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THE CLIENT

Otterbein SeniorLife

Midwest Senior Living Leader Transforms Marketing Results with Strategic Partnership

Since 2018, Marketing Essentials has served as the strategic digital marketing partner for Otterbein SeniorLife, one of the Midwest's most respected senior living providers. With more than 20 locations across Ohio and Indiana, Otterbein offers comprehensive living and care options, including independent living, assisted living, skilled nursing, rehabilitation, memory support, respite care, in-home care and hospice services.

The results speak for themselves. Otterbein has experienced exceptional growth across their entire marketing and sales funnel, with notable successes in brand awareness, lead generation, community acquisitions and occupancy growth. Their yearly contact-to-customer conversion rates continue to climb — a clear indicator of the strong lead quality and efficient, scalable system we've built together.

The Results

0% ↑ increase in new contacts

0 % ↑ increase in leads to sales

0% ↑ increase in customer growth

*year over year

CLIENT TESTIMONIAL

Hear from Otterbein SeniorLife

“The best partnerships grow with you. As our industry and organizational needs evolved, our collaboration with Marketing Essentials encouraged us to stretch our thinking together, refine our strategy, and ultimately arrive at a stronger, more aligned path forward.”

– Shonia Russelle, Vice President of Marketing and Communications

"One thing that I can say about Marketing Essentials is they listen to you, they hear your goals. They hear what you're trying to do with your marketing plan. And by listening to you, they really see that your needs are met. I would definitely refer Marketing Essentials. They're fun, they're great strategists, they're creative and they come alongside you to make things happen."

— Anna Gallagher, Assistant Vice President of Marketing and Communications

Generating Leads. Boosting Sales. Increasing Occupancy.

    An Extension of the Team

    We work alongside Otterbein as a true extension of their marketing organization, meeting regularly with both the corporate marketing team and individual location marketing directors.

    Our Collaborative Approach:

    • Goal-aligned strategy: Each quarter, we learn about Otterbein's most important objectives and map out a customized marketing strategy.
    • Flexible tactics: As a full-service marketing agency, our strategy toolkit includes website development, social media campaigns, advertising, video production, acquisition marketing, video marketing, direct mail and lots more.
    • Complementary strengths: We leverage what each team does best, working in tandem to maximize efficiency and results.
    • Transparent reporting and communication: Weekly check-ins and shared dashboard systems keep all stakeholders informed, aligned and empowered to make timely decisions.

    Recent Major Initiative: Complete Website Redesign

    Otterbein recently completed a comprehensive website redesign encompassing all 20+ locations. We led the entire project from strategy through execution.

    • Designed and developed a fully custom website experience
    • Wrote location-specific content for every site to ensure relevance, clarity and consistency
    • Collaborated directly with each location to highlight unique strengths while maintaining brand cohesion
    • Optimized for search engines and AI-driven search visibility
    • Built the site around the full customer journey with a focus on education, value, and trust
    • Integrated blogs, videos, guides and interactive quizzes to support lead generation and occupancy growth

    Bringing Stories to Life Through Video

    We also serve as the videographer for all 20+ locations, partnering closely with their teams to bring authentic stories to life. We lead the entire video process — from shaping the strategy and storyboards to preparing residents, managing the shoot, handling post-production and promoting each video across the right channels. The result is content that feels natural and deeply resonates with prospective residents and their families.

    "A video shoot can get a little crazy and a little hairy because you've got multiple video cameras, you've got a lot of people coming through. And what I've enjoyed about working with Marketing Essentials is their ability to communicate with our residents, just bringing peace to a video shoot. They're organized, they're creative. And that definitely helps." — Anna Gallagher, Assistant Vice President of Marketing and Communications

    Full-Service Support

    • Website development and maintenance
    • SEO and AI search visibility optimization
    • Content writing
    • Video production and photography
    • Digital advertising
    • Social media management
    • Email marketing
    • Creative campaigns
    • Direct mail
    • Event marketing
    • Acquisition marketing
    • Recruitment marketing
    • CRM & HubSpot Marketing Automation support

    Custom Reporting

    We developed a proprietary reporting system specifically for Otterbein that connects marketing activity directly to sales outcomes. This custom report tracks the metrics that matter most:

    • New leads generated from marketing vs. other sources
    • Tours scheduled as a result of marketing efforts
    • Move-ins attributed to marketing vs. other sources

    The Impact:

    • Clear insight into marketing-driven ROI
    • Better understanding of the sales cycle from first contact to move-in
    • Data-backed decisions across marketing and sales teams
    • Improved budget allocation and strategy optimization

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