A nationwide network of senior living, assisted living, independent living, and memory care facilities with a great reputation wanted to explore new ways to attract residents through advertising. The team at Plum Grove Inc., put together a comprehensive digital game plan using geofencing advertising to drive website inquiries, walk-in foot traffic, and facility tours.
A senior and assisted living business was advertising using Google Ads and direct mail marketing in the local communities they served. They were interested in expanding these efforts to reach the adult children of seniors and seniors themselves who were considering a transition into a senior living or memory care facility.
A contact list was generated by performing data analysis on a list of existing clients. Plum Grove used the client’s first-party data to create a look-alike audience, or a list of contacts who shared similar demographics (age, income, location) to the client’s current residents. This list was used for a direct mail postcard, as well as an addressable geofencing campaign.
Addressable geofencing captures the phones, laptops and tablets within a home and serves ads on websites, news, games, sports, and weather apps. Ads may reach all residents and all devices within the home to create brand awareness.
The addressable geofencing campaign served more than 8 million ads to seniors and their families. The campaign drove more than 11 thousand clicks to the client’s website with an outstanding 0.14% click-thru rate (CTR).
Using “conversion zone” tracking, the campaign tracked hundreds of walk-ins who visited the client’s facilities to take a tour or learn more about the facilities.