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TOWARDS A MARKETING STRATEGY FOR HOMESHARE UK

A report for the Homeshare UK Network

November 2017

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1. Introduction

This draft report is the result of two facilitated workshops that took place in London in September – October 2017, with 12 of the 21 member schemes of the Homeshare UK network; the two key staff at Shared Lives Plus with responsibility for Homeshare; Age UK, Lloyds Bank Foundation, Shared Lives Plus and Social Care Institute for Excellence (SCIE) as national partners; and Homeshare International.

The workshops focused on:

Developing a clear marketing strategy that’s realistic, achievable, not too costly for individual schemes, and that links UK-wide marketing with marketing at local level

Developing and agreeing key messages that are targeted at specific segments of our market/stakeholder groups

Exploring the possible outcomes of the marketing strategy and planning how we’ll respond, individually and collectively, to them

The workshops were designed and facilitated by Lin Whitfield, an external consultant with extensive experience of facilitating partnerships, strategy development, and commissioning; and a track record of working with organisations in the fields of housing and older people’s services. For a list of schemes that participated, see appendix A.

2. What we want to achieve from a major marketing exercise

There was unanimous agreement from all schemes involved in the workshops:

Raised profile for Homeshare and homesharing

More awareness and particularly understanding of homesharing – what’s involved, the benefits

More householders and more matches

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3. Marketing principles: AIDA

We discussed the difference between publicity and marketing:

Publicity is about getting information ‘out there’ and hoping people will take notice of it

Marketing is more about reaching people and persuading them to take action

A: Awareness – they need to notice you. Research findings are that it can take up to seven prompts before someone registers your message.

I: Interest – your message needs to press a button for them.

D: Desire – they need to want what you’re offering. ‘Oh, that’s interesting’ isn’t enough.

A: Action – you need to make it easy for them to take action.

4. Our key market segments aka key stakeholder groups

We agreed that our market can be segmented into a number of stakeholder groups. The key ones are:

Family members and friends of householders

Householders (older older, and younger older)

Health and social care professionals, including managers – GPs, OTs, district and community nurses, health visitors, social workers

Commissioners, Local Authorities, social housing providers

Homesharers

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Policy makers at national and local levels

We agreed that the following could be described as ‘conduits’:

Charities and organisations that work with our client groups

Community leaders and faith groups

5. Analysing our market

We undertook a detailed analysis of each segment of our market, to identify:

What would spark their interest in Homeshare

What they’d desire

What might put them off

What would make it easy for them to take action

This demonstrated that a ‘one size fits all’ marketing exercise/campaign with the same key marketing messages for all segments of our market is unlikely to be effective. Although affordability/saving money is a factor that would spark interest from all market segments, there is otherwise little commonality.

Three key concerns also emerged from this analysis, that, if unaddressed, could damage a marketing exercise/campaign:

1. Concerns about slow, cumbersome and complicated processes

2. Concerns about lack of regulation, unclear quality assurance, possible liability

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3. Concerns about lack of credibility, unknown and unproven concept

These three areas of concern are discussed in section 8 below.

Market segment analysis

Family members and friends

Householders Health and social care professionals

(GPs)

Policy makers Homesharers Commissioners, LAs, social

housing(commissioners)

What would spark our interest in Homeshare?

ReassuranceSafetyAffordabilityAccessibility/safety netBeing able to contact someone

Enables independenceCompanionshipResponsive and addresses our needsPersonal/bespoke/tailoredFeeling useful; sharing experience, wisdom and skills; feeling empowered through giving something back – making a difference from the comfort of own home

Saving money for the practiceReduced care costsImproved health for our patientsImproved reputation for the practiceTaking away some of the pressures we face

How it addresses and improves/provides a viable alternative option to issues and concerns within: housing policy, social/care policy, younger and older peoples’ best interests. A cost-effective solution if it’s to be funding by the public purseIs it scalable across varied geographic locations in the UK?

Affordable accommodation The opportunity to help someone, giving something back to societyLiving in a ‘home’, rather than just renting a room Living with, in effect, a surrogate grandparent – that family environment – especially if from abroad and no relatives of my own in the country

Will it save us money?Will it keep people living independently for longer?Will it have a positive impact on bed-blocking?Can it prevent future financial demands?

What do we desire?

Presence/reassurance there’s someone there at nightLiving as independently as possibleEarly warning

Independence – not feeling a burden to family/friendsFeel safe and stay healthyCompanionship, friendship, laughter, fun

Lower numbers of patients using non-urgent appointmentsPatients with lower use of anti-depressantsReduced waiting

Verified evidence/research showing it provides a viable option/solution to current social, care and housing issues in the UKCase studies setting

Low cost, safe place to live Happy and settled place to live Support from the agencyTo see case studies or talk to

To reduce the amount of money spentTo reduce the need for servicesTo reduce the workload for staff – if we need fewer

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systemNon-residential expertise – can go to the agency

Feeling valued and part of society and my community – not forgotten

times – fewer appointments lasting more than 10 minsReduced hospital attendance

precedence that can be used to argue the benefits of Homeshare and build evidence to help shape future policyNational and local schemes operating in the UK, with as much reach and coverage as possibleA well-regulated and verified list of homeshare delivery organisationsClear definitions of the model, and of what is meant by ‘Householder’ and ‘Homesharer’

someone who is Homesharing. Companionship and compatibility with a nice personA place to live in my localityMy own space (which is respected) in a houseA flexible arrangement, with clear boundaries

staff, we save moneyTo deliver (or appear to deliver!) our strategic plan for the local area/community

What might put us off?

Benefits worriesUnknown person, despite checks; could they be a gold-digger?Not a familiar regulated schemeUnknown agencyUnknown conceptWhat if the relationship breaks down?Negative impact on my relationship with my relativeIs there emergency back-up?

Might be expected to cook/cleanIs it affordable/will I lose benefits?Feeling inhibited in my own homeStereotypes of younger peoplePreconceptions around compatibilityMy family/friends objectingFeeling patronised – feeling like it’s a service because I’m needy, rather than a choiceProcesses onerous,

Vetting procedures and safeguarding issuesWould we be liable/culpable if it goes wrong – where’s the responsibility?Can it work alongside complex health needs?How easy is it to refer?Data protection issuesThe length of time to set up a matchGetting the right

We want verified evidence/research to show that any policy we introduce does not harm others, it does not complicate other policies i.e. the definition of ‘homesharing’ and ‘care’ in a policy context. Is the Homeshare Model flexible enough to sit comfortably with current legislation?

It’s so low cost, it almost sounds too good to be true – what are the pitfalls? *for possible pitfalls, see belowHow long will the process take – I am actively looking for accommodation now! How much responsibility do I need to take for them – are there other people helping/ people I

If we endorse it and something goes wrong, are we liable?Will councillors and the community like this?No standard referral routeIt’s not regulatedIt’s not proven – no quantitative statsToo small – it won’t impact enough on the numbersTarget lead times and the process are

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bureaucratic, jargon, lots of form-filling and having to meet criteriaWhat if the matching process doesn’t result in a match?Haven’t heard of it beforeNo stamp of approval from a credible organisation

matchThere must be a paper trail within healthcareHow much would I need to be involved in the process e.g. if patient has no family; dementia

can turn to?Why does the agency have to see all my ID and do a DBS check – that’s a lot of time?I am not a trained carer or have first aid training; will I be suitable?Homeshare is very new, I’m not sure if it’ll really workI’m worried about the lack of privacy in someone else’s homeI really want to stay in the local area I knowWill it cost more than I can afford?If people get to know I’m thinking of Homeshare, they’ll know I’m struggling or have problems and they’ll gossip about me – small, rural, condensed communities

slowIt can’t respond to emergencies/crises

What would make it easy for us to take action?

Clear route, easy to contact – a telephone callReassuring and enthusiastic responseRealistic

Quick and easy processFamiliar conceptSeeing some case studies firstIf the service is personalised without

A nationwide referral hotlineEvery Council referral hotline is aware of HomeshareA very short referral

Easy access to information including evidence and case studies Involving policy makers in the development of

A clear simple application formAbility to do a lot of the process on-lineAdverts in places which are easily accessible to me,

If we understood the link between Homeshare and Shared Lives Plus (who are better known, regulated and generally

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understanding of the processes, and how long it’ll takeSee the concept in action – a short film which addresses my concernsContact with peers

being ‘sales-y’Seeing a few pen portrait profiles of homesharers before signing upHaving a chance to meet potential homesharers first (in a safe place)Feeling in controlNamed point of contactCredibility of the scheme – trustworthy/good reputation/good feedback from others already homesharingIf family and friends approveImages and messages that I can relate toManagement of my expectations

form that’s allocated to local Homeshare

Homeshare usually on-lineMake the process quickerProvide a self-referral form on the internetI’d like to be able to talk to someone who has done it or is thinking of doing itThe process seems to take so long, I’d like to know where I’m at, I want regular contact with Co-ordinators during and after the application process

trustedIf we understood and could endorse the quality assurance frameworkIf the time taken to make a homeshare match is shorter than the time it takes to a) leave hospital b) leave the social housing list c) other

*Possible pitfalls/’what ifs’ that might put a potential homesharer off:

What if the elderly person dies? Will I be homeless? What if they need more help than I can give? What if we don’t get on? Can I be thrown out?If they take ill, or have a fall, will I be blamed/held responsible?If they have dementia and lose something, I don’t want to be accused of stealingWhat if they are not very clean? What if they have a personal hygiene accident – I don’t want to have to deal with that

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Will they reimburse me for their shopping?Will I be able to see friends? Can I go on holiday, or away for a weekend? Can I get some security of tenure after I’ve been there a while?What if they ask me to do extra tasks, not in our original agreement?What happens if we’re incompatible and have arguments about things?It might be a beautiful house and beautiful area, but with no (or minimal) transport links, I’m worried I’d end up feeling isolated and lonely.Will I lose my place on the council’s housing list?

These ‘what ifs’ for potential homesharers could be addressed in a Frequently Asked Questions (FAQs) format.

6. Key messages for our market segments

Policy makers and commissioners

Family and friends of householders

Health and social care professionals

Householders Homesharers

Meta-messages – what we want them to feel

They can trust us and have confidence in our service

Using Homeshare is economically sound – it brings cost savings and wider cost benefits

Homeshare is a housing solution

Relief (without feeling guilty)

Reassured – they can trust that their relative/friend will be safe and ‘looked after’

Positive – they can enjoy quality time with their relative/friend, rather than chore time

It’s affordable

Reassured – they can trust us and have peace of mind

Homeshare is an effective and cost-effective solution

It’ll ease some of the pressures they face

They’re still useful, valued and part of the community

They retain their independence but without being isolated

It’s affordable

It’s affordable

It’s living in a home, rather than just renting a room

Mutual respect and support

Key words and phrases

Quality-assured; solution; needs are identified and

Take a load off your shoulders; trust us to help you; “I know that

Safe; low risk; trusted; low cost; preventative – falls, isolation;

Make your house a home again; loneliness kills; share your skills,

Cost-saving; start in life; lifelong learning; save on rent and bills;

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addressed; partnership opportunity; supporting independence; prevention; verified evidence (trustworthy); self-regulated schemes (network and trust); easy to adopt; supporting/adding value to existing services; reducing demands on GPs, hospitals, Social Services; track record of successful delivery

he/she has company, is happier and safer”; tried and tested; he/she can continue to make a worthwhile contribution; have some time for yourself; keeping in touch/informed/in the loop; gives you peace of mind when you can’t be there; save on the costs of a cleaner, home help, gardener

outcomes; quality-assured; self-regulating network; choice; person-centred; established; tried and tested; supports reablement; independence and engagement with the community; co-production; better health and wellbeing; monitoring; dignity; social contact and relationships; simple solution

life experience and wisdom; would a meal be more enjoyable with someone to share it?; half a million older people go up to a week without seeing anyone – don’t let it be you; someone there for you; loneliness is almost as bad for your health as smoking; having someone round the house can be a great comfort; what would you tell your younger self; not feeling a burden to family/friends; feel safe and stay healthy; companionship, friendship, laughter, fun; quick and easy process; being in control; having a choice; independence

would a meal be more enjoyable with someone to share it; the 3 Ps: people, a place, a purpose; quick and easy process; having a choice; the opportunity to help someone, giving something back to society

What seem to be the most promising marketing methods/tools

Lobbying for Government support at national level

Lobbying at local level, using marketing messages that are consistent with national activity

Nominations for national and local

TV and radio

Articles in newspapers and magazines

Social media – tweet opportunities and vacancies; Facebook interaction, engagement, groups such as Mumsnet, Gransnet, My Ageing

Sector press

Good Morning breakfast TV

Radio – You and Yours

Conferences and professional networks

Intranets, bulletins, co-productive dialogue

Radio e.g. The Listening Project, the Archers; TV

Trusted people: friends and family, the chemists, post office, faith groups, WI, Age UK, U3A, lunch clubs

Pubs, leisure centres, libraries, hairdressers,

Website with links to elsewhere

Social media – tweet opportunities and vacancies; Facebook interaction, engagement

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awards

Evidence reviews, including case studies and validated evidence

Getting local MPs on side

A media and social media campaign around events

Speaking slots at professional events/conferences

Parents; website with links to elsewhere

Local voluntary and statutory organisations, large local employers

Schools and youth groups

between professionals and service users

OT handbook

Celebrity endorsement

supermarkets

Free papers and local publications

Promotions on GP screens

7. Existing marketing activity within the network

We compiled an inventory of publicity and marketing activities that have been/are being undertaken within the network:

Who Where Marketing activities

Homeshare West Bristol and Bath Adverts at GPs and in hospital guides – little successAdverts and articles in community newspapers – more successCinema adverts – little successAdverts and articles in parish magazines and churches – more success

Intergenerations Worcestershire Community activity groupsNewspaper adverts – some successFilm on social media – some successJoint marketing with university – some success

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Leeds Homeshare Leeds Commercial by Made in Leeds TV company – 6 weeks of adverts, negotiated a good price. Showing in GP surgeries too. This activity about to start so success unknown.Strapline: “Homeshare turns a house into a home.”

Age UK Isle of Wight

Isle of Wight Adverts and articles in newspapers and supplements – articles more successful than advertsEvents: council events, at supermarketsMeetings with councils – reiterating their key messagesWebsite – many more hits if linked with promotional events

Cara Trust London Social media channelsLeafletsCollaborative marketing and presentations

Knowsley Homeshare

Knowsley and Merseyside

Leaflets, posters, website – all been recently updatedTalks at university, to social workers, councillors, NHS staff – talk to everyone

Possabilities Greater Manchester

Launch event, website, local radioTwitter/Facebook/InstagramBus poster campaignStalls at eventsGoodies – bags, key rings, cupcakesEstate agents – feeLocal hospitalFeatured on BBC Right on the Money

Lightshare Kent and Sussex Leaflets to adult social care organisationsWebsite

Oxford Homeshare(Age UK Oxfordshire)

Oxford Intranet – Health Trusts and other organisationsPromotional materialsArticles written by scheme participantsFilm – case study – shared online and groupsPress/radioSocial media

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Share and Care National WebsiteSocial media – blogs, TwitterNational press – Guardian, TimesLinks with wider stakeholders – Local Authorities, other older people’s organisations

Novus Homeshare London Social media – TwitterNational press – Time OutLocal newspaper – Harrow TimesLocal GP, hospitals, faith groups

SupportMatch National Newspaper articlesLeaflettingLocal AuthorityPersonal recommendations/word of mouthReligious groupsGPs

There is experience of a wide range of marketing activities here, and some resources that could be used in a nationwide marketing exercise.

8. Addressing key concerns

a) We discussed concerns about slow, cumbersome and complicated processes:

Are these concerns valid or a myth? What do stakeholders have the right to expect?

What do we need to change? How long will it take us to do this?

Yes and no… Processes are not uniform across the network, and in some schemes processes have evolved and streamlined over time.

Where yes, it’s largely because people

A safe arrangement: low risk – all parties vetted

A clear process with clear, reasonable and realistic timescales

We need to streamline processes and condense information, aiming for consistency across the network.

If parent organisations are currently insisting on slow and complicated

Depends on how quickly a scheme/parent organisation is prepared to change their processes!

Depends on how easy it is to

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have fears around safety and this impacts on the length of time to complete documents. DBS checks shouldn’t take longer than a week or ten days.

We’re facilitating a relationship between two consenting adults: we don’t need to do everything for them. It’s reasonable to expect the householder/their family or friend to deal with some of the things that some schemes do now e.g. gas checks.

A consistent approach across schemes Clear information on who is responsible for what, with frequent progress updates and clear communication

Person-centred face-to-face support

Continuing support and monitoring, expert support, troubleshooting as outlined in the agreement

An introduction and trial period

To be told whether feedback will be taken into account

Processes available for people with access or sensory impairment

processes, we need to explain to them why these will hold the growth of the network back. If a parent organisation is unwilling to change, the scheme could consider independence.

make the changes needed.

Action plan:

What? Who will take the lead? When will we have it done by?

Draw up an audit/inventory of processes used by schemes – schemes to share what they currently do

Debs and Heather; other schemes to nudge peers so that the audit is as complete as possible

Early November, in time for circulation before conference

Investigate any implications on benefits, and on Lasting Powers of Attorney

Maybe ask for a couple of volunteers from schemes to do this?

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Set up discussion at conference to agree standards and timescales

Debs and Heather, Share and Care, Support Match, Homeshare West, Novus

21-22 November

Publicise new streamlined processes Debs and Heather, on behalf of the whole network

End December?

Liaise with/support schemes with parent organisations whose governance and operations management may require certain processes

Debs and Heather, other schemes

b) We discussed concerns about lack of regulation, unclear quality assurance, possible liability:



Yes, they’re valid!

The quality assurance framework is good, but we needed it sooner! What happens with the results? Would a grade system be useful?

A regulated service (maybe self-regulated)

A quality assured service

Clarity on liability – there are concerns around referring, issues arising and possibly being held responsible. We can reassure by providing safeguarding policy, existing case studies and the monitoring processes we follow.

All schemes (new and old) need to engage with and complete the quality assurance framework that’s been developed.

Schemes should be part of a self-regulated network.

We all need to take responsibility for monitoring placements, risk assessments and regular reviews.

We should set some self-regulatory rules/standards and membership criteria, with consequences if they’re not complied with/met – if a Homeshare scheme chooses not to meet them, they can be dropped

Not too long if schemes support Homeshare UK! If we do this, Homeshare UK will have enough data to produce reports which may go some way to alleviating concerns.

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from the network.

We should promote Homeshare UK as a network – if it’s recognised as being reliable, schemes within the network will also be recognised as reliable. We should advise the public to ensure they’re choosing a scheme that’s part of the Homeshare UK Network.

We should use Homeshare UK to send out feedback to householders and homesharers.

We need more case studies.

Action plan:


Get all schemes to engage with and complete the QAF work Share and Care, Debs and Heather; other schemes to nudge peers

February 2nd 2018

Develop criteria for the Homeshare UK brand and network membership, with a view to launching membership by the end of March

Debs and Heather, Share and Care, other volunteers

End of March for the launch

c) We discussed concerns about lack of credibility, unknown and unproven concept:



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Both. We know that Homeshare works, and we have lots of anecdotal evidence, but we need evidence to justify the Homeshare route – we have stats from other countries but in the UK we need more to make people listen.

Regular case studies and personal testimonies

Evidence of numbers

Proof of cost savings

Proof of health benefits

Proof of preventative positives

Use international data to bolster our stats – if they’ll share. Australia, Vermont USA, Belgium ‘One Roof Two Ages’, Ensemble 2 Generations. Pilot schemes are collecting data, but the numbers are small.

We need analysis as well as stats: we should measure and record outcomes – standard measurement tools for every scheme to use to standardise and collate data.

Consider financial savings for the NHS – fewer GP visits, medication for depression. Also quality of life – social isolation.

Can we add a measurement standard to every case study?

Measure savings for young person, how it helps them.

Agreeing and implementing a standard measurement tool could be done very quickly. Gathering data from its use, in sufficient volume, will take longer.

Action plan:


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Draw up an audit/inventory of monitoring, evaluation and outcome measurement tools being used across all schemes

Debs and Heather; other schemes to nudge peers

End November?

Investigate the outcomes star as a possible measurement tool


Agree a validated measurement tool for the whole of the network to use, as part of the registration process – 8 simple questions to be asked at the start, middle and end. It could include some key questions that focus on cost benefits – falls, GP visits, hospital stays.

Debs, Heather, other volunteers

Ready to run from the beginning of January?

Ask our ‘friendly’ care commissioner about key questions/data for their needs, to help direct the questions we ask

Share and Care November

Draw up a strategy for general publicity, to run concurrently with the marketing – press articles, media, speaking at conferences etc.

All schemes to contribute ideas; Debs and Heather to liaise with volunteers who are happy to do media work

End December?

9. Responding to growth

We agreed that when our marketing exercise has gone live, there could be a huge increase in enquiries at national and local levels – from family and friends of potential householders; householders themselves; potential homesharers; policy makers; health and social care professionals; housing professionals; commissioners; the media; and possibly from central Government.

We agreed that we need a sensible plan in place before marketing goes live, so that we can manage growth at local and national levels. Our initial thoughts:

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What must we avoid?

Inconsistent messages

Unrealistic expectations: making promises we can’t keep

Unanswered enquiries

Long waits for visits

Leaving it too long to get applications

Cutting corners

Potential householders and homesharers being turned away because we can’t cope with demand

Pressurised staff with poor work/life balance

What should we aim for?

A prompt response to enquiries (within 24-48 hours?): use of the Homeshare UK website for enquiries as far as possible, and ensuring that these are responded to promptly

Flexibility in who we work with – not turning people away but referring them on if necessary

Use of the Homeshare UK brand

Clarity in communication – consistent messages through all channels so that expectations are realistic

A standard phone number for enquiries

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Pre-prepared emails and supporting documents

Following consistent procedures

Good time management, flexible working, enough admin support

Action plan:

What? Who will take the lead? When will we have it done by?Devise a detailed marketing response plan that works at local and national levels – which takes into account the points raised above

Debs, Heather, other volunteers December?

10. Conclusions

The Homeshare network has now identified the key segments of its market, clarified the messages it needs to get across in its future marketing activities, and come to some conclusions on how it will need to respond to future growth. Through working together on this, the network has also identified three broad issues that, if unaddressed, have the potential to damage a marketing exercise/campaign; and devised an action plan to tackle them (see consolidated action plan at appendix B). The process of working together has also strengthened the sense of common purpose: learning from each other and sharing experience for the benefit of the whole network.

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Appendix A: Homeshare schemes that participated in the facilitated workshops

Age UK Isle of Wight

Age UK Oxfordshire

Cara Trust

Homeshare West

Intergenerations Worcester

Knowsley Homeshare

Leeds Homeshare

Lightshare

Novus Homeshare

PossAbilities Homeshare

Share and Care

Support Match

Written comments were also received from Homeshare Ireland.

Schemes unable to attend: Ategi; Care Aid; Draycott Housing; Edinburgh Development Group; Elder Homeshare; Positive Steps Shropshire; Room for Help; Room for Tea.

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Appendix B: consolidated action plan

Area of work What? Who will take the lead?

When will we have it done by?

Processes Draw up an audit/inventory of processes used by schemes – schemes to share what they currently do

Debs and Heather; other schemes to nudge peers so that the audit is as complete as possible

Early November, in time for circulation before conference

Investigate any implications on benefits, and on Lasting Powers of Attorney


Set up discussion at conference to agree standards and timescales

Debs and Heather, Share and Care, Support Match, Homeshare West, Novus

21-22 November

Publicise new streamlined processes Debs and Heather, on behalf of the whole network

End December?

Liaise with/support schemes with parent organisations whose governance and operations management may require certain processes

Debs and Heather, other schemes

Self-regulation Get all schemes to engage with and complete the QAF work Share and Care, Debs and Heather; other schemes to nudge peers

End December for the work to be completed, so reminders to schemes as soon as possible

Develop criteria for the Homeshare UK brand and network Debs and Heather, End of March for the

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membership, with a view to launching membership by the end of March

Share and Care, other volunteers

launch

Credibility and profile

Draw up an audit/inventory of monitoring, evaluation and outcome measurement tools being used across all schemes

Debs and Heather; other schemes to nudge peers

End November?

Investigate the outcomes star as a possible measurement tool


Agree a validated measurement tool for the whole of the network to use, as part of the registration process – 8 simple questions to be asked at the start, middle and end. It could include some key questions that focus on cost benefits – falls, GP visits, hospital stays.


Ready to run from the beginning of January?

Ask our ‘friendly’ care commissioner about key questions/data for their needs, to help direct the questions we ask

Share and Care November

Draw up a strategy for general publicity, to run concurrently with the marketing – press articles, media, speaking at conferences etc.

All schemes to contribute ideas; Debs and Heather to liaise with volunteers who are happy to do media work

End December?

Responding to growth

Devise a detailed marketing response plan that works at local and national levels – which takes into account the points raised in section 9


December?

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