Case studies


Royal Masonic Benevolent Institution (RMBI)

The RMBI provides care services to over 1,000 older people, operating 17 care homes across England and Wales with annual revenue of £45m, employing circa 1,500 staff. In addition, the RMBI provides a service for people with learning disabilities, independent living accommodation, care advice, home improvement loans and holidays.


Edna Petzen was the Assistant Director Marketing and Service Improvement and had overall responsibility for the strategic leadership of the Marketing and Communications function - incorporating brand management, media and public relations, collateral development and production, digital marketing, campaign management, and reputation management. 

As a niche operator in the care sector RMBI had little brand recognition and profile, resulting in low occupancy levels.


Successfully created a strong brand proposition that repositioned the organisation within the care sector from a niche operator to a national provider of care services across England and Wales with the ability to successfully compete in a competitive environment. Occupancy levels increased from sector average of 89% to 94%.

Developed high-profile and high-impact media activity to build reputation and profile. Achieved broadcast coverage from BBC Breakfast, Radio 4 and Reuters, and media coverage in sector and regional press, including consumer titles.

Developed and implemented a strategic internal communications plan to all levels of employees, to include establishing and embedding corporate values and employee recognition scheme.

Successfully established and set up a service improvement function with oversight for ensuring that quality standards and regulatory compliance was met across its multiple sites of services for older people.

The new function collaborated with internal departments to ensure that high standards of service delivery in accordance with statutory and regulatory compliance, customer expectations and business objectives were met.


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