Care Patrol
- Branding Development
- Strategy & Messaging
- Media Planning & Buying
About
CarePatrol is the largest senior care placement organization with franchise locations throughout the United States and Canada, and it is a well-known leader in its industry. The company is a highly trusted source for families navigating senior care options, backed by experience, professionalism, and a network of qualified team members. Certified Senior Advisors (CSA®) and Senior Care Advisors guide families through the care transition process, from the initial inquiry to touring facilities, move-in, and follow-ups.
Our team created 200+ subsites for the franchisees.
The Challenge
As a franchise system with over 150 locations throughout the U.S., CarePatrol’s brand was dated and not reflective of its strategic vision for growth and market presence. The organization enlisted Mopdog’s rebranding support in order to develop a new brand identity reflective of its comprehensive solutions and the value of its innovative approach in a highly competitive market.
Problem Solved
After an in-depth discovery process including surveys, focus groups, and meetings with internal and external stakeholders, the Mopdog team developed brand concepts that, once refined and approved, became an entirely new visual identity, including a logo, tagline, and photography that set CarePatrol apart from others and consistently reinforces and enhances the CarePatrol brand. Iconography was also incorporated to emphasize the idea of having local team members and being physically close to the clients.
A brand new visual identity also meant brand new printed marketing collateral, including brochures, handouts, business cards, and banner stands for a cohesive look for the franchisees. We also provided social media, website, and other digital graphics for CarePatrol to promote its services. Mopdog also ran advertising campaigns for CarePatrol to promote its franchisee opportunities and consumer services. The Pack assessed the right audiences and utilized keywords and phrases to optimize CarePatrol’s brand and message to potential clients.
Following the successful rebrand launch, Mopdog focused on enhancing CarePatrol’s online presence and expanding its digital footprint. The first step was to develop a tool to provide timely information and resources to assist consumers in making informed care decisions. Next, the website design was updated to improve navigation and offer multiple ways for audiences to access resources and media.
The project was extensive, as we developed two new main websites for CarePatrol US and Canada and created over 200 sub-location websites for each franchise location using the WordPress Multisite Environment. Each sub-location site features a responsive design, fully optimized for all devices, with engaging visuals, user-friendly navigation, and informative, interactive content. This project involved thousands of lines of custom code and custom-coded plugins to ensure optimal functionality and user experience. Additionally, every franchise owner can update specific content to reflect their service focus.
To further expand CarePatrol’s digital footprint, our team built on research from the initial rebranding initiative and, in 2022, developed and launched My Care Advisors, a podcast by CarePatrol. The podcast aims to inform, inspire, and support older adults and family caregivers as they navigate the rewarding yet challenging aging journey; to date, the podcast has garnered over 60,000 downloads, with hundreds of daily listeners worldwide.
Driven by comprehensive market and internal research, Mopdog identified a growing need for consumer education and resources on positive aging, including various approaches to care and senior care options. From discovery to implementation, we developed the look and feel of the podcast. Our team also created a branded podcast website on PodBean, developed promotional materials for various mediums, and implemented a podcast and resources page on the CarePatrol website. Our Chief Strategy Officer, Cheryl Musial, hosts the podcast while the Mopdog team produces, edits, and creates ongoing promotional content for each episode.
The podcast has garnered over 60K downloads!
