For ellenor – a Kent based charity providing care and support to patients with life-limiting illnesses and their families – communication is vital. It’s how ellenor raises awareness of the nature and necessity of its services, drives engagement with both key stakeholders and the public, and tells the inspiring, life-affirming stories at the heart of hospice care.
Driving these efforts are ellenor’s Marketing and Comms team. Comprised of experts in PR, Digital, and brand, the team – headed up by Georgina Lestini – works tirelessly to define, develop, and share ellenor’s vision and voice across a range of mediums and platforms.
To do this, Marketing and Comms work across the organisation to plan, construct, and deliver a range of cross-channel marketing campaigns to engage, inform and educate
The team is also dedicated to defining the principles and improving the visibility of ellenor’s brand – a tool which, Georgina believes, is vital for both attracting new donors, and in the nurturing and stewardship of the charity’s current supporters, too.
Building the voice and values of the brand
One of the key functions that the Marketing and Comms team serves is building ellenor’s brand – that is, both the awareness of it, and the values that underpin it.
That’s something that Georgina has worked on with a range of focus groups to establish ellenor’s brand values in the eyes of external stakeholders. It’s a continual process, as the brand needs flexibility to evolve and expand– and help solidify what ellenor stands for, and then share that with a wider audience.
Marketing and Comms also strives to ensure that ellenor’s brand fully encapsulates why the charity exists and what it does – that is, the full breath of ellenor’s clinical and wellbeing care services across multiple settings and locales.
As Georgina explains, the messaging shouldn’t be about the hospice alone, but about hospice care. The overwhelming majority of ellenor’s services, after all, take place within the homes of patients in the community.
The Marketing and Comms team, then, don’t focus on the inpatient ward at Northfleet alone, but on the entirety of ellenor’s care – wherever it may take place. Against this backdrop, a new tagline, which now accompanies all iterations of ellenor’s logo, was formed – “hospice care in our home or yours”.
Busting the myths of hospice care
Dispelling the common misconception that ellenor’s care is based solely at a physical hospice is just one of the ways that Marketing and Comms attempts to ‘bust the myths’ around palliative care.
Part of the team’s remit is to demonstrate that hospice care isn’t a place for the last 30 days of someone’s life. ellenor works to enable patients to live a life as well as then can with their life limiting illness. Evolving programmes and processes – as well as a range of treatments, including occupational therapy, physiotherapy art classes, exercise classes complimentary therapies, financial guidance, and spiritual care – comprise a whole side of ellenor’s services that the public aren’t often aware of, or which they simply don’t associate with hospice care. It’s the job of the marketing team to help that.
Marketing and Comms also wants to cut through the misbelief that hospice care exists in the realm of the elderly, alone. After all, the Kent based charity supports life-limited patients of all ages – and is the only hospice in that area to do so.