SVP Austin Case Study: Joy’s House | Caregiver Way Program
Empowering family caregivers with community and resources
Caregiver Way boosts confidence and capability with trusted information, meaningful connections and higher self-awareness.
Challenges
Insufficient time to complete core activities
No established customer base
Lack of messaging and website
Solutions
Increase capacity through a partnership with SVP Austin
Create target customer groups
Develop value propositions to inform recruitment and resources
Results
Formed valuable partnerships with thought leaders
Included value propositions in partner and customer pitches
Launched content and community hub
Driving leadership, advocacy and innovation
A new venture from Joy’s House, Caregiver Way is an online community empowering family caregivers with education, resources and community. The site hosts a community forum, videos, articles, audio and other content supporting the various stages and unique challenges of family caregiving. The organization engaged SVP Austin to identify partners and potential customers, create tailored messaging and build out its online home.
“The best thing about working with SVP Austin is the people. Tim and his team were delightful to work with. Not only are they brilliant, they’re also extremely passionate and personable.”
Corrina Thompson, Co-Founder & COO, Caregiver Way
Envisioning better support for family carers
“While COVID challenged us in many ways, it also shined a light on the need for us to innovate for family caregivers,” recalls Corrina Thompson, who co-founded the organization with her sister, Tina McIntosh. “Our parent organization, Joy’s House, reimagined several existing services and launched a couple of new innovative programs, including Caregiver Way.” With help from SVP Austin, the team was able to stand up the new organization quickly.
Increasing capacity
Collaborating with their SVP coach gave co-founders McIntosh and Thompson critical operational assistance to expand their capacity to complete tasks required for launch. SVP led the effort to identify content partners and other strategic connections to form the foundation for the content hub.
“We were able to establish the right partners, including SVP Austin,” notes Caregiver Way co-founder and COO, Corrina Thompson. The support was vital to getting the venture off the ground and completing the crucial first year. “We’re proud to share that we recently celebrated Caregiver Way’s 1st birthday!
Segmenting customers
Creating Leveraging the co-founders' industry expertise, they identified five aspects of family caregiving to drive content strategy and support membership recruitment.
Self-care
Caring for loved ones
Financial and legal support
End-of-life care
Life after caregiving
Launching the hub
Founded by family caregivers for family caregivers, it was important to create a site that conveys empathy. “SVP helped create compelling value propositions for each customer group, and they are included in our business plan and have become important talking points,” Thompson says.
“By being able to communicate the value of Caregiver Way to customers, it has, in turn, increased the value of the program. What a beautiful cycle.”
Corrina Thompson, Co-Founder & COO, Caregiver Way
