Marketing Strategy, Marketing Campaigns
The NDIS provides a new landscape for organisations operating in the Disability Service Sector. Lighthouse Disability is one such not-for-profit organisation; they provide 24-hour support and accommodation for up to approximately 100 people living with complex and diverse physical and intellectual disabilities in South Australia.
Without a well-structured marketing strategy and considered actions, Lighthouse Disability (LD) may run the risk of increased vacancies in its 30 homes in Adelaide’s north and north-eastern suburbs. The brand needed to reach more people and the level of understanding of the incredible service it provides must be high as the market becomes more competitive, and the market itself widens.
Pitstop Marketing delivered a marketing strategy, that included recommendations for website structure, content and usability, digital ‘business as usual’ activity, social media recommendations and key brand messages. We also developed four campaigns, each relating to one of the marketing objectives. Each campaign included media recommendations, channel selection and details of the creative idea.
Lighthouse Disability have implemented the majority of the website recommendations and are working with Pitstop Marketing to produce a suite of professional images (via a photoshoot) that can be used across a variety of marketing communications.
How we did it
Pitstop Marketing held discussions with Lighthouse Disability and did key research on the industry and NDIS.
With group brainstorming sessions and talking to others in the industry, Pitstop Marketing delivered a marketing strategy, that focused on Lighthouse Disability’s four key marketing objectives.
The strategy included recommendations for website structure, content and usability, digital ‘business as usual’ activity, social media and key brand messages. We also developed four campaigns, each relating to one of the marketing objectives. Each campaign included media recommendations, channel selection and details of the creative idea.
Lighthouse Disability has begun the implementation of some recommendations, with a view to roll out campaign ideas in the new financial year.
“We needed a comprehensive plan to promote our services and attract new business in a competitive marketplace. Georgi and Neeta were attentive and together we tossed around various concepts and possible solutions. We really connected. They displayed great compassion for the work we do and a genuine desire to assist…We were very impressed with the level of detail in the comprehensive plan. Pitstop delivered exactly what we asked for.”
Manager Marketing & Communications