Catholic Healthcare’s ‘Win a Wish’ campaign to mark its 25th anniversary has just won the NSW Award in the Not for Profit Marketing category at the 2020 Australian Marketing Institute Awards for Marketing Excellence.
The goals of the campaign were to build Catholic Healthcare’s Trust Bank, brand awareness, customer advocacy and market share under the spotlight of the Royal Commission.
Elements used to deliver the strategy included delivering inspirational, ‘bucket list’ gifts to residents and clients ranging from motorbike rides to a camel trek, a dining experience at Sydney’s Doyles seafood restaurant; a private tour of the Archibald at the Art Gallery of NSW; tour to Floriade; Sydney Harbour cruise; and a trip to see the Sydney Swans play.
The results of the campaign included strong engagement and interaction across social channels, and excellent media coverage. Its Home Care NPS increased to 55 (well above the industry benchmark of 39), Residential Aged Care CSAT increased to 98% and employee engagement also rose. The campaign also had a positive impact on its Home Care Services and Residential Aged Care Homes.
The campaign was judged to be the best to demonstrate an ability to deliver outstanding service benefits to its beneficiaries, promote and raise its cause, offer clear goals and strategy, and provide a tangible and lasting effect.
Pictured are members of the Marketing and Communications team at the AMI Awards virtual event.