Ultimate Care Group is one of New Zealand’s leading specialist aged care providers with 17 facilities across the North and South Islands.With a plan to completely transform the UCG brand from the ground up, and no internal marketing department, UCG engaged Cavalry to manage the task. This has been much bigger than a brand identity project. We have been actively involved in defining UCG's brand values and developing programmes to bring those values to life, whilst managing the physical brand updates across their 17 facilities to ensure brand consistency across the organisation. Cavalry now strategically manages the UCG marketing plan/budget and its implementation and continues to oversee a significant programme of brand change.
Cavalry was engaged to develop a new corporate brand identity for The Ultimate Care Group to help better reflect the specialist aged care focus of the organisation. With a new logo, colour palette and brand standards set, we also helped UCG to set the tone and personality of the brand. As we spent more time at their various facilities and got to meet more of their team, it was clear that the thing that really sets this organisation apart from its competitors is it's people. Warm, friendly, enagaging and highly experienced, the UCG team is committed to offering the very best in specialist aged care - and to taking the industry forward. With people shining through as natural brand ambassadors, it was only right to weave their people through our brand and marketing activity.
A key part of any brand refresh is the development of new stationery and marketing collateral to help the business make the best possible first impression. With business cards, name badges, email sigantures, pens, pads, folders and facility brochures, there has been no shortage of things to get done. Oh, and did we mention signage? We've produced new signs for all 17 sites ensuring that every facility looks like it belongs to the same brand, and shares the same commitment: 'We promise to care.'
A key tool for Ultimate Care Group is its company website - a platform to demonstrate the group's capabilities to potential residents and their families. With responsive design, rich visuals, SEO friendly content and strong on-page calls to action - the website is an important part of the UCG sales process.
“We first met with Cavalry when we were on the verge of rebranding as a business. This was a huge undertaking involving creating a new brand identity, and rolling it out across 17 facilities. I have been impressed with the way that Cavalry has seamlessly integrated with the teams at local and national level, they truly are our outsourced marketing department. Responsible for my marketing budget, they have completed the rebranding work and have moved on to run media and digital advertising campaigns for our specialist aged care facilities. A number of other projects are also being progressed, including development of our website. No job is too big, small or too much trouble. Their excellent project management skills means that I can trust them to make things happen.”
Chief Executive Officer
Ultimate Care Group