How An Awareness Week Helped Propel A Tech Brand From 2000 To 3000 Clients

Talking about tech can often be difficult – especially when you’ve got a complex offering with subtle features.
 
With benefits the main thing people care about, it can be tricky to convey your offering succinctly to the uninitiated – without boring them or losing their attention.
 
Here at Pic PR though, conveying things succinctly and generating attention are things we specialise in.
 
To try and get what our clients do talked about, we create campaigns that grab people’s attention, whilst weaving in their brand and capabilities to make sure they’re closely associated with the subsequent publicity.
 
A recent example of how we go about doing this, is the work we did (and continue to do) for a care tech client, Person Centred Software, which delivers its digital care management system to thousands of care homes across the world.

For the past two years, we’ve spearheaded an annual awareness week in the UK called #GladToCare – calling on a mix of our services, including social media, PR, video, design and copywriting to help deliver this.
 
The concept of #GladtoCare awareness week was conceived by us as an agency as a way of honouring the outstanding dedication displayed by carers during the pandemic, and to champion and celebrate the very best of the UK care sector.
 
By calling on care workers, care recipients, family members and loved ones, we’ve seen thousands of people get involved through a variety of fun and innovative activities conducted throughout the week, during which we encourage everyone to share stories, photos and videos across their social channels – with the overall aim to highlight the incredible happenings within the industry and promote the positives of care across the UK.
 
It’s been a huge success to date! Last year we saw more than 500 care providers take part, creating almost three million social media impressions on the official campaign hashtag.
 
The primary platform behind this was Twitter – which generated 2,773,431 impressions, with Facebook adding a further 7,605.

Alongside our social activity we also provided PR support – specifically targeting the care sector trade press, along with relevant regional titles relating to the participant homes.
 
This saw coverage across the key trade titles such as The Carer, Care Home Professional, Care Management Matters and more, while regional coverage included the Daily Record (a Scottish national paper), as well as the likes of the Derbyshire Times, Bournemouth Echo, St Helens Reporter and more. All of which helped to provide a broad geographic spread of coverage to drive awareness of both #GladToCare week and the PCS brand.
 
In addition, numerous celebrities voiced their support for the week, recording messages of thanks for carers’ contributions – including the likes of Chris Tarrant and Lacey Turner, as well as Strictly Come Dancing stars, Giovanni Pernice and Luba Mushtuk. These messages were arranged by our team here, as we looked to further the impact of the awareness week.
 
Following this activity, the PCS brand is now synonymous with #GladToCare week and it’s helped put it in front of key care decision makers – something that’s seen the use of PCS’s technology accelerate rapidly throughout the UK.
 
PCS recently hit the milestone of seeing 3,000 UK care homes using its services; up from 2,000 a year ago – a 50% increase in its client base.

This year we’re doing the awareness week again – with activities set to include virtual fitness sessions, cooking competitions, a virtual open day and more, as we seek to continue its impact and boost awareness of what PCS can do across the sector.
 
#GladToCare has been an enormous success for PCS then – do you want us to help do something similar for you? If so, please get in touch; we'd love to have a chat.