Home Instead
Woodland Hills & Santa Monica
An in-home care joint franchise.
Services:
Localized Marketing
Content Creation
Social Media Management
Business Development
Recruitment Assist
Localized Marketing
With Home Instead having a franchise business structure, Franchise Owner Chita Henning already had various mediums of content at her disposal through the “Home Office”. She just needed someone who knew what to do with it all and fill in any gaps if needed. We researched the neighboring franchises and saw right away that we needed to focus on localized marketing in order for her two offices to stand out from the rest. (*As of May 2022, the Santa Monica franchise is now under new ownership.) Naturally, we have to make sure that any “original” marketing we create adheres to Home Instead’s guidelines.
We started small by simply personalizing their standardized logo and plugging them in wherever we could, requested and proofread bios that reflected their caring personalities, and swapped out stock copy for original copy on their existing websites. The added improvements to the “Meet the Team” pages on their websites was already enough to impress and garner the attention of their corporate regional coach who encouraged his fellow reps to relay the same updates to their designated franchises across the country.
Content
Next was to create original content to supplement the rather generous amount of professional content Home Office provided through a complete re-brand campaign they had put out the month before we came on board. Good timing for us! We started with headshots and team shots, filmed an internal On-Boarding Welcome video, and produced sit-down interviews with staff and clients.
Social Media
Home Office had already started their Facebook Pages, so we added on Instagram to reach the “Karens” and “Kens” [adult children who manage their parent’s care] and LinkedIn to recruit caregivers and prospect referral providers in the healthcare industry. We implemented the standard posting schedule of three times a week at the same day and time, using a mix of Home Office stock content, graphics, and original content. For a health care sector that is not known to be synonymous with social media, we have managed to generate a completely organic following and attracted the attention of fellow Home Instead franchises and competitors alike.
Business Development
Continuing our lucky streak of being one step ahead of other franchises, we implemented Salesforce as a CRM only to find out that Home Office was going to mandate it a few months later #stillwinning
The in-home care and overall health industry was another area hard-hit in 2020 and 2021. We persevered nonetheless as part of our mission was to re-establish relationships with referral providers that Chita had developed a few years prior but did not have the time or resources to maintain. Less than a year later, we had connected with nearly 200 potential and existing referral providers and made an equal amount of direct contacts through in-person sales calls, emails, and exhibiting at special events.
Recruitment Assist
Like most businesses across the country, recruitment has possibly never been so difficult as it was in 2020 and 2021. L.A. County is a whole other beast given the slew of handouts that kept people comfortable at home. Recruitment has been the main marketing focus for this client. Working with a limited budget, we maximized all low-cost options by posting across all social media accounts, participating in local job fairs, and have even found success by keeping it old-school with tear-off flyers.
“We've been working with BP Group for over a year-and-a-half on marketing our senior care company and Trish has been nothing but phenomenal. We are impressed with her strong work ethic, professionalism and expertise in various aspects of marketing, which has helped our business grow especially through our online presence. She continues to perform above and beyond our expectations and it's a pleasure working with her.”
HOME INSTEAD
FRANCHISE OWNER
WOODLAND HILLS
& SANTA MONICA
CHITA HENNING