Rebrand, rebuild and relaunch.

sunrise-cx

We all want the best for our clients right? But how do we actually (and tangibly) deliver on this?

Investing the time to truly understand the business wants, needs, and expectations will give you the foundations to gain traction.
We also know there are always unplanned external and internal influences (enter Covid-19 - which I won’t mention again), so trying to design a plan to deliver upon the wants, needs, and expectations must never sit in a vacuum where success can only be guaranteed without variables.

As an agency, we deliver an ‘always-on’ approach through a Business Transformation Retainer (BTR) framework. Allowing our many marketing services to concurrently run alongside engineering and development empowers the agency and client to be reactive to change and to continually strive forward hitting new targets. Our framework provides an opportunity to integrate our talent with the client staff and create a genuine client team with a strong relationship.

Sunrise Senior Living is a leading UK care home provider, with their status being recognised and commended by carehome.co.uk having been included in the Top 20 Care Home Groups for a consecutive five years. Customer experience lies at the heart of all their care homes as the company is passionate about care, physical and mental wellbeing, professional nutritious home-cooked meals, and stunning community spaces.

Yet, the experience should not stop there and digital has to play a key part in that. Sagittarius has worked closely with the Sunrise Senior Living team to reflect and embrace the physical experience online through their two leading brands, Sunrise and Gracewell, websites.

Like many of the new clients we win, the brief and start-point revolve around the poor condition of the inherited code and the client’s frustrations around slow progress with the outgoing agency. Nonetheless, we thrive on giving brands the service they deserve and great progress has been made since working together.

The results achieved so far and fascinating user behavioural insights shows what can be accomplished through a close agency and client relationship and a solid resource framework;

  • Our comprehensive SEO strategy has achieved great YoY results. Comparing 2019 vs 2018 to allow for seasonal fluctuations to be compared;
    • Increase in user numbers by 3% for Gracewell, and 18% for Sunrise
    • Last-click conversion up 6% for Gracewell, and 7% for Sunrise
    • The assisted conversion has risen by 18% for Gracewell, and 11% for Sunrise

Our Conversion Rate Optimisation experts are also part of the retained team and have been gaining further insights into user behaviour. One test we ran was to surface the luxury nature of the brands strictly through subtle changes to written content. Sunrise users barely reacted because the test simply played to their expectations of the brand however, Gracewell users responded really positively with form submissions increasing, bounce rates dropping, and time on site increasing.
This work has seen superb results. Based on the net operating income the direct web conversions for 2019 achieved and ROI of:

  • 392% for Gracewell
  • 1,831% for Sunrise

The inherited structure of the site meant there were limitations in the optimisation that was possible so by working as an integrated agency/client team we decided to rebuild both sites and fully embrace the Sunrise Senior Living experience as the best option for the future.

Alongside this, the Sunrise and Gracewell brands have recently completed a rebranding project with outputs including new imagery, tone of voice, logo, colour and pattern schemes. To ensure the seamless connection between the rebrand and the website rebuild, we collaborated, as usual, to fulfil the wants, needs, and expectations of the Sunrise Senior Living team.

Our toolkit included a comprehensive User Experience Discovery and meticulous Content Audit.

The UX Discovery phase presented the opportunity to interview a range of people who interact with the brands to gain a detailed and thorough understanding of user needs and flows. We illustrated this in an Experience Map detailing;

  • stages a user goes through from researching to comparing care homes to coming to a decision and selecting Sunrise Senior Living
  • the multiple objectives, within each stage, that a user will typically complete, from assessing the lifestyle available in the Research phase to open advocacy in the use stage
  • a number of oscillating behaviours and emotions a user feels during the various stages and objectives are completed

Our Content Audit candidly reviewed each page within the sitemap by understanding;

  • high-level information including title, metadata, current organic SERPs positions, and CTAs
  • stats from Google Analytics to understand levels of user engagement and popularity of pages
  • where the page sits within the customer journey by categorising the theme, type of content, the purpose of the page, the type of user to interact, where the customer sits within the Engagement Map, and the customer's behaviour/mindset 

The Content Audit gave us the full delineation of both the Sunrise and Gracewell sites.We had the information to see pages at a granular, almost siloed level, but also observe how the pages link and slot together to provide a cohesive journey.
As expected the audit did throw out areas of improvement, but our immediate focus was on the rebrand and rebuild elements. As an agency and client team we tagged each page to be “kept, improved, or binned” for the rebuild projects and this gave us clarity and focus.

Latest progress is working through the pages to reflect the rebranding and weaving in the new narrative and tone of voice that is expected across all marketing touch-points on and offline.

We are still in the midst of the rebuild, but with the in-depth work to date, we have been able to make sure Sunrise Senior Living’s wants, needs, and expectations are at the heart of the rebuild.

If you want to hear more about how we can tangibly deliver upon your wants, needs, and expectations using our expertise in CRO, SEO, Attribution Modelling and Sitecore Optimisation we’d love to hear from you!


Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.

 

Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

 
Emily Shanahan Thumbnail
Emily Shanahan
Digital Marketing Account Manager
Prior to working at Sagittarius Emily oversaw web and database developments but her main focus was around multi-channel marketing campaigns across Europe. Emily has a Bachelor of Arts in English Literature, using her time at University to better her time management and prioritisation of work within her working life.
Emily Shanahan Thumbnail

Emily Shanahan

12 Oct 2020 - 10 minute read
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