The Mayfield Care Home: The brief

The Mayfield Care Home opened in Whitby at the end of March 2023. An exciting new development offering state-of-the-art living in five-star luxury accommodation.

The key marketing objectives for our client are Residential Occupancy and Recruitment. Marketing activity is needed to generate leads and enquiries to ensure the care home runs at maximum occupancy. It also needs to attract staff and the two go hand in hand.

Our client tasked our team to create a suite of digital and print assets to support the promotion of the new care home and its upcoming open days on Facebook and in the Whitby Gazette newspaper and its website.

Through marketing activity, the goal is to ensure The Mayfield is well known and regarded in Whitby and the surrounding area as a trusted provider, synonymous with high-quality, person-centred care. It will also be known as a great place to work, an employer who cares and offers great rates of pay and professional development opportunities.

The process

Our team worked with existing brand guidelines to roll out this collateral ensuring we embed the brand and its visibility across this project. We worked with photography supplied by the client, selecting images to capture attention and to really showcase the unique selling point of The Mayfield and what the home has to offer. The aim is to pique interest and generate leads and open-day attendance.