The Story
Primacare Living Solutions
Primacare™ is a Canadian-owned, family-run long-term care provider rooted in compassion, independence, and respect. While the company enjoyed a strong reputation inside its care homes, its digital identity wasn’t telling the full story. Primacare needed a strategy to resonate emotionally with both families searching for trusted care and skilled professionals navigating a competitive job market.
The Goal
Humanize the Brand. Strengthen Trust. Boost Recruitment
The goal was to align Primacare’s online storytelling with the warmth and integrity of its care model—while improving recruitment across facilities. The marketing needed to reflect compassion, trust, and professionalism, all within the boundaries of healthcare compliance and clarity.
The Solution
A Digital Strategy Built on Storytelling, Visibility, and Trust
Social Know How® executed a brand-driven campaign focused on emotional resonance, reach, and ethical engagement.
Deliverables Included:
- Full social media strategy and monthly content calendar
- On-site video production capturing staff culture, family moments, and resident experiences
- Graphic asset development for digital, print, and paid promotions
- Employee advocacy workshops to empower staff storytelling
- Targeted paid media campaigns to support hiring and family outreach
- All messaging designed with sensitivity and healthcare regulatory standards in mind
