How digital marketing campaign of 1 nursing home of a care group helped add £310,000 in annual revenue in 6 months - Care Home Marketing And PR

Background:

Holme House Nursing Home in Cleckheaton, West Yorkshire, had 81% occupancy (44 beds out of a target 54), and is part of the Croft Care Group.

The owners felt that was an over supply of nursing homes in the catchment area.

In response a new manager was making a push on enquiry handling and community networking and engagement, including organising pensioners lunches, leaflet drops, as well as networking with other managers in the area and improving liaison with discharge teams

The home was getting 10.5 enquiries per month (with 1.5 private enquiries per month).

The directors specifically said that from a marketing perspective they were keen to “get in front of families who demonstrated they were looking for care”

Together with the home we drew up a strategy to drive enquiries through a targeted digital marketing programme to get in front families showing intent of looking for care/nursing homes in Cleckheaton via online search.

We also launched a customised enquiry-generating landing page specifically for Holme House.

Within 6 months:

Occupancy had moved from 44 to 50, with a forecasted revenue gain of £310,000 pa
The landing page proved to be > 400% more effective than the main website in securing enquiries, with at least 1 confirmed admission within 3 months. ROAS (Return on ad spend) = 37:1
The landing page secured 7 enquiries from £2,100 ad spend (Cost Per Enquiry = £300). This compared to the home’s main website got 0 enquiries from £1,560 ad spend.
47% of all enquiries coming from the website were from the digital marketing programme
Holme House Care Home’s dedicated landing page was 400% more effective

Martin Creegan, financial director of The Croft Care Group, says: “We’d had a positive experience with Springup PR two years before, and were keen to re-engage them in helping out Holme House. It is a positive and professional experience all round.”

Adam James2026-05-27T19:40:41+00:00May 27, 2026|

"Eighteen months ago we took what may be considered a strange and dangerous decision, we got rid of our in house sales and marketing experts deciding to outsource all of our marketing and manage bed sales clinically. We chose to work with Adam James and Spring Up PR and have seen our marketing targets that had previously been missed not only met but surpassed by some distance, our occupancy figures have improved to the point where our hardest task now is managing the high number of referrals and waiting lists for new admissions. Huge savings and increased income, while increasing our company profile in the best possible way. All thanks to Spring Up, Adam and his team, I would strongly recommend speaking with them"

"We’ve added £500K to annual turnover since joining with Springup PR – the KPIs have been absolutely fantastic.

“We increased occupancy to 95% and 99% respectively within 2 months. This has continued. We’re now looking to increase further the proportion of private pay residents.

“When we first approached Springup PR we faced a huge loss in turnover. But in relation to what we’ve achieved the monthly costs are negligible.

“Now when we are have a bed we can have 3 people waiting for it. It’s put the power back into our court.

“As a care provider we’re now viable and future proof. We always say we have that we have to look after the numbers to look after our residents.

“Moreover, working with Springup PR has been an absolute pleasure because they share our values.

“We are in the people business, and Springup PR is as well. As a family business it’s so important to us that our partners share our values.

“We’d highly recommend Springup PR to other care home providers.”

Liam Geach, financial director at English Oak Care Homes

By Adam James

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