A new marketing channel aids business transformation

Abel Tasman Village launches a new web site as a marketing project to support the transformation of its business.

Business need

The Abel Tasman Village web site clearly needed a refresh, to reflect the new strategic direction of the organisation. The Village board had identified that its business model and the village’s physical infrastructure needed respond to changes in the aged care industry. In addition, regulatory requirements were changing in relation to staff training, WHS, record keeping, and compliance.  Attracting and retaining quality nursing staff was increasingly competitive. With the growth in home-care packages, more staff were operating off-site. The opportunity to automate business processes could improve productivity and efficiency. It became clear that the need was for more than just an elegant online brochure.

Key challenges

  • Client education about the opportunities in a modern web site
  • Aligning a new web site with the requirements of the corporate strategy
  • Return on investment and reducing the cost of business processes
  • Choosing an industry-standard solution with longevity and potential for growth, including integration with third party systems used in the aged care industry
  • Reaching for a broader audience to market the changing business
  • Building the corporate memory of senior board members into the business

Solution

Multibase addressed the strategic alignment challenges with an initial consultancy and a report to the Board. A new web site was conceived as part of a broader communications strategy, with both inward and outward focuses. A web application platform that could be managed in-house was installed and a new web site developed, using elcomCMS. This provided a platform for growth, with the platform able to be leveraged in the future as an Intranet, for online training, an extranet portal for off-site board members and staff, and allowing for future use of social media marketing and client/family/staff engagement tools. The web site was very carefully planned as a marketing tool to provide entry points and interest for the multiple audiences identified, with a high level of search engine optimisation for layout, content, and technical features. It was developed by Multibase with a high level involvement from key client staff members.

Results

The new platform delivers efficiencies of a single managed platform that can be leveraged for multiple purposes, using industry standard technology with a lifespan of at least 5-10+ years to achieve ROI. It addresses existing internal and external communication needs, providing marketing, communications and information management tools to match the quality of the board’s vision for the Village. Because staff were trained in search engine optimisation and content development during the project, ongoing content management can be undertaken in-house.

Customer information

Abel Tasman Village Association Ltd manages the Abel Tasman Village in Sydney’s suburban Chester Hill. Initially established to serve an aging population of Dutch origin, with a high self-care component, the Village needed to change as demand from former Dutch migrants declined and management of aged care services changed.