New Branding Helps Right at Home Appeal To More Seniors, Promote Franchise Locations

Right at Home, the in-home senior care franchise, recently rebooted its branding in an attempt to reach more seniors. The international franchise with 26 years of experience, 50,000 caregivers and more than 650 locations worldwide is forging a new path in senior care as it continues on its mission “to be the navigator of the aging process” after a recent brand campaign relaunch, which involved cutting through the clutter in a crowded industry to elevate the Right at Home brand to better connect with its clients, caregivers and referral sources and become the most trusted name in senior care.  

Dawn Drazdys, Right at Home’s chief marketing officer, says the journey to rebranding was “about determining a new brand promise, one that represents who we are now, and what will become in the future. This promise will help with our messaging and give us guardrails. When looking for growth opportunities, the promises — in essence, our North Star — will guide us as our brand evolves.”

Drazdys describes Right at Home’s new campaign, which focuses on clients and caregivers, as branded, easily recognizable and having a unified message throughout every piece of collateral. The campaign is called “Let’s start talking about living,” and is meant to spark conversations between seniors and their families.

“It's meaningful and conversational. It provides value at every touch point. It's foundational, and the campaign uses our most recognizable part of our logo, which instantly brings to mind home,” said Drazdys. “Our clients and our families will talk to our audiences about the importance of being prepared; it’s a human instinct.”

Beau Green, president of Right at Home Birmingham, agreed with Drazdys’ sentiments regarding the new branding. 

“The fresh look and feel in a brand and organization is a good thing,” stated Green. “We always want to feel most relevant and relatable. It brings the message to not only where we are today but to where we’re going as an organization. Through the rebranding, we’re able to reveal more clearly what we do, educate what we do and present that forward-facing information in an attractive way to potential employees or customers.”

According to Drazdys, effective senior care starts before that big emergency and before mom or dad can’t take care of themselves anymore. Rather, senior care starts with developing a proactive relationship with future customers and getting to know where they see themselves in five or ten years and what they want out of life. By doing this — developing reliable, informed relationships with future customers — Right at Home franchisees, seniors, families and caregivers can all work together for years to come. 

Green stressed that Right at Home is striving to find ways to communicate better and sooner, and this was a huge aspect of the rebranding. 

“We don't want to wait until it's too late,” said Green. “It’s just a prompt, a nudge to be proactive and think about health and wellness long term or whether or not you want to live in a facility or at home. There are questions to consider like ‘Do I want to be a do not resuscitate?’ or ‘Am I full code?’ Sometimes that forward thinking might lead somebody to moving out of state closer to a child. Make the decisions while you're healthy so that you can enjoy it and be familiar with your surroundings before you see a decline.” 

“We want our audience to move from the current behavior of responding to sudden, unexpected situations completely unprepared, feeling emotionally overwhelmed and alone, desperate to maintain their independence with a little education about what to do next,” said Drazdys. “And we want to move them to proactively thinking about their future and making a plan no longer feeling unsure because they don't have to face it alone. We encourage this by showing our audiences how Right at Home can guide them through the next stages of their life.”

Aspects that show audiences and potential customers that they aren’t alone and that Right at Home is a place worth considering proactively lie in the general look, feel and tone of the messaging. Drazdys stressed that Right at Home is serving two generations: traditionalists and boomers. In order to best communicate with these two groups of people and market effectively, Right at Home has made extensive efforts to understand these groups.

“Traditionalists are an aging population; however, they don't see themselves this way. This generation was raised by parents that survived the Great Depression,” explained Drazdys. “They see themselves as strong, persevering and hardworking, and they want the rest of the world to see them that way. Family, community and patriotism are extremely important to traditionalists, and they live life with a ‘save-don't-spend’ mentality.”

Because of traditionalists’ unique outlook, Drazdys says Right at Home has chosen to avoid terminology associated with aging and instead opts for words that signify independence and give the impression that traditionalists are strong, still in power and making their own decisions. 

Family-centric imagery and ensuring value (because traditionalists don't spend money frivolously) is critical to reaching and relating to this audience. 

“Boomers are very different,” said Drazdys. “They consider themselves to be reinventing or redefining the post-retirement lifestyle. They are postwar babies who grew up to be radicals. They believe in the American Dream — and want it — rather than settling down quietly into retirement. They're using the time to do all the things they've always wanted to do because personal gratification is important to them.”

Baby boomers value travel, spending time with family and learning new skills or hobbies. Right at Home has accommodated these ideals by showcasing active individuals engaging in adventure and travel. The goal with this audience is to show them that they’ve worked hard, and they've earned the right to indulge themselves with care. 

The campaign arrives with a new and improved Right at Home website, which now has a “find a location” tool at the top of the wesbite so qualified leads find their way to our franchises faster and easier. There are now clear calls to action throughout the site so users know exactly where to go, and the more robust forums lead to a better understanding of the kind of care required. Franchisees are also provided with all the relevant information from potential clients in order to make the first call a success. Finally, to reinforce that Right at Home is there for families at the earliest stages of the journey, the new “resources” section has a content hub with checklists and other information that reinforces the support and expertise of the leadership and caregivers. 

All of the new visuals and language of the site seamlessly align with the new brand campaign and leads can share resources like blog articles, videos and guides, generating even more leads. 

In addition to all the new resources and functionality, the new site is now smarter, in that it has added gated content functionality. When a visitor doesn't convert, the site captures information and utilizes a future CRM program to nurture them down the journey to conversion at a local level. 

With a solid rebranding strategy focused on proactive rather than reactive ways to prepare for the road ahead, Drazdys hopes that Right at Home will continue to reach more seniors and families to help with any decisions and planning ahead of time. As the brand continues to grow on its path to reach 700 locations paired with its new branding, the franchise will be able to reach more seniors than ever — resulting in more seniors receiving more in-home care from Right at Home. 

To learn more about franchising with Right at Home, visit here: http://www.rightathomefranchise.com/

ABOUT RIGHT AT HOME

Founded in 1995, Right at Home offers in-home care to seniors and adults with disabilities who want to live independently. Most Right at Home offices are independently owned and operated and directly employ and supervise all caregiving staff. Each caregiver is thoroughly screened, trained, and bonded/insured before entering a client’s home. Right at Home’s global office is based in Omaha, Nebraska, with more than 650 franchise locations in the U.S. and seven other countries. To learn more about franchising opportunities, please visit http://www.rightathomefranchise.com/.