Elder Care Alliance
Elder Care Alliance has been a trusted name in senior living and memory care in California for more than 20 years. With beautiful communities throughout the San Francisco Bay Area and Southern California, Elder Care Alliance’s mission is to serve seniors in a way that allows them to live at their highest level of independence and to age with dignity and enjoyment. A few of Elder Care Alliance’s key benefits for seniors and their loved ones are high standards of clinical excellence, significantly lower readmission rates than area averages, transformational programs and services, and offering continued staff training and development.
Even though Elder Care Alliance has a positive reputation in the industry for its thought leadership in the senior living and memory care fields, awareness among consumers in their communities’ primary market areas was low. Low awareness, coupled with locations in highly competitive markets, led to low occupancy and a high level of vacant apartments. Walker Marketing was tasked with implementing strategies to grow awareness, build preference and, most importantly, generate leads quickly, among the qualified prospects within the communities’ market areas.
After conducting primary and secondary research to build a solid marketing plan that would guide Elder Care Alliance through the next 12 months, Walker Marketing began implementing the biggest pieces of the defined strategic plan – a solid, integrated digital marketing strategy and a focus on content marketing and public relations. Starting with these two approaches would help increase awareness in the markets they serve, drive new leads, and consistently engage current prospects.
Walker Marketing started by developing a new corporate brand platform, “This is what family looks like.” This helped to tie all the communities’ messaging and creative elements together, as well as build on the history of quality care. Branding each individual community under the Elder Care Alliance corporate platform helped differentiate the organization from its competition in each market.
Walker Marketing’s engagement with Elder Care Alliance included the development of new sales and marketing materials utilizing the new “This is what family looks like” messaging, building a new website, and integrated strategies for digital marketing, public relations and content marketing. Website and Integrated
The first task was to build an SEO-friendly website in responsive design that would appear higher in organic search results and support a comprehensive digital strategy to generate leads and identify prospects. The next step was to research and develop a sound digital marketing strategy for Elder Care Alliance as well as its communities. This included reviewing the competitors, location targeting, and identifying the best way to focus on high volume and high converting keywords for the service lines. Full implementation consisted of pay-per-click marketing, digital retargeting campaigns on major local media websites, online business and map listing distribution, and continued online reputation management, including monitoring and response guidance.
Public Relations and Content Marketing
Public relations tactics complemented digital marketing. A big focus was on reaching out to local area media about Elder Care Alliance’s involvement in the community, with the first piece being its acquisition of a new independent living community, The Villa at San Mateo. This news was covered on hundreds of websites and media across the country. Following this initial positive coverage, Walker Marketing helped Elder Care Alliance focus on ongoing content development to further solidify its expertise in senior living. Blogs, social media posts and email newsletters help engage current prospects while also driving awareness in the overall community.
After the website was launched and the digital strategy was implemented, Elder Care Alliance saw an immediate increase in inquiries, at a lower cost per inquiry, than the previous six months. These high performance campaigns paired with a conversionfocused website allowed Elder Care to bring in almost as many leads from digital tactics in one month as they had in the previous six months combined. While digital strategies were driving new inquiries to the communities, public relations support was helping to increase visibility overall and foster continued engagement among these new prospects as they learned about Elder Care Alliance’s expertise in senior living.