Berkley Care Group

Bridgehead Communications was appointed to raise the profile of the group and its homes within local and regional media, with the primary objective of supporting occupancy, recruitment, and retention by showcasing Berkley as both a premium care provider and a positive place to work.

We implemented a locally driven media engagement programme centred around resident‑focused events and activities across Berkley’s homes.

Working closely with general managers and activities teams, we developed a pipeline of media‑friendly initiatives supported by targeted outreach to mapped local and regional journalists. A monthly internal newsletter, B: In the News, was introduced to share ideas and encourage participation across the group.

Alongside this, we worked with Berkley’s executive team to promote innovation in nursing training and neurodiverse recruitment through proactive trade media engagement and speaking opportunities.

Our ongoing engagement has delivered sustained visibility across consumer, trade, and national media, alongside measurable operational and reputational impact.

Media Reach & Coverage

From April 2022 to March 2024, we secured:

• 220 pieces of coverage across local, regional, specialist, and trade media

• National and broadcast coverage, including the Daily Mirror, BBC, and ITV

This consistent media presence supported awareness of individual homes within their local communities while reinforcing the Berkley brand atthe group level.

Recruitment & Occupancy Impact

At the time of writing:

• Occupancy rates across the portfolio remain high and on target

• Recruitment and staff retention levels are above the industry average

Media coverage highlighting workplace culture, team spirit, and innovation helped position Berkley homes as attractive environments for prospective staff as well as residents and their families.

Sector Thought Leadership

We secured multiple in‑depth feature interviews for Berkley’s executive team, including:

• Two features in Caring Times

• Two features in Care Home Professional

In addition, coverage promoting the Berkley Nurse Programme was achieved in both Nursing Times and Nursing Standard, supporting the group’s positioning as a leader in nursing development. Coverage was also achieved in The Carer, Care Home Magazine and Care Management Matters.

Industry Engagement

We also secured speaking opportunities for Berkley’s senior leadership team at key industry conferences, extending the group’s visibility beyond earned media into sector‑wide professional forums.

Parliamentary Launch

A key milestone was the launch of Berkley Care Group’s Dementia Strategy in Parliament in September 2025.

In collaboration with Training 2 CARE, the internationally recognised Virtual Dementia Tour Bus was brought to Westminster, enabling MPs to gain first‑hand insight into the lived experience of dementia.

Around two dozen parliamentarians participated in the tour.

Attendees included former Care Minister Dame Caroline Dinenage DBE, Helen Morgan MP, Danny Beales MP, and Speaker of the House of Commons Sir Lindsay Hoyle.

Following the tour, nearly 40 leaders from across health and social care attended a parliamentary reception in the House of Lords, which included a speech by Wendy Chamberlain MP.

View the full Berkley Care Group coverage book here.