Copyright © Mikkel E. G. Hansen

2017

Lone Westergren: Private re-habilitation

Who's 'Lone Westergren?

Lone Westergren re-habilitates the elderly, who after medical procedures or hospitalization struggle to freely move around in their home.

Lone, in an eye-level setting, builds a foundation of small steps and achievable goals, helping her clients overcome major obstacles to re-gain a higher level of personal freedom – with a greater focus on individual needs compared to communal services.

My assignment:

Help Lone reach her traget group. A particularly difficult task, given these people already struggle engaging with others.

Lone Westergren's Facebook
Showcase of my work for Lone Westergren
SoMe/Marketing

Strategic Planning

Facebook

Approach

Research concludes that the ideal method of reaching the elderly is through their relatives. Close relatives are generally sympathetic to their parents’ hardship, giving an emotional drive to act in their favor.

Problem statement

  1. How exactly can Lone be noticed among the elderly's reletives?
  2. How do we reach relatives who live a large distance from their elders?
  3. How to present a plan with a means of of execution to Lone?

Strategy

As Lone is very eye-level and personal, carrying a personality of immense value, an foundation was to be built around highlighting Lone as a person, distancing her from any other “service worker”.

After heavy research, I came up with two puzzle pieces to overcome a big part of Lone's challenges:

  1. Build a notable local presence in the Kalundborg region, where Lone offers her assistance
  2. Build a Social Media presence to expand her reach to relatives living beyond Kalundborg.

All this were to tie-in to a comprehensive guide, in which Lone can get started on a legitimate marketing strategy, intended to provide a baseline a few months down the line, until she's more adequately established.

Lone Westergren in a news article

Desired effect confirmed

A week after hand-in, her website launched after some delays. Around the same time, she started amending her Facebook profile following my guidebook, making use of the new tools a proper company profile provide.

Press coverage

Furthermore, around a month later, Sjællandske, a news outlet, finally took notice of her presence, conducted an interview and created an article, essentially giving her the valuable recognition she needs.

Read the Article