Care Sector

The private care sector, whether care homes or domiciliary, continues to face many challenges. The demand for care services will not abate as the population aged 85+ is set to approach 2 million by 2025.  But this is against the backdrop of strained public expenditure, huge difficulties in recruiting and retaining staff and rising wage demands.  

Our team has worked in this sector for many years, helping to positively differentiate private care services – for prospective clients and potential staff – in both the care home and the domiciliary sectors.

Good Care Group

As one of the most awarded providers of home care services within the industry and rated as Outstanding by the CQC in England across the board, The Good Care Group offers an extensive range of services and homecare packages, supporting a range of health conditions.

We were involved from the inception of the business – from creation of the business concept and branding, to launching it to the industry and the consumer.

We developed innovative campaigns to maximise awareness and profile through consistent positive media coverage, advertorials and seeking and gaining wins in regional and national awards. We also organised attendance and support at consumer and industry events and exhibitions.

Our consultancy to the Board provided a valued contribution to the growth of the business, as well as help with dealing with ad hoc issues as they arose.


Carebase runs a group of 13 care homes for the elderly, as well as a specialist home for those living with acquired brain injury, across the South East and East Anglia.

The team developed a rolling PR programme designed to support the individual care homes within the Carebase portfolio and helped establish a distinctive profile and identity for each of the homes within their local communities.

The objective was to help attract both new residents and quality carers, whilst helping to make the homes the preferred choice for those considering care.

Through a mix of promoting existing initiatives in the homes and developing many creative campaigns, all the homes were regularly featured in their regional and local media with positive stories. 

Additionally, we were responsible for drafting care award submissions for care teams and individual carers – again achieving a significant success rate in terms of award wins which were then promoted to a wider audience within the community via the media.