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Senior Marketing
Consumer-Centric Integrated Marketing Program Surpasses Goals for a Leading Life Plan Community
CHALLENGE
Marquette, a premium Life Plan community with an outstanding reputation in the Indianapolis market, sought to consolidate its marketing efforts with a single, integrated agency. Given Orchard’s previous work on the community’s website and digital programs, Marquette chose Orchard as its full-service marketing partner. The primary goal of our work was to generate new independent living inquiries, and nurture/re-engage existing prospects.
APPROACH
A new, consumer-centric integrated marketing program was launched, seamlessly combining top, mid, and lower funnel digital and traditional strategies. Supporting the “Always On” media efforts was an engaging and conversion-focused website and a multi-channel event marketing program. Additionally, a new performance reporting framework was introduced to connect marketing activities with outcomes, enabling ongoing and relevant optimizations.
WHY IT WORKED
The new marketing program that spanned a wide range of tactics connected with prospects on their decision making journey and illuminated the benefits of the lifestyle and community amenities at Marquette.
Commercial Impact
Achieved record attendance at community prospect and marketing events
Exceeded prospect inquiry goal by 41%, 2 months ahead of schedule
Solutions Architecture
When one of the nation’s largest senior living providers needed better, data-driven decision-making capabilities, Orchard’s Solutions Architecture offered exactly what they were looking for.
Greenwood Village South
When an Indiana Life Plan community decided to expand and reimagine its campus, they turned to Orchard to take their partnership to the next level.
Marquette
User testing played a crucial role in paving the way for a successful redesign of Marquette’s community website.
