Creating Marketing Collateral for Your Home Care Company

Over time you will develop a collection of marketing pieces.  These marketing tools are known as “Collateral”.  You’ll want to develop a few pieces early, and add more as time goes on.  Additionally, you’ll want to update them relatively frequently in a cost-effective manner. 

The first pieces you’ll need are: 

1. A logo
2. Business Cards
3. Stationery
4. Brochures
5. Advertising Specialty Items
6. Nametags
7. Website
8. Telephone Directory Ad
9. Signage

Optional pieces include:

1. Voicemail
2. Uniforms
3. TV/Radio Commercials
4. Outdoor Advertising
5. Photography

Here’s a brief description of each, and a few tips to get you started.   We strongly recommend that you consult with professionals for each of these items.  Many of these professionals can be found in our Directory of Business Services and others can be found in your local phone book. 

Some of these items have been addressed in training Audio CDs or e-Books created by Leading Home Care.  We’ve provided links wherever appropriate. 

Your logo

Your logo should help people identify you in a quick glance.  Stylish colors and fonts, coupled with an image or shape will be eye-catching.  You want your logo to differentiate you from competitors, so try to avoid a cliché house with a heart inside.  You can design your own or hire a pro.  Most print shops have access to designers. 

Business Cards and Stationery

Keep it simple.  No sale has ever been made based on a business card exclusively.  These are tools of the trade not truly marketing collateral.  Make sure you include contact information, your website address, and make sure they are consistent with your overall look and feel.  Beyond that, save your money for other marketing pieces. 

• Vista Print

Brochures

Throughout your business life you will produce dozens of different brochures.  Try not to make them generic.  People want specific information.  It’s better to produce multiple brochures for different products then one all inclusive piece.  Find the balance between printing costs and being able to update frequently.  If your brochure is a year old, it’s probably out of date, throw them away.  Don’t print 20,000 if you have a good deal, because having 19,500 sitting around your office are useless.  Print what you can use and nothing more. 

Ad Specialty Items

Advertising specialties are used frequently in this industry.  When meeting referral sources, having a give-a-way helps keep you memorable, but only if it’s unique.  Avoid mugs and pens, unless they are extremely unique.  Useful items such as Post-it style notes are good.  Look for items that are unique.  If you can find an item that referral sources use up, you can become a supplier of this item; they will feed you referrals to keep you coming back. 

• Marketing to Die For… Without Killing Your Budget e-Book

Nametags

Your most frequently viewed piece of marketing collateral will be your caregivers’ nametags.  These not only act as a security device, clearly identifying your caregivers, but they also act as your company name and logo attached directly to your product.  In a very real sense, nametags are your packaging. 

Website

Your website can be your best or worst marketing tool.  Virtually every company today has a website.  Unfortunately many small companies have not dedicated themselves to creating a website that sells.  Your website should be more than an online brochure.  Websites are unique in that they are the only piece of marketing collateral that can improve over time.  Brochures, TV commercials and billboards become dated, while your website, if it’s kept up to date, is always current.  Additionally, websites have the advantage of being virtually unlimited in the quantity of content provided to clients, referral sources and potential employees. 

Telephone Directories

Telephone directory ads are used relatively frequently by potential customers, however they can be a large expense, particularly if you live in a community with multiple directories.  A general rule of thumb is that you want to match the size of the largest ad.  Generally, home care company ads are relatively small, around business card size.  Save your money by avoiding color unless you get a great deal.  Double and triple check the ad, because it will be viewed for at least a year. 

Signage

A sign in front of your business can be a large expense, however our clients tell us it’s money well spent for the long-term.  Simple signage can be interior wall signs if you work from an office building.  If you have a physical location, roadside signs are terrific advertising.  Talk to a professional about creating a sign that will look modern, but not get dated over time. 

Optional Marketing Collateral

The following pieces are completely optional.  You’ll only want to spend money on these items to add to your mix.  If you are using a direct sales technique you may not need them at all.  Choose them based on your budget and your marketing plan. 

• Sales and Marketing Planning to Grow your Private Duty Home Care Business (Free article)

Voicemail

If you install a voicemail system, you can frequently replace hold music with radio style commercials.  This is particularly valuable if you are going through the expense of actually producing radio commercials.  The production company can provide you a recording which you can install in your voicemail system. 

Uniforms

Having uniforms for your caregivers takes the nametag idea to the next level. 

You can invest in screen printed uniforms or simply purchase solid colored polo shirts.  Having a consistent look among your caregivers promotes professionalism, and helps identify your company.  This is particularly useful for companies who send caregivers into facilities. 

TV/Radio Commercials

In recent years we’ve seen a dramatic increase in the use of broadcast advertising.  The two primary forms are local cable television, and radio.  Radio has been used particularly successfully as a recruiting tool.  Make sure your website is up and running before you spend money on broadcast.  Remembering “visit www.xyzhomecare.com” is far easier than “call 888-555-….” when you are driving in your car.    

Outdoor Advertising

Outdoor advertising can include billboards or sports arena type ads, but it also can be something as simple as a vinyl banner for a trade show display or company picnic.  Anywhere that your company could have a company presence is potential advertising. 

Photography

Over time you’ll want to start collecting photographs of caregivers, clients and office personnel.  These photographs can be assets to your marketing, but you need to have a little forethought.  Collect photographs in one place, digitally is best.  Also remember, that you need model releases from people in the photos, especially clients and family.  Finally, just because you own the photograph, doesn’t mean you own the copyright.  The copyright generally defaults to the photographer.  If one of your employees is taking pictures, have them sign a work-for-hire agreement giving you copyright.  Building a photograph library will be useful for virtually all future marketing collateral.  Your website, your brochures and even television commercials will use still photos.