CLIENT SUCCESSES
Sheraton Caregivers Success Story by Marketing Matters
B2C/ B2B2C / In-home Caregiving Services
With a decade of success delivering in-home, non-medical services in CT and NY, our client realized the brand was tired, dated, and non-differentiated in their uber-competitive marketplace. We revitalized the brand by developing a new look and feel to align to the defined brand personality and essence, created a new tagline and positioning, the brand promise and value proposition, and relevant and compelling messaging for each of its audiences. Additionally, we developed and packaged a brand of new service offerings.
Once created, our attention turned to brand activation to create a new website, intro video, collateral materials including stationary, brochures, online and print ads, campaign promotional materials, PowerPoint presentations for a B2c and B2B audience and more.
Challenge & Opportunity
Sheraton Caregivers operates in a very competitive market. As a provider of in-home, non-medical caregiving services, there are many alternative providers in this same market. While their decade-plus reputation and services were top-notch, the brand itself was tired and dated not only visually, but the brand’s positioning and messaging lacked differentiation, definition and distinction.
The initial opportunity for Sheraton Caregivers was to develop a unique and differentiated brand that was contemporary, refreshing, relevant and compelling. Once developed, the newly refreshed brand required activation online and offline with all audiences.
Services & Solutions
The Sheraton Caregivers brand was revitalized. The new brand uniquely conveys how they are different and distinct among competitive alternatives in the market. While the original brand name was retained due to its favorable reputation and perception to date, a tagline was developed and added to succinctly convey their “mantra”.
Additionally, the brand positioning, personality, promise were redefined to align with the current needs and motivations of its audiences. Primary, secondary and tertiary messages were created by audience type to convey the distinct place the brand has and its differentiation.
The client was presented with the brand blueprint containing the brand platform of personality, promise, and messages, which served as the foundation for revitalizing the visual expression of the brand with a new logo, color palette, typography and imagery—uniquely different from its competitors.
The client then turned to us to fully activate the new brand online and offline. This included the development of a new website, company video, online and offline ads, print and digital brochures and stationary, PowerPoint presentations for B2B and B2C audiences, promotional materials, campaign development, and more.
Outcomes & Results
The client delighted with their new brand, officially and timely launched the refreshed brand to its audiences in 2022. The reception to date to the new brand has been incredibly positive from all parties. Visit them at sheraton.care
What the Client Has to Say
“I have been in the homecare business for over 20 years and have seen more growth and need than ever before. I reached out to Cindy to help take my business in a new direction and set myself apart from competitors. Cindy and I sat down and talked about who I was, what I wanted to be, and from my personal experience as both a caregiver and business owner, where I was going next. Instead of telling me what she thought my brand was, she guided me to find it for myself. We rebranded and created a path forward together. I appreciate her approach, her attentiveness, and her commitment to bringing my business to the next level” -Gillian Isaacs, Owner
“Cindy is the most astute and knowledgeable marketing professional I’ve ever had the pleasure of working alongside. Her ability to assess a client’s situation and make clear, informed recommendations as to the best path forward is second to none. She is a joy to work with and makes my job all that much easier.” -Kim Barron, Designer and Art Director
With a decade of success delivering in-home, non-medical services in CT and NY, our client realized the brand was tired, dated, and non-differentiated in their uber-competitive marketplace. We revitalized the brand by developing a new look and feel to align to the defined brand personality and essence, created a new tagline and positioning, the brand promise and value proposition, and relevant and compelling messaging for each of its audiences. Additionally, we developed and packaged a brand of new service offerings.
Once created, our attention turned to brand activation to create a new website, intro video, collateral materials including stationary, brochures, online and print ads, campaign promotional materials, PowerPoint presentations for a B2c and B2B audience and more.
Challenge & Opportunity
Sheraton Caregivers operates in a very competitive market. As a provider of in-home, non-medical caregiving services, there are many alternative providers in this same market. While their decade-plus reputation and services were top-notch, the brand itself was tired and dated not only visually, but the brand’s positioning and messaging lacked differentiation, definition and distinction.
The initial opportunity for Sheraton Caregivers was to develop a unique and differentiated brand that was contemporary, refreshing, relevant and compelling. Once developed, the newly refreshed brand required activation online and offline with all audiences.
Services & Solutions
The Sheraton Caregivers brand was revitalized. The new brand uniquely conveys how they are different and distinct among competitive alternatives in the market. While the original brand name was retained due to its favorable reputation and perception to date, a tagline was developed and added to succinctly convey their “mantra”.
Additionally, the brand positioning, personality, promise were redefined to align with the current needs and motivations of its audiences. Primary, secondary and tertiary messages were created by audience type to convey the distinct place the brand has and its differentiation.
The client was presented with the brand blueprint containing the brand platform of personality, promise, and messages, which served as the foundation for revitalizing the visual expression of the brand with a new logo, color palette, typography and imagery—uniquely different from its competitors.
The client then turned to us to fully activate the new brand online and offline. This included the development of a new website, company video, online and offline ads, print and digital brochures and stationary, PowerPoint presentations for B2B and B2C audiences, promotional materials, campaign development, and more.
Outcomes & Results
The client is delighted with their new brand, and officially launched the brand in 2022. The reception to date has been incredibly positive from all audiences. Visit them at sheraton.care
What the Client Has to Say
“I have been in the homecare business for over 20 years and have seen more growth and need than ever before. I reached out to Cindy to help take my business in a new direction and set myself apart from competitors. Cindy and I sat down and talked about who I was, what I wanted to be, and from my personal experience as both a caregiver and business owner, where I was going next. Instead of telling me what she thought my brand was, she guided me to find it for myself. We rebranded and created a path forward together. I appreciate her approach, her attentiveness, and her commitment to bringing my business to the next level” -Gillian Isaacs, Owner
“Cindy is the most astute and knowledgeable marketing professional I’ve ever had the pleasure of working alongside. Her ability to assess a client’s situation and make clear, informed recommendations as to the best path forward is second to none. She is a joy to work with and makes my job all that much easier.” -Kim Barron, Designer and Art Director
