Client
Consumer Directed Choices
Friendly, helpful people who answer phones.
Consumer Directed Choices, a home health care agency with a best-in-category service offer headquartered in Albany, New York, saw an opportunity in expanding their service area into New York City and the surrounding counties. To do this they knew they would need to overhaul and upgrade their advertising campaign.
“Tronvig is refreshingly open and forthright with everything, and incredibly proactive in doing what is best for the campaign in support of our business goals. The results are in. Since they came on board we have shattered all our past records and blown past our annual targets!”
Before
Consumer Directed Choices (CD Choices) came to Tronvig initially for market research to assess the feasibility of an expansion of their service area into New York City and the surrounding counties.
Our research finding served as the basis of a brand refresh and an advertising campaign focused on new consumer acquisition in a new market for them.
After
The New York City market has proved fertile and the research findings that helped to greenlight the campaign have been validated by prospect behavior. The campaign has garnered the best referral numbers in the organization’s history as it continues to build momentum and show measurable results in excess of the ambitious business targets set for the sales team.
Discovery
In light of the organizational business goal of moving into New York’s largest market, Tronvig’s market research revealed a high level of dissatisfaction with the current roster of fiscal intermediaries serving New York City. This gave our advertising campaign the perfect opening for a pitch to switch, offering a best-in-class alternative to the rather “Brazil” like status quo.
Brand Pyramid (Advertising Brief)
An exhibition Brand Pyramid was developed in workshops.
1. What is CD Choices?
An alternative to traditional home care helping individuals with disabilities and the elderly stay independent in their own homes and community.
2. How does CD Choices deliver value differently from the competition for PA candidates?
- Friendly and supportive attitude
- Robust benefits (paid time off, time and a half on holidays)
- Workforce Recruitment Portal to find PAs
3. Why?
I want …
- good communication/ good customer service
- a person to talk to
- employees paid accurately and on time
- to be able to offer the best pay rate possible
- a PA to start as soon as possible
- to hire reliable care
- PAs who speak my language (Spanish, Russian)
I want (if family/designated representative) …
- a reliable backup PA
- to keep my relative at home
- quality/personalized/safe care
- insurance that will cover enough time
- to get an evaluation that would allow me to get out of a nursing home
Fears…
- Not being able to hire a PA, not having care
- Being overwhelmed by paperwork
- Being an employer
- PA won’t show up
- Being taken advantage of
- Being able to screen appropriately
- Losing a good PA because of the long hiring process
- Not having a PA that is located near where I live
- Unreliable PA
- Losing PA because of the pay rate
- Being in a facility/nursing home
- Being denied additional hours
- Difficulty using EVV systems
4. Core Values
[Redacted]5. Brand Idea
Friendly helpful people
Actions
Once we had identified the opportunity with the target consumer, we developed integrated multi-channel campaigns including Digital, OOH, radio, and TV to build brand awareness in NYC, which by far is the largest market in the state.
With the help of our powerhouse media buying partner, DCW, we have been able to leverage every dollar to drive referrals in the New York City market as well as expansion markets in Buffalo and at the same time, increase campaign performance in their existing markets in upstate New York.
“From careful research through to all aspects of creative, production and meticulous reporting, Tronvig and DCW are a seamless extension of our team. They are all in, using all their formidable talents and resources to achieve our shared goals.”
Results
The recruitment campaign generated a 173% increase in “create account” submissions.
