Our busy Colten House-based Marketing team is responsible for a wide range of activities and initiatives to support our 21 homes, along with Colten Care brand marketing and promotion, both offline and online.
Activities include developing our overall brand positioning and presence at a strategic level, devising and staging promotional events and campaigns, and producing and distributing electronic and print publications.
The team works across all our digital platforms, including the Colten Care website, individual home microsites and email marketing resources.
A key aspect of Marketing is measuring engagement through Google Analytics, alongside the responses to targeted advertising and campaigns. Keeping our digital presence competitive and stimulating means we can nurture and maintain occupancy levels.
Head of Marketing Natalie Alexander has more than 30 years’ experience in advertising, marketing and PR. She has worked for many agencies and was previously a marketing manager for another south coast-based care home group. Natalie has worked on many national and European marketing accounts at account director level. This has involved presenting, managing, planning and delivering multiple strategies and campaigns for both UK and European markets.
Here we catch up with Natalie to find out a little more about her.
Q: Who was your first childhood hero?
A: Gene Kelly.
Q: What would be your ideal holiday?
A: This year …anywhere hot.
Q: What are you superstitious about?
Q: Who would you most like to be trapped in a lift with?
A: No-one. I’m scared of lifts so never use them.
Q: Who do you most admire?
A: My dad. He has found the perfect mix of being my best friend but a dad when I need him to be.
Q: What car do you drive?
A: Just bought a new car after 7 years of previous one – a Nissan Juke.
Q: Cats or dogs?
Q: What makes you angry?
A: People who are rude and disrespectful to shop workers/waiting staff, service providers etc; oh, and people who eat with their mouth open – instant hackles up!
Q: What is your favourite smell?
A: Freshly brewed coffee.
Q: What is the first thing you do when you wake up in the morning?
A: Watch the news headlines to make sure the world didn’t end while I was asleep and I’ve still got to get up for work.
Q: What is your earliest memory?
A: My dad (a drummer) and his musician friends always making a racket, jamming in our dining room on a Sunday morning.
Q: Which TV/radio programme do you try never to miss?
Q: What is the best thing about your role?
A: Seeing a campaign go from strategy, to brainstorm, to creative concepts, to the finalised campaign in place.
Q: And what is the worst?
A: I couldn’t possibly say.
Q: What would be your desert island luxury?
A: A nice chilled bottle (case preferably) of white Rioja.
Q: What do you wish you were good at?
Q: What has been the crowning moment in your life to date?
A: Ooh, tricky, but I guess one was being driven round Daytona in Florida in a Nascar racing car at 200 miles an hour. Just amazing and I would do it again tomorrow.
Q: What is your favourite meal?
A: This is a tricky one too – so many, but I’d say anything that someone else cooks for me as I don’t cook.
Q: What would be your dream job?
A: Running an animal rescue centre in Spain.
Q: If you could bring something extinct back to life what would it be?
A: Any animal that has become extinct due to humans’ bad behaviour and treatment.