The Faith Agency was appointed to the Guardian business at a time when Chemist Warehouse was aggressively rolling out stores, cutting prices and taking market share from the ‘traditional’ pharmacy. With over 150 pharmacies within the group, Faith was tasked with the challenge of developing and then amplifying Guardian’s point of difference across its advertising and marketing program.

With the benefit of insightful research and Guardian’s history of caring for Australians for over 30 years, The Faith Agency established a new brand positioning based on what Guardian was being recognised for on a daily basis, across the network.

The brand promise of “Advice. Trust. Care.” was based on a truth. Something the Guardian team delivered to each customer, and something each customer valued Guardian for.

Dr Cindy Pan was a well-known advocate of Guardian. And as a well respected medical practitioner, media commentator and mother, Dr Cindy Pan became a Guardian brand ambassador who embodied a very clear connection to the values that Guardian and Australians felt important when it came to their health and wellbeing.

The advertising and communications program was comprehensive and continuous. Various channels, including television, catalogues, radio, promotions, digital platforms, in-store marketing, loyalty initiatives, and local area marketing, all played a crucial role in creating a focused and results-driven strategy. This approach helped Guardian Pharmacies to secure and maintain significant market share in a highly competitive retail environment.

To further reinforce and provide customers with a distinguishable brand promise, Guardian received awards from Roy Morgan and Canstar Blue for the highest levels of customer satisfaction amongst pharmacies.

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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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There may be some Victoria businesses who are looking for a community-based organisation to align with as a cause and to help raise money and exposure for their services.   If you are so inclined, you could find no more worthy an organisation than Pinarc.  For more details on their services visit the website www.pinarc.org.au or give their new CEO a call, Peter Newsome, a call.

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The demand for disability services is expected to double in the next three years with the recruitment of skilled staff a major impediment to the provision of services particularly with speech and occupational therapists. The NDIS is currently the subject of much public debate in terms of the costs of running and meeting the needs of the community. As of March 2021, there were over 120,000 Victorians benefiting from the services provided by the NDIS.

Unlike many other service providers, Pinarc provides a comprehensive range of programs across therapy and education services right through to adult support programs. Pinarc has introduced a range of bursaries to support students completing the final year of their degrees. In addition, Faith has produced, in conjunction with the Pinarc clinical team, a series of videos to recruit suitably trained staff.  These videos are for use on social media platforms including Facebook and LinkedIn. The videos focus on therapy and education services, increasing the support of volunteers, and adult support programs.

As part of the branding work undertaken by Faith a new positioning line was developed: ‘With you all the way’.  Strategically sound, it was workshopped with senior staff and complements Pinarc’s purpose of enriching and empowering lives within the disability community.  It also adds value when used in conjunction with the other programs offered.

For example,

Pinarc: With you all the way with financial plan management; and,

Pinarc: With you all the way with therapy and education services.

Under newly appointed CEO, Peter Newsome, it is hoped that some of the marketing plan recommendations will provide new impetus to an organisation that has a long track record of success in the provision of disability services.

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I was watching an Australian film recently called ‘The Merger’ and listening to a Paul Kelly song, when I was reminded of a television commercial Faith produced for Sacred Heart Mission in 2008. Written by our then Creative Partner, Craig Ford, the TV commercial is as relevant today as it was then. Craig in his skilled and collaborative way brought together a range of animators and model makers, with support from Paul Kelly, to produce an effective and uplifting 30 second commercial.  Making something out of nothing for NFPs is something that our Melbourne creative community has always been keen to do.

That commercial could still run and be relevant in today’s market.  Its message was a universal one and had a timelessness about what it communicated.  Often the power of an idea and its execution can be forgotten, but with the challenges facing NFPs today the opportunity exists to re-examine some of the great work done over the years, and how it can continue to have relevance in telling today’s stories.

Sadly, I am all too aware of the difficulties and challenges facing charities because of the pandemic and the extended lockdowns.  Demands on services in many cases have increased dramatically.  NFP teams working remotely and trying to balance costs, whilst maintaining fundraising and carrying on their excellent work is a familiar and depressing story.

Large companies are often reticent to engage and get behind supporting charities for fear of social media backlash.  Food and beverage companies, mindful of the debates round sugar and general health must counterbalance the desire to support philanthropy with the potential to be seen as hypocrites.  Often through social media commentators, all too happy to criticize a company by highlighting that their products contribute to the problem, which they are now supposedly supporting to solve.

We live in a complex world of juxtapositions.  The reality is Australians per capita give $603 per annum in donations, up from $523 in 2020.  We are currently the fourth most charitable nation in the world behind the US.  The general population by world standards punches above its weight and the top 50 Australian companies also gave an impressive $1.1 billion to the community in 2020 (Source -Giving Large).

Despite suggestions to the contrary our capitalist system displays more philanthropic spirit than it is given credit for. Our society is caring, and Australians are often the first to step up to help those in need.  Charities need to think creatively and continue to tell their stories, repurposing them for the environment we are currently in and looking to engage with a community that understands how hard it is for those businesses to maintain services.  Despite COVID, unemployment is comparatively low, and people are prepared to help, and WILL if they hear our call.  As in the Paul Kelly song, ‘Meet me in the Middle of the Air’.

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For over 10 years, Pancare has been the leading upper gastrointestinal charity in Australia, with Faith playing a vital role in supporting them, with one of our partners, David Trussler, on the board. With plans for a new website discussed as early as 2018, it was the acquisition of patient-support platform Pansupport that proved to be the tipping point for the new website.

Faith sought to develop a dynamic and engaging look and feel for the new website, borrowing critical design elements from other charity and not-for-profit websites, while still integrating the unique Pancare brand guidelines developed by Faith previously. Utilising their ‘bubble’ device, coupled with distinct colours for each of the cancers supported by Pancare, for the more informative side of the website, Faith also integrated the new Pansupport brand mark for the more supportive aspects of the site.

We also worked closely with Pancare to determine the new content hierarchy within the website, ensuring user flow was carefully managed throughout the site. Our team also assisted with search engine optimisation activities including keyword selection and on-page optimisation.

While Alphasys were in charge of building the site architecture on their custom CMS platform (housed within WordPress), Faith played a keen role in the interpretation of this platform, assisting in much of the content upload, ensuring each page matched the developed style previously. We also worked closely with each party to address UAT concerns, managing resolution of simple tasks ourselves while engaging with Alphasys to resolve larger concerns.

Overall, the new website consists of over 100 pages of critically useful content in a uniquely engaging and highly navigable design. And the immediate response has been nothing but positive. We look forward to continuing to work with Pancare on a variety of different branding, media and creative campaigns into the future, while see plenty of exciting opportunities from our time with Alphasys.

For more information about how Faith can help your business with any aspect of its branding, creative, digital or media needs, please get in touch with us today!

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Hard on the heels of the aged care industry expose on the ABC 4 Corners program, the resulting media coverage and calls for a Royal Commission, Japara’s new campaign for its aged care centres has broken nationally.

Created by Faith, the campaign draws on extensive research by Japara that did a deep dive into the feelings and attitudes of both residents and staff. A significant insight was Japara staff’s commitment to showing respect for all those who live in their homes around the country. In addition, staff demonstrated a strong belief in valuing each resident’s individuality.

Faith’s campaign captures that individuality with radio, press and outdoor that started nationwide early October. The executions are built on the proposition that when you reside in a Japara home – ‘You’ll stay an individual with us’. Target groups are ageing members of the population who are contemplating a move into a retirement village or aged care facility, their immediate families, current residents and staff.

The ads come to life with executions that capture distinctively and playfully the individual backgrounds of some Japara residents. The result is a campaign that grabs attention and memorably demonstrates what makes a Japara aged care home desirable and different.

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