PROACTIVE APPROACH + KEEN UNDERSTANDING =
SAVVY SUCCESS
WE DO IT ALL – and we mean that. Our creative experts craft the perfect message and design. Our handpicked solutions for paid, earned and owned media produce valuable and relevant leads for your business while boosting your brand awareness and generating exposure for your company.
We weave our magic and experience into every facet of your business – from the CEO to the sales team, YOU’LL LOVE WHAT WE DO AND HOW WE DO IT.
PAID MEDIA
New Development: Grand Opening Case Study
THE CHALLENGE
A new senior living community wanted to maximize their marketing efforts to attract prospects and community members to their Grand Opening event.
The Solution
- Implemented paid marketing efforts, including targeted direct mail campaigns aimed at new prospects and specialized mailers directed at their competitors, along with localized newspaper advertisements.
- Planned and executed strategically timed organic social media posts and email communications.
- Customized investor materials, including personalized save the dates and invitations.
- Created and managed website pop-ups.
- Fulfilled multiple promotional items and giveaways for the event.
- Designed branded collateral for on-site use.
- Provided in-person support on the day of the event.
The Results
- All channels generated more than 120 pre-event inquiries from prospects requesting additional information or planning to attend the event.
- The Grand Opening event welcomed more than 200 attendees and captured 98 new prospects, with several hot leads.
DIGITAL ADVERTISING REVAMP
THE CHALLENGE
The client initially relied on a third-party digital media company’s advice to invest all their advertising budget in digital channels for a quarter (Jan. – Mar.). However, this approach yielded no inquiries, leads or tours.
The Solution
- Stopped all digital marketing with the third-party company.
- Redistributed the budget to print advertising, specifically targeting certain zip codes.
- Improved the creative content to make the message more effective.
The Results
- Inquiries increased 400% in one quarter.
- Tours increased 300% in one quarter.
CREATIVE REDESIGN
THE CHALLENGE
There was market fatigue from creative themes consistently used for the community, and the client needed a boost in inquiries, leads, tours and move-ins.
The Solution
- Switched the newspaper inserts from Sundays to Wednesdays.
- Focused on resident testimonials each month, which was a departure from previous themes.
- Maintained a consistent layout for presenting testimonials each month.
- Refreshed the testimonial copy and images monthly with minimal changes to the layout.
The Results
- Inquiries increased by 633% over the previous 3 months.
- Leads saw a remarkable 1900% increase over the previous 3 months.
- Tours went up by 20% compared to the previous 3 months.
- Move-ins doubled, with a 100% increase over the previous 3 months.
INCREASE QUALIFIED DIGITAL LEADS
THE CHALLENGE
Client’s previous agency implemented campaigns that generated a high volume of unqualified digital leads, resulting in very low conversion rates for tours and move-ins. Additionally, budget cuts of at least 30% were being made due to poor prior performance.
The Solution
- Adjusted the budget by cutting back on broad awareness campaigns, such as programmatic and Facebook advertising, while considering our competition in the market.
- Shifted our focus to advertising that caters to people’s specific needs and intentions.
- Concentrated on using keywords that led to high conversion rates.
- Began conducting weekly lead audits to gather feedback from the community about the digital leads, allowing us to make informed responses once we had collected enough data.
The Results
- Even though Canopy & Vine reduced spending by 30% compared to the previous year, we reached qualified leads within the first 6 months, which was twice as fast as the previous agency’s 12-month time frame.
- We identified the first move-ins from this channel in more than 15 months.
- The number of tours increased by 50% compared to the previous year.
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.
RURAL DIGITAL AWARENESS CAMPAIGN
THE CHALLENGE
A client stakeholder was convinced to try geofencing from a third-party provider, but they didn’t consider the limited number of impressions available in their market, especially given the nature of their business.
The Solution
- Renegotiated the contract’s minimum budget requirements and flight dates to give both the client and the vendor a better chance of success.
- Used geofencing, but also expanded to target competitors, top-browsed keywords, popular websites and specific audience segments.
The Results
- The campaign was successful in terms of creating awareness, with more than 27,000 impressions per day.
- The click-through rate (CTR) matched the industry average at 0.35%.
- However, there were no trackable conversions.
- Despite the initial challenge of not generating conversions, the investor worked on a budget plan that included more effective channels like direct mail and newspaper advertising, balanced with higher-quality leads through paid search.
- The outcome was that the client saved 20% of their budget and generated an average of 10 leads per month with the new strategy in a rural market.
DIRECT MAIL TARGETED PLAN
THE CHALLENGE
Cost per response in direct mail is higher than what we typically observe in a large market area.
The Solution
- Shifted the target audience from people aged 55-69 (for an assisted living and memory care community) to those aged 70 and above and started using creative that focused on events.
- Reduced the budget by 20% because of past performance issues.
The Results
- The number of leads increased by 950% in one quarter.
- The cost per lead (CPL) dropped by 92% in one quarter.
IMPROVED LEAD FLOW PROCESS
THE CHALLENGE
Increase lead flow plan followed by decreased budgets.
The Solution
- Followed the initial plan and tried out different advertising channels like print, direct mail, cable, Pandora and Spotify. Used various ad sizes and publications for print and targeted different groups with direct mail.
- Due to client’s financial difficulties and a budget reduction of 80%, shifted focus to direct mail and inserts with an emphasis on events and incentives.
The Results
- Even with a smaller budget in 2023 compared to 2022, overall occupancy increased.
- The ratio of leads converting into move-ins increased by around 158% from 2022 to 2023 compared to the previous period.
- Tours increased by 20% year over year.
OWNED MEDIA
ORGANIC SOCIAL MEDIA CAMPAIGN
THE CHALLENGE
Internal teams found that unique, community-focused content performed the best on social media. They saw an opportunity for a campaign focused on residents.
The Solution
- Collaborated with stakeholders to suggest questions to ask residents each month.
- Collected residents’ answers and photos and created a standard graphic for these posts.
- Posted the graphic featuring the resident’s answer and photo on social media.
The Results
- In the first month, the campaign achieved an engagement rate that was 134% higher than the total engagement rate of all other campaigns for that month.
WEBSITE OPPORTUNITY
THE CHALLENGE
A client with 50 locations across the country had the opportunity to shift from using separate domains for each of their brands to a unified website strategy, which would improve domain authority, enhance the relevance of content to search queries and optimize internal linking.
The Solution
- Redesigned and launched a new website with a focus on user experience, user interface and website analytics.
- Introduced a virtual assistant known for increasing engagement with tours.
- Improved keyword competition and national-level visibility while reducing competition between communities for high-engagement keywords.
- Updated historically top-performing blogs on the new website, connecting them to each community to boost traffic and domain authority.
The Results
- A successful website launch, with a 60% growth in users within 2 weeks.
- Achieved a GTmetrix grade of 100% within the first month.
- Achieved above-industry-standard website health scores for SEO.
- Immediate engagement with portfolio blogs, benefiting all communities and improving authority scores.
- Increased efficiency of agency services by consolidating domains without compromising each community’s unique needs. The saved agency hours were reinvested in additional services for stronger overall metrics.
- New communities joining the portfolio would benefit from the established domain authority, yielding immediate results.
WEBSITE MARKETABILITY CAMPAIGN
THE CHALLENGE
The client had a website that was performing poorly in terms of website health and needed to improve its search engine ranking.
The Solution
- Removed unnecessary plugins and scripts.
- Updated all technologies for better security and privacy.
- Enhanced page responsiveness.
- Placed the call to action (CTA) above the fold for better visibility.
- Updated alt tags for images.
- Refreshed old blog posts with recent and relevant content.
- Updated photos and elements to give the website a modern appearance.
- Adjusted the scaling for a consistent experience across desktop, tablet and mobile devices.
The Results
- A significant improvement in website performance with a GTmetrix grade going from 65% to 99% and the structure score reaching 100% from 80%.
- A boost in the Semrush site health score to 95.
- A 25% increase in website visitors in a single quarter.
- An increase of 2 minutes in the average time spent on the site and a 15% decrease in the bounce rate.
- A 50% increase in leads generated in just one quarter.
SOCIAL MEDIA COMMUNITY CONTRIBUTION
THE CHALLENGE
Simplify the process of managing and posting client-provided and agency-created content on social media. The goal was to give the client more control over their social media calendar, fostering a sense of brand trust and community with customers and potential leads on Facebook.
The Solution
- Devised a plan to introduce a new third-party scheduling app.
- Collaborated directly with the third-party scheduler to create a user-friendly interface for the client.
- Prepared resource documents to help client team members learn how to use and implement the new system.
- Offered consistent social media training and provided monthly content ideas to the client.
The Results
- In 2023, there was a 40% increase in community-provided content from Q1 to Q2, reflecting the success of the implemented solution.
BLOG ENRICHMENT AND AWARENESS
THE CHALLENGE
Enhance engagement on social media by recognizing the effectiveness of unique community-focused content and developing blog posts to showcase community events and promote them to an interested audience.
The Solution
- Every quarter, we reviewed organic social media posts to collect information and high-quality images from community events.
- We used this content to create short blog posts highlighting these community events.
- We crafted organic social media posts to promote the blogs and encourage the audience to click and read them.
- For each community, we sent an email promoting the blog and encouraging readers to click through.
The Results
- The first round of blogs achieved an 11.1% click-through rate on organic social media posts.
- Among the 6 community emails promoting the blogs, the click-through rate was 10% or higher.
- One community email promoting the blogs had an impressive click-through rate of 18.28% during the first round of blogs.
EARNED MEDIA
HR RECRUITMENT POSTS
THE CHALLENGE
The client needed more social media exposure to recruit employees for their communities.
The Solution
- Created guidelines for job post submissions to ensure they contained all the necessary details. These guidelines were presented to the client on April 4, 2023.
- Posted job openings on community Facebook pages on behalf of the client to reach potential employees.
- Allowed client team members to request posts as needed and edited the content and design to align with Facebook standards.
- Encouraged engagement from family and co-workers, who shared the posts on their personal social media to increase brand awareness.
The Results
- The client’s Facebook engagement rate increased from 14.08% in March 2023 to 15.69% in April 2023.
- After implementing the guidelines provided to the client, the engagement rate for job posts specifically increased from 3.22% in March 2023 to 4.52% in April 2023.
POSITIVE ONLINE REVIEW GENERATION
THE CHALLENGE
Gain more positive reviews on the Google Business Profiles for the corporate office and community.
The Solution
- Used a reputation management platform’s review generation feature with options for both negative and positive feedback, including a step to share negative feedback privately before making it public.
- Created an organic social media campaign encouraging the audience to provide feedback through a link to the review generation feature.
- Included a reviews widget on the corporate and community websites.
- Added a link to the review generation feature in promotional emails.
- Incorporated a link to request reviews in collateral distributed by employees.
The Results
- There was a 136.8% increase in positive Google reviews in 2023 compared to 2022.
PUBLIC RELATIONS OUTREACH EVENT
THE CHALLENGE
A senior living community client wanted to get more attention for their grand opening event in both local and online industry media.
The Solution
- Created a press release about the event and distributed to local reporters, news stations and senior living industry publications.
- Promoted the event on local online event calendars.
The Results
- The grand opening event for the senior living community received significant coverage in both local and industry news, resulting in more than 1.2 million impressions.
GOOGLE STAR RATING INCREASE
THE CHALLENGE
Due to Google star ratings under 4 and a lack of reviews, there was a need to increase reviews on the Google Business Profiles of the management company and the community.
The Solution
- Launched an organic social media campaign encouraging the audience to leave reviews on Google.
The Results
- From January 1 to August 15, 2023, there was a 29% increase in Google reviews compared to the same period in 2022.
- The overall star rating increased by 5.1% for reviews received from January 1 to August 15, 2023, compared to reviews received from January 1 to August 15, 2022.
YOUTUBE AWARENESS CAMPAIGN
THE CHALLENGE
The client’s new community videos on their YouTube channel were getting very few views.
The Solution
- Improved video descriptions, tags and other elements for better search engine optimization (SEO).
- Ran an organic social media campaign to promote the videos on both corporate and community social media accounts.
- Linked the videos in relevant blog posts.
The Results
- Video views on YouTube increased by 116% from 2022 to 2023.
- Total watch time for YouTube videos increased by 186% from 2022 to 2023.
- The number of YouTube subscribers increased by 186% from 2022 to 2023.
FUNDRAISING INITIATIVES FOR COMMUNITY SUPPORT
THE CHALLENGE
The goal was to promote the initiatives of five senior living communities during Alzheimer’s Awareness Month across different local media markets in the United States.
The Solution
- Researched reporters in each media market to make sure they were the right fit for the story before sending a media pitch.
- Created a media pitch for each community’s unique initiatives to generate interest from the media.
- Collaborated with interested reporters to provide them with the necessary information for a positive news story.
The Results
- The initiatives were mentioned in 10 different media outlets across the United States, including print, online and broadcast news, resulting in 1.3 million impressions.
ONLINE REVIEW RESPONSE TIME
THE CHALLENGE
The client needed assistance with consistent and timely responses to reviews.
The Solution
- Created a list of preapproved responses for different types of reviews that the internal team could use.
- Established a process for the internal team to handle responses to positive reviews using a review management platform without needing the client’s input.
- Implemented a process for the internal team to collaborate with the client’s team and respond to negative reviews within 24 hours using the review management platform.
The Results
- Response times decreased by 20% from 2022 to 2023.
WHAT OUR CLIENTS SAY
HEAR IT FROM THE ONES WHO KNOW US BEST
Canopy & Vine has been essential to our company when it comes to our marketing efforts. In just a few years, we’ve developed a strong partnership with the entire team, and they’ve provided us with exceptional support, creativity and expertise in many categories. We have enjoyed this partnership and look forward to continued success working together.
Adrienne, Marketing Manager