Fatima Zaman Case Study

Fatima Zaman

Customer Overview The Challenge A registered charity established in 1988. Their vision is better Healthcare is a competitive business, especially where care lives for older people and their mission is creating sustainable homes/villages are concerned as patients have many options communities that provide: open to them for care. Our client based in the heart of the Midlands continues to support a large and often transient homes older people want, lifestyles they population whose care needs can vary daily. Our client’s can enjoy, and care if it’s needed. challenge was to be recognised as the “front runner” when thinking about residential care, not only by a potential new To deliver their vision and mission they essentially do three resident but also by their “nearest and dearest” who can things: they develop new villages, they operate villages and massively influence that critical moving decision when it schemes, and they support their villages, schemes and their comes about. The main objective was how to go about driving model through fundraising, advocacy, and research. awareness of the new residential villages whilst at the same time giving a comprehensive insight into their affordability by Key facts: offering various payment solutions. Homes: More than 3,900 homes within their Housing Schemes Fatima Zaman and Villages at different locations. Available to older people for affordable rent, shared ownership, and leasehold sale. Facilities: Each of their 21 villages and schemes has 5 to 18 social, health and leisure facilities that are accessible to their residents, volunteers and local people representing all age groups living in surrounding communities. Affordability: Living should be affordable for all, including those residents living in a rental home with only a minimum state pension. The charity employs its own benefits team to help residents access their entitlements. Funding: They derive funding from a variety of sources including payments for their housing, care and support services, funding from statutory agencies, charity appeals, legacies, and income from their charity shops. Demand and Development Programme: Construction plans or proposals are in place to develop further villages across the Greater Midlands area.

The Solution The Results KNP worked closely with the charity’s dedicated marketing The campaign has been extremely successful so far, and the agency to develop a solution involving a bimonthly direct mail mailings have now continued for more than two years. The campaign for each dedicated village. Firstly, we recognised the charity has been able to introduce new customers/residents need for a “new movers” campaign to familiarise potential new to their beautiful villages giving the decision maker the peace residents with the residential villages and facilities available of mind that they are doing the right thing for their relative. to them. We collectively put together and designed a direct Since the project started the charity has sold/rented over 80 mail package that introduced the village by geographical properties through this direct mail activity. With the average location utilising KNP’s database of over 27 million household property value being circa £400,000 the ROI has been immense records (fully adhering to GDPR regulations) describing the for them already. fantastic facilities and levels of care it offered. The targeted market for each location was carefully selected based on many The ability to communicate directly with potential new key demographical factors such as age, home value, owned residents and existing residents alike through direct mail has outright, retired, social grade and so on. We then utilised this been the agency’s main driving force. The clear, concise, and data for a “first prong” campaign of the given market targeting clever “route to market” has definitely helped to promote all the potential resident directly. The “second pronged” campaign the ongoing care services and facilities available thus giving targeted the “influencer” or “decision maker” with a DM piece our client the “cutting edge” it needed to stay ahead of the which cleverly utilised personalised QR codes directing the competition. scanner to a dedicated landing page showcasing the village in all its glory. Here KNP’s “real time” reporting enabled the There are plans for further village developments and KNP client to remarket to these “scanners”, with dedicated mailings has already been asked to help with future campaigns going offering a further insight into the properties on offer to their forward. loved ones.

[email protected] Herald Way 07956 639703 Pegasus Business Park knplitho.co.uk Castle Donington Derby DE74 2TZ