Hooverwood Living: Success in Raising Awareness

Serving the Indianapolis area for over 100 years, Hooverwood Living has enjoyed success due to its solid reputation and longevity in senior care. In the past, the marketing team had performed little outreach beyond the immediate community, using only standard marketing methods. To further increase awareness, it wanted to explore new marketing tactics.

Hooverwood Living faced several challenges, prompting its need for increased awareness to a larger audience. First, new competitors, alongside existing competitors with new services lines, were competing for consumer attention, presenting audiences with multiple options in the market. In addition, Hooverwood wanted to focus growth in its rehabilitation services, while maintaining awareness for the assisted living services of the community. It needed a more aggressive approach to achieve these goals.

Hooverwood Living had not used digital tactics in the past, so it added another level of outreach while continuing ongoing print and online advertising. A new multi-layered digital campaign used highly targeted geofencing tactics to target two audiences simultaneously. The campaign used multiple messages, broken out to hit the appropriate audience at the most likely locations, using persuasive messaging to drive traffic to the Hooverwood Living website.

The multi-targeted strategy led to significant positive outcomes:

• Increased website traffic.
• A substantial increase in the number of rehabilitation patients visiting the ‘Rehab’ portion of the website and converting to active patient status, most notably outpatient visitors.
• Overall website activity increased steadily and continues as the campaign is tweaked creatively, including through monitored targets, adjusting as needed to include new targets.

Halo effects:

The expanded visibility positively impacted the overall business at the community for both assisted living and rehabilitation. The campaign is experiencing continual growth and is expanding to include additional outreach to target prospects for the new Adult Day Center now open at Hooverwood Living.

“Teaming up with Seniors Guide for our geofencing campaign has been a game-changer! They’ve helped put our message right where it needs to be, reaching seniors in a way that feels personal and relevant. Working with them has been great!”

Brooke Hendricks, Director of Marketing & Communications

The close and continuous collaboration between Hooverwood’s marketing department and the Seniors Guide / Ross Media Solutions team showcases the effectiveness of a well-planned and precisely targeted digital marketing strategy. By layering in an additional method of outreach not previously utilized at Hooverwood Living, they’ve enjoyed a more robust level of activity overall. The addition of a digital strategy to enhance existing print and online campaigns generated an influx of new activity not previously experienced.

The impact of this campaign makes clear the level of importance in knowing when and where to reach the most likely prospects for a given service line, with open-mindedness to seeking out new pools of prospects as well as use of a clear and persuasive voice in the creative components of the campaign.