Immanuel Lutheran Communities embarked on a mission to transform this Montana-based community primarily focused on skilled nursing care, memory care and rehabilitation services along with rental independent living and assisted living, to that of a true Life Plan community. This vision included the development of a new independent living neighborhood, The Villas, with 36 apartments, new state-of-the-art amenities and services and implementation of a new entrance fee model. As part of a larger brand positioning and strategic marketing plan developed in partnership with Solutions Advisors, digital marketing strategies were engaged to build a greater digital presence and grow the brand image from a service-based community to one that was more lifestyle-oriented.
Multiple digital disciplines were committed including search engine optimization, pay-per-click advertising, content development, remarketing and paid social media advertising. In the six-month lead-up to the grand opening, the digital marketing campaign generated 15,668 visits to the website – nearly 70% of those being new users. Of the total visitors, 50% arrived through organic search channels, generally a lead indicator of strong intent and quality. Conversions completed over this period totaled 1,171, including contact form fills, event RSVP confirmations, email signups and phone calls. A goal conversion rate of 7.47% bested the targeted benchmark of 6%. As a result, the digital marketing campaign along with other more traditional marketing strategies helped Immanuel Lutheran Communities achieve a 97.2% pre-sold rate for the new expansion, with a 90% occupancy rate after being open for 180 days.
Solutions Advisors was the right partner to engage in support of our vision to transform Immanuel Lutheran Communities into the Life Plan community it is today. They truly listened and understood our perspective of how we wanted to position the only continuum of care community in Northwest Montana. Their expert integration of new creative collateral, sales training, positioning and both traditional and digital marketing was extremely focused and perfectly aligned with the brand message we wanted our market to embrace. And the results of those efforts were exactly on point in terms of goals realized and timeliness.
Jason Cronk, CEO, Immanuel Lutheran Communities
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