Driving Senior Living Community Engagement through Paid Social Channels

A prominent senior living community with multiple locations across the country, aimed to enhance its online presence and increase community engagement. With a commitment to providing exceptional care and fostering vibrant lifestyles for older adults, they leveraged paid social media strategies to raise awareness, attract new residents, and strengthen relationships with existing residents and their families.

The campaign had three unique approaches with content and audience segmentation:

Brand Awareness: Initial brand awareness campaigns introduced the community's unique offerings to a broader audience, highlighting amenities and lifestyle benefits.

Prospecting Campaigns: Following brand awareness, prospecting initiatives targeted potential residents and their families, capturing inquiries and generating qualified leads through personalized messaging.

Retargeting Campaigns: Retargeting efforts nurtured leads by reconnecting with individuals who had previously engaged with the community's content, guiding them through the decision-making process with tailored messaging.

Success: The synergy between these strategies drove success, with brand awareness laying the groundwork, prospecting campaigns identifying leads, and retargeting campaigns nurturing them towards conversion. This coordinated approach ensured effective engagement at every stage of the customer journey, ultimately leading to community growth and enhanced engagement.