Case Study: Alan Savage- Power of the Brand
Alan Savage, who co-owns Home Instead Altrincham, Sale, and Wythenshawe with his partner Lucy Gill, is an example of a Home Instead franchisee who has created a thriving business, driven by his deep-rooted passion for care and built on the strong foundations of the Home Instead brand. Born and raised in Sale, Alan has always felt a strong connection to the local community, which has been central to his journey with Home Instead.
The Home Instead ethos of providing compassionate, person-centred care at home aligned wholly with his own values, and Alan knew this was his chance to become part of a brand with a trusted name and proven business model, allowing him to make a real difference to the lives of those in his local communities.
Alan has long been a familiar face at clubs, societies, and charity events, sharing valuable insights on how to live well as we get older. When the opportunity arose to bring Home Instead to his hometown, for Alan it was an easy decision.
Since launching Home Instead Altrincham, Sale, and Wythenshawe, the businesses has gone from strength to strength, with an annual revenue of approximately £2.6 million and an impressive 15% growth in Quarter 4 vs the previous year. This remarkable success is a testament to Alan’s dedication, his team’s hard work, the ongoing support from Home Instead’s National Office and the power of the Home Instead brand.
A key part of the business’s success has been its active involvement in local events and initiatives communicating the brand on a local level, helping to raise awareness and build meaningful relationships within the community. Alan is a keen advocate of networking with referral providers in the local community. In 2013, he initially created the What’s on Where (WOW Guide), which in 2018 turned into the Live Well Your Way Magazine. Recognising the value of this local initiative, Home Instead’s national office helped to refine the concept and rolled it out across the network for other franchisees to implement in their areas- a great example of how Home Instead works in partnership with franchisees to share successful ideas. The guide is now a vital resource for older people seeking local activities and support that helps to keep them connected to their communities. 20,000 copies are distributed to major supermarkets, pharmacies, Council, Social Care and Mental Health teams, hospitals, doctor’s surgeries, churches and community groups. Each edition also includes a ‘What’s on Where guide,’ which lists over 260 groups and activities that take place in Altrincham, Sale and Wythenshawe; from lunch clubs to exercise classes, choirs to even walking football.
‘Be a Santa,’ is an initiative led by Home Instead’s national office to support franchisees, with Alan being a huge champion of this in his local area. The campaign helps to tackle loneliness during the festive period by giving out presents to elderly people who may not have company at Christmas time. Due to covid restrictions during the pandemic, Alan and the team changed their approach, and instead, now create a calendar featuring wonderful community images taken by local people. The calendar was a huge success and some 10,000 copies continue to be printed and distributed annually to local referral providers and the general public.
Alan and his team also championed the ‘Key to Care’ campaign, which involved running informative sessions at a local GP surgery in 2023, to educate individuals and families on care options. Not only was the campaign hugely successful, but they were also present for two days when flu vaccinations were being administrated, helping to spread the Home Instead message to hundreds of patients. Home Instead Altrincham engaged with 400 patients, offering valuable guidance on home care, direct payments, and attendance allowance. This initiative not only raised awareness but positioned Home Instead as a trusted resource for those considering care options. The team’s presence at the clinic resulted in six recruitment enquiries and strengthened their reputation as a provider of high-quality home care services.
Keeping their community informed and sharing guidance is paramount, which is why Home Instead Altrincham, Sale and Wythenshawe ensure a variety of events take place. A great example of this is their Fraud and Fuel Advice event, in partnership with Scope, Age UK Manchester and Trafford Carers Centre, which includes insightful talks on how to manage energy bills, how to spot a scam and how to avoid being scammed to name just a few topics.
As highlighted, partnering with local organisations for networking events is a regular part of the work Alan and his team do. In May, the team are partnering with a GP Practice and VCSFE partners to put on a local community event focused on Dementia that will take place in the local library.
Reflecting on his journey, Alan commented: “Over the years, I have enjoyed getting out into the local community to not only spread the word about Home Instead, but to make a useful contribution to the community by producing the WOW Guide and take part in many more activities.”
Alan’s passion for helping older people remains at the heart of everything he does, and as Home Instead continues to innovate the sector as the UK’s number one home care company, Alan and his team plan to harness the power of the brand in order for his business to continue to flourish. With plans to expand the business further, Alan and the team will continue to make a meaningful difference to the lives of those he impacts daily.