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The MacIntosh Company consists of seven senior care locations in the Columbus, Ohio, area. With seven centers, MacIntosh needed a strategic marketing partner to help bring efficiency and grow brand awareness and new lead generation.
They turned to Marketing Essentials for recruitment assistance and to train and coach the new Social Media Marketing Coordinator. With an editorial calendar in place, strategic monitoring and consulting available, the company achieved great wins. One community alone saw an increase of 207% in reach, while another community achieved a 106% increase in engagement. Even better, the new hire, with coaching, was able to optimize their Facebook advertising and cut the average cost per click by 50%.
When COVID-19 shut down tours and created fears worldwide, The MacIntosh Company turned to Marketing Essentials again for a video strategy and shoot to produce videos that would educate their residents, families and prospective residents. A COVID-19 video showed the new safety and health precautions in place. Virtual video tours were also produced so sales could continue to nurture prospective residents and provide an inside glimpse of life in their communities even when tours were not available.
The MacIntosh Company also had an extensive website, detailing each of their seven Columbus locations and care options at each. They wanted to increase brand presence for each of the communities where a MacIntosh community was located, as well as make it easier for users to find information quickly.
Without interrupting the current website, Marketing Essentials built updated pages and a new navigation structure that brought an increased awareness of each community as well as therapy options at each.
The MacIntosh Company was looking for a way to reach their target audience online with a video showcasing how they were being proactive about quality, and most importantly safe care, during the pandemic.
Marketing Essentials launched a YouTube video advertising campaign that generated immediate results. The audience was watching the video, clicking through to the website, filling out a form and submitting information. The MacIntosh received 88 conversions (potential new online leads) in 6 months from the YouTube ad.
6-Month YouTube Advertising Campaign
Online search advertising campaigns were also added for specific locations and services to help the brand show up on Page 1 when people were searching online.
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