LEAD GENERATION CAMPAIGN–DIRECT MAIL/DIGITAL/VIDEO
One campaign theme. Four quarterly variations.
Working with the entire marketing team, a year-long integrated lead generation campaign was crafted with each quarter focusing on what makes life at an Enlivant community uniquely special.
To increase tours, collateral pieces invited prospective residents, their families and referral sources to visit the community for a themed open house.
The integrated campaign included:
• Video testimonials with an animated open
• Downloadable customizable flyers and Outlook email templates
• Custom branded "surprise and delight" gifts
• A social media campaign featuring blog posts supporting the quarterly theme
Each quarterly campaign built upon the awareness and momentum of the previous quarter's campaign with the fourth quarter's campaign returning some of the largest engagement numbers in Enlivant's history.
Custom icons were developed to celebrate each quarter's theme.
Downloadable editable flyers and direct mail postcards invited leads to attend the open houses.
Editable Outlook email templates sent to leads and posts to social media amplified messaging.
Blog posts supported quarterly themes and helped increase search engine ranking.