Lee Chapman

Raising Awareness of Home Instead

Home Instead is the largest and most recommended home care company in the UK. Successful marketing activities over the years have helped establish its strong position in the care sector. As director of brand and marketing, Lee Chapman is in the driver’s seat as Home Instead show benefits of receiving care at home and promoting the role of a care professional.

Lee has extensive experience of working to position and build global brands, having worked at worldwide advertising agencies. Working in marketing for a financial services firm, Lee has headed up brand experience across physical stores, mobile banking and all customer service channels.

Keen to modernise Home Instead’s image, Lee played a role in the development of the new global brand and adapted it to a UK audience. It was a long-term operation that required the whole franchise network to be onboard, in a bid to attract new clients and talent nationwide. Lee’s influence has helped give the brand a modern and fresh feel, making it better placed to engage with key audiences.

Lee has led the way with a number of successful marketing campaigns, bringing Home Instead to key audiences. A sponsorship with ITV’s Love Your Garden, a programme presented by Alan Titchmarsh, brought Home Instead to national primetime TV. The adverts were voiced by Titchmarsh and explored the theme of ‘a life well lived at home’: a message that resonates with many.

With a strong passion for home care, Lee is always keen to lift the taboo of care which still exists for many, and that was the basis of one campaign. ‘Care Conversation’ encouraged people to talk about care options with loved ones, a discussion that many find too upsetting, to help families be prepared if the time comes when they require care. It was a campaign backed by TV legend Lorraine Kelly. Home Instead sponsored

her successful podcast, ‘What If?’, where Lorraine and her daughter even had the Care Conversation themselves.

One award-winning marketing campaign, led by Lee, celebrated older people who have done extraordinary things, from helping crack the enigma code to doing exceptional volunteer work. Purple plaques were made in honour of them, which were placed alongside blue plaques created by English Heritage which paid tribute to historical figures such as Charlotte Bronte and Charles Dickens. Gaining coverage in the Daily Mail and seeing a sharp rise in website traffic and ultimately client enquiries, the campaign was a huge success.

In a recent campaign under Lee’s direction, Home Instead raised the issue of family carers who are struggling to deal with an ageing loved one alongside business and young family life. The campaign resonated with the public and a film highlighting the stories of three family carers received over 3.5m views.

Lee is always keen for Home Instead to innovate from a digital perspective, preparing for a rise in client enquiries as the brand grows. He has helped develop a sound customer relationship management system and enhanced the performance of Home Instead’s website for National Office and the whole of the franchise network, helping make the experience as smooth as possible for people reviewing their care options.

Home Instead takes pride in its network of partners, which Lee oversees and is always looking to grow. Organisations that also support older people, such as Parkinson’s UK, have worked with Home Instead to help them expand their service. And there are other organisations, such as Barclays Digital Eagles and Boots, which Home Instead works with to improve the lives of older people in communities across the UK. Lee’s a big believer in not only making it possible for older people to continue living well at home, but to flourish too!