Challenge

Trilogy Health Services, a regional senior living health services provider, was strategically focused on a 5-state Midwest region and lacked brand awareness in many of the markets where it operates. With over 133 communities (all with unique names) and growing, plus 4+ key service areas to promote, prior media efforts were either too fragmented to create overall impact or not granular enough to customize messaging to resonate within each community. They needed an innovative media planning and execution partner that could look at the big picture, driving overall awareness, while also leveraging key opportunities at the campus and division levels to maximize ROI and fill beds.

Solution

The PW team delivered a fully integrated media plan that was designed to leverage the sum of the parts to achieve the desired results. Driving awareness at the portfolio level allowed Trilogy to leverage a larger budget to build visibility within each community through both traditional and digital tactics. Digital, in particular, was leveraged for increased tracking and reengagement efforts at the system-wide level. Social media and native advertising helped move the audience further down the funnel at a community-specific level, which also allowed for hyper-targeting and more personalized and relevant messaging opportunities. Search, social and retargeting helped drive final conversions by connecting not only to a specific campus, as able, but also to specific service lines when relevant. With this integrated approach, the PW team was confident we would be able to serve all divisions and campuses with full media support, a feat previously deemed impossible.

RESULTS

Not only did we provide strategic planning, but we also worked with Trilogy to improve tracking and reporting, providing data that Trilogy previously didn’t have about their media effectiveness, and this allowed us to deliver results that positively impacted their business.

Throughout the year, overall leads (tour requests and contact form fills) increased 30% each quarter. Engaged sessions increased 50%, and cost per conversion continued to improve throughout the year. While PriceWeber can’t take credit for the full move-in process, we still tracked as far down the funnel as possible to measure and optimize not only media results but also overall business outcomes. Actual move-ins increased 10% each quarter, while cost-per-move-in decreased 15% each quarter.

Additionally, social media had not been done at a campus level before. With our approach, we delivered a 16% engagement rate on Meta (5x the industry benchmark). With nearly 20,000 positive comments, 164 new page followers, 338 post saves, and 1,765 shares, these non-KPIs helped expand reach and increase influence and impact at no additional cost.