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Komplex Community — Property & Commissioner Marketing Plan 2 Executive Summary Current marketing is too reactive, with activity often triggered by an immediate property, referral opportunity or one off request. This creates broad outreach, inconsistent follow up and limited regional focus. The purpose of this plan is to replace that approach with a planned, strategic and repeatable route to referrals. Required strategic shift Marketing will be organised around the areas where Komplex Community is strongest: established or high potential commissioner relationships, approved provider routes, evidence of local demand and fully prepared properties. Reactive opportunities will still be supported, but they will sit within a planned regional calendar rather than determine the whole marketing programme. The Plan at a Glance Workstream Outcome 1. Core brochure Create a square Komplex Community brochure that explains the overall offer and gives commissioners a consistent, credible introduction. 2. Website Update the Komplex Community website in line with the competitor recommendations already agreed. 3. Property evidence Photograph and film properties only once they are fully dressed, complete and ready to market. 4. Property packs Produce a brochure, final floorplan, photography and video for every market ready property. 5. Commissioner targeting Map approved provider lists, regional contacts and relationship strength to determine the right route into each area. 6. Campaign rhythm Run one general email campaign each month, with smaller property campaigns only when a suitable property is available. Operating Principles • Planned, not reactive. Activity follows an agreed monthly and regional campaign calendar, with clear priorities and follow up actions. • Focus on strong areas and contacts. Resource is concentrated where relationships, provider access, local demand and property availability create the best opportunity. • Property first. A property is marketed only when it is genuinely ready to be seen. • Regional relevance. Contacts receive information that is relevant to their geography and placement route. • Evidence over claims. Every campaign is supported by a credible brochure, floorplan, photography and video where available. • Fewer, better campaigns. Quality, relevance and disciplined follow up take priority over email volume.
Komplex Community — Property & Commissioner Marketing Plan 3 1. Core Marketing Assets Square Komplex Community Brochure A concise, commissioner ready overview of the organisation. The square brochure will be the main corporate leave behind for commissioners, case managers and partners. It should work as a printed brochure and as a lightweight digital PDF that can be attached to introductions, follow ups and general campaigns. Recommended Content • Who Komplex Community supports and the complexity of placements we can consider. • Our supported living models, including solo and shared arrangements where appropriate. • Our approach to assessment, mobilisation, transition planning and outcomes. • Clinical governance, safeguarding, quality assurance and the wider Komplex Group offer. • A clear regional footprint and an explanation of how to make a referral. • Short proof points and carefully selected stories that demonstrate credibility and human impact. • A clear call to action with named contact details and a direct referral route. Format standard The brochure should be square, easy to scan, visually led and suitable for both print and email. It is the corporate overview, not a substitute for a property specific brochure. Komplex Community Website The website will be updated to match the strongest commissioner journeys identified in the competitor review, while retaining Komplex Community’s warmer and more distinctive brand style. Reference document See Komplex Community — Digital Competitor Review & Plan for the website structure, competitor findings and digital delivery plan. This document does not repeat that work. For this marketing plan, the website must act as the destination for brochures and campaigns. Regional and property content should link into the relevant referral route, with clear ownership for keeping availability information current.
Komplex Community — Property & Commissioner Marketing Plan 4 2. Property Marketing Standard The rule is simple: a property is not photographed, filmed or promoted until it is complete and ready to represent the standard of Komplex Community. Property Readiness Gate Readiness check Minimum standard Interior complete Decoration, flooring, fixtures and repairs are finished. No tools, materials or incomplete rooms remain. Dressed and clean Bedrooms and communal spaces are furnished, styled, clean and free from clutter. Exterior ready Entrance, garden, parking and external areas are tidy and presentable. Information final Room use, accessibility features, occupancy model and property facts have been confirmed. Floorplan approved The floorplan reflects the finished layout and any adaptations accurately. Operational sign off Property or Operations confirms the home is ready to market and ready for commissioner interest. Privacy checked No resident, personal information, keys, security details or exact address information is shown without approval. No early photography If a property is unfinished, the correct action is to delay the shoot. Marketing should not rely on images that undermine confidence or create an inaccurate expectation of the finished home. Photography and Video Brief • Capture a consistent set of exterior, entrance, communal, bedroom, bathroom, kitchen, garden and accessibility images. • Produce a short landscape walkthrough for commissioner use and a vertical cut for social or direct outreach where useful. • Show scale, flow and condition honestly. Avoid heavy editing that changes the appearance of rooms or adaptations. • Store all approved assets in one clearly named property folder with version and usage status.
Komplex Community — Property & Commissioner Marketing Plan 5 3. Property Brochure and Evidence Pack Every market ready property will have one complete pack. This gives commissioners enough information to decide whether a conversation or referral is worthwhile before asking for basic facts. Pack component What it must show Property brochure A concise, branded overview of the home, intended support model, suitability and local area. Final floorplan Clear room labels, dimensions where appropriate, accessibility information and layout notes. Photography A complete approved image set covering all principal spaces and the exterior. Video walkthrough A short, professional tour hosted online, with a link or QR code inside the brochure. Property facts Bedrooms, bathrooms, communal areas, outdoor space, parking, accessibility, transport and nearby services. Placement fit The type of person and support need the property may suit, subject to full assessment and compatibility. Availability status Ready now, expected date, reserved or unavailable. The status must be checked before every send. Referral route Named contact, expected response time and the information needed to start an assessment. Information Controls • Use the town, area or outward postcode unless release of the full address has been approved. • Label indicative information clearly and update the brochure if the layout, availability or support model changes. • Check all statements with Operations and the relevant clinical or compliance lead before publication. • Archive superseded packs so outdated availability information cannot be circulated accidentally. Single source of truth The approved property folder and CRM record must hold the current brochure, floorplan, photography, video link, availability status and last checked date.
Komplex Community — Property & Commissioner Marketing Plan 6 4. Approved Provider List Strategy The first step is to establish exactly which approved provider lists, frameworks and dynamic purchasing systems Komplex Community is currently on. This will show where direct property marketing is most likely to convert and where a different route is needed. Position Marketing and business development response On the approved list Identify relevant commissioners and brokerage teams, confirm the relationship owner, and target them with regional information and market ready property packs. Status unknown Confirm with commissioning or procurement, record the evidence and assign an owner to close the gap. Not on the list, applications open Request application details, criteria, dates and required evidence. Decide whether the commercial opportunity justifies joining. Not on the list, closed route Ask when the route reopens and whether spot purchasing, exceptions or alternative contracting routes are used. Independent or spot purchasing route Target commissioners who source providers outside a list with evidence led messaging focused on fit, safety, mobilisation and responsiveness. Provider List Register • Local Authority or ICB and region. • Framework, approved list or purchasing route name. • Komplex status: approved, pending, not approved, closed or unknown. • Service categories and geography covered. • Start date, expiry date, renewal or application window. • Commissioning, brokerage and procurement contacts. • Internal owner, evidence source and last checked date. Important distinction Marketing should not assume that being outside an approved list means an area is closed. The route may be a framework application, a spot contract, an exception process or a direct commissioner led search. Each area needs an evidenced route to market.
Komplex Community — Property & Commissioner Marketing Plan 7 5. Regional Contact and Relationship Segmentation Contacts will be filtered by geography and relationship strength before any campaign is sent. This prevents national, generic sends and makes property outreach relevant to the commissioner’s area and route to purchase. CRM field Required use Geography Region, Local Authority, ICB, town or catchment area. Contact role Commissioner, brokerage, placements, procurement, case manager or partner. Provider list status Approved, pending, not approved, closed or unknown. Relationship status Active, warm, developing, cold or unknown. Relationship owner Named internal person responsible for the contact. Last activity Last meeting, call, email or referral and the outcome. Property relevance Properties and support models that could be appropriate for the area. Next action Meeting request, follow up, campaign, framework enquiry or nurture. Contact permission Lawful basis, suppression or opt out status and data source where required. Relationship Led Messaging Relationship Recommended approach Active Personal contact first. Share specific availability, request a meeting and follow up directly. Warm Send relevant regional proof and invite a short call about current or upcoming placements. Developing Use one useful, targeted introduction supported by the corporate brochure and a clear reason to engage. Cold or unknown Validate the contact and route before sending. Avoid repeated generic messages. Targeting rule A contact should only receive a property campaign when the location, purchasing route and likely placement need make the property relevant to them.
Komplex Community — Property & Commissioner Marketing Plan 8 6. Email Campaign Model The default rhythm is one general email campaign per month. Smaller property campaigns are permitted only when there is a fully market ready property and a clearly defined regional audience. Campaign Frequency Audience Content Monthly general campaign Once per month Relevant commissioner and professional segments Service proof, outcomes, referral guidance, regional updates or a useful insight. One clear call to action. Property mini campaign Only when ready property is available Contacts in the relevant region, prioritising approved routes and known relationships Property brochure attached or linked, floorplan, photography, video and current availability. Direct referral or meeting call to action. Personal follow up After an engaged response or for priority relationships Named contacts only Short, personal message referencing the recipient’s geography, likely need and next step. Property Mini Campaign Rules • The property has passed the readiness gate and Operations has confirmed current availability. • The brochure, floorplan, photography and video link are approved and accessible. • The audience has been filtered by geography, provider list route and relationship status. • The email explains who the property may suit without promising a placement before assessment. • The call to action is direct: discuss fit, arrange a viewing, request a meeting or make a referral. • Responses, meetings and referral outcomes are logged in the CRM against the property and campaign. Volume control Property availability does not justify sending to the full database. A smaller, accurate regional send is more valuable than a broad campaign that is irrelevant to most recipients.
Komplex Community — Property & Commissioner Marketing Plan 9 7. Operating Workflow and Governance The workflow below creates one release point between the property being prepared and Marketing sending it to commissioners. Stage Lead responsibility Release evidence 1. Confirm property readiness Property / Operations Signed readiness checklist and expected availability date. 2. Confirm facts and route Operations / Business Development Property facts, placement fit, region and provider list position. 3. Produce assets Marketing Brochure, floorplan, photography, video and website or hosted links. 4. Approve the pack Operations / Clinical / Compliance Accuracy, privacy, safeguarding and claims sign off. 5. Build the audience Marketing / CRM owner Regional contact segment with relationship and purchasing route filters. 6. Release the campaign Marketing Approved email, links, tracking and named response route. 7. Follow up and report Relationship owner / Marketing Responses, meetings, referrals, outcomes and learning recorded. Roles Role Accountability Marketing Owns the brochure system, content, shoots, packs, website coordination, segmentation, campaigns and reporting. Property and Operations Own readiness, accuracy, availability and operational sign off. Business Development / Regional Leads Own provider list intelligence, commissioner relationships, meetings and commercial follow up. Clinical / Compliance Check service claims, privacy, safeguarding and regulated information where required. Senior Leadership Approve strategic priorities, investment and material exceptions. No owner, no send Every priority contact and every property campaign needs a named internal owner who is responsible for the response and next action.
Komplex Community — Property & Commissioner Marketing Plan 10 8. Proposed 90 Day Implementation Plan Timing Priority actions Days 0 to 15 Agree brochure brief and content structure. Create property readiness checklist. Build the provider list register and define CRM fields. Days 15 to 30 Audit current framework and approved list status. Clean and segment contacts by region and relationship. Select the first market ready property. Days 30 to 45 Design and approve the square corporate brochure. Produce the first full property pack. Align campaign landing links with the website plan. Days 45 to 60 Launch the first monthly general campaign. Run one controlled property mini campaign if the property has passed all release checks. Days 60 to 90 Review engagement and referral outcomes, correct data gaps, expand the property pack system and prioritise the next provider list or regional relationship actions. Success Measures Measure What to track Coverage Percentage of active regions with confirmed provider list status and a named route to market. Data quality Percentage of priority contacts with region, role, relationship status, owner and last activity completed. Property readiness Number and percentage of available properties with a current approved pack. Engagement Meetings, replies, brochure or video engagement and direct conversations generated by region. Pipeline Qualified referrals, assessments, viewings and opportunities influenced by each campaign. Conversion Placements won, annualised revenue and reasons for loss by region, property and purchasing route. Final position The aim is not to send more marketing. It is to make every commissioner interaction easier to act on: the right property, the right evidence, the right regional contact and a clear next step. Immediate Decisions Required • Approve the square corporate brochure brief and budget. • Nominate the operational owner of the property readiness gate. • Nominate the owner of the approved provider list audit and register. • Confirm the CRM fields and relationship status definitions. • Select the first property that can meet the full marketing standard.
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