We want to highlight the work that we’ve undertaken with Calvary Aged Care to manage their digital media campaigns. We’ve optimized Calvary Aged Care’s Google Ads campaign by creating localised marketing strategies to support their 50+ geographically diverse homes across Australia. By targeting each location, we’ve boosted brand awareness, promoted open days, and increased occupancy with strong engagement results. We’ve seen terrific results on this campaign over many years with occupancy levels high, and high conversion rates across the campaign.

In addition to our Google Ads campaign for their Aged Care services, we’ve also begun working with Calvary Home Care. We’ve launched a national digital campaign that includes both Google Ads and Meta (Facebook & Instagram). Home Care, unlike Aged Care, allows the customer to stay in their own home, with Calvary staff visiting them on a regular basis. This sector is growing rapidly, and the national campaign has seen positive results since its inception. Building on the digital campaign, we’ve also developed a targeted radio campaign for Calvary Home care to help build awareness and ultimately increase enquiry. Another benefit of working with a full-service agency like us is that all of these individual campaigns are booked with the knowledge about each of them, often with creative services tied in, such as scripting, design and output.

As a part of our ongoing media activity with Calvary, in recent years, we’ve helped to transition their Google Analytics accounts from Universal Analytics to GA4 tracking. Recently we have assisted with the Google Tag Manager set-up for the business’ impending new website launch, including the implementation of detailed conversion tracking. And of course, as most agency’s do, we have built a uniquely customised dashboard, not just for Calvary itself, but for different units within the business, ensuring that each department has clear, sector-specific reporting and insights at all times.

We truly value our relationship with Calvary and believe that our aged care industry experience is outstanding for an agency of our size in Melbourne. For more information about our media capabilities or our NFP/health care industry experience, please browse our new website, or feel free to give us a bark.

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For several years, Faith have been tightly connected with the Japara team, primarily assisting with various media planning activities, but we’ve also in the past managed social media channels as well as national campaigns for the business. With the merging with Calvary taking place, Faith is once again pleased to be working in the aged care and health space.

In addition to the ongoing media planning activities taking place, our first challenge was to assist with a range of recruitment campaigns being planned for late 2021-early 2022. Much the same as many other businesses across Australia, the impact of the COVID-19 pandemic on Calvary’s workforce has been hard to avoid. However, a critical part of their business has always been the recruitment of new individuals to enter the health and aged care industry. Calvary’s Aged Care Traineeships are a fully supported offering based in Melbourne’s Southeast.

Faith was briefed to develop up a small campaign aimed at encouraging people to consider applying, specifically around highlighting information sessions across December 2021, that users could attend via Zoom. With a set style guide different from the previous Japara look-and-feel, we worked closely with the Calvary creative style to develop a suite of GIFs for digital display along with images for social media and website banners as well.

The media plan for this campaign was tightly geographically targeted to Melbourne’s southeast, near where the training would take place, with strategic expansion of targeting allowed where relevant. Thanks to our full programmatic digital display capabilities, the campaign was able to show certain creative in certain locations during certain times, all depending on what worked best. This ensured that our campaign was performing as efficiently as possible in order to maximise the reach as well as our conversion.

While it’s still early in the life of the campaign, we have received very positive feedback from Calvary with how everything came together along with early engagement with the creative and available information. We look forward to continuing our work with Calvary into 2022.

If your business is in need of staff, come talk to Faith today about how we can develop a full scale media plan with creative to match that can help bring new workers to your door.

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