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Case Study

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LEADING A CROWDED MARKET

Transformation

Spectrum Retirement Communities needed to drive more leads and do it cost-effectively. 

When we started working together, their marketing team was inexperienced in digital, but understood its potential for driving growth. They looked to us to deliver paid and organic web traffic to Spectrum community websites while optimizing for low-cost, high-quality leads.

paid media

CRM DEVELOPMENT

SEO

Conversion Optimization

Campaign development

Lead Generation

Site conversion increase from Q1 2019 to Q1 2020

Organic traffic increase in Q4 2019 from Q4 2018

Paid Search traffic increase in Q4 2019 from Q4 2018

site traffic increase in Q4 2019 from Q4 2018

challenge

Spectrum needed to drive more leads and do it cost-effectively. 

 

When we started working together, their marketing team was inexperienced in digital, but understood its potential for driving growth. They looked to us to deliver paid and organic web traffic to Spectrum community websites while optimizing for low-cost, high-quality leads. 

 

Spectrum also relied on older, custom-built marketing technologies, and needed support in modernizing the way they collect, manage and nurture leads.

strategy

We started by interviewing the executive team and gathering secondary research through Gartner. Then we developed personas (for residents and their adult children), a customer journey, a content roadmap, and an email-based lead nurture strategy. 

 

We based our digital marketing strategy around the insight that deciding on a senior living community is one of the biggest decisions people will make in their lives (whether as the resident or the adult child). The decision is fraught with emotion and is a significant financial investment. Our digital marketing approach needed to address potential customers’ questions and anxieties quickly, clearly, and with empathy.

solutions

We worked closely with Spectrum to evaluate CRM options that would improve the customer experience and sales team follow-up. We recommended Hubspot, and helped integrate it with their website, lead capture, and sales process.

 

We then developed a Google and Bing paid media strategy that gave each location a monthly budget within a geo-targeted radius around its location, along with custom ad copy relating to its specific services.

 

To increase web traffic, we conducted a site audit and site optimizations, and we ran hyperlocal SEO tactics for each Spectrum community. This two-pronged strategy ensured the brand owns as much organic search real estate as possible.

 

We continually improved website conversions by optimizing landing pages, CTAs, and forms to make it easy and natural for visitors to submit their information and start a conversation with their local Spectrum community.

results

    • Paid Search traffic increased 188% in Q4 2019 from Q4 2018

    • Website conversions grew from an average of 275 per month in Q1 2019 to 496 per month in Q1 2020

    • Website traffic increased 70% in Q4 2019 from Q4 2018

    • Organic Search traffic increased 25% Q4 2019 vs. Q4 2018

CLIENT LOVE

Shannon Johnson, Director of Marketing Operations