Immanuel Lutheran Communities embarked on a mission to transform the 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 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, with 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. Conversion goals 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.
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