Case study 1 · The Care Circle Marketing
Housing 21
Retirement and extra care housing · care village
Over 100 enquiries — from a small budget.
The challenge —A national provider needed enquiries for one of its care village locations, with a modest paid budget and an audience that most advertisers get wrong. I was brought in by a marketing agency specifically for my care-sector knowledge — they had the reach, but not the understanding of how families and older people actually make this decision.
What I did:
- —Paid social campaign — built and ran a brochure-download lead magnet, aimed at people at the researching stage rather than the ready-to-move stage.
- —Audience testing — tested and refined until the spend was going where it worked hardest.
- —Organic social — managed alongside the paid activity, so the two supported each other rather than competing.
The result —Over 100 high-intent enquiries from a modest spend. In a single month the brochure-download campaign delivered 89 leads at £2.54 each — comfortably below the industry benchmark — with women aged 65 and over proving the strongest and most cost-efficient audience.
Case study 2 · The Care Circle Marketing
We Care Group
Residential and nursing care · multi-site group
Two years. 2,900% more reach. All organic.
The challenge —A care group whose social media was doing what most care social media does — sharing information. Useful, but forgettable. The homes were full of genuine warmth and real stories, and none of it was reaching the families, professionals or future employees who needed to see it.
What I did:
- —Repositioned the content — moved the group from posting updates to telling stories, celebrating residents, teams and the everyday moments inside the homes, all rooted in their values of Family, Honesty and Respect.
- —Day-to-day social — group-level and individual home pages, planned monthly across Facebook and LinkedIn.
- —Paid ads where they earn their keep — targeted campaigns when a particular home needed a boost to bridge an occupancy gap.
- —Flagship events — amplified the annual Shining Star Awards, which delivered record reach and engagement across the group.
- —Monthly reviews — regular reporting, with the month's top-performing content reviewed together so the plan keeps improving.
The result —Over two years: Facebook reach up more than 2,900%, engagement up more than 500%, and over 2,000 new LinkedIn followers — all achieved organically, with no paid boost behind the growth.
Case study 3 · The Care Circle Marketing
Summit Care Group
Residential and nursing care · new group, fast growth
From zero followers to a growing brand.
The challenge —Summit Care Group launched in January 2025 with no digital presence at all — no following, no content, no voice. I was asked to build it from scratch, a natural step having already run social media for their sister organisation, We Care Group.
What I did:
- —Built the presence — grew the Facebook audience organically from nothing to over 370, with content showing life inside the homes, celebrating the teams and supporting occupancy.
- —LinkedIn — developed Summit's LinkedIn from launch, helping build a combined network audience of over 5,200.
- —Targeted paid campaigns — occupancy-focused campaigns for newly acquired homes in Bradford, plus awareness pushes around Care Home Open Week and other sector moments.
- —Growing with them — strategic content, brand development and digital marketing as the group has expanded — most recently taking on a home with over 100 beds.
The result —From launch through to continued growth, a trusted partner telling the story of an ambitious, fast-growing care group — with a digital presence built entirely from the ground up.
Case study 4 · The Care Circle Marketing
Home Instead Salford
Home care · franchise office
Marketing that sounds like the care you give.
The challenge —A branch built on trust, familiar faces and being there when it matters — with marketing that needed to feel exactly the same. Franchise content has a particular difficulty: it has to feel genuinely local and personal while staying true to a national brand's guidelines and tone of voice.
What I did:
- —Social media — planned and created across Facebook, Instagram and LinkedIn, doing two jobs at once — reassuring families and attracting the right Care Professionals.
- —Monthly newsletters — designed and written every month, an unbroken run from October 2025 onwards.
- —Video and interviews — a filmed Q&A with Susan, the franchise owner, giving families a real face and voice behind the branch.
- —homecare.co.uk news articles — published to keep the profile active where families are actively searching.
- —Branded campaigns — including campaigns around Dementia Action Week, plus recruitment content and community stories.
[ Results figure to follow — enquiry, follower or recruitment figures not yet supplied ]
Case study 5 · The Care Circle Marketing / The Circle Marketing
Lumina Leadership
Care sector leadership and learning
From LinkedIn voice to full digital partner.
The challenge —Claire, the founder of Lumina Leadership, needed a visible voice in the care sector — a personal brand that would raise Lumina's profile and position her as someone worth listening to. It started as one channel, and grew into something much broader.
What I did:
- —LinkedIn — eight months managing Claire's presence, growing her personal brand and Lumina's visibility as a trusted voice in the sector.
- —Lead generation — lead magnets, landing pages, email campaigns and automated sequences.
- —Design and print — digital and printed brochures, A6 flyers and newsletters.
- —Content repurposing — multi-channel content repurposed into email and LinkedIn carousels, so each piece of thinking works several times over.
- —Mailing list — grown steadily, laying the foundations for ongoing engagement and lead generation.
The result —What began as LinkedIn management has become a full digital marketing partnership supporting Lumina's wider growth strategy — with further plans in place to expand its digital presence.
Case study 6 · The Care Circle Marketing
Prime Care (GB) Ltd
Home care provider
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What I did:
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[ Placeholder wording — final Prime Care case-study copy to follow ]
Case study 7 · The Circle Websites
The Circle Websites
Care, funeral, and independent businesses
Websites that come full circle.
The challenge —There's a pattern almost everyone recognises. You pay a large sum up front, you get handed a website, and then you're left with no support — unsure how to update it, who's hosting it, how it's doing on Google, or what happens next.
What I did:
- —The site — designed and built around the brand, mobile-first and structured to be found.
- —Domain and hosting — registered and managed, so it's one less thing to think about.
- —Ongoing support — for as long as it's needed — updates, refreshes when a brand changes, and the technical side handled.
- —Sites built and looked after: Marina Care Home (marinacarehome.co.uk) · Daffodil Lodge Care Home (daffodil-lodge.co.uk) · The Busi Bee VA (thebusibee.co.uk) · Studio96 Dance Academy (studio-96.uk) · Attollo Solutions (recruitment sector) · Manchester Skip Hire (commercial services) · plus Yolo Funeral Services, Castleton's Funeral Services and Rembuild [ URLs still needed from Clare ]. · Just For Friends (justforfriends.uk)
The result —Sites their owners are proud to send people to — and that stay current, because they're never left on their own with them.
