Teaching a Client to Fish with a 360° Approach to Marketing
THE SITUATION
While Phoebe Ministries provides the full continuum of senior living options, they were known in the market only as a nursing care provider. This was making them over-reliant on revenue from their Skilled Nursing services and was narrowing their position in the market.
Phoebe brought us onboard to reposition them as a full-service senior living provider and improve census across all their communities. To do so, we created a cohesive plan and equipped them with the knowledge and tools needed to support their initiatives internally. We taught them how to “fish” for themselves.
STRATEGY
Phoebe’s financial success required a shift from a clinical, need-based marketing approach to an aspirational, want-based approach. Targeting younger, active seniors interested in Independent Living (IL) would address that shift and solve two of their challenges simultaneously. It would (1) increase revenue through private-pay IL contracts and (2) create a pipeline to fill census in the higher levels of care as IL residents move through their continuum. Our first steps were to refresh their brand and tee them up for repositioning in the market with an integrated marketing plan focused on IL.
SOLUTIONS
Creating Results has helped Phoebe achieve short-term results, develop long-term strategic goals and build their capacity to gradually insource more of their marketing efforts. We executed the initiatives below with a 360° approach to building Phoebe’s robust, sustainable marketing and sales operation.
REBRANDING & REPOSITIONING
MARKETING PLANS
CREATIVE CAMPAIGNS
SALES TRAINING
INFRASTRUCTURE IMPROVEMENTS
“Creating Results acts as an extension of the Phoebe team. The assistance we have gotten from them has encouraged us to hold other vendors and partners to a higher standard…. We compare CR’s transparency and ability to deliver and demonstrate ROI with our other partners and vendors, and we use CR as the expectation and model. That’s what we now request and expect from others.”
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Increase in Annual Lead Generation
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Increase in Sales Lead Activity (2019-2020)
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Increase in Average Sales per Month (2019-2020)
RESULTS
Since engaging with Creating Results in 2017, Phoebe has seen positive results and gains in all avenues: inquiries, leads, website engagement and sales. While sales activity increased, they reduced their average sales cycle by more than 60 days, from 357 days to 291 days. On the back of all of these successes, Phoebe improved their overall reputation score by 12% and has generated more than 70 positive reviews (43% increase from 2018).
Beyond the numbers, Creating Results’ relationship with Phoebe reveals a success story built on trust and empowerment. What began as a marketing effort targeting a single service line evolved over time to a full partnership that has led Phoebe to take increasing ownership of their own marketing goals and results. We continue to build for the future and provide value and guidance as Phoebe’s strategic marketing partner.
