Grimston Court Festive Craft Market, 2022

Grimston Court Care Home was suffering from low occupancy and limited local awareness. I organised a festive Christmas market to drive awareness and footfall to the home, engage the local community, and raise funds for York Food Bank.

Strategy: Recruited local York stallholders to take part, ran a multichannel campaign across social media, email, press releases, and local mail drops, and offered guided home tours on the day to convert visitors into enquiries.

Results: Strong community turnout, several new enquiries, one new permanent resident, and £800+ raised for York Food Bank.

St Catherine's Care Home Launch, July 2022

St Catherine's had closed abruptly as a nursing home due to staffing challenges. My objective was to help relaunch it as a specialist dementia care home, rebuild its local reputation, and drive both resident enquiries and recruitment - working as part of a small team of three.

Strategy: Full rebrand, multichannel campaign across social media, email, press, and community outreach, plus a carefully planned open day with guided tours of the home and it's dementia specialist facilities, pet therapy, dementia education activities, and a raffle to attract both families and potential staff.

Results: Strong attendance including key figures from the health and social care sector. St Catherine's reached full occupancy within three months of reopening.

Festive Box Drop Campaign - 3 consecutive years

To strengthen Wellburn's community presence and boost brand awareness during the Christmas period, I led an annual campaign encouraging the public to nominate elderly or isolated neighbours to receive a personally delivered festive box from their local Wellburn home.

Strategy: Paid and organic social campaigns on Instagram and Facebook to drive nominations, supported by email marketing. Staff from each home made deliveries in person, creating genuine community interaction.

Results: Year-on-year growth in nominations and social engagement, with messages from recipients and loved ones regularly shared back on our channels - reinforcing Wellburn's reputation as a caring, community-rooted organisation.