Scholar Profile - Paula Rogers PDF Print E-mail
Paula Rogers


Marketing, PR & Comms Manager at Baptistcare

Baptistcare was awarded a Bankwest Foundation Social Media Grant, 2015

What sort of work does your organisation do?

We are a community benefit organisation that works to provide care and support services across the aged care, disability and mental health sectors. We are a person centred service provider, at the heart of everything we do is one simple principle: we care about  people. Baptistcare was established over 40 years ago and it has grown to encompass 20 service locations and 14 aged care residential facilities across metropolitan Perth and regional Western Australia.

Today our quality care is provided by over 1700 skilled, professional employees and more than 250 volunteers who are all dedicated to transforming and enriching the lives of the people we care for.

Describe a typical day's work.

I am responsible for all communications and marketing activities. We have an internal e- newsletter ‘The Buzz’ that we launched in March of 2015 and each week I need to manage the development of content, the publication and its distribution to all 1,700 staff. This is the one communication tool that we have internally.

Social media is one of the main promotional platforms we use, especially since winning the social media grant. I have insisted that this is our primary marketing tool. We have significantly increased our profile and are utilising the platforms to attract clients and volunteers. I developed the social media policy for our organisation, which is essential when we have over 1,700 employees to engage with on social media and a brand reputation to protect.

In aged care, Consumer Directed Care is the biggest single transformation in the provision of aged care services and as an organisation we have to position ourselves to be the brand of choice for our clients and potential clients.

I manage the website, all marketing materials, online digital solutions for the organisation, events and internal marketing and profiling/coaching staff. It is busy and no day is the same. My focus is to monitor and demonstrate growth and business returns on all that we do.

What are some of the key learnings from the Social Media Grant?

  • Invest time
  • Plan your content
  • Schedule your content
  • Track results
  • Utilise video 
  • Utilise photos
  • Tell stories
  • Story arcs are important to grow followers and utilise content
  • Include call for action
  • Test and monitor all activity
  • Have fun and make a difference

Hancock Creative have provided amazing 1:1 training and workshops that we have embraced and used to deliver better social media marketing and communications for our organisation.

How has it impacted / changed / benefited your role and your organisation as a whole?

Since winning the grant, social media has become the primary marketing tool that we use. My team plan and schedule activity and we have significantly increased our profile on all social media platforms. We are especially focused on Twitter and Facebook and use LinkedIn too. On Facebook we have grown our reach by 44.72% and on Twitter by 143.2%. These are results that we are so proud of and it is primarily due to the focus that we have been able to have post the receipt of the Bankwest grant.

The grant and the training with Hancock Creative have given us the time to plan and schedule our posts. The mentoring that we have received has given us the courage to dare and to trial different methods of communication, as well as differing angles and stories. We are measuring and tracking which content is working best for us.

Our ability to market using social media will be part of our future proofing to position our organisation for current and future clients. It has really given us a competitive advantage in a budget constrained NFP world.

How did you come to be working in the not-for-profit sector?

After many years in the for-profit world, I decided I wanted to get back to my career origins when I graduated with a social science degree in Ireland. After qualifying I moved from social work into business development, marketing and publishing and travelled the world, ending up in Perth in 2002. I recently got to the point where I really wanted to work in the aged care sector. I believe that this sector is like a sleeping giant. Being part of it is exciting and having expertise and capabilities in marketing and communications will mean the difference between organisations that have profile and those that do not. This is such an opportune time to be involved in the sector and there’s so much to learn about this complex and challenging market.

What do you feel is most needed to sustain and build the impact of the not-for-profit sector?

  • People with expertise in the profit world
  • People with new ideas and innovation
  • Technology
  • Research into best practiceMarketing and communications expertise

What is something interesting / unique / unusual about you?

I was a book publisher and worked for The West Australian Newspapers as the General Manager for book publishing. I was responsible for over 26 titles including: Ray Jordans’ Wine Guide, Alston’s 10 year cartoon collection, Baby WA and The Midland Railway Workshops book. The Workshops book was a finalist in the Premiers Book Prize which made me so proud. I also was the publisher of a quarterly fashion and lifestyle publication called VITA and we published the first book on The Western Force.

I am Irish and passionate about living in Western Australia and was part of the Yes for Daylight Saving campaign in 2009. I am on the board of The EON foundation and Heritage Perth and both roles provide greater community engagement for me, which I love.

Click here to read about other ASF scholars.

Click here to find out more about the Bankwest Foundation Social Media Grants.

"The mentoring that we have received has given us the courage to dare and to trial different methods of communication… It has really given us a competitive advantage in a budget constrained NFP world."


Paula Rogers has over 20 years of experience in sales, marketing and business development management in roles as Advertising Director, GM sales and marketing, Publisher, Managing Director and Event Management CEO.

In 2015, ASF and the Bankwest Foundation awarded Paula's organisation - Baptistcare WA - one of ten $10,000 Social Media Grants for a 12-month training program run by Hancock Creative.


Annual revenue / size:

Extra Large - more than $25m pa

Segment of NFP sector:


Operating in: