Virtual Event Success: Connection & Conversation
The not-for-profit life plan community of Collington – A Kendal Affiliate had historically relied on in-person appointments and events to bring in new residents. As a result of the worldwide COVID pandemic, in-person events were postponed or canceled. This limited the community’s ability to highlight the active lifestyle and answer general living and financial questions prospects often asked from prospective residents.
A shift in event strategy was implemented to offer opportunities to connect in a virtual environment. New virtual events were introduced to provide attendees with a sense of the active lifestyle they could expect, as well as more information about living options, finances and care. These events ensured a biweekly event cadence and provided prospects with the ability to continue along the buying journey. The virtual event strategy also provided a safe space for prospects to learn and meet the community’s staff and residents without pandemic safety concerns being a factor.
of move-ins attending at least one Virtual Event
Virtual versions of in-person events were developed, including topics such as hearing from residents via a resident panel session, informative webinar-style events and joint webinars with financial and move-planning partners.
One of the most successful events introduced was a monthly Virtual Coffee Chat, in which prospects turned on their cameras and microphones to interact with the Collington team and fellow attendees. With no formal agenda, members of the Collington staff acted as moderators for questions. Attendance was limited to small groups, so conversations could flow freely.
average attendance rate for Virtual Coffee Chat
The overall attendance rate for virtual events averaged 67% over two years. In addition, 67% of the move-ins in 2022 attended at least one virtual webinar before making their decision.
Looking specifically at the Coffee Chat event, the attendance rate averaged 80% the first year. Geared more toward people who were new to discovering Collington, former attendees often came to future events to keep learning and meet future residents. This event has helped future residents to be more educated about the community before moving in.