Quick facts
SERVICE
Content marketing strategy + execution
OUR ROLE
- Copywriting
- Graphic design
- Project management
PARTNERSHIP
2022 – present
Client
Acquaint is a premium, private home-care provider, offering a level of service that goes far beyond the basics.
With a focus on dignity, autonomy and luxury-standard support, Acquaint helps older Australians – and their families – enjoy life on their own terms.
In 2022, Acquaint engaged RM as a long-term partner to sharpen its content and bring its distinct personality to life. It wanted to cut through the sameness of the aged-care market with messaging that was as sophisticated, warm and witty as its service.
Challenge
Acquaint faced three key challenges:
- Low brand awareness: As a new player in the private in-home care market, Acquaint needed to make its name known among affluent Melbourne families and trusted referrers.
- Crowded market: With aged care often painted in beige tones, Acquaint needed a content marketing strategy that highlighted its premium, people-first difference.
- Attracting clients and carers: Acquaint needed to appeal to two audiences at once – high-net-worth families seeking peace of mind, and professional carers seeking meaningful, flexible work.
Solution
We began with a comprehensive content strategy, built on six clear brand messages. Then, we put them into action:
- On the blog: We create monthly blog articles blending lifestyle stories, seasonal content and thought leadership. All of which showcase Acquaint’s warmth and wit – qualities rarely seen in aged care marketing.
- Social and email presence: We produce and publish engaging content across LinkedIn, Instagram and eDMs, amplifying the brand’s reach and reinforcing Acquaint’s premium, personable voice.
- SEO alignment: Working with Acquaint’s SEO agency, Spicy Web, we embed SEO best practices into every piece, ensuring content is engaging and discoverable.
Results
In under three years, Acquaint’s content program has transformed its digital presence. Some highlights include:
- Significant traffic uplift: Acquaint’s blog library has collectively attracted tens of thousands of impressions, with several articles reaching well over 5,000 to 10,000 views in search results.
- First-page rankings: Dozens of blog articles now sit on page one of Google for highly relevant long-tail keywords – from seasonal events to aged-care services – bringing a steady stream of new visitors.
- Audience growth: Lifestyle and event-focused blogs continue to attract new readers, while thought leadership and service content build authority and trust among families, carers and referral partners alike.
- Stronger brand presence: Across web, email and socials, Acquaint now speaks in one clear voice – premium, polished and personable – helping it stand out in a crowded sector.
These results show a clear upward trajectory: more visibility, more engagement and a growing reputation as the trusted name in premium private care.
‘The team at Refresh are A-M-A-Z-I-N-G. I just love their work. Highly recommend.’
Acquaint