AGE UP HEALTH CASE STUDY

Market Positioning for geographic and audience Business Growth

With a passion to change and improve the quality of service within the Aged Care industry, the client required a complete marketing strategy and execution support team to achieve their growth goals of national expansion.

SECTOR: In-Home Aged Care Services
ENGAGEMENT TYPE: Market Research, Strategic Planning & Digital Execution
FOCUS: Market positioning, digital infrastructure, and sustainable growth foundations.

The Challenge

When Age Up Health first approached YMM, they were clear about one need: a stronger online presence. On the surface, this appeared to be a typical digital marketing request — build visibility and capture leads. Yet beneath that request lay deeper uncertainties: limited understanding of the aged care market, unclear buyer behaviour, and a digital presence that didn’t reflect the organisation’s values or convey trust to prospective clients and referrers.

The Solution

Utilising the YMM Framework and BOT Approach, the Marketing Blueprint, became the foundational template to design, develop and maintain an integrated, fully functioning 360-degree business, brand & marketing approach.

This was more than a strategic approach, rather it required a comprehensive analyse, strategise, execute and advise approach to achieve the desired outcome.

The Result

The result of this engagement was not just an updated website or a marketing calendar — it was a growth-ready infrastructure aligned with business ambition.

Since 2024, the organisation has continued to operate and has been successfully acquired by another aged care provider, reflecting the strength of the position established through this foundational work.

A values-driven start-up seeking to build confidence and presence

Age Up Health is an in-home aged care service provider established in 2020, driven by a passion to improve the quality of support for vulnerable and at-risk people. Though the business was young, it had a clear vision to expand beyond its initial footprint in Melbourne to become a trusted provider across Australia, including Queensland. Despite strong values and service intent, the organisation lacked the market understanding, strategic infrastructure and digital credibility necessary to compete effectively in a complex, highly contested sector.

Age Up Health needed more than a website. They needed the strategic foundations that would allow that website to function as a credible business asset — one that accurately reflected service quality, communicated value clearly, and supported sustainable growth goals.

This engagement wasn’t about visual refreshes or temporary spikes. It was about ensuring a young, mission-driven business could compete with confidence in a category defined by trust, regulation and choice. By beginning with research, strategic planning and infrastructure design, Age Up Health gained not just visibility but credibility — the foundation of long-term growth.

MARKET RESEARCH & ANALYSIS

With limited market understanding, the first step was to complete market research, industry analysis and identify the buyer behaviour characteristics. It was important to have the right information to best support this new brand in a highly contested environment.
Research consisted of Google Analytics including keyword and SEO formatting, social media platform analysis to determine where best to invest, and industry forecasting.
From the research generated and information provided by the client, a marketing plan was formatted to support the client's growth goals.

MARKET PLAN DEVELOPMENT

Before amendments could be made a marketing plan was required to highlight task requirement, time frames, KPI expectations and budgetary restraints. Realising the business was an operating entity within a competitive market space, the marketing plan needed to reduce the risk of negative impact to the operation, therefore all execution tasks were approved before delivered.

WEBSITE RE-BUILD

The new website sitemap was updated from a UX perspective, maximised for additional functionality, user-friendliness and improved marketing messaging.
Growing the size of the website by 50%, the website has multiple entry points from newsletter, contact us, book a time and lead capturing forms. Opening more pages allows for advertising options to directly showcase their services.

The imagery was adjusted to align with their business language, while remaining within their approved style guidelines. The imagery chosen allows for re-purposing across social media platforms and email communication.

More importantly, utilising Oncord's CMS platform, the client has a website they can manage and adapt over time

CRM/EMAIL MARKETING

As the client didn't have CRM/database capability, it was decided to instigate this capability within the website, therefore allowing a true All-In-One functionality on the site.

Multiple newsletter templates were created to be used to communicate with different market segments.

Automated email campaigns were established to assist relationship building with new leads and contacts.

COMMUNICATION CREATION

As a new business, the client wanted to highlight their business goals and aspirations, in a highly competitive market.

The intention of the communication strategy was to establish the client as an expert while sharing their vision, mission and values. E-Books and welcome booklets were created as lead generation and information sharing tools.

SOCIAL MEDIA MARKETING

In conjunction with the new website design, the client sought assistance with their brand awareness strategy especially across social media platforms. Facebook and LinkedIn were chosen.

To support the client's brand expansion goals, a quarterly marketing calendar was established for all marketing components to be aligned from week to week.

Four posts were created weekly to align with the business core values, services and solutions offered. The intention was to increase engagement and following while expanding geographical reach.

ADVERTISING - GOOGLE & FACEBOOK

A lead generation strategy was established for four main services, three geographical locations and two platforms. Over a two-month campaign, bounce rates reduced from 65% to 58% and conversion rates of 22%.

CATEGORY:

Marketing Research, Industry Analysis, Google Audit, Plan Development, Business and Marketing Coaching, Website Development, Content Creation, Social Media Research and Execution, Email / Newsletter Marketing, Database Management & Google / SEO and Social Media Advertising

- Delivered by Your Marketing Machines

www.ageuphealth.com.au

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