Baptcare · Aged care
From One Business Unit to the Whole Group in Twelve Months
Immersion before recommendations with one team to start, and the same team across all three once it worked.
- Client
- Baptcare
- Industry
- Aged care, Not-For-Profit
- Engagement
- Full media strategy, planning and buying
Business units now planned by one team, where the previous arrangement covered one.
Length of the initial Retirement Living engagement before the remit expanded.
Time taken to grow from one brief to end-to-end media across the group, digital and traditional.
The situation
Baptcare is a not-for-profit providing aged care, disability, community and family services across Victoria, Tasmania and South Australia. Its marketing sat in three separate teams — Residential Aged Care, In-home Care and Retirement Living — each with its own objectives and its own requirements. The incumbent agency worked with one of them, in one channel. Baptcare wanted an agency that understood the category well enough to serve all three, with the channel mix set by what each business unit needed.
What we did
- 1
Immersion before recommendations
We started with an immersion process alongside key stakeholders, to understand the business, the category, the audience and the objectives properly. Nothing was recommended until that was done.
- 2
Started with one business unit
Retirement Living, with lead generation across the developments as the single objective. One team, one brief, and six months to prove it was working before anyone discussed expanding.
- 3
Grew the remit and kept the same team
Residential Aged Care and In-home Care followed, with the same team running strategy, planning and buying across all three, so the learnings and the IP moved with them rather than being rebuilt each time.
The result
The remit now covers end-to-end strategy, planning and buying across all three business units, digital and traditional. Residential Aged Care and In-home Care needed broader reach than digital alone could deliver, so print and out-of-home sit above an always-on digital performance layer. Real-time reporting shows each team how its channels are performing.
One team plans all three, so what we learn in one part of the business carries straight into the next.
“As a not-for-profit, our residents, their communities and our people have always been at the centre of what we do. We looked for a media agency with a shared focus around efficiency and effectiveness, and the team at AdUnion were able to demonstrate that to us.”