Company: Home Instead Senior Care, Omaha, NE
Company Description: Home Instead Senior Care is a U.S.-based international franchise network that provides high quality, non-medical home care to older adults. The franchise network consists of more than 900 independently owned and operated franchises offices that help seniors and their families through the home-care stage of aging. Home Instead Senior Care employs over 65,000 professionally trained CAREGivers.
Nomination Category: Marketing Campaign Awards Categories - Specialty
Nomination Sub Category: Brand Experience of the Year

Nomination Title: Home Instead Senior Care: Alzheimer's CARE Training

Tell the story of this nominated brand experience program for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your program:

Home Instead Senior Care is a U.S.-based international franchise network that provides high quality, non-medical home care to older adults. A Marist poll sponsored by Home Instead, conducted in fall 2012, indicated that Alzheimer’s is the most feared disease in America, and 61% of potential family caregivers feel unequipped to address it’s challenges.

Home Instead began encouraging franchisees to offer in-person Alzheimer’s CARE training courses for family caregivers, and created a four-month communications campaign to directly address the increasing need for Alzheimer’s education. This integrated campaign included initiatives via Home Instead’s paid advertising, web presence, social presence, and local and national media relations from October 2012 to January 2013, with each illustrating Home Instead’s commitment to being a trusted resource for family caregivers.

Objectives:

• Conduct at least 200 training sessions in all 50 states
• Create awareness and consideration for Home Instead Senior Care among family caregivers of those with Alzheimer’s or other dementias
• Highlight Home Instead Senior Care’s expertise and dedication to positive, impactful client service for those with Alzheimer’s and other dementias

Alzheimer’s Awareness Month (November) was an ideal time to offer a high volume of courses. The team recruited franchisees to host trainings, placed ad buys, ramped up Alzheimer’s-related social media activity, built up existing web properties, and pursued media coverage of the training sessions.

More than 700 workshops were delivered during the campaign and reached 9,000 current and prospective clients.

“One of the client's daughters that joined us is an RN and I was surprised how much even she didn't know. The fact that everyone wanted to share their personal experiences was probably the most rewarding for me. They needed to hear that they weren't in this alone.” – Home Instead Franchise Owner

“We were thrilled that many of the attendees were open and willing to share experiences with us and one another. They continued to talk after workshops as well, we provided light refreshments for them and encouraged them to linger as long as they wanted to.” - Home Instead Franchise Owner Earned Media: Media relations generated 615 placements and 33.2 million impressions across print, online, and broadcast media.

“Remember for Alzheimer’s” Facebook page “Likes” increased from a pre-campaign average of 60 per day to 150 per day during the campaign. Total “Likes” grew by 18,229 during the campaign period, raising the page’s total “Likes” to more than 210,000. More than 2,549 people attended four live Facebook chats with the Alzheimer’s experts, and 82% (2,095) opted into future communications.

Owned Media: Web visits to HelpforAlzheimersfamilies.com increased 200% in November alone.
- The site averaged 14,103 unique monthly visitors, 43% increase
- The online training recorded 32,739 page views during the campaign and more than 60,000 event completions, such as clicking play on a video within a course.

Paid Media generated a total of 164,803,000 impressions. There were 1,442 calls made to a Home Instead call center by prospective customers and those interested in learning more about the Alzheimer’s CARE training courses. The call center number was featured in the advertorials in Good Housekeeping, Canadian Living, MORE, and Aging Well.

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Provide a brief biography of the leader of the team that planned and executed this brand experience program (up to 125 words):

Jessie Brumbach, Vice President of Marketing at Home Instead, Inc., oversees the marketing division and its efforts to build brand awareness; generate media attention for the organization and senior care related issues; and generate prospective franchise owner leads.

Jessie joined the Home Instead Senior Care staff in 2007 as marketing director. She was previously employed by Cox Communications, where she worked for 15 years in various roles including consumer and business-to-business marketing and advertising; product management; and media sales management. Jessie also worked in film marketing and publicity at Universal Pictures and MGM and lead marketing and sales efforts at the Hollywood Bowl and Los Angeles Philharmonic.