Company at a Glance
A24 Group is a £70 million medical staffing business based in South Africa and the UK, founded in 1986 by entrepreneur Penny Streeter OBE. It recruits, manages and supplies doctors, nurses and other healthcare staff to public and private sector providers.
As a trusted adviser, Rea Marketing’s support in all aspects of our PR and marketing has been invaluable in helping us grow the brand and achieve high growth rates consistently. An excellent service.
The Challenge
To promote healthcare staffing services and multiple brand offerings in a highly competitive landscape, differentiated according to market sector service provision and other factors. To manage the reputation of the group in a sector with a high degree of sensitivity because of the issues related to healthcare of often vulnerable service users.
The Strategy
Rea Marketing developed with the Board the strategy to promote the brand and support the direct sales team, with digital marketing, PR, advertising, trade exhibitions and other tactics. An extensive advertising programme included online and print media, in a range of local and regional press. Web marketing was designed to promote the business both to healthcare staff, for recruitment, and service providers. The strategy was continually fine-tuned and revised to support the programme of organic growth and acquisition.
The Project
Some 11 web sites were developed to support the separate services and brands developed for the target markets. Rea Marketing advised on the internet marketing strategy, SEO and web content for services, news and other information.
An on-going PR campaign promoted the brand and created a speaker platform for the managing director with a business and Government audience, which resulted in features in the FT and conference speaker opportunities. We also advised on addressing a range of sensitive reputational issues.
The Results
A24 Group has achieved exponential rates of growth and been in the Fast Track 100 of ‘Fastest Growing UK Companies’ for over four years. Managing Director Penny Streeter was awarded the OBE for Services to Women’s Enterprise.
