iCare Staffing Project Details
When your focus is on supporting those in need, marketing is usually your lowest priority. iCare Staffing was a prime example of this.
- Identity
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Messaging
- Marketing
UPLIFTING ICARE TO HIGHLIGHT THEIR INDUSTRY LEADERSHIP
Community-driven B2B companies often do incredible work that flies under the radar. When your focus is on supporting those in need, marketing is usually your lowest priority. iCare Staffing – then known as Integrated Therapeutic Care (ITC) – was a prime example of this.
Providing staffing solutions to support young people living in residential and out-of-home care in Victoria, ITC had grown exponentially over the years. However, they had devoted no resources to marketing their services.
CHALLENGE
ITC’s founders had extensive experience in child protection and residential care. They knew that staffing providers were under-servicing community service organisations – leading to substandard care for vulnerable young people living in residential houses.
While ITC were doing amazing work in the industry and for the community, it wasn’t clear in their branding and communications. Potential clients were missing out on leveraging ITC’s experience simply because they didn’t know who they were or what they did!
Their specific objectives were to…
Transform the brand to truly represent ITC’s reputation in the market
Develop a clear understanding of why ITC exists and the messaging around it
Ensure consistent and clear communications – internally and externally
Deliver a 10% growth in shifts by the end of 2022
SOLUTION
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“Integrated Therapeutic Care” presented many challenges as a name. It: · Was often misspelt and misremembered. · Caused long URLs and email addresses · Didn’t clearly highlight what the company believed in. |
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MindMoB facilitated workshops to to understand what it stood for and how it wanted to be perceived in the market. It brainstormed iCare’s: · Vision · Mission · Values |
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From a marketing perspective, using “I care because…” as a mantra, it: · Helps build name recognition and create employee loyalty. · Provides fertile ground for quotes and videos, which were included in the company’s content plan. |
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iCare Staffing became the final choice, based on the team’s: · Values – They truly care about the wellbeing of young people · Experiences – Everyone comes from a background in protecting children · Message – The “i” shows that each team member takes on the mission to care for at-risk young people. |
Other activities included…
Auditing ITC’s positioning and marketing material against industry research
Creating key messaging – vision, mission, value proposition and points of difference
Executing effective marketing – website, social media, email workflows and PR
OUTCOMES
Known as iCare Staffing, the company today presents itself to prospects as a reliable, responsive and agile 24/7 staffing solution, with a focus on young people. This was always true, but it’s now communicated clearly to the market with a strong and identifiable brand.
Undertook a full rebrand, including a new name – from Integrated Therapeutic Care to iCare Staffing – to accurately reflect the business’ sentiment
Implemented the rebrand across all channels and material – including brand guidelines, supporting elements, website, collateral and apparel
Developed new content and communications that are accurate and engaging – to present the brand professionally and secure new business
Created a clear and executable marketing strategy that aligned with iCare Staffing’s business objectives, alongside a rollout plan for content marketing
