Benetas’ Future Customer Strategy wins national marketing award

Benetas has been named the Victorian winner of the 2018 Australian Marketing Industry Awards.

Earlier this year, Benetas was named as a finalist for the prestigious award in the Marketing Communications: Business-to-Consumer and Business-to-Business category for its consumer campaign.

Other aged care and NDIS providers that made the finals of the national awards program included:

  • Bethanie (WA) – Brand revitalisation category
  • UnitingCare (QLD) – Creative brand, product or service category
  • Civic Disability Services (NSW) – not for profit category
  • Yooralla’s integrated campaign for the NDIS market (VIC) – not for profit category
  • Braemar Presbyterian Care (WA) – small budget
  • National Advance Care Planning Australia – social marketing and social change

Benetas’ entry addresses the increasing pressure the aged care sector faces following funding changes towards consumer directed care, changing the Business-to-Government stakeholder model to a Business-to-Consumer marketing model.

Its core  objective was ‘to cultivate, find, attract, convert and keep the Benetas customer’. A comprehensive strategy was devised to change the corporate culture and attitude towards a more customer journey focus, with a specific emphasis on the future customer.

Benetas CEO Sandra Hills OAM praised the efforts of the Benetas Customer, Innovation and Marketing team.

“This change in strategy was integral in turning around the focus of the business to the customer by developing with her team, the Future Customer Strategy, an integrated marketing communications plan that redefined the Benetas brand, its customer, its communication methods and its internal processes.”

Nicola Reynolds, General Manager for Customer Innovation and Marketing said at the heart of this plan was a comprehensive strategic B2C communications strategy designed to build the customer pipeline.

“The overall communication objective was to cultivate, find, attract, convert and keep the Benetas customer,” she said.

“Benetas has implemented a brand strategy framework to guide communications, this has resulted in a significant lift in the awareness of Benetas and its services, a direct impact of brand awareness advertising, and reworked our customer communication channels.”

The annual AMI Awards is judged by senior marketing professionals from across Australia.


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