RSL Care + RDNS Transition to Bolton Clarke
An important component of my strategy to successfully transition to a completely new brand identity for the recently merged RSL Care and RDNS (Royal District Nursing Service) organisations, was to establish a new social media presence as the transitional combined RSL Care + RDNS brand. As little had been publicly used under the transitional branding, it was essentially a blank canvas to work with.
With 6 weeks until the official new brand reveal, I commenced marketing with the transitional brand campaign, which would later become the official Bolton Clarke accounts for each channel.
There were three main types of content rolled out across this period:
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- General – to promote services and the BVP
- Careers – to promote vacancies within the company
- History – to share the story and rich history of both organisations
A further two categories were also in play across this time:
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- Campaigns – promotional marketing for Retirement Living villages and Customer Directed Care (CDC) services
- Events – Be Healthy and Active program
General Posts
General posts were used to promote the various strengths or services which were now offered under the combined RSL Care + RDNS brand.
These posts have a consistent look and feel, with a white logo set in the top left hand corner of the image. The characters featured are natural and down to earth and the colour palette reflects this genuine honesty.
The blurb for General Posts is 'social network friendly', with short clear descriptions, inviting readers to read more via a link to a web landing page or to call the appropriate phone number.
Links were shortened via Bitly to allow further data tracking and to keep the URL simple. With no RSL Care + RDNS transitional website, a few targeted landing pages were created with the transitional branding on the RDNS website.
All General Posts were marked with the hashtags #RSLCareRDNS and the service they were promoting, in this example #BeHealthyAndActive.
Careers Posts
Careers Posts are all about attracting the best candidates to support the business, which is always a challenge with the soaring coasts for paid placements on job networks. However they do perform well if sprinkled across the regular content schedule.
These posts are clearly defined Career Opportunities with an instantly recognisable sub-branded look and feel. Adhering to Facebook (at the time) Social Standards, the overall text is less than 20% of the image, making them boost friendly if required.
The backgrounds of the Careers Posts incorporates minimal subtle light tones. The pastel squares in the foreground tie back to hero branding across all social accounts. The squares are set transparent colour and position. 'We're Hiring' text is 100% cyan with a locked placement. The company logo is set to top left corner in full colour.
The characters are usually a single head shot, in a diverse range of cultures, ages and backgrounds which can be mixed and matched across different roles. As RSL Care + RDNS covers everything from corporate and administration roles, to healthcare, hospitality and utilities a large bank of images was created. Character position was always asymmetrical, set right as displayed.
The blurb for Careers Posts is also 'social network friendly', with short clear descriptions, inviting potential candidates to view more details via Seek as there was no transitional website with job vacancies at that time.
Links were shortened via Bitly to allow further data tracking and I prepared regular reports for the People and Culture (HR) team.
All Career Posts were marked with the hashtags #RSLCareRDNS #JoinUs
Our History Posts
The History Posts rolled out every three days, telling the story of both organisations and the symmetries that existed to the new soon to be revealed brand.
Again these posts feature an instantly recognisable branded look and feel, clearly defining their purpose as moments in time.
The date dominated the top left corner, overlaying the 'story' set to the right. As the quality of these original images varied it was important to retain their aged characteristics and historical charm.
The blurb for Historical Posts was 'social network friendly', with short clear descriptions. The first line was reserved for which part of the business the post was related to and the date.
There was no Bitly link, as these posts were counting down to 2017 and the big Brand Reveal.
All Historical Posts were marked with the hashtags #RSLCareRDNS #OurHistoryOfCare