Branding
Choose Care
Creating a new brand identity for a new service
The challenge
The Choose Care brand and initiative had been launched previously, but Covid and lockdown had put a stop to activity. It needed reviewing and refreshing to target new customer groups and a series of campaigns were required to promote the initiative across East Yorkshire.
A major factor was the misconceptions that are held about working in the care sector. A combination of assumptions and misinformation meant that the positives of the work weren’t being highlighted and so potential candidates for a career in the sector were not even considering it.
The solution
The name was retained but the branding was revamped to give it more appeal and better application on social media. Campaigns were devised to look totally different to anything else in the sector and to reach a new target audience who had never previously considered a career in care, but offered the right skills and personality.
The new website is simple to navigate and highlights the variety of work available, the soft skills and personalities which are valuable and the routes available to finding work in care in the East Riding of Yorkshire.
The website does not replace jobs boards, but gives the user the tools and directions to seek out suitable opportunities.
The results
Choose Care was relaunched to promote a career in care, using the new website, social media and radio. Detailed targetting on social media got the campaign message to a new audience and the visuals and messages generated responses to events and job applications.
Spotify Audio Ad
We used Spotify as one of routes to market to target a younger audience for our “Caring. It’s not what you expect.” campaign. The ad drove website traffic and the results were trackable through a dedicated URL. The result? Spotify was the top performing channel for traffic.
Anna Forgaard
Campaign strategy & copywriting
Sarah Marshall
Campaign co-ordination
Del Cruft
Art direction, brand design, web development
Nat Theo
Digital media
Howard Young
Radio ad production
Jon Redding
WordPress hosting & maintenance
Tom Arran
Copywriting