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How Prism Digital took a Senior Living Company’s marketing from static to active

The Client

Designed for seniors 62 years and above, the client’s communities offer independent and assisted living options that allow residents to age in place. Their philosophy of choice, community and service set them apart from other retirement communities.

Prism digital - Service persona development and targeting

PROBLEM

The Challenge

Due to static marketing, the client needed a content strategy for two communities:
  • They needed to grow their online presence.
  • They wanted to integrate Sherpa and HubSpot. This would allow them to track and manage contacts within HubSpot for certain status.
  • Lead nurture workflows needed to be created for each community.
  • They wanted help capturing new leads from social media.
  • They wanted to increase engagement and visits to their website from social media.
  • Both community websites needed to be updated.

WHAT WE'VE DONE

The Solution

Looking for a HubSpot partner agency, the company forged a strategic partnership with Prism. We provided a marketing retainer which included:

1. Create email nurture workflows to re-engage contacts that are lost leads.

2. Write 2 blogs, per month, per community.

3. Produce social media copy writing for each community.

4. Make website improvements—including the development of custom floor plan pages to provide prospects with transparent access to floor plans and pricing.

RESULTS

The Outcome

During one year of working together, Prism successfully amplified the client’s online visibility, which translated into tangible results.

  • Impressions and clicks: Community 1

  • Impressions and clicks: Community 2 

  • Sales conversions: Community 1

  • Sales conversions: Community 2

  • Total impressions increased by 190%, total clicks by 243% and click through rate by 18% (Community 1).
  • Total impressions increased by 170% and clicks by 184%. While click rate was down, we increased the average position by 18% (Community 2).
  • Contacts had gone up for each website.
  • Lead to move-in conversions increased by 25.9% (Community 1).
  • With the majority of our marketing efforts going to Community 2—which needed more residents—we increased move-in conversions using internet and website sources.
  • NEXT STEPS: Prism will review marketing campaigns for each community in a continuous and essential process that supports ongoing improvement.

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