Odyssey is a new brand of aged care putting people first where you have your own home in a supportive and nurturing community, couples can stay together, pets are welcome, grand kids have sleepovers, and most importantly resident’s comfort, dignity and independence is the first priority. The company was founded by industry pioneer Phil Usher, with the first community constructed in Robina on the Gold Coast.
As a brand new business, reaching the target market to inform, educate and keep them up to date was paramount. Social media plays a vital role in this, especially as potential residents are greatly influenced by their children, avid users of platforms such as Facebook. As part of a broader public relations strategy, Zakazukha was required to establish and manage the company’s social media presence and grow its following to provide a focal point for people wanting to find out more about the model as well as provide record of the progress of the development.
Facebook, YouTube, LinkedIn and Instagram were established as the key social media channels to communicate and inform. The campaign started from a zero base and has since organically garnered hundreds of followers with a high level of engagement and regular feedback from users and industry about the quality of the information posted. Content is tailored across each channel for relevance and to optimise the uniqueness of individual platforms. Social media has also helped establish Odyssey, and founder Phil Usher, as a true thought leader in the complex aged care industry.