Client Challenge
A regional senior care living facility with a good reputation was struggling to find new ways to gain the proper brand exposure through advertising efforts. They were already doing Google Ads, SEO, and even TV Advertising in the local communities. They knew there needed to be a more direct approach to reaching loved ones or senior ready to physically transition into a senior care community. After learning about geofencing marketing, they requested our team at Propellant Media put together a comprehensive digital game plan that would help them drive walk in foot traffic, inquiries and tours of their facilities.
The Solution We Implemented
From the 4 plus senior care living locations we initially focused on driving foot traffic to, we thought a full funnel programmatic advertising plan was prudent to give all tactic added support:
- Geofencing Marketing – We created a geofencing campaign targeting ER’s, hospitals, other competitor senior care facilities, and other core locations that became a natural transition point for seniors needing assisted living care. We targeted over 25 – 30 locations per each individual senior care facility.
- Keyword Contextual/Search Retargeting – We utilized popular keywords such as senior living, senior care, and senior care near me to reach people across the internet that showed intent. We even utilized many of the top performing keywords the client furnished from their existing Google Ads campaigns and SEO work to ensure we gave it full coverage.
- Site Retargeting – The site retargeting included a strategy that was centered on display ads, OTT Advertising and pre roll video. This full funnel strategy also allowed us to engage senior care audiences knowing they would be more engaged with video in comparison to display ads.
- Conversion Zone Tracking – In order to measure conversion, we placed a view through conversion pixel on the client’s website in order to measure people who saw the ads and then came to the client’s website or converted on a particular page. But more importantly, we measured people who saw the ads and came to the client’s physical location. This is how we’re able to show attribution across Geofencing Marketing campaigns.
ur team was also able to implement our conversion zone tracking, enabling us to measure those who have either clicked or seen the display ads from those who walked inside of our geofencing targets, and measure those who came back to the assisted living facilities.
The Campaign Results
Over the first few months of the campaign, the results have been both powerful and encouraging to our team. Our team found a minimum of 60 tours/walk-ins attributed to the geofencing marketing campaign we ran in driving brand awareness and walk-in’s to their facilities. And that was over a 30 day period. As we continue the campaign for this client, we will naturally see a reduction in cost per visit.