Client: Clinovia (home healthcare provider)

Project: Relaunch company under new ownership and with new funding

Objective: To make customers aware of the company’s services and quality standards as part of a new business campaign

Audience: NHS trusts

Issues: The business had changed hands several times and many name/identity changes. The customers needed reassurance of the company’s values and credebility. The agency was invited to pitch but the brief was poor and called for renaming the business.

Involvement: Attened meetiings with client to question ‘holes’ in the brief. As a result of the answers received we challenged the brief and proposed identity development rather than a name change. A plan was put forward to manage perception of the business and launch it to new customers with a more professional, caring image. A marketing communications plan was prepared which included a new suite of marketing materials and sales tools; clear co-ordinated and consistent sales messaging; and integrated direct mail and sales activity. The proposal was put forward in an pitch which gave the client beeter value for money and allowed more investment in promotion by saving money on costly rebranding.

Outcome: Agency won the pitch (having originally been invited ‘just to make up the numbers’). Client has extended budget to accomodate additional ideas put forward in the proposed marketing plan.

One year on, the client has stated they have compete trust in the agency’s honesty and expertise.