The senior living industry is extremely saturated and one that takes a very unique, tailored marketing approach. Meet Renaissance Villages, an assisted living community with two locations in both Murrieta and Rancho Belago in beautiful California who was searching for a full-service video production and digital agency to bring their mission to light.
Renaissance Villages stands out from other communities due to their resort-style living for residents, promising a lifestyle unlike any other facility. Not only that, but their activities and amenities are top notch as well. Knowing this, we went to work and decided which senior living marketing services and strategies would work best for their one-of-a-kind community.
From several assisted living marketing videos, photography, brand new website, and an omnichannel digital marketing strategy, Renaissance Villages has increased tour submissions, website traffic, and overall brand awareness. From concept to completion, learn more about how we helped Renaissance get ahead of their local competitors.
SENIOR LIVING MARKETING SERVICES CASE STUDY
THE FIRST STEP
RESEARCH PHASE
Before developing their senior living marketing strategy, our digital team pulled some numbers and did competitive research throughout all of California and nearby cities to understand where potential opportunities lie. This step is essential. It allowed us to see what other assisted living communities were doing, and do it better. Not only that, we had to educate ourselves on who is searching for senior living homes, how often and where.
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Conduct A Competitive Analysis
One of the very first steps in this discovery phase is to research what other senior living facilities are doing. We gathered the top ranked senior care centers in California and compared them to understand what is working and where we can improve.
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Understand Search Volumes/Trends
This is one of the most important steps because in order to rank on Google and search engines in general, you have to choose your keywords wisely. The goal is to see who is looking, when they are looking, and how we can capitalize on that. Keep in mind, some keywords are harder to rank than others due to factors such as location, time of year and competitors.
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Establish Goals and Objectives
Renaissance Village wanted to not only increase overall brand recognition, but wanted to increase leads and tours. Our team worked closely with them to set the correct expectations.
MARKETING STRATEGY
THE GAME PLAN
Video Production
First things first, we created branded corporate videos to be used for content on their website, YouTube channels for YouTube ads, social media content, and much more.
Having these assisted living marketing videos was the first step in our senior living marketing strategy in order to visually tell their story. As consumers are researching senior living communities they want to learn more about, informative videos like this is helpful for making final decisions. It’s the best way to build instant trust and explain why someone should choose their community.
Deciding on a video marketing strategy isn’t easy, but that’s why we were here to help create unique videos with meaning. Our video strategy was to inform potential residents about amenities, but we wanted to create something sincere and that would tug on your heart strings a bit. Ultimately, we wanted to create a video that would build an emotional connection.
In this senior living video, we shared the relationship between caregivers and residents. These are genuine connections and non-scripted interactions. Choosing a senior living home is a big decision, and we wanted to be as transparent as possible.
Custom Photography
The next step in the senior living digital marketing strategy was capturing some custom photos. What better way to get a feel for the community than with photography that showcases real staff and real residents.
Photography is a vital piece of the puzzle when creating a marketing strategy. We used the majority of these images for their website design and even for their social media channels. With stock photography, it’s a challenge to tell your individual story and that’s why we spent extra time capturing these one-of-a-kind shots.
Website Design
Another senior living marketing service we provided was designing a brand new website. From concept to launch, we worked closely with the Renaissance Villages team to create a user-friendly website that perfectly showcased their brand and vision.
With easy navigation, custom photos throughout, plenty of call to actions to schedule tours and learn more, this website expresses what it means to ‘Experience the Renaissance Lifestyle’. Want to browse the finished product? Check out their website here.
Digital Marketing
After discussing the multitude of options via Google, YouTube and social media marketing, we created an online advertising strategy. We strategically optimized it to increase brand recognition, promote their senior living services, and outrank local competition.
With the combination of pay-per-click search ads bidding on related search terms, display banners to captivate audiences during their online research, video ads to increase awareness, and social media marketing efforts to peak engagement, we had a cohesive marketing plan that had an omnichannel approach.
RESULTS
2018 vs. 2019
Looking for more assisted living marketing ideas? Having worked with several senior living communities to help tell their story, we know how to effectively advertise your community online. Are you ready to increase brand awareness online and see more submission forms? We’re here to help.
Reach out to us to get a full senior living advertising plan!