Wesley Mission 5 Year Strategy

Creative

January 2024

Sydney, Australia

It had been a difficult decade for Wesley Mission. They came to us asking for help with the presentation of their 5-year strategic plan to the market and to their diverse stakeholder group.
Our solution was to look to the past and be ‘Bold’.

Delivery

Following the pandemic and the impact of The Royal Commission into Aged Care Quality and Safety, Wesley Mission made the decision to close their residential aged care centres.

Understandably, this triggered a negative reaction from the sector and the press. It was a difficult and unpopular decision but a necessary one for Wesley Mission if they wanted to be able to re-focus on their core market and services.

To minimise negative sentiment, we leveraged milestones from Wesley Mission’s history – bold decisions made in the service of the community. ‘Bold’ was also a word embedded in their language and their psyche.

The concept ‘Reigniting Bold’ was created, to give Wesley Mission a war cry and a positive positioning to align to.