Arc Delivers Residents to Upscale Retirement Community

St. Andrews Estates is one of two premier Boca Raton-based retirement communities operated by Acts, and was suffering from very low occupancy due to many local competing retirement communities, brand confusion, and prospects not fully understanding that the community offered resort-style independent living backed by extensive healthcare options.

Arc needed to first uncover why the community struggled with occupancy, in order to develop a plan to solve the problem.

The agency:

• Interviewed the sales and marketing people at the location
• Reviewed area competitors — what they offered and how they differed
• Investigated the causes of brand confusion
• Learned about current residents and what they sought in a retirement community
• Analyzed past marketing data, messaging, and results

Based on findings, Arc developed the following plan:

• Leverage CTV (Connected TV) and OTT (Over-the-Top, video) to create awareness, build credibility, and tell the story
• Use paid and organic search (SEO) to capture search interest amplified by CTV/OTT, branded and unbranded
• Complete the prospect journey by retargeting all visitors that reached our designated pages

The Plan Included:

• Researched and defined audience, income, locations
• Formulated and budgeted a media plan
• Developed messaging and key points to be included in the video advertisement
• Wrote text ads, designed visual ads, and aligned SEO
• Enhanced a dedicated website page with aligned messaging and multiple call to action (CTAs) opportunities
• Setup campaign, tracking, and media buying across connected TVs, tablets, and mobile devices
• Actively managed a six-month program
• Tracked, compiled, and analyzed results to inform pivots for all channels and devices

Arc Intermedia’s program had a significant positive change and a major business impact on the community, assisting in increasing occupancy and commits to 97%!!

• Highest number of USCs (unit selection contracts) in the company with 54
• 50 move-ins against a budget of 47
• Occupancy of 393 units against a budgeted occupancy of 378
• Decreased from 25 available units at the beginning of the year to 12.

Inside the digital marketing:

• >1.05 million impressions of the video shown, which built the brand and communicated its benefits
• This CTV effort amplified interest across search engines
• Retargeting leveraged all other marketing and sales efforts