Senior Marketing

Expanding the Digital Footprint Boosts Inquiries by 86%

Friendship Village

Friendship Village Web Design

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, butover time also saw the need to increase inquiries for direct entry into higher levels of care.

Friendship Village Email Marketing

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
Friendship Village Creative

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