Work alongside a branding agency to develop a new direction for Cabrini Aged Care. Along with completely new website content, the goal was to help deliver a content strategy for that included refreshing their website, social channels and re-engage with their target market.
Cabrini’s old website was tired and heavy with text. It was lacking the personality that made the team special and was failing to communicate with the businesses core target market.
We worked in collaboration with a branding agency to distinguish Cabrini’s communication goals and to develop a new overall content strategy. From there, we overhauled their digital content. Everything from their website to their social media channels and LinkedIn pages were rewritten to communicate the unique and engaging story of Cabrini consistently across all formats.
Part of the brief was to interview 12 of Cabrini’s staff members so that we understood who these people are and what they do for this unique family-run business. We then generated a tone of voice for the brand that spoke directly to women in their 40s, 50 and 60s, which is their target market. It was important for us to share Cabrini’s passion for care and community across their website content as it is this that builds trust with their market and generates business.