Milford Care Centre: The One Initiative Strategy

Jun 10, 2017

We like to work with a select number of charitable organisations on a pro bono basis where we believe our skills and expertise can make a real difference. One of these organisations is Milford Care Centre whom we’ve had the privilege of working with since 2012. Milford Care Centre provides a vital service to people living in the mid west region of Ireland.

Frawley/Neville Branding Consultants worked closely with the CEO Pat Quinlan and the team at Milford Care Centre to help develop the One Initiative brand and plan an effective strategy to help raise the additional funds required to complete the new hospice development.


“Milford Care Centre (MCC) is a provider of Specialist Palliative Care Services and Older Persons Services in the Mid-West, covering counties Limerick, Clare and North Tipperary. In 2014 a decision was taken by the MCC Board of Directors to develop a new purpose built hospice at the site of the present campus in Castletroy, Limerick. The focus of this new facility was to achieve increased bed capacity and to change all patient rooms to single occupancy configuration, as well as doubling the number of overnight accommodation facilities available for families. From the outset, it was recognised that the majority of the estimated €11m cost involved would have to come from non-statutory funding sources, made up from a combination of philanthropic, voluntary fundraising and donations (both corporate and private).

In this context, in 2015 Mr. Tony Frawley, Frawley/Neville Branding Consultants, came on board to devise a marketing strategy to highlight the purpose and vision of this new project. At the start of 2016, the identified funding shortfall was estimated at some €4m, which included an application to HSE for a grant of €1.8m, for which a decision was still awaited. The aim of this particular strategy was primarily to target the corporate sector within designated areas of the Mid West. Data and feedback was obtained from workshops held at the Centre under Tony’s direction, who was supported by his colleagues Patrick and Claire.

From the outset, it was evident that Tony Frawley & Gary Neville clearly understood what was required and empathised with the vision and objectives of the Milford Project, in acknowledging that the appeal had to encompass the ethos of dignity, respect and compassion for patients and their families. In a very short time, the MCC One Initiative emerged. The O N E Initiative encapsulated the Project’s vision of One Building, New Futures and Enhancing Lives. A colour corporate brochure and summary sheet designed by Mandy from Frawley/Neville highlighted the extent and geographical spread of services and how the new hospice would make a difference across the region.

The high-quality brochure included visualisations of the new hospice building and site area. Specifically, and what proved to be very beneficial was the “How you can help” section which textually and visually gave a sample breakdown of the building and fit out costs associated with patient and family rooms and the message successfully reached the intended corporate audience and members of the public.

All of this hard work and commitment paid off at the end of the day and MCC was very pleased with the final outcome. Key to all of this was the fact that Frawley/Neville Branding Consultants and in particular Tony Frawley, understood and fully empathised with the objectives of the Project and with Milford’s ethos and values. In our experience, they set out and, in my opinion, succeeded in getting the marketing strategy totally right.”

Pat Quinlan, Chief Executive



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