KATHARINENHOF Group
- Recruiting campaign and improvement of local presence
- Protecting care facilities during Corona
Marketing
Recruiting campaign and improvement of local presence
Task:
KATHARINENHOF operates residential care facilities and senior residences in six federal states with a total capacity of 2,900 places. Two adjacent facilities in Fredersdorf, Brandenburg, with around 5,400 residents, suffered from a poor local presence and, among other things, an associated staff shortage.
KATHARINENHOF commissioned DIE PR-BERATER to improve the employer branding of the two facilities and increase their local presence.
Realisation:
DIE PR-BERATER carried out a comprehensive analysis of the employment situation in Fredersdorf. The results showed that around 90 percent of employed residents commute out of the municipality to work. Around two thirds of Fredersdorf residents commute up to 25 kilometers to work. Public transport connections to the surrounding area are poor, even though Fredersdorf is located on the outskirts of Berlin.
The coronavirus pandemic has changed the way many people look at work and leisure: people want to commute less, they are looking for a meaningful job, and homeland and home have taken on greater importance.
We made these aspects, taken directly from the lives of the target group, the core message and showed that the two KATHARINENHOF care facilities fulfill these wishes in a meaningful way:
“Commute every day? Or a meaningful job in Fredersdorf?”
“Save time! Work in Fredersdorf!”
This message formed the overarching framework and was integrated into all specific individual measures. In addition, we developed a consistent claim that reflects KATHARINENHOF's local ties and identification with Fredersdorf: “KATHARINENHOF. AT HOME IN FREDERSDORF-VOGELSDORF”.
The core of the marketingmix was an out-of-home campaign. We used advertising spaces that matched the commuting theme. In terms of content, we played with terms from the public transport sector such as “getting on / changing trains” and addressed classic commuting topics such as time and traffic jams, as well as the meaningful nature of a career in care.
We …
· placed large billboards with eye-catching slogans on busy roads in and around Fredersdorf-Vogelsdorf.
· designed regional buses.
· put stickers on their own vehicle fleet.
· placed banners in front of the care facilities, which particularly emphasized the meaningful nature of a career in care.
· used Easter as an opportunity to boost the overall image of KATHARINENHOF. The care facilities wished each other a happy Easter on large-scale posters.
To improve the image, DIE PR-BERATER developed three successful press events, which were also attended by the mayor and reported on by all important local media. We accompanied all events on social media and the website. There was a noticeable increase in the number of clicks, interaction rates and applications.
Thanks to our measures, the care facilities are once again being perceived more strongly and positively in the region. The staff also responded very positively to the campaign.
Crisis communication
Protecting care facilities during Corona
Task:
KATHARINENHOF operates residential care facilities and senior residences in six federal states with a total capacity of 2,900 places. During the coronavirus pandemic, many challenging communication situations arose that KATHARINENHOF had to resolve in a time-critical manner. The care service provider engaged DIE PR-BERATER to provide support.
Realisation:
The coronavirus pandemic presented KATHARIENHOF with a number of communication challenges: changing federal and state guidelines, outbreaks in residential care facilities, visiting bans, quarantine and mandatory vaccination for care staff. DIE PR-BERATER supported the care provider in communicating to the various stakeholders in order to convey the information clearly and precisely, while at the same time creating understanding for the special situation of care staff during the pandemic.
We created the regular communication with relatives, developed a question and answer catalog and provided support in answering specific questions from relatives or stakeholders. We helped answer press inquiries, formulated press releases and press statements. A sure instinct was also required for internal communication. The additional work involved in a notorious staff shortage also had to be acknowledged in terms of communication.
After the vaccines became available, we created information letters for the staff and argumentation guidelines for the managers of the individual facilities.
The factors of time were particularly challenging, as new information had to be prepared very quickly, and the right tone, as the sometimes necessary bans on visits were not always received with understanding by the residents and their relatives.
Picture credit: KATHARINENHOF
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