Benchmark Senior Living
Objective
In an industry on verge of transformation by newly aging Boomers pre-pandemic, led Company re-brand and development of first marketing strategy. However, the COVID-19 crisis demanded an immediate pivot to a massive 6 month ongoing response to protect vulnerable Residents, Families and Associates.
Approach
The #1 provider of premium senior living communities in the Northeast US with 61 communities in 9 states and 5,000 residents/6,000 associates, primarily owned by KKR. Benchmark was seeking to redefine the Senior Living category and re-brand, in an effort to appeal to our target of newly aging and fiercely independent Boomers, with tepid interest in senor living settings.
Pre-pandemic: Launched new BI lead funnel dashboard/attribution tool via Enquire CRM— CPL -20%, CPS -30% in 6 months
Pre-pandemic: Optimized multi-channel and growth marketing across paid/owned/earned channels to drive acquisition/loyalty—New lead attribution capability enabled improved ROAS by +20%
COVID-19 response: Without a playbook and with a highly vulnerable resident population, was instrumental in managing the Company’s ongoing 24/7 communication with Residents, Families and Associates on evolving safety protocols/policies While directing 3 crisis PR firms managing media-relations and predatory press during/trailing the pandemic.
Results
Benchmarks COVID-19 Pandemic Response results…
Massachusetts State Representative, Ruth Balser, calls Benchmark “A Model of Transparency”
Channel 4 Boston Reports Benchmark Community is a “A God Sent” During Veteran’s Fight with COVID-19
Katie Couric Calls Benchmark Resident Care Associates in Newton, MA community “Courageous, Selfless and Loving”
Launch document
