MARKETING & COMMUNICATIONS
Marketing is often overlooked in care sectors, but in an increasingly competitive market it is synonymous with success.
Our services include
A marketing strategy is a necessary tool in any modern business. Our experienced team can develop a marketing strategy to suit the needs and goals of your organisation. Whether its brand awareness, increasing your client base, advertising, developing a social media strategy, or increased community relations, our team can outline the steps and timeframes to achieve your goals.
Understanding how your brand is perceived can help to ensure you are communicating a message that is consistent with your organisation’s values. Engage our marketing consultants to undertake a brand review and provide recommendations for effective brand management.
Our creative team can work with you to meet your graphic design needs. Whether it be developing a suite of brochures, creating social media collateral, or developing a polished presentation, our creative team have experience in marketing and apply a strategic eye to every piece of work they undertake.
Researching all of the available advertising options and weighing up the options to maximise return on investment across a range of mediums in your area is time consuming. We can do the legwork for you and use our experience to put together a comprehensive advertising plans to achieve your goals.
Social media is a necessity in the current market. While venturing into this space can be daunting, if you are considering dipping your toe, or if you have social media accounts that aren't being managed, we can help. We will develop a social media strategy that is appropriate for your clientele, and can even assist with the ongoing management of your accounts.
Is your website modern, up to date, and easy to navigate? We have worked with many clients to review their website and make recommendations for improvements based on current trends and best practice. We can also review your competitor’s websites and benchmark them to yours, with recommendations on how to gain a competitive edge.
Using an experienced copywriter makes a big difference to the way your message is received. Updating or creating website content, brochures, annual reports, newsletters, media releases, or other marketing materials, takes time most of us don't have readily available. Our experienced marketing consultants can provide copy that reflects your brand and organisational values, to speak powerfully to your audience.
We work with many clients who are so focused on their core operations that things like their brochures and flyers quickly get tired and out of date. Keeping your marketing collateral current is time consuming and requires a specific skill set. We love working with clients to turn their drab collateral into modern, user friendly, uniform suites of marketing material.
Case Studies
Care sectors have not always been competitive markets, but in the current environment, you can’t afford to not market your business.
Marketing is a broad term and can include a range of functions, including advertising, public relations, branding, direct sales, and more.
Our team have ample experience in all facets of marketing and love seeing our clients get results.

Marketing Strategy
Marketing & Communications
Marketing Strategy
Project Scope:
Undertake a review the organsisations brand, services, marketing material, online presence, and competitors to develop a comprehensive marketing strategy appropriate for the organisation’s size, structure, and resources.
Organisation Profile
Disability organsiation struggling to remain competitive in an increasingly competitive market. Located in a densely populated regional city, the organisation has annual turnover of $7m and employs approx. 120 people.
Findings
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Nobody within the organisation responsible for marketing.
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No marketing methodology or plans being followed by the organisation.
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Outdated information on marketing material and website.
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Poor brand management across physical and digital collateral.
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Website and marketing collateral not reflective of the organisation’s professionalism and quality of service.
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Despite a relatively large social media following, the organisatsion was not engaging with this audience.
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Lack of management or formalised processes for development and review of marketing material.
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Strong brand awareness with other providers in the sector, but poor brand awareness in the general community.
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Multiple sub-brands diluting the main brand.
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Advertising of organisation’s services being conducted by several people, meaning economies of scale were not able to be achieved.
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Several outdated advertising platforms being utilised, wasting approximately 40% of the organisation’s limited marketing budget.
Implementations
Implementation of a marketing strategy that was sensitive to the organisation’s limited financial and personnel resources. The strategy outlined the plan for reaching new consumers, increasing brand awareness in the community, and delivering a clear message about the organisation and its programs and services.
The marketing strategy included an action plan and a Gantt chart detailing key activities to be undertaken over the first twelve months to work towards reaching the outcomes of the marketing strategy. The client was also provided with branding guidelines to assist staff members when creating content to ensure consistency.
Implementation of policies and processes for developing and implementing new marketing material
Recommendations
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Redesign logo to modernise and improve brand recognition.
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Undertake a marketing collateral redesign and modernise the organisation’s suite of brochures and flyers.
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Engage CareCFO to manage the social media accounts of the clients to increase engagement and brand awareness.
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Rebuild the website to ensure consistency with redesigned brand and correct information.
Outcomes
The client was able to modernise their brand to ensure they remained competitive within the market. By implementing the recommended policies and procedures, the client was able to consolidate their marketing efforts to improve their return on investment.
By following the action plan and the Gantt chart, the client had a clear plan to follow and was able to improve their brand awareness in the community and increase their client base by 35% over the twelve month period.

Social Media Management
Marketing & Communications
Social Media Management
Project Scope:
Manage the organisation's social media accounts and develop regular, engaging content appropriate for each of the organisations social media platforms.
Organisation Profile
Childcare organsiation struggling to remain competitive in an increasingly competitive market. Located in a densely populated regional city, the organisation has annual turnover of $7m and employs approx. 120 people.
Process
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Quarterly meetings with key personnel to plan key communications for the quarter.
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Development of social media schedule and content for the quarter.
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Review and approval of schedule and content with client.
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Scheduling of social media content on clients platforms.
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Monitoring of platforms and management of comments and direct messages.
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Monthly check-ins with the client to ensure no major changes to priorities over the quarter.
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Client retains access to their social media accounts to post ad-hoc items as required.
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Management of photo waiver register.
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Management of photo library of clients photos.
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Quarterly site visits to take photos to be used in social media content.
Implementations
Implementation of quarterly social media schedules to ensure regular content posted to the clients social media platforms to engage with the centres clients. A procedure for responding to a variety of social media comments and direct messages was also implemented, along with a hierarchy for responses and a standard response sheet.
Outcomes
The client was able to increase their online presence without having to engage an additional staff member or increase the workload of their administration staff members. By utilising social media platforms, the client was able to improve communication and information with their clientele in a way that meets the expectations of their customers. The client reported improved retention rates and an increase in customer satisfaction following the first year of CareCFO managing their social media accounts.

Advertising Plan
Marketing & Communications
Advertising Plan
Project Scope:
Develop advertising plan to market the retirement living units working with a moderate budget. Undertake a competitor analysis.
Organisation Profile
Rural retirement living provider with two competitors in town. Client’s site had older, more dated buildings than its competitor. Client was seeing shrinking occupancy year on year.
Findings
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Clients site offered some unique selling propositions that its competitors were not able to match.
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Competitor analysis explored the marketing strategy, and the advertising mediums and placement used by competitors.
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Client had not undertaken any formal advertising prior to engagement and had instead been focusing on word of mouth.
Implementations
Development of a new marketing strategy and implementation of a twelve-month advertising schedule.
Recommendations
Recommendations to undertake further reviews of organisation’s brand and marketing collateral to support the new marketing strategy and remain competitive within the market.
Recommendations to undertake a review of the processes relating to managing retirement living enquiries.
Recommendation to upskill key staff with customer service and sales training to improve the customer experience and increase conversion rates from enquiries to residents.
Outcomes
The client saw an increase in enquiries for retirement living units. Client undertook further projects to review enquiry processes and undertake customer service and sales training. Following the success of the first year of the campaign, the client engages us to undertake and brand and marketing collateral review and engaged us for a three year marketing and advertising agreement.
Looking for another consulting service?
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- 1300 07 55 11
- 0491 709 558
- info@carecfo.com.au
- 2/80 Smith St, Southport QLD 4215, Australia