A Path of Care
BrandScript | Website Copy | Content Strategy | Content Creation
As Director of Content at a marketing agency called Benali, I helped A Path of Care through a major rebrand. A Path of Care is a home health, hospice, and Medicare ADvantage provider for people across Oklahoma.
They had multiple target audiences, ranging from retirees and their adult children to doctors and their staff, each with their own challenges, motivations, and successes. After establishing their brand messaging, I wrote the copy for their entire website.
I also edited marketing assets written by copywriters on my team and freelance writers to ensure each piece was accurate and aligned with the brand voice.
Brand Messaging
Prior to the rebrand, A Path of Care had been a long-time client of Benali. I had been creating blog and social media content for the company and had a deep understanding of their target audience.
began the rebrand by clarifying and simplifying their messaging with BrandScripts (using the StoryBrand framework) for each target customer.
You can view some of the messaging assets I developed below.
Website Copy
Next, I used the BrandScripts to write website copy that felt cohesive and caring. It quickly engaged multiple audiences with different challenges, needs, and successes.
I also highlighted how the company's experience and expertise benefit patients, families, and providers.
Content Creation
Finally, I rounded out the new website with some evergreen blog posts and client case studies.