Case study

Acacia Homecare: A Successful Recruitment and Marketing Drive

Acacia Homecare came to the Berkshire Growth Hub team with a need: to recruit and meet the ever growing demand for staff as well as increase their digital presence.

 

Acacia Homecare, which opened in November 2019, is a domiciliary care franchise offering home care services across Berkshire. They pride themselves in operating with honesty, integrity and professionalism – they know how important it is for people to be cared for where they want to be. Always putting the person at the heart of the care, they create bespoke care plans and approaches to the support they give. 

They were presented with two challenges in their business: marketing and recruitment. Their priority is and always will be their customers, so marketing themselves can sometimes take second place. At the same time, like most in the care sector, they were experiencing difficulties recruiting new team members quickly enough to meet demand.

“I knew I wanted to increase our private customer base, but needed a bit of guidance.”

On the High Growth Programme, Acacia Homecare had regular, bespoke, one-to-one meetings with Sara Charlesworth via Teams. 

“Sara helped me to understand the benefit of implementing a strategy for our marketing. To understand return on investment and how a little research and planning could prevent expensive mistakes and improve consistency, bringing much better results. I realise I was ‘fishing with a wide net’ until Sara helped me to be far more targeted in my approach, we worked together on defining our ideal customer and becoming laser-focused on who to approach and with what messaging.” – Vicky Kondal, Director at Acacia Homecare.

Sara and Vicky worked on content ideas for email marketing, with Sara making her accountable over the course of the sessions, suggesting that some of their marketing became automated to feel far more manageable. Vicky gained confidence in managing advertising and marketing campaigns herself and they talked about working towards outsourcing this in the future and how best to do that. 

In terms of recruitment, Sara helped to appraise how they should successfully advertise for staff, covering messaging and platforms used. Vicky is pleased to report back that they currently have a number of new applications going through already!

“Vicky is ambitious and determined to maintain a high level of service whilst growing the business to meet high demand. It’s common in those circumstances to invest a lot of time in operations. By working together to draw up a strategy and plan for sales and marketing, we were able to show Vicky the way to achieve her aims” – Sara Charlesworth, Growth Hub Business Adviser.

Acacia Homecare are always happy to meet potential customers and their families to discuss care and support options, with a care delivery team that is highly trained, checked and supported and an amazing team of support workers who are, of course, fully police checked and trained to the highest standards to ensure the safety and comfort of our customers. 

Acacia Homecare Berkshire take pride in the supportive relationships they develop with customers, the families and with their own staff, going the extra mile to make sure you or your loved one are as comfortable as possible, providing exemplary care. 

Email : vicky.kondal@acaciahomecare.co.uk 

Phone : 07984 560943 or 0118 321 5219 

For more information on how the Berkshire Growth Hub team can help support your business, through masterclasses or one to one support, please contact them here.

Visit: acaciahomecare.co.uk

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