Challenge:Given the move toward online and social media searches for senior living options, Heritage Commons realized that it was losing market-share to its competitors due to the lack of a strong social presence. Additionally, some of the other senior living management companies in the area were spreading inaccurate and disparaging rumors about community’s reputation. Heritage Commons engaged Commonwealth Partnerships (CWP) with developing a social media and online reputation campaign.
Solution: The campaign focused primarily on Facebook because that platform was where the target audience was most active. We developed consistent and resourceful posts geared toward the community’s target audiences of current residents, potential residents, and the loved ones of potential residents (primarily their children). These posts highlighted the many amenities and underscored the active retirement by profiling residents and discussing the wide varieties of daily activities. Videos of resident testimonials were incorporated as well. The second component was developing Facebook ads that would boost certain posts and drive people to the community’s website.
Results: The Facebook campaign generated significant results. Looking at the first six months of the campaign alone, Facebook page likes grew 675% and the average monthly post reach jumped 2,462% while the average monthly engagement was up 1,049%. These results are all significantly higher than the stated objectives in the social media plan. Most importantly, the Facebook page became a key differentiating factor with potential residents and their family members citing the community’s Facebook page when asked how they heard about Heritage Commons. Facebook also became the top source of traffic for the Heritage Commons website.