Senior Care Organization Activates First-Party Data To Drive Engagement

Strategus collaborated with a multi-location senior living and care organization to enhance brand awareness and boost web traffic through a year-long campaign. Covering 30+ locations, the campaign focused on leveraging the organization's first-party data exclusively, adhering to tight geolocation parameters based on franchise agreements. Through a strategic omnichannel approach, Strategus successfully drove 3,049 web conversions over the course of the campaign.

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Objective

The primary objective of the campaign was to utilize the organization's first-party data to achieve the following goals:

• Increase brand awareness
• Drive web traffic
• Encourage conversion through online form fills
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Strategy

Strategus executed a cross-device strategy utilizing the senior living and care organization's proprietary data, without relying on any third-party behavioral or demographic data. The campaign's structure involved implementing stringent zip code targeting parameters in alignment with franchise agreements for each individual location. CTV ads were served to users included in the CRM list, followed by retargeting with Display, Online Video, and additional CTV ads via Strategus’ Encore Omnichannel Retargeting.

To streamline operations across the 30+ locations, Strategus developed a dedicated portal for the client to upload creatives, website URLs, zip codes, and first-party data. Ultimately, the campaign drove 3,049 web conversions, including website visits and form fills. Notably, the Median Impressions to Convert was 2, indicating that it only required an average of 2 impressions served per user to drive a conversion. Encouraged by the success of the campaigns, Strategus is now set to manage 60+ locations along with a national branding campaign.