Taking care personally
Fronditha Care, Australia
The destination
Fronditha Care is a not-for-profit organisation which runs aged care services and residential homes in Victoria and New South Wales. The focus of the organisation is delivering exceptional care, while making elders from all different backgrounds feel at home. They turned to The Walk when they were offering the opportunity for new residents to join their community in Newcastle, on the New South Wales central coast.
The route
There are two audiences to address when people are considering aged care; the prospective resident is one, and their mature age children is the other. To find these people in the local area, we needed to be able to accurately target the area and communities where they might be. The experience had to present a warm and enticing offer, showing why both residents and their families could feel comfortable with their decision to choose Fronditha Care.
The Walk
The campaign launched on Facebook, utilising their incomparable targeting of social demographics to reach the identified audiences with compelling visual ads. Concurrently, a Google search campaign using lead generation extensions ensured that anyone looking for aged care in the area would find Fronditha Care first and could quickly express their interest. To get the message across to the less digitally savvy, we ran the campaign in local papers and radio, using a custom phone number for the campaign. The landing page gave a warm but succinct overview of the residence and was optimised to capture the details of interested people, who were followed up by the facility’s staff.
The result was a positive, pervasive presence for Fronditha Care with their audiences and a flow of enquiries via the landing page, campaign phone number and Google search to help fill the spaces in their community.
The campaign landing page gave a succinct picture of why people should consider Fronditha Care.
Partnering with local media, ads appeared in the papers and on local news web properties as well as on the local radio.
Using Facebook’s demographic targeting, we could address the children of seniors in need of residential care in the area
With a highly targeted Google search ad campaign, people looking for aged care in the area found Fronditha Care
