Julie has become an invaluable member of the team, transforming our communications, both internally and externally
In the beginning – website and rebrand
Developing a new website is a huge undertaking for any business, let alone one like Sun Healthcare Ltd, a large company with over 400 staff and six diverse services spread across the Midlands and northern England. Often, the focus of web development is on the website’s structure and design, after all this is the exciting and visually impactful bit. It can mean though that the content or words become an afterthought – and this is what happened with Sun Healthcare’s website.
Before – Sun Healthcare’s old website
I was first introduced to Sun Healthcare by their web developer who was frustrated that the website project wasn’t progressing due to lack of usable content. The developer recommended they use a professional to write their website content – this would provide a consistent approach, bringing the businesses together with content that would appeal to multiple audiences.
During the content writing process, it became apparent that a new structure and content wasn’t going to be enough to revitalise Sun Healthcare’s website – we needed the visuals to match. After discussions with the directors, we decided that the time was right to rebrand and to commission professional photography.
Working with designer Richard Chappelow, we created a brand that was bright, positive, optimistic and that still retained the spirit of their original brand. The new branding was applied to the website by designers PWAR Creative, along with the content I created and the new photography by Sacha Ferrier.
Taking the brand forward – supporting marketing materials
After the success of the website, Sun Healthcare wanted to revitalise their printed marketing literature too. I developed a range of supporting materials including:
- Corporate brochure
- Individual service brochures
- Client case studies
- Branded presentation folders
- Banner stand and branded giveaways for exhibitions
- Business cards.
As Sun Healthcare require ongoing marketing support, I work for them one day a week. This allows me to get to know their business and to provide a range of marketing communications. I’ve listed below some of the areas I manage for them.
It’s important for all businesses to be visible on social media, but especially those providing personal services such as Sun Healthcare. Having a presence on social media showcases the support they provide and really brings to life what a fantastic job their staff do. It is also a great way for relatives and friends to keep in touch and feel more involved in their loved one’s life.
Facebook pages were set up (seven in total) with support and social media training from Social Progress. Each service has a Facebook page and there is a corporate page too that shares information from across the company.
We use the Facebook pages for recruitment, events, staff updates, sharing news and insights into the homes.
Valuable for SEO and for sharing more about the ethos of the company, I write a monthly blog for the website.
For a diverse business with 400 staff spread across northern England, internal communication is crucial to foster a sense of belonging and shared values. Working with the company directors, I’ve put an internal communications programme in place that includes:
- Annual staff survey
- Staff email newsletter
- Staff Star Awards and recognition programme
- Encouraging staff interaction on Facebook pages
- Communicating the new vision, mission and values.
As the popularity of video soars, it should be part of every business’s marketing strategy. Working with photographer and videographer Sacha Ferrier, we are developing videos for all Sun Healthcare services. The videos offer a glimpse into the service, the chance to meet some staff and to get a feel for the company’s values.
As well as offering brilliant PR opportunities, awards provide reassurance to customers and boost staff morale. I have written award entries for Sun Healthcare for the Great British Care Awards – all four nominations were shortlisted and one award was won.
Julie is professional, knowledgeable and dedicated – she always delivers projects on time and to a high standard. I have no hesitation in recommending her marketing and copywriting services.
Alan Tolan, Director