The imagery and copy reflect Sun Health’s position of being a leader NOT in “care” but in “HEALTHY LIVING.” This departure from traditional senior living messaging resonates with people that Sun Health wants to attract.
As seen in the ads above, the creative look and imagery used was a departure from most senior marketing, reinforcing with powerful language and imagery the unique selling features of the communities. The multi-channel marketing strategy delivered 871 new “top of the sales funnel” leads to the senior living communities within the first 6 months.
Best performing channels for new lead generation:
- Content Marketing (via an eBook offer that highlights one of the key lifestyle offerings at Sun Health): 50 downloads within first 2 months of promotion
- Gmail Lead Generation Campaign (using a product offered through Creating Results’ Google Certified Partnership): 9,164 impressions, 1,790 website clicks and 22 conversions to lead in first month
- Traditional Print Media (with responses tracked using unique URLs and phone numbers) earned: 420 leads within first 6 months