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Australian Marketing Institute awards Bethanie for Marketing Excellence

Bethanie, one of Western Australia’s most well known largest not-for-profit aged care and retirement living providers has been awarded the inaugural ‘Consumer Experience Marketing Award’ by the Australian Marketing Institute.

Carol Draper, General Manager Marketing & Brand, Bethanie and Marco Cicchine National Board of Directors AMI
Carol Draper, General Manager Marketing & Brand, Bethanie and Marco Cicchine National Board of Directors AMI

Bethanie was honoured to receive the award at the WA State Awards, held in Perth on Thursday, 24 November 2016.

The Consumer Experience Marketing category is about knowing exactly what experience customers expect in terms of brand, product and services marketing and focused on Bethanie’s “Meet Bertie, Jack, Maureen and Bill” strategy.

Through independent research, Bethanie’s marketing team was aware that the brand values of warmth, sociability and engagement were not just buzzwords. In fact, these values were formed out of research that asked customers, residents, staff and key stakeholders what Bethanie meant to them.

With the knowledge that Bethanie’s brand values are a true reflection of the experience of Bethanie customers, Bethanie’s marketing team redesigned their advertising plan to incorporate real Bethanie customers and their experiences to share the Bethanie story on a mass scale.

The resulting advertisements explained how Bethanie enables customers to enjoy life, supporting them as they age. It features villages, home care and residential customers, as well as staff.

Bethanie’s General Manager of Marketing and Brand, Carol Draper explains, "We  are thrilled to accept this award on behalf of the whole team at Bethanie who work tirelessly to ensure elderly people in WA's communities get access to quality aged care services and support.”

This achievement reflects Bethanie’s commitment and determination to achieve outstanding results from a limited budget.

The Australian Marketing Institute Awards recognise marketing programs that produce outstanding results and adhere to best practice principles.

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