Overview
Waverly Senior Services, based in Gladwyne, PA, is the management company behind the Waverly family of services — Waverly Heights, a premier Life Plan Community; Waverly Care, an in-home care provider; and Waverly Connect, a care management company offering personalized support and placement assistance.
While each organization provided exceptional services, the leadership team recognized a need to unify the brand experience. The organization had three separate websites and visual identities, creating confusion for prospective clients and adding complexity for internal teams managing content.
Additionally, Waverly Heights faced specific occupancy challenges in Personal Care and Memory Care levels, despite maintaining a robust waitlist of over 500 individuals for Independent Living.
CLIENT TESTIMONIAL
Hear from Waverly Heights
“What stood out to me the most, I'd say the communication and consistency with the team at Marketing Essentials. They got to know our culture and what we were after very well throughout the course of the process, so it evolved along the way to become just a really productive relationship. We were very happy with the results once the new website launched.”
– Thomas P. Garvin, President & CEO, Waverly Heights
Our Strategic Solution
Website
We created a unified digital presence that brought together all three services under one cohesive website, transforming how families navigate their care options and streamlining internal operations.
The new custom website features intuitive navigation that guides families through their care journey. The visual design reflects the beauty and elegance of the Waverly Heights campus, while dedicated service sections for Waverly Care and Waverly Connect help families understand exactly what services are available to them.
The entire user journey was optimized for lead generation and conversion, with strategic placement of contact forms and calls-to-action throughout the site. The mobile-responsive design ensures accessibility across all devices, while the integrated content management system enables the site to be easily updated and maintained.
Digital Advertising
To help address occupancy openings in Personal Care and Memory Care, we developed a targeted lead generation strategy. Independent Living maintained a waitlist of more than 500 individuals, but awareness and interest in other care levels had slowed.
We focused on optimizing those specific website pages with clear, compelling messaging, including a key point that these services are available to individuals outside the Waverly Heights community, something many people didn’t realize.
We also launched targeted paid search and paid social campaigns, along with designing a complementary direct mail piece. Paid social ads on Facebook saw strong early performance, delivering:
- 246,000+ impressions
- Nearly 6,000 clicks
- A low cost-per-click of $0.40
We're proud to partner with senior living organizations like Waverly Senior Services, which are dedicated to providing exceptional care and making a real difference in families' lives.
LET'S WORK TOGETHER.
