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Senior Marketing
Expanding the Digital Footprint Boosts Inquiries by 86%
WEB DESIGN
CHALLENGE
Friendship Village Kalamazoo senior living community was looking to strengthen its presence in the digital landscape. It turned to Orchard for hands-on service and leadership in bringing a cost effective, integrated program to life. The community was particularly interested in boosting awareness of its independent living offering, but over time also saw the need to increase inquiries for direct entry into higher levels of care.
EMAIL MARKETING
APPROACH
- Created an integrated program to drive leads for Friendship Village’s independent living offering
- Expanded lead-generation work to create targeted campaigns geared toward higher levels of care
- Persona development to redefine prime prospects
- Developed a content strategy with themes and topics relevant to seniors and utilized it across platforms from email to website content to sales sheets
- Implemented a performance measurement model with aligned KPI’s and benchmarks to measure success
DISPLAY ADS
CAMPAIGN TACTICS
- Web Design
- On-page & Blog Content
- Paid Search
- Display Ads
- Remarketing
- Email Marketing
- Collateral
Results
86%
increase in
digital inquiries
20%
delivery over
yearly inquiry goal
close to
100%
occupied
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