WillowGrove Homecare Playbook
A nurse-led startup with real heart, zero brand infrastructure, and a market full of families who needed to find them. My job was to build the marketing foundation from scratch — and make sure they could actually use it without a full-time marketer.
9 deliverables || 5 personas || 3 phase roadmap || 1 brand system || 300% ROI ||
9 deliverables || 5 personas || 3 phase roadmap || 1 brand system || 300% ROI ||
Setting the Stage
WillowGrove Homecare is a family-owned, nurse-led agency serving aging adults and families across North Georgia. When they came to me, they had a name and a mission, but no framework for reaching the people who needed them most. They were entering a trust-driven, relationship-heavy industry where showing up inconsistently isn't just a branding problem — it costs clients.
Challenge
WillowGrove needed a marketing system they could own and operate independently. My role as strategist and content designer was to research their market, define their audience, and translate that into an actionable playbook their small team could execute from day one.
Solution
Deliverables included
A brand system and voice guidelines
Five research-backed audience personas
A full customer journey map
Channel strategy with budget recommendations,
Tiered decision framework for daily - quarterly priorities.
Strategy
Marketing Playbook || Channel Audit || Marketing Decision Framework ||
Marketing Playbook || Channel Audit || Marketing Decision Framework ||
Research and Foundations
Audience Research || Content Marketing Guide || Customer Journey Map ||
Audience Research || Content Marketing Guide || Customer Journey Map ||
Creative
Brand Guide || Brand Templates || Content Guide
Brand Guide || Brand Templates || Content Guide
