Outcomes

23%

New Weekly Leads

25%

of all move-ins are attributed to the website

139%

increase in website visitors

F1

Solutions

Traditionally, Five Star's marketing efforts focused primarily on bottom-funnel leads through paid search campaigns. To expand the company's online reach, we created a content marketing strategy to capture more top-of-funnel leads. We created a series of educational ebooks for one of Five Star's primary personas and continued to nurture all new leads through the funnel by deploying a personalized email marketing strategy.

H2

Our Tactics

  • Identified targeted personas
  • Developed a monthly editorial program to launch new lead generation ebooks and landing pages
  • Created a distribution strategy to increase traffic to landing pages
  • Partnered with Hubspot, a marketing automation software, to send an automated email program and to score quality leads
  • Provided ongoing tracking, optimization, and iteration to improve the quality and performance of the campaigns
  • Worked with the Five Star sales team in order to seamlessly integrate between HubSpot and Salesforce
F3

eBooks and Blog Posts

Since the launch of Five Star Senior Living’s website, our team has created a marketing strategy that drives traffic to high-value eBooks and educational blog posts. Using social media, particularly Facebook ads, we are nurturing qualified leads towards relevant pieces of content that highlight the quality of Five Star Senior Living’s communities and services. We’ve also created a remarketing campaign for any visitors that have previously visited a Five Star community to motivate them to return to a community website and schedule a tour.

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