CLIENT: Elmcroft Senior Living
PROJECT GOAL: Grow the number of leads and appointments in Elmcroft assisted-living communities
MARKETS: 30
AUDIENCE: Adult child/caregiver
BUDGET: $1 million
CHALLENGES: At the time, all Elmcroft living communities were very different, each with their own unique facility offerings. Because of this, it was necessary to create a customized plan for each individual community. Many of the Elmcroft communities were in markets where the competition not only communicated similar marketing messages, but spent much more in marketing dollars. Since the client had a minimal media budget that had to cover all markets, Vimarc had to create a very strategic plan to meet their objectives.
STRATEGIES: To better understand the audience’s purchasing behavior, Vimarc performed qualitative research in multiple markets. During these research sessions, Vimarc also tested various creative messages and images. Utilizing the research findings, Vimarc worked with the client to capture original photography that allowed them to stand out from the competition’s materials, which featured overused stock photography. The creative campaign spoke directly to the adult child/caregiver audience and captured their attention with a refreshed design that differentiated them from their competition.
MEDIA: Shared mail, radio, newspaper (ROP and inserts)
RESULTS: The campaign increased both web activity and the number of facility site tours at their communities.
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