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Creating Results

everything mature consumers experience

North Hill

North Hill Direct Marketing

North Hill Direct Marketing

The Situation

North Hill, a 30-year old Continuing Care Retirement Community (CCRC), was going through a major transformation. As part of “Project True North,” they were redesigning current apartment homes, building 45 brand new residences, introducing new amenities and providing opportunities that help seniors pursue their passions.

With the help of Creating Results, they had developed a large database of interested leads and were looking for new ways to move top prospects further down the purchase funnel.

North Hill Direct Marketing-situation

The Strategy

Creating Results had previously tapped into the passion of North Hill residents for a series of five different letters in 2013 and 2014 asking residents to share their stories and invited leads to attend events.

For this next effort we wanted to improve the impact of the letters residents received. A new campaign was launched with several twists on traditional direct marketing.

North Hill Direct Marketing-strategy

The Solution

First, instead of blasting the client's entire email list, the team targeted friends of residents who had been featured in stories used in past direct mail pieces.

Second, an A/B test was conducted. One letter featured a Johnson Box, underlining key words and a P.S. The second letter also included a buckslip. Each letter had a trackable landing page and phone number for prospects to RSVP for the event. The mailing list was randomly and evenly split.

The Results

More than 40 attendees in all joined the event, which featured a resident providing information about life at North Hill.

By conducting an A/B test and results analysis, Creating Results was able to determine that letters alone (without a buckslip) performed the best for this audience. Our hypothesis is that this was because that letter felt more personal and less of a marketing piece (i.e., it appeared to truly came from the resident, as indicated). Here are the results:

  • LETTER A Results: (form letter, no buckslip)
    • 36 Calls
    • 11 visits to the landing page
  • LETTER B Results: (form letter and buckslip)
    • 32 Calls
    • 0 visits to the landing page

The test showed the more cost-efficient option produced the best results. For the next resident testimonial, Creating Results sent out a simple letter with the same elements as the “winning” piece. Applying the A/B learnings to the new piece produced a well-attended event and qualified leads.

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