Kendal At Home
Longterm Care Management Built on Quaker Values
Long-term care is among the most elusive and worrisome subjects for mature audiences as they get to their twilight. Kendal At Home, a not-for-profit care management health organization, is designed to support elderly audiences within their most comfortable environment, the home, by taking the worry and transition to long-term care facilities away and offering a solution based on the Quaker principles of Self-reliance, Honesty, Social responsibility, Equality, Social tolerance, and simplicity, working together to create better outcomes.
Finding an audience who is approaching or in retirement isn't challenging. However, the differentiation needed for those interested in investing their savings in the promise of a high-value service with strong Quaker principles requires value targeting. Our solution relied on strong psychological mindset characteristics to pre-qualify our prospects. Our criteria for our audience mindset included:
- Self-reliance- Being reliant, choosing my own goals
- Honesty- Being sincere, having integrity
- Social responsibility- Working for the welfare of society
- Equality-Desiring equal opportunity for all
- Social tolerance- Respecting ethnic, religious, and racial differences
- Simplicity- Keeping your life and mind as uncluttered as possible
We cultivated a unique targeting database of individuals who qualified by age and income but were also favorable to Kendal at Home's core principles. This database was then used to isolate and target individuals in channels they were most receptive to and in trusted environments. Our channel selection included magazines, newspapers, direct mail, digital display, video, YouTube, social marketing, and search engine marketing. Our campaign extended from Kendal at Home's existing Ohio state support into the new launch of Massachusetts.
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