Powering the Lead Pipeline
A large senior care services provider faced numerous obstacles to filling its lead pipeline for its memory care, assisted living, and skilled nursing facilities.
Challenge
The organization lacked cohesive branding, messaging, and targeted marketing efforts, and had an outdated and difficult-to-navigate website. Online reputational issues compounded the company’s ability to capture and nurture leads. The provider needed to completely rehaul its marketing approach across its platforms, create a user-friendly website, and positively reshape its brand reputation.
Solution
Bliss embarked on a strategic integrated marketing program aimed at bolstering the company’s lead-generation pipeline, from awareness to decision. We used audience analytics to gain deep insights into the target demographic’s preferences and tailor marketing efforts to caregivers’ chief pain points. We also refreshed and optimized the website for conversion. Advertising tactics including Facebook, paid search, native, and programmatic display. Marketing efforts were supported by national and local media relations.
Tactics included:
- Implementation of paid ads for more than 50 buildings across 4 states
- Development of online review process and protocol as well as management of online reviews across multiple channels from Google and Yelp to A Place for Mom and Glassdoor
- Ongoing social media management and coordination of news, testimonials, and events from more than 50 buildings across individual social channels
- Set-up of a print design shop where Bliss implemented a brand refresh and produced more than 150 pieces of design collateral
- A full redesign of the company’s online properties from their website, affiliate building’s website, and look and feel of their social properties
- Development of full-funnel content marketing pipeline across three business lines, resulting in more than 30 published and promoted insightsanna
- Production and direction of three corporate videos to support reputational objectives
Impact
As a result of our efforts, the senior care provider bolstered their brand reputation and increased engagement among target audiences. The company’s average review rating significantly improved from a low of 2.8 at the start of the program to a 3.6. Bliss secured extensive media coverage, with 44 articles published in both local and national news outlets. We also helped the provider drive more website traffic and ad clicks, growing ad impressions by 178% of the previous year. Overall, the program generated over $10 million in attributable marketing revenue.