THE GOOD CARE GROUP

A research-led campaign to boost visibility and drive website traffic

300+

pieces of coverage in key titles

2,000

UK home careers surveyed

80%

increase in web traffic following coverage

39%

increase in share of voice

AMBITIOUS’ initial idea of connecting clients with what is precious to them in their homes was something we all fell in love with, and this heartfelt campaign enabled us to showcase the great care we provide as well as deliver on increasing our brand recognition and leads. Their expertise on campaign-led initiatives has really supported us to push through in the home care space and be an authoritative voice in the industry, as well as forge relationships with journalists and press outlets. They’ve also demonstrated the power of great PR and how it is vital for any business wanting to communicate effectively with its audience.

Laura Belford-Thomas
Marketing Manager, The Good Care Group

Launched the “Home is Where the Heart Is” campaign, using a survey of 2,000 homeowners to drive media outreach, and create compelling case studies

INSIGHT

The Good Care Group is a CQC rated ‘outstanding’ and award-winning live-in care provider serving those needing additional or complex care support in the comfort of their own homes.

The Good Care Group needed to:

Raise brand awareness on a national and local level through securing national and local media coverage, with the aim of increasing consumer understanding of live-in care as an option for older people and those with complex care needs.

AMBITIOUS was appointed to deliver a tailored PR strategy focused on research-led storytelling and consistent media engagement, complemented by ongoing press office support.

Audience:

Primary caregivers
Older people looking to independently plan their care
The wider care sector (including referrers)

IDEAS

To help The Good Care Group cut through the noise and tell a powerful story, AMBITIOUS partnered with a third-party research firm to develop and execute the Home is Where the Heart Is campaign.

The campaign centred on a survey of 2,000 UK homeowners, exploring emotional attachment to their homes and awareness of live-in care.
The research revealed deep emotional connections to home — providing a perfect narrative to showcase the benefits of staying in familiar environments through live-in care.
AMBITIOUS worked with award-winning portrait photographer Carolyn Mendelsohn to capture the stories of clients like Brian in Devon and Alison in Scotland — humanising the campaign through compelling, real-life stories.
Alongside the hero campaign, AMBITIOUS maintained an ‘always-on’ press office, securing regular comment opportunities and developing additional case studies to highlight the group’s nationwide reach.

The project was delivered with AMBITIOUS’ depth of experience in healthcare & social care PR, ensuring sensitivity, resonance, and authority in a highly regulated and emotive sector.

IMPACT

Outputs:

AMBITIOUS secured over 300 pieces of coverage in key titles including The Independent, London Evening Standard, Mail Online, Metro, The Mirror and The Express.

Outtakes:

The research drove inclusion of The Good Care Group’s key messaging in new publications, reaching new audiences and driving brand awareness.

Outcomes:

There was a 60 – 90% increase in unassigned traffic to The Good Care Group’s website on the days following online coverage landing.
The Good Care Group also experienced an uptick in web traffic of 5% when the majority (over 200 pieces) of coverage for the campaign landed in October.
As a result of ongoing press activity, including case studies and thought leadership, AMBITIOUS generated a further 20 pieces of coverage in consumer titles such as Yours and Stylist focusing on topics from the importance of looking after your mental health as a carer, balancing risk and freedom of choice in care, and the benefits of personalised care for older LGBTQ+ people.
AMBITIOUS secured a byline in The Guardian (both online and in print) on the importance of greater funding for care amid National Insurance increases. A local case study profiling 92-year-old Glasgow based Duncan who is living with dementia was also published in Yahoo Sport and The Glasgow Times. AMBITIOUS facilitated a visit to Queen’s Park Stadium in Glasgow where he was a Captain.

Impact:

Increased brand awareness through reaching an audience of over 200M
Positioning The Good Care Group as a thought leader in live-in care provision
Since AMBITIOUS came on board, The Good Care Group has seen a 39% increase in its Share of Voice, when compared against key competitors.

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