Signature Senior Lifestyle

How PLMR supported a care home group to retain its identity and further its goals after the acquisition of 20 new homes.


Signature Senior Lifestyle


Services provided

The Situation

PLMR was appointed by Signature Senior Lifestyle to provide comprehensive communications support following its integration of 20 Sunrise Senior Living and Gracewell Healthcare care homes into its existing portfolio.

Making sure that everybody living and working in each home felt part of the Signature Senior Lifestyle family was paramount, as was promoting the ‘new’ Signature Senior Lifestyle to the local communities they served.

What we did

Setting up a 24/7 press office function, PLMR supported Signature as they integrated all 38 care homes in London and South East. Local media coverage boosted the profile of each home for potential residents and team members, while national and regional award entries demonstrated their excellence and expertise in a variety of subject areas. As Signature Senior Lifestyle looked to grow their family of homes further, tailored new care home launch packages were prepared – ensuring maximum chances of media engagement and positive reception in their local areas.

PLMR also provide Signature Senior Lifestyle with a 24/7 ‘always on’ reputation management and crisis handling support, including with online reviews, local press management and major national media enquiries.

The Result

Thanks to PLMR’s bespoke programme of positive PR activity, over 500 pieces of national, broadcast and trade media coverage were secured. This has increased Signature Senior Lifestyle’s share of voice among key audiences, and promoted them as a thought leader in the sector.

Our national, regional and sector coverage for Signature Senior Lifestyle has included pieces which:

  • Celebrated the impact of nurses in care homes and communities.
  • Promoted therapeutic activities for those living with dementia
  • Linked Signature Senior Lifestyle’s homes to national media stories about COVID-19 visiting restrictions lifting and how to support elderly relatives during heatwaves.
  • Positively positioned its new care homes within the sector and local area ahead of opening.

PLMR further supported Signature Senior Lifestyle’s recruitment drive and sales and marketing strategy by preparing award entries for individuals, teams and the organisation as a whole – resulting in Signature being named as Best Mid-Sized Care Provider at the Care Home Awards in 2022, and securing two regional wins at the Great British Care Awards.

A national media story about a Signature Senior Lifestyle resident celebrating a milestone birthday with a Liam Neeson themed party (complete with cardboard cutout), even led to a phone call from the man himself.

Add PLMR to your contacts

PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.