Taurus launches world's first aged care MicroTown™ for NewDirection Care
Taurus and NewDirection Care join forces
Revolutionary Aged Care Concept
Natasha Chadwick, CEO and Founder of NewDirection Care (NDC), has worked in aged care for over 20 years. NDC is a unique, inclusive community that provides freedom of movement, independence and choice for the elderly and those living with younger onset dementia.
From her extensive experience, Natasha recognised the lack of services for those with younger onset dementia in traditional aged care facilities and developed a revolutionary concept, setting a new standard for the industry in Australia and worldwide.
The award-winning NDC is located in Bellmere, Queensland and is a $35 million residential care MicroTown™, expertly designed and offering state of the art living focused around residents’ needs.
Ministerial Recognition
During a tour of the MicroTown™ the Minister for Aged Care, Ken Wyatt described NDC as “Aged Care that is totally person-centred”.
The nationwide campaign prep started three months before launch date
The media launch was set but preparation work began three months prior. Taurus worked collaboratively with NewDirection Care and its external partners to create an extensive body of content to equip us for a successful launch.
After extensive research and a strategy session using our Taurus Bullseye™ methodology, we created a three-phased approach: Pre-Launch, Launch and Post-Launch – revolving around a campaign theme of “Heading Towards a New Direction for your Golden Years”.
In each phase, clear objectives were set to communicate NDC’s key point of difference to help increase brand awareness and position the brand as a World First MicroTown™. We also leveraged Natasha’s expertise and experience, positioning her as a thought leader on the paradigm shift in aged care.
Strategic approach boasts nationwide media attention
For a new business entering a crowded and contentious marketplace, Taurus strategically crafted the NDC brand as an innovator in the aged care field. With aged care constantly high on the public agenda, the campaign far surpassed our KPIs, achieving 80+ pieces of coverage across Tier 1 publications in Broadcast, Print, Online and Aged Care Verticals.
The widespread media exposure included successful key message penetration and communicated the innovative approach of the NDC MicroTown™ and unique point of difference.
Major Media Coverage Achieved
The campaign reached a total of 80 million with coverage across:
- Channel 9 The Today Show
- Channel 7 News
- A Current Affair
- The Courier Mail
- The Australian Financial Review
- Sydney Morning Herald
- The Daily Telegraph
- The Herald Sun
The pre-launch phase
Foundation Building
Taurus commenced with workshops, brand immersion, market research and asset collation including the development of case studies, biographies and defining key spokesperson profiles for NDC. Taurus defined the creative theme and collated the media list.
Launch phase
Strategic Media Rollout
There was a full press roll-out on Launch Day with an embargoed announcement a day before to tip off key media. Taurus promoted profiles and unique stories from residents, staff and family, cementing credibility and generating third-party endorsement. In turn Taurus initiated a nationwide media relations rollout across broadcast, print, online and industry verticals.
Post launch
Momentum Building
Taurus continued building media momentum from the Launch phase, expanding media outreach across other beats including business, property and careers. Taurus also investigated, secured and coordinated speaking opportunities for Natasha.
“While NewDirection Care specialises in younger-onset dementia, it caters to anyone with complex care needs and operates like a community. There are 17 homes, each housing seven residents on six separate streets. Its major point of differentiation is in housing residents with similar lifestyles and values in individual dwellings.”
– Australian Financial Review
What Taurus did for NewDirection Care
- Taurus Bullseye™ PR strategy and planning
- Taurus Profile™ Personal branding
- Building brand awareness
- Media launch
- Thought leadership
- Messaging and positioning
- Established key messages
- Government liaison
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