Taking care of business
Encompass LATC is a local authority trading company wholly owned by the London Borough of Sutton providing a range of statutory adult social care and housing services. The company’s LATC status has now enabled them to expand into the delivery of paid for services including integrated brokerage and support planning and digital innovation.
To meet ambitious growth targets, Zest were appointed to develop the brand for these new services which clearly defined the offering and worked cohesively with the statutory services. We were also tasked to develop and implement a marketing strategy and communications plan which would engage a diverse range of audiences including stakeholders, consumers and businesses.
Putting in the groundwork
With a change in business model and mindset we knew it was fundamental to engage employees and take them on the journey of the brand’s evolution and diversification. We conducted a discovery workshop, inviting a range of employees at different levels across the business to take part in a number of exercises, encouraging them to think differently about the brand’s personality and target audiences.
The two services (care brokerage and digital innovation) are very different from one another and from the statutory offering so it was vital to take a holistic approach. Through our learnings and research, we compared Encompass to the Co-operative, a brand which offers a variety of products and services whilst effectively retaining a consistent brand look and feel.
Whilst revamping the overarching logo and brand wasn’t part of the original scope, we felt it necessary to review the foundations, looking at the company values, brand pillars and overall value proposition. We then drilled further to distil propositions and names for each service, before beginning the creative process.
As an inclusive organisation, it was important to keep all employees from reception staff to board members engaged. We therefore shared the process we had been through since the brainstorming workshop and presented the range of creative outputs and options before revealing the preferred articulation of the brand and gaining their feedback and buy in.
A brand for the future
Zest have developed a new identity for Encompass LATC as a whole, as well as for each of the new services – Encompass Living and Encompass Innovate, which all sit together as a family and have the longevity to future proof the company as it continues to expand.
A marketing strategy has been developed for Encompass Living initially to engage stakeholders such as GPs, CCGs and care organisations raising awareness that his service exists for their patients.