"We're really celebrating our care homes locally" - care home group ramps up press and digital press coverage - Care Home Marketing And PR

1) Problem

Oriel Care Residential Home, Bonehill Lodge and the Croft care homes were part of a 3-home care home group wanting to showcase the homes and their care teams to families and stakeholders in catchment areas.

Ninety per cent of residents at the homes are self-funded, and “word of mouth” reputation was a key driver for enquiries.

So the group’s owner Pete Saini wanted to “amplify” the homes’ reputations in their community catchment areas, especially considering that each of the homes had significant competitors all eager to get more interest from families.
Plus, Pete felt the Facebook pages of of the homes were not being picked up and engaged with widely enough to their relevant communities.

2) Solution

After a “Diagnostics” it was agreed to:

Run a PR Workshop with care home managers to secure buy in.
Amplify the homes’ word of mouth reputation via ongoing targeted regional press coverage (including online), digital PR and Facebook creative “accelerated engagement” campaigns.

3) Results

Regular positive press coverage, including online, in outlets such as BBC, Express & Star and Tamworth Herald.
Digital Facebook campaigns reaching >100,000 people on Facebook, with more than 20,000 engagement from members of the public. Target audience was aged 45+ within 15 miles radius of each care home.

4) What owner Pete Saini said:

“This is a great campaign where the good news stories from our homes are really being broadcasted to the public. We’re really celebrating our care homes locally. I’d recommend Springup PR to other care home providers looking to really step up their PR results. The Springup team is also a pleasure to work with.”

Adam James2025-04-01T21:45:17+00:00April 1, 2025|

"Eighteen months ago we took what may be considered a strange and dangerous decision, we got rid of our in house sales and marketing experts deciding to outsource all of our marketing and manage bed sales clinically. We chose to work with Adam James and Spring Up PR and have seen our marketing targets that had previously been missed not only met but surpassed by some distance, our occupancy figures have improved to the point where our hardest task now is managing the high number of referrals and waiting lists for new admissions. Huge savings and increased income, while increasing our company profile in the best possible way. All thanks to Spring Up, Adam and his team, I would strongly recommend speaking with them"

"We’ve added £500K to annual turnover since joining with Springup PR – the KPIs have been absolutely fantastic.

“We increased occupancy to 95% and 99% respectively within 2 months. This has continued. We’re now looking to increase further the proportion of private pay residents.

“When we first approached Springup PR we faced a huge loss in turnover. But in relation to what we’ve achieved the monthly costs are negligible.

“Now when we are have a bed we can have 3 people waiting for it. It’s put the power back into our court.

“As a care provider we’re now viable and future proof. We always say we have that we have to look after the numbers to look after our residents.

“Moreover, working with Springup PR has been an absolute pleasure because they share our values.

“We are in the people business, and Springup PR is as well. As a family business it’s so important to us that our partners share our values.

“We’d highly recommend Springup PR to other care home providers.”

Liam Geach, financial director at English Oak Care Homes

By Adam James

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