Traditionally, Five Star's marketing efforts focused primarily on bottom-funnel leads. To expand the company's online reach, we built a strategy to dramatically increase top of funnel leads through strategic paid campaigns. Once the leads were in Five Star's marketing ecosystem, we guided them down funnel with nurture campaigns and a precise content strategy.
- Used social media, particularly Facebook ads, to nurture qualified leads towards relevant pieces of content that highlight the quality of Five Star Senior Living’s communities and services.
- Partnered with HubSpot to create nurture campaigns designed to engage prospects and score their activity, ensuring that only the highest quality leads were moved to Salesforce.
- Created a personalization campaign targeted at visitors that previously visited a Five Star community page to motivate them to return and schedule a tour.
- Provided ongoing tracking, optimization, and iteration to improve the quality and performance of the campaigns.
- Identified target personas
- Created an award-winning series of viral videos that showed the daily life of the residents as they tried virtual reality and played with puppies.
- Created a series of educational books for one of Five Star's primary personas and continued to nurture all new leads through the funnel by deploying a personalized email marketing strategy.