Overview
This client provides seniors and their families with senior living options for all stages of their lives. They have several locations in multiple states. They focus not only on their senior residents and families, but also take great pride in being an employer-of-choice for their employees.
Challenge
To help our client fill multiple senior living locations with persons ideally suited for a senior living environment by providing targeted and demographically-segmented lists. Each location to that point in time had the autonomy to order and generate its own marketing lists and mail programs. The client wanted a more organized and cost effective approach to their efforts.
Result/Summary
PDS worked with the client to understand whom their ideal prospects were. We got to understand the needs of each individual location’s marketing department. We targeted both seniors themselves and their adult children to account for different independent living options. We provided prospect lists that were segmented by various demographic variables.
To provide cost efficiencies, we created a master database, whereby each prospect record was coded for demographics and location. As each location chose to mail at different times and quantities, the database was coded to account for which records had been previously mailed. This provided each location the opportunity to mail to as many or as few prospects as they wanted. They were then able to come back later and mail the previously un-mailed prospects or re-mail to the non-responders. The prospects lists reached the right families and the client has been able to build additional life connections.