HamaspikCare

Bringing home the best care in town.

When you’re so well known for one thing, how do you bring attention to your equally wonderful services that somehow don’t share the same spotlight? While it’s a pretty good problem to have, HamaspikCare knew that their positive impact could reach so much further. Naturally, they brought their most fundamental questions to GCNY’s door.

Background

HamaspikCare was highly regarded in the targeted communities as an adult daycare organization for those with developmental difficulties. HamaspikCare brought us a fairly complete corporate identity. It had a working company logo, a complement of viable literature, and a collection of common forms that have been in use for years.

Challenge

What was not known is the fact that HamaspikCare is actually one of the leading homecare agencies serving the New York and New Jersey communities. GCNY’s job? To amplify word of the homecare division and bring brand clarity to the entire HamaspikCare name.

Solution

Knowing that the Brooklyn community didn’t yet have the right understanding of the brand’s position, we began by launching a series of rapid-fire, catchy and insightful ad campaigns that were truly impossible to miss. These targeted print campaigns highlighted the many exclusive features of HamspikCare’s homecare division, successfully driving an enormous amount of new customer traffic. In fact, HamaspikCare had to temporarily suspend ad publishing because they couldn’t keep pace with the influx of inquiries!

Method

Divide and conquer
We repositioned the brand with a strong focus on the homecare division, emphasizing the CDPAP program in particular – a move now adopted as an industry trend!

It all adds up
By tapping into the personal lifestyle implications of HamaspikCare, our highly unconventional ads worked remarkably well in an industry usually fond of sameness.

Caregiving that keeps on giving
To create and maintain a connection between caregivers and care recipients, we created mugs and other promotional items with imagery and copy that express a deeper level of personal care.

Caregiving that keeps on giving
To create and maintain a connection between caregivers and care recipients, we created mugs and other promotional items with imagery and copy that express a deeper level of personal care.

Age is just our number
We worked with HamaspikCare to help patients embrace their age along with the homecare services being provided; one nicety included a birthday gift package delivered to patients on their happy day


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