Belong Villages

Belong Morris Feinmann: at the leading edge

The brief

To promote and raise awareness of the opening of Belong’s latest specialist care village, Belong Morris Feinmann, in Didsbury, Manchester, and help generate pre-opening, attendance at preview tours and reservations of places in the village.

What happened

In the first four months of the campaign, Triangle secured 20 press articles in the main Jewish, local and trade magazines, including key titles such as the Jewish Telegraph, Jewish Chronicle, JLife, Care Industry News and Healthcare Business Magazine.

Triangle also arranged an interview on the ‘Jewish Hour’ Salford City radio show, with Belong’s Operations Director and the Chairman of the Feinmann Trust. Triangle’s online social media campaign also received over 16,000 impressions (on Twitter and LinkedIn) and over 100 engagements.

By the time the village opened, all but one of the independent living apartments had been reserved, a pipeline of enquiries had been generated for the household suites and over 300 people had attended preview tours, on the back of press and online exposure and coverage.

Triangle’s focused approach also helped to boost awareness of the Belong brand throughout the North West and a media campaign building on this is now underway to raise the profile of the project’s first success stories.

Who, what, how

Triangle implemented a press and digital campaign focused on the innovative Belong village model and the world-leading facilities and services that would be on offer at Belong Morris Feinmann for residents, visitors and members of the local community.

Through a combination of targeted outreach to Jewish, local and trade press, Triangle shared highly visual content with relevant print, digital and social media. Angles included key milestones in the development, high profile visitors including Sir Howard Bernstein and the organisations’ award successes. All this served to reinforce Belong’s position as a leader in the sector, with a reputation for providing pioneering care services and settings.

Triangle also ensured high take-up of key message content including Belong’s dementia expertise, its community-based model, the partnership with the Feinmann Trust and work to incorporate Jewish ethos into the running of the village, through features such as the on-site synagogue, kosher bistro and involvement of the local rabbi and chaplain to Belong Morris Feinmann.