Belmont Village Senior Living

Case Study

The Challenge

Nowhere in the country was the impact of the COVID-19 pandemic felt more strongly than in the senior housing industry. Belmont Village Senior Living, a top industry brand, with more than 34 locations in the US, experienced a 50% decline in occupancy across its portfolio. Recovering from this loss would be no small task.

To achieve stabilization as quickly as possible, we not only had to restore public confidence in the industry, but also, and more importantly, in Belmont Village.

The Strategy

  • Illustrate how Belmont Village residents continue to live active and fulfilled lives in a safe, secure environment

  • Position Belmont Village as an industry leader in senior health and wellness

  • Re-engineer marcom strategy from a community-specific, print ad approach to a mass-market, multi-channel approach to increase audience reach and build brand awareness

  • Capture the interest of consumers who are higher in the marketing funnel – those who may have received a dementia diagnosis but have not yet made the decision to move to a senior living community.

  • Highlight the company’s differentiating evidence-based memory care programming and high standard of care.

The Execution

Updated photography and videography to portray how Belmont Village residents continue to live active, fulfilled lives in a safe and nurturing environment.

Updated photography and videography to portray how Belmont Village residents continue to live active, fulfilled lives in a safe and nurturing environment.

Refreshed messaging, concept, and imagery in advertising to convey Belmont’s unique combination of luxury, hospitality, and wellness, and unparalleled memory care.

Refreshed messaging, concept, and imagery in advertising to convey Belmont’s unique combination of luxury, hospitality, and wellness, and unparalleled memory care.

Expanded brand awareness efforts beyond the community-level to the DMA-level by creating a multi-channel strategy that included a mix of PR, zoned cable TV, streaming, national magazine titles, and programmatic advertising targeted to the demographic

Expanded brand awareness efforts beyond the community-level to the DMA-level by creating a multi-channel strategy that included a mix of PR, zoned cable TV, streaming, national magazine titles, and programmatic advertising targeted to the demographic.

Developed and customized campaign landing pages for each of the major markets.

Developed and customized campaign landing pages for each of the major markets.

Developed content marketing initiatives, such as advertorials and campaigns that target prospective residents and families higher in the marketing funnel.

Developed content marketing initiatives, such as advertorials and campaigns that target prospective residents and families higher in the marketing funnel.

Developed and launched a monthly national webinar series featuring industry leaders addressing relevant senior health and wellness topics.

Developed and launched a monthly national webinar series featuring industry leaders addressing relevant senior health and wellness topics.

Created a dementia resource microsite that positions Belmont as the leader in memory care.

Created a dementia resource microsite that positions Belmont as the leader in memory care.

Enhanced SEO through updated content, directory listings, and backlinking strategies and optimized SEM efforts by shifting to an unbranded keyword strategy.

Enhanced SEO through updated content, directory listings, and backlinking strategies and optimized SEM efforts by shifting to an unbranded keyword strategy.

The Results

  • 20 consecutive months of record move-ins

  • Portfolio occupancy increases from 58% to 90% during this period, outpacing industry competitors

  • 1,739,8801 new users to the website

  • 9,840 Marketing Qualified Leads

  • 4,584 Sales Qualified Leads

  • Web leads from marketing efforts surpass referral leads