Senior Marketing
Creating an Impactful Integrated Marketing Experience
Watch Case Story Video
CHALLENGE
Forest Hill, a premier retirement community located on the Monterey Peninsula, needed a brand renovation and transformation. Their marketplace distinction did not live up to what the community could be in the eyes of the customer. Even as a senior living community nestled in one of the most beautiful places on the planet, Forest Hill found it hard to talk about itself in a unique, disruptive, and ownable way. Orchard set out to transform the brand and experience by creating a new identity that is aspirational, a compelling creative and copy platform to drive engagement, and a website experience that is truly reflective of the community, their location and their unique point-of-difference in the marketplace.
BRAND EXPLORATION
APPROACH
Orchard first looked at Forest Hills’ unique ownable and intrinsic benefits as essential to a now and forever transformation worthy of the brand. A fully integrated program with offline and online tactics was deployed in order to tell the story of a unique offering at the pinnacle of senior living, wrapped in a coastal lifestyle, and surrounding the target audience with the clients’ new brand experience in order to generate quality inquiries and convertible leads.
- Brand Positioning & Story
- Brand & Website Redesign
- “Always On” Paid Media: Search, Hyper-targeted Social, Responsive Display Ads, Print
- Event Marketing: Hyper-targeted Social, Responsive Display Ads, Direct Mail, Email Marketing, Conversion-Centric Landing Pages
WHY IT WORKED
A comprehensive brand renovation that is true to the brand, the use of data to create hyper-targeted and lookalike audiences for paid media campaigns, and a focus on 1:1 connections with potential leads, made consumers take notice – and want to know more. Orchard’s push to tell the story of a unique offering at the pinnacle of senior living, helped Forest Hill Retirement Community rise above the ordinary.
Results
+37%
branded search queries
+8x
web form submissions
+66%
time on site
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