Caring for Family of Companies
The Caring for Family of Companies (CFFOC) was founded in 2007 with a mission to provide exceptional in-home care to aging adults and those with disabilities. Starting with its first branch in Astoria, Oregon, the company has expanded to multiple locations across Oregon and Indiana. Owners Caroline and AJ Siegmann approached Savy to establish a more cohesive brand voice across branches, modernize and streamline their site for Clients and Caregivers, and prepare for new branch expansions in 2024.
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CFFOC’s mission is to support Clients through every season of life with affordable in-home care services. With a previously established company brand voice and logos for each branch, our design and development teams started work on a user-friendly website. Knowing website users are primarily aging adults (“Clients”), their families, or healthcare workers (“Caregivers”), we kept plenty of white space and clear calls to action (“View all Locations,” “View Services,” “Care Careers,” etc.).
Brand Elements
Throughout the site, we added accents of the handpainted elements from the already-established logos. Alongside handwriting-like font and service icons, these illustrations helped to establish a comforting, inviting visual brand. The site’s user-friendly navigation and heartfelt brand stories seamlessly convey their legacy of compassionate care to Clients and Caregivers.
On-Site SEO & Copywriting
A targeted SEO strategy is crucial for a brand with branches in multiple locations. For CFFOC, it was important to compete on higher-level industry keywords related to in-home care, as well as local keywords for each branch. Brand storytelling was also important, as CFFOC has a longstanding history of creating the in-home care standard. We integrated this storytelling and mission throughout the site to help Clients and Caregivers understand they’re in trusted hands.
In addition, CFFOC wanted to make each location distinct yet cohesive. We achieved this with individual landing pages and imagery that got to the heart of the area served. One of the number one goals of the site was to impart information so Clients and their families could make informed decisions. We accomplished this with an FAQ page, a newly built-out Services page, and a contact page broken down by location. For employees looking for caregiving or administrative careers, the Careers page helped to establish the company experience and benefits.
Go-To-Market Strategy
Although CFFOC had been in operation since 2007 before coming to Savy, they wanted to launch their new site with a refreshed strategy and clear KPIs in mind. The go-to-market strategy included a multi-prong approach to success, aiming to increase brand visibility and engagement across social media platforms with paid search, grow an organic following across platforms, and reach new audiences through location-based marketing, targeted landing pages, and a WOM referrals program. Email marketing was included in this comprehensive approach, with an expected boost in sign-ups from homepage visits and email subscriptions.
In addition to digital marketing strategies, Savy formed a robust print collateral plan for CFFOC’s distinct branches, including brochures, business cards, and postcards.
Ongoing Support
After the new website launched in January 2024, Savy’s design and content teams began ongoing support services for CFFOC that included social media posts, a monthly newsletter, and collateral pieces. Just as the new website communicates the services and in-home care differentiators, our ongoing support services engage with Clients, tell the brand story, and communicate value to Clients and Caregivers.
