Redefining assisted senior living communities.
The Situation
WESTliving engaged ParkerWhite to develop an integrated senior care marketing and rebranding program to bring their “Inspired Aging” mantra to life. We looked at every touch point along the resident journey to build a unified brand experience and to engage, nurture and ultimately make the decision to become a resident at one of their 9 communities.
What we did:
Brand Strategy
Website Design
Social Strategy
Search Engine Optimization
Lead Generation Programs
Brand Strategy
An updated messaging platform and refreshed brand style guide set the brand tone and strategy for a comprehensive rebranding program from corporate marketing down to local community marketing
Rebranded Website
Our web design and development team consolidated 9 independent community websites under one main URL. The new core website structure allowed us to connect each property to a single CMS and CRM portal.
Individual Community Websites
We created a website template to align each community property under a common template and began to build the WESTliving brand into each unique property.
Community Collateral System
A comprehensive collateral system was developed to bring consistency to each individual property while cost-effectively producing a system that would minimize printing and reprint costs.
Digital Advertising
A robust Facebook ad campaign allowed for ideal geotargeting to drive traffic for each location that focused on the residents and their love for the community. And location-based mobile advertising drove awareness for new openings.
Print Advertising
The Inspired Aging campaign used targeted print advertising in local publications to drive awareness and traffic to each individual community.
The Results
With the launch of the new site strategy and marketing campaign, each community saw traffic growth, reduced bounce rates, improved time on site, and consistently generated more leads month over month.
WESTliving was acquired by MKB for $382 million.
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