Caring Choice "Maintenance and Building" services brochure

While this is a small project, we will be using this to assess the possibility of engaging a talented writer to assist with the ongoing needs of our clients in the healthcare and aged care industries. That is, it could lead to a considerable amount of ongoing work. BACKGROUND Caring Choice ([login to view URL]) provides in-home care and respite cottages for the elderly and people living with a disability or dementia. One of the add-on services in home maintenance (gardening, handyman, outdoor "cleaning") and modifications (safety rails, home security, ramps etc) to allow people to live independently in their own home with an improved level of safety, organisation and security. We have drafted a brochure, but would like "fresh" eyes to look at the content. Someone to "build/edit/add to" the content in order to improve its effectiveness. We just don't feel that we are exactly hitting the mark. TARGET AUDIENCES Primary Target Audience - The Carer (importance weighting 50%) This includes mature aged daughters and sons who wish to respect their parents desire to stay in their own home rather than move in a care facility (eg retirement home). In respect to clients living with a disability, the primary audience may be actually be a parent or sibling who wishes to enable their child to be more independent around their own home. It could also be the more "able" partner of an elderly person, someone with disability, or dementia. Naturally they wish to reduce the perceived risks associated with this "independence", such as: - falls inside the home - intruders - carrying out "dangerous tasks" in outdoor spaces, such as gardening and cleaning gutters - handling accidents, such as in-home fires etc Secondary Target Audience - The Elderly Client (importance weighting 25%) While the primary audience is often the son/daughter often drives the the decision to engage Caring Choice, we must NOT write the brochure at the expense of the client themselves. Imagine yourself as a 85-year old person who has lived independently for years who is sick and tired of now being treated as being unable to do things for themselves (eg drive, cook, garden). We need to write in a manner that acknowledges and respects their ability to think and make decisions for themselves. Must not belittle these people. Secondary Target Audience - The Referrer (importance weighting 25%) Much of Caring Choice's business is derived from referrals from local councils and bodies that provide advice, advocacy and services to the elderly, people with a disability. The brochure will, in these cases, be accompanied by a cover letter. CALL TO ACTION Rather than saying "call us for a quote", the client will instead be offering "an obligation free risk/needs assessment at the home at no cost". The outcome with be a report, with a list of potential works and tasks, with a rating of importance and the costs associated. The idea being that the client can be informed by experts what can/should be done, but ultimately own the decision on what they want to go ahead with - if anything at all. This process will be the "door opener" for Caring Choice to offer a wide range of services - without overly complicating the communication piece by coming across as "we can do anything". It is a clear next step. Additionally though, if there is a single task/job that the client wants done, Caring Choice "Maintenance Team" will attend and provide a quote. Again, no cost or obligation. CONSIDERATIONS - Don't write "to" the primary audience at the expense of the secondary audience, as this will alienate/annoy the end client - It needs to inform people of the services but do so in a way that creates an EMOTION that the "free risk/needs assessment" is a great way to offer piece of mind and improve the quality of life for their loved one or self - To be written in UK English - Will add to an existing suite of brochures for the company. - Use the attached copy as a starting point