Abbeyfield Blackmore Vale Society in Shaftesbury, Dorset, is a charity offering supported living accommodation for fifteen residents who want to benefit from like-minded company and someone to keep an eye out for them, whilst retaining their independence.

In 2010, following a generous legacy from a former friend of the home, the Abbeyfield committee set about an exciting extension project to add further rooms and enhance the existing communal areas. More rooms meant a need for more residents and the committee worked with Progressive PR & Marketing to embark on a small but perfectly formed PR strategy intended to raise awareness and generate interest.

Activity includes press releases to all local media when a suitable story arises and this is underpinned by a regular presence – with a small ad and changing editorial – in ‘care’ features within the Blackmore Vale, a widely-read local magazine.

Progressive PR & Marketing is now looking into a programme of community engagement work to enable Abbeyfield to raise funds, attract volunteer committee members and maintain interest among potential residents.

“As a charity, every penny we spend has to be carefully justified. We had not previously been very smart with our marketing but when we met Michelle we could see how PR and a small amount of advertising would really make a difference. And it has! Every time a piece runs in the Blackmore Vale Newspaper, we see phone enquiries more than triple. Enquiries lead to new residents.”
Barbara Yoxall, Chairman of Abbeyfield Blackmore Vale Society
www.abbeyfield.com