The Fairfax/Four Corners intense negative media coverage since July has been focused on retirement village operator Aveo. Brand and ‘trust’ damage has been inevitable.
The challenge for Aveo’s marketers is significant. They need to respect and respond to criticism, reassure existing clients and support ongoing sales, which are not insignificant.
They have a target of 1,500+ village home sales for FY18 – that’s 6 every day.
Here is a précis of their plans.
It will include a national TV presence, radio, billboards, metro press and significant digital activity.
The New Campaign
- They are looking to rebuild the perception of Aveo
- They say the campaign is looking forward; it gives context to the need for retirement and aged care services due to the age profile of Australia’s population.
- It points to the fact that “we’re listening”
- It doesn’t outline a long list of product features, but to talk to how “Aveo has in the past, and is continuing to improve services, quality of living options and contractual clarity for retirement village residents”.
There are a couple of versions of the TV ad.
1. The “4 pillars ad” talks about the key initiatives they claim they have done in the past few years:
- investment in aged care services
- food
- developments
- contract simplification
Watch it here
2. The “Certainty” ad talks about recent contract improvements – 6 months money back guarantee and 6 months guaranteed sale
Watch it here
The ads direct people to find out more about how Aveo is listening and improving retirement options at https://www.aveo.com.au/journey/
On their website, the contract section contains explainer videos on:
- The Aveo Way https
- Money Back Guarantee
- Monthly service fees
- DMF
- Transfer into residential aged care within an
They will also direct mail and email to their database.
And they are doing video testimonials, with one going live every day on social media.
1,500 homes to sell is a target of more than $600M in sales. That is significant. Rebuilding ‘trust’ is perhaps more significant. Both warrant a significant marketing budget.
We will find out how much next year when their financials are released!
Chris