Applied Programmatic Survey Data to Marketing Planning to Attract Warmer Leads Seeking Independent Living

About the Client

Headquartered in Atlanta, Georgia, The Arbor Company is one of the nation’s leading senior living operators, with over 40 assisted living, independent living and memory care communities throughout 11 states. Its mission as a community of caregivers is to engage and enrich the health and spirit of residents. The company places an elevated focus on individuality and celebrates each person’s unique life through deep connections with its residents, families and staff. The Arbor Company received the Pinnacle Quality Insight 2019 Customer Experience Award™ and adheres to the twelve Argentum Quality Standards.

The Challenge

The Arbor Company sought to glean insight into the behaviors of one of its target audiences and the corresponding persona to better meet the changing needs of today’s older adults and increase occupancies. The organization planned to leverage these findings in order to reassess and retool its existing marketing strategy to ensure proper budget allocation and maximized return on investment. The Arbor Company enlisted the assistance of the expert team of marketers at Big Buzz® to accomplish both goals.

The Solution


To accomplish the goal of uncovering insights into one of the company’s target audiences, Big Buzz ran extensive programmatic surveys within the states in which independent living was offered. The surveys targeted individuals that sought information about independent living communities for themselves or their loved ones. The AI-driven targeting methodologies of these surveys used demographic qualifiers such as age and income to ensure that the respondents were as close as possible to the residents the communities wished to reach.

Big Buzz used its proven process for developing programmatic surveys that would yield the greatest amount of valuable, applicable data. Over its 10+ years of experience working with leading senior living operators, Big Buzz has developed a system for creating survey questions that has been validated by both the data collected and the subsequent success of its clients’ marketing initiatives. These questions were designed to pinpoint not only the desired services and offerings of The Arbor Company’s ideal resident, but also the greatest hopes, motivations, fears, challenges and obstacles that guide or hinder their pursuit of the ideal senior living solution.

Big Buzz Inc. - Arbor Survey Results
Arbor - Survey Results

The data generated by the programmatic surveys provided Big Buzz and The Arbor Company with insights that would help transform and update the client’s marketing strategy. It also helped inform the creation of educational and promotional materials that spoke directly to the target audience while increasing the organization’s credibility and reputation as a thought leader in the senior living space.

In order to most effectively apply the programmatic survey data, Big Buzz performed a Total Communications Review to evaluate the strength of The Arbor Company’s various marketing efforts and identify any gaps between existing copy/messaging those that would provide optimum value to prospective residents and families. The agency compiled its findings into an extensive, easy-to-read report including both strong points and recommendations for The Arbor Company.

Arbor - Total Comm Review
Arbor - Total Comm Review 2

The Results

The Arbor Company used the audit as a means to check the pulse of its marketing efforts to ensure they were firing on all cylinders while using the agency’s recommendations to improve the effectiveness of the overall marketing and messaging strategies. The surveys provided valuable data and insight regarding the organization’s prospective residents, which it was able to use to inform decisions and even apply to other offerings with guidance from Big Buzz.

“We love working with Big Buzz. They did a fantastic digital marketing audit for us and we have engaged them for some other projects after since we were so impressed with their work. I highly recommend Big Buzz. They are super responsive, have great communication and their team members are so smart it was almost overwhelming!”


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