Marketing Strategy
Multi-Channel Engagements 3x Conversion Rates
A multi-channel marketing approach is essential for the growth of your company. In a world filled with communication options, from social media and email to web and mobile, you need your message to reach customers where they are most receptive. Creating a cohesive experience across these channels will build your brand visibility and increase the likelihood they re-engage. Lost leads are always a challenge but this project embraced the multi-channel approach and 3x increased lead conversion baselines.
Duration
1.5 months
Role
Marketing Manager
Team
Collaborated with a team of 3 including a copywriter, digital marketer, and web developer
Key tools
Wordpress, Unbounce, Emma, Canva, Teams for project management
The Challenge
Hustle and Bustle of the Holidays
Leisure Care is a senior living management company operating 52 communities across 16 states. Every holiday season, they experience a significant drop in inquires leading up to the end of the year. With high advertising costs and a diluted advertising space from seasonal businesses, they needed a cost-effective strategy that was going to drive awareness and calls to their customer success team.
The Journey
Be Aware and Be There Early
We started by interviewing team members who worked with residents that moved in during that timeframe. We learned that majority of their serious inquires were from adult children asking about services for their parents after seeing them at a family event. That gave us enough information to build a target segment and start the creative process for re-targeting.
With a limited budget and few resources, I chose to target only our current database of lost and inactive leads. I worked with a content writer to create educational resources for adult children to help them navigate the difficult conversations around aging with their parents. This content was used across the blog, landing pages, a sponsored advertorial article, Facebook, display ads, email, SMS, and direct mail. We ran all campaigns consistently for 2-week before the holiday.
I knew majority of the segment we were contacting had already been in touch with our competitors in the past and that's why we started our campaigns before there was a need in the customer's mind. We want to be the first name they remember because that trust in us as an industry leader was established through a cohesive brand voice across all of their digital and offline channels.
The Outcome
From Lost to Loyal Customer
As a result, lost lead conversions increased 3x the projected baselines from previous years and led to a record-month for referrals in January. The power of an awareness campaign that's well segmented, paired with a valuable message, and spread across multiple channels, can have a strong impact.
