Lunalilo Home

COVID-19 Crisis Communications Management


CHALLENGE:
Charged with the kuleana to fulfill the will and codicil of King Charles Lunalilo, Lunalilo Home has cared for Hawaiʻi’s kūpuna for 138 years. Lunalilo Home provides loving and compassionate services for kūpuna that preserve dignity and independence in a comfortable, secure environment. Aside from offering residential care, Lunalilo Home also offers respite care, adult day care and meals-to-go for Hawaiʻi’s aging population. In the height of the COVID-19 pandemic, Lunalilo Home navigated unprecedented risks, operational complications, and leadership changes, all while trying to protect the safety and wellbeing of families in their care. Bennet Group provided detailed, thoughtful communications protocol and real-time crisis management for Lunalilo Home in preparation for and once the facility confirmed its first positive case. On a broader scale, Bennet Group continues to lead a robust communication strategy to strengthen Lunalilo Home’s brand positioning.

STRATEGY:
• Get the news out quickly and on Lunalilo Home’s own terms; do not allow third parties to set the narrative about the organization or its safety protocols.
• Ensure family, staff and media are swiftly informed of Lunalilo Home’s operational plan to protect and care for its residents and employees.
• Position Lunalilo Home as a responsible caregiver, emphasizing the aliʻi trust’s commitment to kūpuna.
• Strengthen Lunalilo Home’s positioning via an increase of positive earned media stories, advertising that advances brand awareness, thoughtful executive positioning, increase in strategic communications with partners and donors.

RESULTS:
• Lunalilo Home received minimal media coverage on its positive COVID-19 cases and the narrative remained neutral and informative, showcasing Lunalilo Home’s rapid efforts to protect residents and staff.
• Through swift and honest communication, Lunalilo Home maintained its relationships and built further trust with its residents, staff, families, donors and other partners and key stakeholders.
• Lunalilo Home received an influx of positive earned media coverage around its fundraising efforts and activities for kūpuna.
• Lunalilo Home had deep message penetration with its key audiences via speaking engagements, advertisement placements and social, owned and earned media, assisting in overall brand positioning and establishing Lunalilo Home as a trusted expert in elder care.