Case Study Highlights:
•Client: Sunshine Retirement Living
•Industry: Senior Living
•Services: Website Development & Support, SEO, Email Marketing, PPC, Retargeting, Social Media, Facebook Advertising and Content Marketing
•Results: Leads up 24%, Organic Traffic up 32% and Social Traffic up 272%
Sunshine Retirement Living is a family owned-and operated company that manages 19 senior living communities in 8 states around the country. The company was founded in 2010, and strives to provide dynamic communities – both independent and assisted living – for all of its residents. Sunshine’s communities offer residents meals, a dedicated housekeeper, activities, a wellness and fitness program, transportation, utilities and in-house staff.
An Evolving Marketing Strategy
Sunshine began working with Ballantine in late 2013 because they wanted to redesign their website and they needed help with search engine optimization. Between then and today, this relationship has expanded to include nearly every service that Ballantine offers, including:
Website Support and SEO
In addition to the redesign in 2013, Ballantine has provided ongoing website support and updates as well as monthly SEO to ensure that the Sunshine website is optimized for search engine results.
Ballantine works with Sunshine to develop and launch email-based marketing campaigns that integrate with Sunshine’s other marketing channels.
Pay Per Click & Retargeting
Sunshine began using Ballantine for their pay per click advertising and retargeting in mid-2015 for all of its communities.
Social Media Marketing
Ballantine maintains Sunshine’s presence on Facebook and Twitter with weekly, strategic content on their corporate pages that gets cross-promoted to their individual community pages.
Ballantine helps Sunshine with several areas of Facebook advertising to increase visibility and website traffic: post boosting, dark post ads and Like campaigns.
Ballantine creates regular blog posts for their website along with monthly skyscraper posts. All content is strategically promoted on social media.
In addition to Google Analytics, Ballantine tracks all lead form submissions and phone calls by source.
Ballantine began printing brochures for some of Sunshine’s 19 locations starting in 2015.
Ballantine provides quarterly, in-depth analytic reporting to Sunshine so they can see how each of their marketing channels are performing.
In the first quarter of 2016:
• Lead form submissions and phone calls are up 24%
• Organic search engine traffic is up 32%
• Social media traffic is up 272%
These gains are impressive considering Sunshine’s marketing is mature in that they’ve been executing across multiple channels for several years now. When this is the case, it’s typically harder to show double-digit increases. Furthermore, Ballantine is consistently fine-tuning and enhancing their strategies to continue to push Sunshine’s results upwards.
“Ballantine has been an integral source in our ability to increase our reach and target the segments of our market to create continuous engagement and generate quality leads. I especially appreciate their personal service and willingness to collaborate with Sunshine Retirement Living on future efforts and areas we’d like to explore further. Their input and feedback has been invaluable as we continue to incorporate new initiatives, develop additional components and create fresh content to attract prospects. Even though they work as an outside vendor, I view them as an extension of our internal team.”
Dave Myslinski – Director of Marketing, Sunshine Retirement Living