Summary
Vision, a retirement living specialist serving retirement communities across NSW, needed help scaling further. Traditional marketing tactics made it difficult to track their performance and know where to invest.
In just six months, Vision boosted traffic, leads, and engagement thanks to a digital–first approach crafted by Nugget.
470%
increase in website traffic in the first 6 months
100%
increase in lead volume
>47%
open rate for email campaigns
The Client
About Vision
Vision delivers strategic advisory, sales & marketing, and operational management services to leading retirement communities across NSW. Vision prides itself on its community-focused approach, with expertise honed over a combined fifty years in business.
Whilst the business was doing well, the management team felt they relied too heavily on traditional marketing tactics like print, which made tracking performance metrics difficult.
Management knew they needed to diversify their lead generation channels. And for that, they needed the help of a partner experienced in marketing strategy and digital media.
A heavy reliance on traditional channels was hampering growth
The Challenge
A heavy reliance on traditional channels was hampering growth
With staff struggling to understand how marketing initiatives performed, it was difficult to know where to invest in marketing and how to scale further.
Vision approached Nugget Digital with two goals:
1. Identify ways to attract and engage prospective residents
2. Reduce vacancies for each village through a structured approach to marketing
Our Approach
The marketing growth plan identified opportunities for Vision across the customer lifecycle
Nugget developed a marketing growth plan based on its leading strategic framework to support growth for a number of retirement communities that Vision services.
A bold new approach to targeting an older demographic
Research completed in the first phase of the marketing plan prompted Nugget to adopt a digital-first approach to generating awareness and demand for each of the 3 villages through targeted digital media (Google & Facebook) & marketing automation
93% of seniors in Australia (+65yrs) use Facebook 2-3 times per day
Focusing on digital to target an audience aged 65+ was an ambitious move for this industry – but research had shown that older Aussies aren’t strangers to the digital world. They, too, use Google & social media to discover and learn about their retirement choices.
Nugget helped Vision:
Create a consistent approach to generating leads & prompting action from prospects at a lower cost per lead
Adopt a structured approach to combine content & marketing automation technology to nurture leads to sales – including advanced email marketing and improved tracking of performance metrics
Develop programs to systemise and increase referrals by leveraging existing residents (known to Vision as WOMBATS)
Digital tactics skyrocket lead generation & conversion rates
Nugget’s strategy paid off in just six months, with all KPIs exceeding benchmarks. The campaign's success also gave Vision a competitive advantage when it came to targeting older audiences via digital methods.
Thanks to Nugget, Vision has been able to:
Increase total traffic across 3 village websites by 470%
in the first six months – well above initial targets (+70%)
Double growth in lead volume
by consistently utilising valuable content as lead magnets, significantly reducing the overall cost per lead
Improve sales efficiency
by rolling out and operationalising their Salesforce CRM & ActiveCampaign marketing automation platforms across all villages.
Keep prospects engaged, further qualify leads, and increase rates of personalised village tours
(a key indicator that prospects are ready to buy) through triggered email messages & holiday campaigns that exceeded engagement rate benchmarks (>40% open rates)
Hit new records in social media engagement
through video stories & testimonials of residents
While the referral programs are still in their early stages of development, the videos and testimonials used within them have been well-received by residents.
Thanks to a bold digital strategy, Vision has achieved its growth goals and stood out among competitors in its savvy use of new platforms and technology.
Highly Recommended!
“We were impressed with Nugget Digital's ability to do this effortlessly and, more importantly, how this marketing strategy equated to actual bookings and paying customers.”
John Burgess
Managing Director - Vision
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