Cypress Cove at HealthPark Florida
Located on a 48-acre site in Fort Myers, Florida, Cypress Cove is a not-for-profit continuing care retirement community sponsored by Lee Healthcare Resources. The site is located within HealthPark Florida, a 402-acre health care destination comprising emergency, ambulatory, acute, surgical and long-term care services in one convenient location. With two new facilities recently completed, Cypress Cove pursued unceasing expansion to meet growing demand.
In 2016, market indicators predicted significant inventory growth due to new competitors entering the market. Independent living attrition had spiked to an all-time high due to a high average age among residents. Along with a higher price point in the market, Cypress Cove’s resort lifestyle rivaled a larger competitor – located just six miles away – that offered a wider selection of amenities such as a golf course and marina. Moreover, Cypress Cove had recently completed construction of a 45,000-square-foot memory care facility and a rehabilitative therapy center and was in immediate need to fill 44 vacant apartments when Walker Marketing was engaged.
Out of the gate, Walker Marketing developed a marketing plan to fast-track fill-up of the expansion, better position the community against new competition, and streamline lead generation across all service lines. With a lengthy list of state-of-the art design features, strategies were designed to showcase superior technology in memory care while generating the awareness necessary to introduce a new product. Concurrently, the primary market area was resized to encompass more age- and income-qualified prospects to cultivate the required lead base and achieve lead generation and conversion goals for both independent living and health care.
Walker went to work creating a robust digital marketing campaign to reach adult children and caregivers at time of need. A new optimized website was developed and supported by search engine marketing, email, landing pages and social media. Conversion-centric website design incorporated intuitive buttons relevant to prospects in the purchase journey as well as utility content and offers designed to capture prospect emails.
A new wellness program was branded REACH (Rejuvenate. Empower. Act. Create. Honor.) to provide another layer of competitive distinction while demonstrating Cypress Cove’s dedication to wellness and person-centered living.
New collateral emphasized the innovative design features in memory care as well as its household design, open concept and focus on person-centered care. Independent living materials were developed to leverage competitive advantages over the rental option coming online and elevate life care messaging, including the predictability of health care costs and tax advantages. New photography incorporated lifestyle imagery and illustrated maps highlighted the location next door to HealthPark Medical Center, the region’s top hospital for cardiac and intensive care.
Print and digital ads were placed in targeted media and touted Cypress Cove’s innovative health care assets, services and therapies. A second campaign, which included outdoor and print advertising, announced a future villa expansion that had begun accepting reservations.
Income and geographic qualifiers were modified in a newly purchased prospect database to reach an additional 5,000 qualified prospects and promote creative events that offered more purpose and engagement, such as a canned vegetable drive to benefit a local food bank during National Nutrition Month. Direct mail encouraged prospects to sample the lifestyle at luncheons and responses were measured using landing pages and tracking numbers to ensure accuracy in lead capture and analytics.
A comprehensive integrated marketing campaign elevated Cypress Cove’s image as a retirement destination with unparalleled health care services in a superior location. Analytics demonstrated high key performance indicators and successes across the board. Direct mail response exceeded one percent, well above the industry standard. New search strategies such as call extensions, dynamic ads and geo settings drove 75 calls in the first five weeks and boosted click-through-rates to five percent. In six months, nearly 500 new leads were generated through a combination of advertising, digital and direct response efforts. Memory care occupancy goals were quickly achieved and pre-selling of the next expansion was underway with high velocity. Most importantly, Cypress Cove was poised to take on new competition via a new and improved brand strategy.