Creative Fire

Copy and Content Strategy for Sanctuary Personnel

Suffolk-based Sanctuary Personnel is a hugely ambitious solutions partner on a mission to redefine the traditional health and social care recruitment roadmap. Sanctuary Personnel enlisted On Point Content’s help to redefine its brand values, tone of voice, and online content.

Overview

Sanctuary Personnel looks beyond traditional structures and ways of doing things to create tangible results-driven solutions. Solutions that help relieve frontline pressures and secure positive outcomes for vulnerable people.

Entering a new growth phase, Sanctuary underwent a rebrand. It needed to move away from traditional recruitment and a rigid corporate feel to a brand capable of bringing entire communities together.

Knowing On Point’s ability to identify brand values, tone of voice, and proposition, Sanctuary Personnel's CMO hired Emma as a consultant and copywriter.

We were acutely aware of Sanctuary's need to communicate its step away from simply being a large recruitment business. Its reach, and indeed, its impact was far greater than other recruitment businesses. As a business, Sanctuary was moving into managed services and directly linking employers with its community.

“I cannot recommend On Point Content enough. Emma's content strategy and copywriting are unparalleled. She is bursting with creative ideas, and we can always rely on her to add some heart to our marketing campaigns. We're continually impressed by her work, dedication, and energy. She is our very own word wizard!”

Gemma Raw, Sanctuary Personnel

Approach

On Point’s first action was to work with senior management to understand the new direction of the business and decipher the core brand message.

Together, the team agreed that people are at the heart of Sanctuary Personnel – employers, candidates, vulnerable clients, and patients. Sanctuary needed a set of brand values and a strapline that would speak to all three audiences. This was when 'Placing People First' was born.

Placing People First conveys that people are at the heart Sanctuary. As a recruiter, Sanctuary is intent on positioning the right person, in the right role, every time. From there, the brand language was carefully chosen to reflect the message.

Once agreed, On Point produced a set of brand guidelines. These guidelines informed the content for the new website that would bring together Sanctuary's three brands.

Sanctuary Health, Criminal Justice, and Social Care were to feature within one website under the new brand. Our job was to rationalise and rewrite large volumes of text to ensure brand consistency, working to a set website guide created by the CMO.

Once agreed, On Point produced a set of brand guidelines. These guidelines informed the content for the new website that would bring together Sanctuary's three brands.

Sanctuary Health, Criminal Justice, and Social Care were to feature within one website under the new brand. Our job was to rationalise and rewrite large volumes of text to ensure brand consistency, working to a set website guide created by the CMO.

Results

Square
150+ web pages

for new website

Square
87% increase

in web conversions in first six months

Square
3 prestigious

award wins

Result

On Point created over 150 pages of copy, all with a specific purpose and SEO value. The result is a high-performing "engaging website that converts professionals into candidates and employers into clients. So much so that Sanctuary Personnel made the finals of the highly-regarded Recruitment Marketing Awards for Best Website alongside category winner Rolls-Royce.

To elevate the brand as a leading advocate for doing things differently, we prepared competitive business award submissions. This resulted in Sanctuary winning the Best Client Services category at The Recruiter Awards, the Positive Social Impact Award at the Lloyds Bank National Business Awards, and Large Business at the Suffolk Business Awards. In an industry where third-party endorsement is key, the awards provide brand validation.

Today, On Point Content continues to work with Sanctuary Personnel, acting as an extension of its incredibly talented marketing team.