The brief
In 2023, following a brand strategy project with marketing consultant Lorna Perrin, Fairfield Care refreshed its brand vision and identity to better reflect its values.
With a clear strategic vision in place and a stronger understanding of what made them unique in the eyes of their customers, Fairfield Care now needed their website, systems, and data strategy to match — and to help take them where they wanted to go.
They needed a digital platform that could:
- Reflect their updated brand and messaging
- Help them manage and scale customer relationships
- Improve marketing and sales alignment
- Support a better customer experience across every touchpoint
That’s when they turned to elcap—not just for implementation, but for strategic thinking and a solution that would work in real life.
The business challenge
Fairfield Care’s biggest strength—their proactive, relationship-led approach—was becoming difficult to scale. With more than 1,000 customers and a small sales team, they were doing an incredible job manually… but it was starting to strain.
The problem wasn’t people—it was process and visibility. Without a centralised CRM or marketing integration, opportunities were harder to manage, and leadership lacked the insight needed to plan and forecast confidently.
Key challenges:
- No single source of truth for customer interactions
- No shared visibility of sales activity or follow-up
- Inconsistent processes
- Marketing efforts not linked to real-time customer data
- Manual customer query management process
- A new website that needed to integrate with everything else
Fairfield Care didn’t need to change who they were—they needed tools and processes that would help them deliver their relationship-led service at scale.
The solution: Digital strategy, HubSpot CRM implementation and new website
elcap partnered with Fairfield Care to design a CRM and digital experience strategy that aligned with their values and was built for day-to-day reality. This wasn’t about ‘tech for tech’s sake’—it was about designing something simple, scalable, and fit for a relationship-led team.
1. Discovery and alignment
We kicked off with a workshop to understand the team’s needs, map key moments in the customer journey, and define what ‘best practice’ should look like for Fairfield.
2. Business process mapping
Using a Miro board, we co-created a lead management process that reflected how the team already worked—adding structure and visibility without disrupting their personal approach.
3. HubSpot CRM configuration
- Data clean-up and import
- Custom pipelines, fields and contact views
- Email tracking, call logging and meeting integrations
- Deal management and simple workflows
- Full integration with the new website and marketing tools
4. HubSpot-integrated website
Elcap designed and developed a brand-aligned website on the HubSpot CMS—ensuring a seamless connection between online activity, CRM data, and sales follow-up. The website is now both a marketing asset and a functional part of their CRM ecosystem.
5. Training, team enablement and ongoing support and consultancy to maximise use of HubSpot
We delivered practical, team-wide HubSpot training and created a simple playbook to guide daily use.