How Big Buzz Helped a Senior Care Leader Control the Local Market

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About Bartley Healthcare

Bartley Healthcare is a New Jersey-based senior care organization which has provided award-winning service for over 30 years with a wide array of offerings and a continuum of care. One of only twenty-five providers in its state to achieve accreditation from the Joint Commission, Bartley Healthcare seeks to provide quality care to every patient and resident it serves. The organization sought the help of Big Buzz to improve its marketing strategy in order to increase visibility and drive occupancy.

Big Buzz’s Approach

Research

Big Buzz began with research, surveying residents, family members and internal team members at the organization. Data related to why Bartley Healthcare was chosen, what stood out most about the organization and where the target audience sought out related information was uncovered in order to create an effective marketing plan.

Strategy

From that research, Big Buzz crafted a brand strategy for the organization that would articulate what made Bartley Healthcare superior and unique in senior care, using uniform language and key phrases to ensure consistency across all marketing efforts. The brand strategy consisted of developing brand messaging, creating a mood board, implementing website updates and applying the refreshed brand design across new marketing materials. Those materials included social media advertisements, website popups, newspaper ads, flyers, and more.

Create, Implement and Optimize

Big Buzz used the survey data not only to create the brand strategy, but also to identify which marketing tactics would most effectively help Bartley Healthcare reach its goal. The results identified a multi-pronged marketing approach which included search engine optimization (SEO), a referral program, online advertisements, newspaper advertisements and a content marketing strategy. Big Buzz helped restructure the website to improve search engine result rankings using proven methods designed to cater to the complex and demanding algorithms of major platforms like Google and Bing. Online advertisements were created and optimized by Big Buzz’s analytics expert using data-driven targeting to focus on the exact audience the organization wished to attract. The agency then used its proprietary Target Persona process to distill this audience into an individual identity towards whom content marketing would be directed, using topics that both addressed the persona’s fears and concerns while positioning Bartley Healthcare as a thought leader in senior care.

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Results

Big Buzz’s SEO methodology aided Bartley Healthcare in climbing Google search rankings by 379 spots, helping them control market share and increase engagement, calls and scheduled tours, which were then converted to revenue and move-ins. In just over a year, total calls reached over 5,300 while nearly 8,500 prospects sought directions to Bartley’s campus as a direct result of the 33% increase in Google Ad search impressions. The content marketing strategy also bolstered SEO tactics by driving traffic to the website from those searching for valuable and educational content. This content provided additional exposure as an asset to be distributed across social media and email marketing campaigns as well. Big Buzz helped solidify the marketing approach of a complex organization into a streamlined approach that helped meet its goals while eliminating wasted marketing dollars.

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