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12th November

Building a new care home: Creative hoarding ideas

The majority of our clients have built or are planning to build a new care facility, many are planning multiple sites as we speak. If you haven’t done it before, the prospect of telling the world all about what you’re doing can be a daunting one.

We’re all now used to seeing the brightly coloured construction hoardings adorned with new brands and photographs – usually stock, let’s face it – smiling their messages back at us, next to a website address and a ‘prices-from’ sticker. This is all well and good, and builders need to sell the properties as quickly as possible, preferably before they’re finished. When building a care home, it’s not quite as simple as that, is it?

We know that people are much less likely to make a commitment before seeing the finished article, and show suites, while helpful, rarely persuade a larger number of potential clients to sign on the dotted line either. People’s need for care is often at much shorter notice too. With all these things combined, then, it got us to thinking what is the point of the hoarding on a care home building site and how can we use the space better?

In some cases, where a building is near a main thoroughfare like this one, with lots of footfall or traffic, it’s important to get people’s attention and not just blend into the background. In the case of traffic, the faster it is, the shorter the message should be. If it’s on a busy street with lots of pedestrians it makes sense to engage people on a more detailed level, either with smaller blocks of text separate from the main message, or leaflets in a weatherproof box, or something interactive – even as simple as a viewing pane to the larger site. Anything to engage with passers by so that they know what is happening at your site. We all know the importance of word of mouth when it comes to marketing a care home, and this is where it starts.

It was with great excitement, then, that we visited a client’s site in Bristol recently and were able to look at different options, seeing as the site has a pedestrian front, a roadside front and a front which backs onto other businesses and car parks – three sets of people with a different amount of time to look at your message.

To tie in with our client’s plan to bring the art world into the new care home, we set to work on ideas, enlisting the help of local artist and screen printer Josh Hughes-Games at 16 Tonne Press in Bristol’s Old Market. Together with local mural painter, Zoe Power they created a design for the hoarding to surround the entire site, using different levels of detail for the different facing sections.

The piece began this week here and we’ll continue to update you as it progresses. It draws on Bristol’s strong visual history, grabs people’s attention and makes the link between the rich local art scene and the proposed use of art as therapy within the new home.

To follow this project and find out more, bookmark us, or follow us on Linked In for all news and tips from Marketing For Care Homes. If you have a project like this that you’d like help with, get in touch with us here.