A care startup given a plan and two audiences to reach

Woodbridge was starting a domiciliary care business and adding an assisted family living service alongside it. Two services and two audiences, and copy that had to speak to each of them rather than to both at once.

What we were asked to do

Start at the beginning: a business plan and a business strategy first, and only then the marketing that serves them. Launching the marketing before the plan exists is how a new service ends up described three different ways in its first month.

What we did

The business plan and business strategy came first, then the marketing strategy that follows from them. Messaging and content were then written to suit each target audience rather than written once and reused.

That produced two separate websites, one for Woodbridge Domiciliary Care and one for Woodbridge Family Centre, each written to its own audience with the services clearly named and a clear next step on every page. Alongside them, a set of leaflets promoting specific services to specific audiences — content, design, and the print managed end to end.

The difference it made

The business launched with a plan behind it, a forecast the owner could hold a decision against, and an expansion proposal built from both.