Client: Falcon Group Plc
PR Team: Carrington Hide Communications
Campaign: To launch and generate enquiries for FalconCare, insurance and
financial planning for the costs of elderly long term care
Timing: March 995 - December 1995
Cost: pounds 5,000
Early last year Bristol-based financial adviser Falcon Group saw a
market opportunity for insurance policies to cover the costs of
residential long-term care for the elderly.
Since the Community Care Act 1993, responsibility for caring for old
people who cannot live independently has passed from the National Health
Service to local authorities. Homes and savings that were intended to be
passed on to children and grandchildren are being swallowed up to pay
for long-term care.
In response the Falcon Group began to offer advice on care cost in old
age; a service branded as Falcon Care.
Demographic and regional trends make FalconCare particularly topical.
By the year 2000 it is estimated that there will be 1.2 million people
over 85, and this figure is set to double in the following 40 years.
Falcon Group’s client base is primarily located in the south and west,
regions popular for retirement and therefore receptive to the ideas
Increase awareness of the probability of having to fund long-term care
for the elderly from personal and family resources. Promote FalconCare
as the ideal vehicle for planning for care costs, and avoiding having to
pawn property to look after granny. To get FalconCare treated by the
media as another key part of financial planning, on a par with
mortgages, pensions and insurance.
Carrington Hide commissioned a survey by Omnimas to show that 49 per
cent of FalconCare’s target customers, the over-50s, were unaware that
long-term care is means tested.
The findings were press released in mid-June, a slow time where news is
concerned. The campaign culminated in a seminar on planning for old
age, held in conjunction with the Western Daily Press in Bristol on 4
Over 100 people in their 50s attended Falcon’s lunch time seminar - a
good turnout for an insurance sales pitch.
According to Quita Morgan, who covered the seminar for the Western Daily
Press, ‘most people seemed very happy with what they heard.’
In the months leading up to the seminar Falcon had 1000 requests for
long-term care leaflets, and a company director was interviewed by
three regional radio stations for a total of one hour.
Work during the summer yielded a reasonable amount of media
coverage,which included a feature by freelance writer Tom Tickell for
the Daily Telegraph’s affluent elderly readership.
The campaign achieved both good coverage and tangible sales results on a
low budget. The launch of FalconCare was the first time that ten-year-
old Falcon had used a PR consultancy and as they have retained
Carrington Hide’s services, they are clearly pleased with the outcome.
Hide has used his background in financial services PR to skilfully tie
in regional sales demands in the south west for FalconCare policies, to
growing national awareness of long-term care costs.
These costs were addressed in the November 1995 budget and a recent
MINTEL survey and are now a staple of the personal finance pages,
demonstrating the timeliness and, to some extent, the penetration of
Carrington Hide’s campaign. From a low cost base of just pounds 5,000,
Carrington Hide has prepared the ground for extensive media coverage of
long-term care - not the world’s most instantly appealing subject, which
will surely bring long-term PR gains to the company’s financial services