Just like marketing CCRCs, marketing these at-home services is a challenge. Choosing a retirement community or an at-home service is a big decision and therefore resulted in a sales cycle that averaged three to five years. Using traditional marketing methods that included direct mail, print and radio, the Customer Acquisition Cost (CAC) was not decreasing as revenue grew.
While the organization had past success with these tactics—especially direct mail—the CAC was still high. Results from direct mail that worked well in one location in the last five to 10 years were trending downward slowly. With plans to expand service to additional metropolitan areas, it was necessary to move budget dollars from these traditional marketing channels to the digital arena with a focus on content marketing and very targeted advertising on search and social platforms.
To be successful, marketing efforts had to do two things: 1) educate the prospect on the idea of staying in his or her home, and 2) inform the prospect about the available at-home services.
The combination of demand generation and content marketing proved to be extremely successful.
Through investigative research, the Kuno team learned that many older adults simply don’t realize they can safely remain in their homes as they age. To educate older adults about their options, we created great content in the form of blog posts, eBooks and infographics.
Then, the demand generation and content teams worked closely to promote both upcoming seminar events and relevant pieces of gated content.