Care UK: Millers Grange

The Challenge

To drive awareness of new care home Millers Grange in the build-up to its launch, ultimately delivering sales enquiries ahead of the grand opening.

 

The Idea

A client for many years, handling launch activity is an essential part of our PR service for Care UK – the UK’s largest independent provider of social care.

Over the years, we have developed a tried-and-tested PR programme that engages the local community, drives regional coverage, stands out with stakeholders and talks to prospective residents and their families alike.

Beginning with a ceremony to mark the start of the work on site, we then asked local children to design artwork for the hoardings, reached out to the local community to name the home and worked with schools to name the suites. This was followed by a topping out celebration, the announcement of team appointments, community engagement activity, open days, local hero competitions and the grand launch itself.

 

The Results

Millers Grange is a typical example of our new home launch blueprint.

  • Over the course of 18 months, we generated 28 pieces of coverage
  • We established the home and its team as a key part of the community, developing strong and ongoing links with stakeholders, schools, community groups and dignitaries
  • The success was reflected in enquiries, with Millers Grange fast filling up, and the Care UK team helping more people to live fulfilling, rewarding and happy lives