Southern Cross Care
Rock Solid Marketing supported the relaunch of Southern Cross Care in Broken Hill and its transition to Southern Cross Care QLD, with consistent messaging that helped ease community concerns about service continuity.
The objective
What Southern Cross Care needed
Southern Cross Care was relaunching its Broken Hill services while Southern Cross Care QLD took over ownership and operational control. Residents, staff and the wider community all needed to hear one clear message through the change.
Key results
What changed for Southern Cross Care
- Helped ease community concerns and made service continuity clear
- Kept the brand consistent through the leadership transition
- Gave staff and the public the same, consistent messages
What we did
The work behind Southern Cross Care
Relaunch campaign
a community-focused campaign to relaunch the Broken Hill services
Social media and local press
content written to build trust in the community
Copywriting
internal and external communications, so staff and the public heard the same message
Print and event design
flyers, signage and event materials
Changeover support
ongoing brand and messaging support for Southern Cross Care QLD through the transition
About the project
The Southern Cross Care story
A relaunch during a change of owner
Southern Cross Care was relaunching its Broken Hill services at the same time as Southern Cross Care QLD took over ownership and operational control. For residents, staff and the wider community, a change like that raises a simple question: will the services continue?
Rock Solid Marketing ran the local relaunch campaign and supported the new owner through the changeover. The work covered social media, local press content, internal and external communications, and printed flyers, signage and event materials.
Rock Solid Marketing provides digital marketing, strategy and brand implementation services. We respect and acknowledge the work of external creatives and agencies where the original brand assets and designs were developed before our engagement.
Why it worked
What made the difference
A change of owner can unsettle an aged care community, so every message led with continuity and reassurance. Staff heard the same story as the public, which kept it consistent. Local knowledge of Broken Hill set the tone: professional, but written for a community, not a boardroom.
Services on this project
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