CLIENT: CaregiversDirect
CaregiversDirect offers a personalized platform for matching families with private caregivers, focusing on providing tailored solutions beyond traditional agency models.
Key Insights:
We observed that families seeking private caregiving solutions required more than just matchmaking; they needed a streamlined system for managing relationships, communication, and care transitions. Messaging needed to resonate immediately with families currently grappling with these challenges.
Positioning and Strategy:
We trademarked the phrases "Personalized Private Caregiving Solutions" and “CarePlanning” to differentiate CaregiversDirect from typical caregiving services. The visual and narrative messaging shifted away from the "sea of sameness" in the caregiving sector, opting instead for provocative headlines and striking imagery that addressed pain points directly.
Design and Execution:
We tested both photographic and illustrative formats across digital campaigns, monitoring performance daily. Additionally, we designed the company’s fundraising collateral and managed media relations to ensure consistent brand messaging.
Outcome:
The repositioning of CaregiversDirect as a comprehensive caregiving platform led to a significant increase in user engagement within the first year. Families appreciated the new approach, and Caregivers Direct secured additional funding, allowing for the expansion of its CarePlanning model.
