Franciscan Communities, Senior Living

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Case Study: Attracting Seniors Online Through Strategic Internet Marketing

Franciscan Communities is a prominent provider of senior living services around the country, with 16 communities across the Midwest and South. While the corporate ministry operates all the communities, each has its own budget and goals.

Each of the Franciscan communities was branded under its own individual property name, making overall awareness of the Franciscan network low. A strategy was needed to generate new interest, drive traffic and increase qualified leads. The goal was to create a more unified and recognizable brand among the corporation and the local communities, while strengthening its presence online. With more seniors and their adult children researching online, incorporating strategic search engine marketing was essential.

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