Case Study

Development and Implementation of a Strategic Marketing Plan

CCRC | Franciscan Oaks | Denville, New Jersey

Located in Denville, New Jersey, Franciscan Oaks is a continuing care retirement community consisting of 285 independent living, 32 assisted living and 80 skilled nursing apartments. In March 2014, Solutions Advisors was retained to help boost the community’s declining occupancy which had slumped to under 70% with fewer than 3 deposits per month and only 23 move-ins per year on average. We developed and implemented a strategic marketing plan to more precisely target a value-driven senior, along with creative and higher quality events focused on the community’s key differentiators of affordability and small-town character.

In addition, we placed one of our own consultants as a full-time sales manager, bringing a day to day presence and consistency to the sales process. Despite a pending sale of the community, results have been dramatic with 75 move-ins achieved over a two-year period. In that same period, inquiry to tour ratio increased from an average of 15% to 31%; inquiry to move-in ration went from 2% to 8%, and lead generation increased from 30 to 45 per month. Fiscal 2014 was the most profitable year since 2005. Franciscan Oaks is now owned by Springpoint Senior Living, a New Jersey-based senior living provider.

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