The Anglican Homes name is being consigned to history as part of a major strategic plan to reshape the age care provider’s image with a focus on the next generation – the baby boomers.
The Anglican Homes name is being consigned to history as part of a major strategic plan to reshape the age care provider’s image with a focus on the next generation – the baby boomers.
The aged care provider will now trade by the name of Amana Living across its 18 retirement villages, 11 hostels and five nursing homes throughout Western Australia, as well as its community care programs.
CEO Ray Glickman said the business rationale behind the organisation’s re-branding had become clear following marketing research, which showed the 44-year-old Anglican Homes brand no longer reflected the current organisation.
“The results confirmed that the brand Anglican Homes might not best suit the organisation’s broad vision for the future as being relevant to all people living the second half of their life,” Mr Glickman said.
The marketing research stressed the negative connotation of the term “homes” and that the overall name created the perception that the organisation exclusively aimed at members of the Anglican faith.
“Aged care is an increasingly challenging environment, characterised by lack of funding for capital works, strenuous accreditation, compliance regimes and labour shortages driven in the west by the booming local economy,” Mr Glickman said.
“In this context, it is critical to develop strategies to remain competitive and to develop services and facilities to suit the changing needs and more demanding expectations of the baby boomer cohort.
“The launch of the new brand gives us an opportunity to demonstrate the rebirth of the organisation. We have a strong plan with a clear vision and our strategy has been adopted to give us a sense of clarity about what we want to be in the future and what sort of organisation we need to get us there.
“It’s about creating a long-term marketing image to extend the reach of the church and when we say ‘Amana Living is born, Anglican Homes endures’, we think there is a real substance to that. It’s a true statement; we are out there in the marketplace with a fresh more attractive face, we know what we are good at, we have clear direction and we are ready for the challenges ahead,” he said.
Of the many names that were canvassed, preference was given to those with a biblical association and meaning.
‘Amana’ is a biblical name meaning truth, integrity and nurturing. The name will be supported by the tag line “part of the Anglican community”.
‘Living’ was chosen to sit alongside Amana to communicate the shift of perception of old age homes being seen as God’s waiting room, and emphasise a vision of the age care home as a next phase of life. The use of ‘part of the Anglican community’ connects the organisation with its strong remaining Anglican heritage.
The organisation employs a multi-disciplinary staff complement of 1,200 supported by more than 600 volunteers.
