Social Care PR for North Bay Group
PR Campaign Results
We have run care home PR campaigns for three properties so far, Beechwood Care Centre, Adel Square Care Home, and Cheadle Grange, and the coverage has been really effective.
- 69 pieces of PR Coverage
- 468 million potential audience
- TV, Online and Print coverage included:
- ITV Calendar News lunchtime and evening news reporting from Beechwood care home.
- Greatest Hits Radio East Yorkshire and North Lincolnshire radio interview.
- BBC News, Hull Daily Mail, Yorkshire Evening Post, Caring Times, LaingBuisson News, Leeds Live.
- We have also worked closely with local charities, communities, schools and members of parliament, including Leeds North MP – Katie White OBE MP.
We have seen real value in using the PR expertise that has been delivered by the Marketing Optimist. Supporting three of our new care homes, both for pre and post launch, we have been really pleased with the quantity and quality of coverage that has been secured.
Both Richard and Nicola clearly understood our aims from the initial brief, working closely with our marketing team to produce social care PR stories that increased exposure of our new homes within the local community and supported our SEO growth goals.
From TV coverage with ITV News to features in local and trade press, we have been delighted with the PR coverage that has been achieved.
North Bay Group has a rapidly expanding number of high-quality care homes across the north of England, offering specialist care for Dementia, Alzheimer’s, Huntington’s, Parkinson’s and respite care for communities in the north.
It’s an unfortunate fact that the need for specialist social care is fast growing in the UK, so North Bay has an ambitious schedule for opening care homes across the north of England to help provide vital specialist care in areas with the greatest need.
North Bay’s luxury care homes dispel the perception that care homes have among the public of unwelcoming places where people are forgotten as they approach the twilight of their lives. Their homes are light, airy and luxurious, with communal spaces, state-of-the-art facilities and highly qualified, professional staff who provide excellent support for the people in their care.
This is why North Bay asked us to apply our digital PR expertise and build a strategy that guided the creation of several successful social care PR campaigns.
Our approach to Social Care PR
Social care PR needs a very careful approach due to the emotive nature of the service. North Bay is taking care of some of the most vulnerable people in society who deserve respect and privacy.
Our approach is to look for care home PR stories which support the care homes’ provision and pique the interest of the press. As exciting as opening a care home is for the business, journalists need an interesting narrative that has depth before they’ll publish or send TV cameras to cover a story.
We worked very closely with the team at North Bay to uncover interesting social care PR angles and stories.
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- We helped them solidify community connections and gained coverage with care home PR stories that reflected the lives of their residents.
- Told stories of their professionalism and placed them as experts in their field.
- Built a growth and economic angle around job creation and serving local communities.
- Highlighted interactions with local stakeholders, including councils and members of Parliament.
Social Care PR Objectives
The PR campaigns have three clear objectives
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- Gain local press coverage around the care homes pre and post-launch
- Support the SEO efforts with high-quality care home PR placements with backlinks where possible
- To drive enquiries
The objective of our social care PR campaigns is to secure engagement with the local community around the care homes, build awareness of the homes and the benefits they bring to the area, and secure quality placements in local press. This would help to raise awareness of the homes and support SEO efforts to strengthen authority on Search Engines and AI Searches.
The care home PR directly supports web enquiries for open days and contact form submissions, phone calls and emails, by earning relevant, linked coverage and by giving journalists a tangible, human story to tell.