New Development: Pre-Open Case Study
THE CHALLENGE
A new senior living community wanted to maximize their marketing efforts to attract residents before the community’s full launch.
The Solution
- Crafted initial budget through thorough planning and analyzing market opportunities across both online and offline platforms.
- Determined preferred cadence by channel to support desired reach and frequency.
- Weighted inclusions based on direct response/intent with a layered brand awareness approach.
- Developed a comprehensive range of creative materials featuring various messages tailored to important dates and the goals set by stakeholders.
- Ensured brand alignment across all marketing channels, including paid advertising, website content, landing pages and collateral.
- Performed call audits to identify training opportunities with local staff, provide overflow staff support as needed and ensure the creative collateral resonated in the market.
- Confirmed that the creative approach aligned with expectations of an increase in qualified applicants committing to the lease and placing deposits for their new homes.
The Results
- Within just 60 days, investors provided feedback that our efforts drove the most engagement they’d seen with any new development yet.
- Our in-market traditional ROI exceeded expectations with direct mail lists and hyper-targeted newspaper placements. It was the strongest showing for any agency effort in a market our size.
- We saw an instant surge in website traffic after launch, with direct traffic from our traditional marketing efforts increasing by 25%.
- The first on-site event drew in more than 150 participants.
- By the 90-day mark, we cut underperforming channels and vendors, increasing ROI even further.