Case Studies: Upscale Retirement Community
CHALLENGE: KYS was retained to increase the occupancy rate for an upscale
retirement community with too many openings. One obvious factor was a lack
of presence on the internet. Beginning in 2011 until 2030, 10,000 Baby
Boomers each day turn 65-years-old. The senior population in America will
soon become the largest senior population in the history of the U.S. We
were intrigued with the challenge given that eventually 1 in 5 Americans
will be over the age of 65.
STRATEGY: KYS refined the brand; conducted market research (senior living
industry); updated ads, added more commissioned move-in referral websites;
posted free profiles in 25 of 40 senior living websites to raise Google
Analytics; enhanced SEO, rewrote website copy to reflect key words; hired a
photographer to capture select hi-resolution pictures to promote the brand;
produced a LEAD report analyzing flow of leads and protocols to respond,
which turned up areas for improvement; and working with a team of
subcontractors, produced four :30 TV commercials in HD format; updated
marketing materials for all four communities to further brand and refine the
message, and emboldened relationships with A Place For Mom and After 55,
leaders in the senior referral website community.
RESULT: The upscale retirement community went from 11 vacancies in Dec 2013 to only 2 vacancies by May 2014 (82% reduction). Highlights included the LEAD (market research) Report; updated, marketing materials; increased activity on Facebook including an internal Facebook contest tripling the number of "Likes," and a new one-hour podcast (online radio program) called The
Greatest Memories, featuring classic music from Frank Sinatra, Doris Day, Elvis Presley, Nat King Cole, et al; senior tips called Solutions for Seniors, historical trivia, and four one-minute embedded commercials about the senior communities. The podcast averages 1,000 new listeners every month and is heard in over 650 cities and towns across America, 45 states and 45 countries. When we last checked: the podcast reaches all top 25 media markets and 72 of the top 100 media markets.
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