Housing 21 launched a new care home and set out to build awareness within the local community. First, the objective was clear: reach the right households, generate enquiries, and ensure marketing spend focused where it would have the greatest impact.
Housing 21 needed to target a defined local catchment area while reaching households most likely to be interested in the care offering. Rather than running a broad, untargeted drop, Housing 21 wanted a data-led approach. As a result, the campaign focused on maximising relevance and reducing wasted distribution. In addition, the creative needed to reflect the premium nature of the care home and create a strong first impression.
First, we used Housing 21’s Ideal Customer Profile to guide the strategy. Then, we analysed postcode data to identify areas with the highest concentration of matching households within a 15-mile radius of the new location. This allowed us to focus distribution on the most relevant audience.
Next, we produced a high-quality A5 double-sided flyer, printed on 200gsm silk stock to reinforce the premium positioning. Furthermore, we delivered the flyers via a targeted door drop to carefully selected postcodes, ensuring accurate and efficient distribution.
The campaign included:
• Postcode and audience analysis
• Targeted catchment area selection
• A5 double-sided flyer print
• 200gsm silk stock for a premium finish
• Targeted door drop distribution to 45,000 households
As a result, the campaign delivered strong local visibility for the new care home. It reached 45,000 households that closely aligned with Housing 21’s ideal audience profile. Therefore, by combining data-led targeting with high-quality print, the campaign maximised relevance, reduced wasted spend, and helped drive awareness within the local community.
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