Peregrine House

Peregrine House in Whitby found us online, liked what they read, and invited us to over to discuss how we might be able to help with marketing their residential care home.

Already trading on an outstanding reputation in the area, Dr. Kevin O’Sullivan had never had to promote the home in order to maintain a steady waiting list. Knowing that a new home was due to be built in the area which would doubtless be heavily marketed, however, he identified a need to ensure that there was some sort of formal presentation of Peregrine House’s accolades which would help to reinforce the home as the premium care provider in the area. His plan to refurbish and extend Peregrine House in order to provide additional bedrooms was another factor in his decision to get some professional marketing advice.

When Jane first arrived on the scene to help she found an antiquated website that was in no way reflective of the superior care she had observed at the home. It was clear that these residents were happy, well cared for and having a ball at Peregrine House and she set about translating that into marketing material.

We commissioned fabulous photography which captures the spirit of life at Peregrine House and used it to populate the new website and a new brochure. We didn’t want to produce a brochure that would date when changes occurred at the home such as the new extension or new awards, so we put together a compact 15 folder highlighting all the key USPs of the home and produced single sheet double sided inserts about each aspect of the home which could be updated as required. These featured the accommodation, the food, visiting, and so forth. The website reflected the same key content but also allowed for us to add lots of other interesting copy such as news and mini bios of the staff and residents.

A video was the next priority for use on the website and in reception and we commissioned footage that shows life at Peregrine House with lovely genuine interviews with staff, residents and their relatives. Later we used the same company to make some more footage of the new extension when the home won its Excellence in Care standard and was visited by their local MP.

Meanwhile a regular A5 newsletter is produced which is a chance to showcase news of their awards, include stories about staff and profiles of the residents and portray some of the activities they have enjoyed.

When the gardens had been re-landscaped after the extension work was completed and the client decided to get a new exterior sign, we made sure that it did more than just display the name. The eye-catching design and full colour photography depicts life inside, showing the luxurious décor and the engaging activity within the home. It gave us the opportunity to promote the fact that the manager was voted Care Home Manager of the Year for the whole of the UK at the Great British Care awards.

Of course there has been plenty of material for PR stories and thanks to our efforts Dr. O’ Sullivan has now been acknowledged as an expert in care and is regularly called by the local radio station BBC Radio Tees for comment whenever a care story is discussed on their shows.

Working for Peregrine House is a rewarding experience all round, we have enjoyed helping them to implement a rounded marketing strategy that has brought their brand into line with the calibre of the service they provide. All the new beds are filled and the staff and residents are proud to be ‘people at the heart of care’ , the message that we encapsulated in their strapline.