform the public, potential partners and raise funds.
We created a striking brand, sympathetic to their previous branding, also reated a fun '30' logo icon to sit alongside all of their marketing and to be the look for their '30th Anniversary 'A Year to Inspire' campaign.
Using the deeply moving stories of some of the residents, we identified the target audience, and hit them hard with a bright and inspiring campaign.
Repositioning the home with a refreshed brand and 30th Anniversary mark we undertook regular cross media advertising, held fabulous fundraising events and developed strategic community partnerships.
There is no doubt the campaign’s primary objective has been achieved raising over £300,000 as well as being selected as Jersey Large Charity of the Year, chosen charity for ITV, Chamber of Commerce and Battle of Flowers.