Brand Awareness Marketing Campaign A quick guide to you need you want.

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1 Brand Awareness Marketing Campaign A quick guide to The support you need for thelife you want.

2 Getting Anglicare out there

3 I want to open my home to kids who need help I just need to know where to start The support you need for the life you want is Anglicare Southern Queensland s proud new public-facing advertising brand campaign. It launches on Sunday 18 September This booklet explains how we are taking our brand to market, why we are launching our brand in this way, and most importantly, how you fit in and why you are so important.

4 Problem A customer misconception. Anglicare Southern Queensland only does residential aged care and retirement villages. Anglicare is one of Queensland s most experienced community service providers, offering all of life services. However, our brand remains synonymous only with aged care and retirement villages, with low awareness of our other services. Solution A multi-channel brand awareness campaign. The campaign champions our client-directed care for our all of life services. The campaign ensures those in need are fully aware of the broad range of support we offer, and it positions Anglicare Southern Queensland as a supportive, flexible and full service care provider. We want be top-of-mind for clients and their families and friends as they begin to navigate the open care and community services market. The services we need to raise awareness for are: Help at Home Disability Support Services Mental Health and Wellbeing Family Wellbeing Foster Care Services.

5 I want to run my household my way I just need some help with the running around More control The National Disability Insurance Scheme (NDIS) and Government initiatives like Consumer Directed Care (CDC), gives customers more control to choose who their care provider will be. It is set to transform all care segments.

6 These are theconnectors Compassionate and loyal, I am thefront line in care. I am a mother, a wife, a sister, a daughter,a friend. I m capable and hardworking. I know what s best for my loved ones, but I know my limits too, and I can feel them pressing in. I ve never reached out like this before. I feel uncertain and even a little guilty. But I trust Anglicare can help us get through this difficult time. Julie; mother of three; elderly mother with high needs.

7 Connecting with The Connectors Who are we talking to? Often referred to as the sandwich generation, these people are most likely to be aged between years. They are the family and friends that care for and provide support to our end clients. They have a profound influence on those close to them in need of care and are often the decision makers for them. Connectors 28% HAVE KIDS AT HOME 49% 51% 72% THE KIDS HAVE MOVED ON

8 The support you need for thelife youwant What will we say to them? Customer research revealed that the care industry s traditional focus on customers needs came at the expense of what they want out of life. This insight provides an opportunity for Anglicare to stand out in the market and genuinely connect with a promise of the support you need for the life you want. Personal stories and examples of support How will we say it? Our promise will be consistently applied across all our advertising. Our advertisements use personal stories and examples of support to bring these stories to life. In each ad, we see or hear from an Anglicare client who shares his or her desires, ambitions and aspirations. We then reveal someone from the Anglicare team, there to help enable and empower the client to achieve their goals.

9 I want to be in the thick of it I just need someone who knows how I feel

10 How will we reach them? The campaign consists of a series of integrated initiatives across numerous channels. There are: Two Umbrella TV commercials - One features Family Wellbeing, Foster Care Services and Mental Health and Wellbeing. The second features Help at Home and Disability Support. These will air at launch. Five Single Focus TV commercials - Mental Health and Wellbeing, Family Wellbeing, Disability, Foster Care Services and Help at Home which will air in combination with the two umbrella advertisements in TV will be complemented by cinema during the launch phase and radio, newspaper and outdoor advertising will be used in locations like Roma and Longreach where it s ineffective to buy TV. Combined we will reach at least 85% of our target audience at least once and over 50% of our audience at least three times during the course of the campaign.

11 On top of this, digital ads will be displayed over 7 million times across a range of targeted websites and content platforms like Youtube. And because we know our target audience s browsing habits, we can place our ads where and when our target audience are most likely to be. We will use social media to tell more personalised stories through Facebook, Twitter, LinkedIn and Instagram and use paid and unpaid search to ensure that whenever a user is searching for Anglicare or our services, our website is represented in pride of place in the results. Last but definitely not least, our new Anglicare SQ website will launch on 18 September as an important part of the campaign.

12 Bringing our promise to life Through demonstrating consistent examples of Anglicare support. TV Commercials Press adverts I want to work out at the gym I just need help to work out how If you re living with a disability, your day-to-day needs may make it challenging for you to achieve what you want out of life. At Anglicare, we partner with you to figure out what you want and how we can help you to achieve it. Whether it s hitting the gym, shopping for a new outfit or a trip to the football, our professional disability team are here to provide the support you need for the life you want. I want to open my home to kids who need help I just need to know where to start Family comes first. However, for those that are young and vulnerable, it s not always their own. Sometimes it takes ordinary people to make an extraordinary difference in their lives. People with empathy, compassion and resilience. Could this be you?. At Anglicare, we have been providing foster care programs since With your help and our training, we provide the support you need to give young people in care, the lives they deserve. To open your home and your heart, become a foster carer with Anglicare today. Community Services Pull Up Banners anglicaresq.org.au Community Services Services 1300 Foster Care anglicaresq.org.au

13 Website Event Flyers DL s Digital Adverts The support you need you need The support for thelife you want. I want to push the boundaries. I just need someone to back me up Disability Support Disability Support Find out more

14 An exciting time for our organisation, our people and our clients How you fit in and why you are so important. A brand is more than a logo or a tagline. It s the overall impression that comes from every experience our clients have with Anglicare. It s how people will remember us. Whenever and however our clients are interacting with us, they should enjoy a consistent experience that is positive and welcoming with one core purpose to provide them with the support they need for the life they want. And so we come to the most important part of our story... you! The role you play moving forward has profound potential. Our customer promise must emanate from the inside-out. Success will only come from the commitment of each and every one of us to be part of a team that delivers our promise, consistently. This promise goes hand in hand with our values. Together they sum up how we work every day to support our clients to live the life they want. I know that each and every one of us will work to support this campaign and enrich the lives of others with love, care, hope and humility. Thank you for your ongoing commitment and professionalism to continuing Anglicare s legacy of creating a more loving, just and inclusive society through the services we provide and the promise we deliver. To learn more, visit INsite. Karen Crouch Anglicare Southern Queensland Executive Director

15 Success will only come from the commitment of each and every one of us to bepart of a team that delivers our promise, consistently.

16 Digital adverts shown 7 milliontimes TV commercials to reach 2.4 millionpeople Cinema expected to reach over 250,000 people We expect to see several thousand more visits to our website each month as a result of all this activity.