Two aged care marketers take out state and national marketing awards

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Not For Profit operator Benetas has won the Victorian Marketing Communications: B2C and B2B section of the Australian Marketing Industry Awards.

Their entry, ‘Benetas takes on the consumer market’, was designed ‘to cultivate, find, attract, convert and keep the Benetas customer’.

The campaign was developed to retain existing customers and steal new customers when Consumer Directed Care was introduced in February last year, placing government funding in the consumer’s hands and giving them the freedom to choose their home care provider.

Faced with increasing competition, Nicola Reynolds, Benetas’ General Manager for Customer Innovation and Marketing says they decided to implement a new brand strategy to guide their communications.

“This has resulted in a significant lift in the awareness of Benetas and its services, a direct impact of brand awareness advertising, and reworked our customer communication channels.”

Another Not For Profit, Feros Care, has also been recognised at the national level, winning the advertising category at the NSW Ministerial Advisory Council on Ageing (MACA) Media Awards for its ‘Pimp My Ride’ program.

The program, which saw 20 of its Byron Bay residents attend street art workshops before painting their home’s bus, that received national press coverage.

Check out their video about the program HERE.

Residents from Feros Care’s ‘Pimp My Ride’ program.