Lombard, Ill.—Eastern Star Masonic Home has retained Stevens & Tate Marketing to enhance its online presence and improve its senior advertising. The Boone, Iowa retirement community serves the aging population from Boone, Ames and surrounding areas.
Established in 1906, Easter Star Masonic Home is the first senior living facility to be owned and operated by the Order of the Eastern Star. It has grown from a renovated mansion with 20 beds to a campus setting that offers a full range of continuing care services for more than 270 residents with duplex cottages, assisted living, residential care, a health center, and memory care all on-site.
Although Eastern Star Masonic Home had a senior living marketing plan in place, leadership knew they had to generate more qualified leads to maximize occupancy. To do so, they felt it was important to educate consumers on the benefits of its Residential Care Facility (RCF), which is an affordable living option for seniors who are interested in an assisted living facility.
To promote this unique selling proposition and increase inquiries, Eastern Star Masonic Home turned to Chicago advertising and marketing agency Stevens & Tate to leverage the power of the Internet.
“Stevens & Tate was brought onboard as a consultant because of their extensive knowledge in senior living marketing,” said Denny Bock, executive director at Eastern Star Masonic Home.
With experience reaching seniors and their adult children, Stevens & Tate recommended a strong digital program to complement the client’s current spend and provide a more balanced marketing mix.
“We took a comprehensive approach to the digital marketing, providing services for search engine optimization and education for long-term results along with AdWords for an immediate boost in website visibility,” said Dan Gartlan, president of the Chicago advertising and marketing firm.
Stevens & Tate implemented a geographically targeted search engine marketing plan that included online public relations as well as pay-per-click senior advertising and content enhancement on www.Iowaoeshome.com. The agency analyzed keywords used to search for Iowa senior living facilities and revised website copy to reflect those terms. Then it expanded the site’s content so it ranked higher in searches and added numerous conversion touch points to capture leads and grow Eastern Star Masonic Home’s database of potential residents.
Conversions tripled since starting the senior advertising program in January. Monthly website visits have tripled, as well, achieving the goal of increasing website traffic month over month and improving lead generation. Average cost per click for the pay-per-click ads has steadily decreased.
“It was essential we worked with professionals who understood both seniors and their adult children, and how their behaviors differed,” said Bock. “Stevens & Tate’s proficiency in website development and search engine marketing combined with the team’s expertise in senior living marketing made them an excellent fit for us.”
Stevens & Tate is a full-service Chicago advertising and marketing agency offering award-winning, on-strategy creative; integrated message development; Internet and digital advertising; and cost-effective media planning and execution. Stevens & Tate creates focused, targeted solutions for its clients in the senior living, real estate, healthcare, food/grocery, business-to-business, retail, travel/tourism, and non-profit industries. To learn more about Stevens & Tate’s services or work, visit the company’s website at www.stevens-tate.com or call (630) 627-5200.