Redefining the Brand and Creating a Compelling Website Experience More Than Doubled Goal Completions
The Delaney portfolio of senior living communities was facing fierce competition, and with occupancy numbers lower than anticipated, the group needed to fill the sales pipeline with quality inquiries. Orchard identified an opportunity to strengthen the perception of the communities and their points of difference in the marketplace, as well as to create an impactful consumer experience that would drive engagement and new inquires for the sales team to convert.
Orchard crafted a compelling brand promise and creative platform idea that spoke directly to the independent living prospect and leveraged a key insight of this audience: they do not want to give up who they are and their connections to their families and community at large. They want to preserve the things that are most important to them.
The creative platform idea was crafted so it could speak directly to the independent living prospect, while also being able to house communications that target prospects in need of higher levels of care. This idea was delivered in a rich, simplified website user experience and was extended across all channels to create a cohesive campaign.
Increase in website goal completions
vs. a year ago