Hypertargeting Insights Drive Tailored Strategies
Challenge
The challenge was to generate interest in smaller square-footage inventory while positioning the community as an accessible, resort-style lifestyle provider. To achieve this, a data-driven, hypertargeting strategy was required to understand the attitudes, behaviors, and concerns of the primary target audience—potential residents and their adult children.
The Game Plan
ADage Marketing Group developed a multi-target strategy based on comprehensive data analysis and qualitative team feedback. Key actions included:
- Data-Driven Audience Segmentation: Leveraged resident data to identify the predominant market profile, focusing on those most likely to move into the community.
- Behavioral Insights: Identified key behaviors and preferences of the “Mature and Wise” segment, aligning messaging with their concerns and desires.
- Tailored Media Strategy: Selected media formats, platforms, and timing based on the behavioral data of the identified target segments.
Creative Implementation
ADage’s strategy revolved around understanding the nuanced needs of the “Mature and Wise” persona, who made up 75% of the community’s demographic. The key solutions were:
- Behavioral Data Application: Used data insights to determine media usage, such as the preference for traditional media like newspapers and direct mail.
- Generational Messaging: Crafted messages that aligned with their values, focusing on trust, honesty, and loyalty while avoiding flashy or overly modern tactics.
- Stage-Based Engagement: Tailored engagement strategies across different stages of the decision-making process, from awareness to commitment.
Results & Impact
The targeted generational marketing strategy resulted in:
- Enhanced Targeting Accuracy: Insights from Mosaic® data allowed for more precise audience segmentation and media placement, maximizing relevance and impact.
- Increased Engagement: Tailored messages delivered through preferred channels resonated with the audience, leading to more meaningful engagement.
- Refined Media Spend: By focusing on the most effective platforms and dayparts, ADage optimized media investment to reach the right audience at the right time.
Summary
ADage Marketing Group implemented a data-driven hypertargeting strategy to boost interest in smaller inventory units for a senior living community. By analyzing audience behaviors and preferences, they tailored messaging and media strategies to the "Mature and Wise" demographic, aligning content with their values and media usage. This approach resulted in increased engagement, more precise audience targeting, and optimized media spending for greater impact.
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What Our Clients Say
"ADage has been not only a pleasure to work with, they have become a partner in our marketing and sales success. Adrienne and Diana have listened to our particular needs and have responded with individualized approaches that have worked for our community.”
"It is impossible for me to recommend Adrienne and Diana, co-founders of ADage Marketing Group, highly enough. Can a senior living marketing agency be both cutting edge and "throwback" at the same time? Cutting edge, in the sense that they are on the forefront of all things related to successful senior living marketing and lead generation, and "throwback" in that they provide the kind of outstanding customer centered service that seems to be a thing of the past.”
"You can count on this group to bring renewed energy to the discussion. Innovative thinkers by nature, conversations with ADage bring new dimensions to light and opportunities to explore. They are visibly invested in the client's success, and working with them is truly a pleasure."
“Are you looking for a marketing partner who delivers data driven results, and explains the process in a way that all stakeholders can understand? ADage has your back.”
"The phrase, ‘they do what they say,’ comes to mind when I think of ADage. The Team at ADage follow through on every agreed-upon goal and usually deliver something extra. In my experience, finding partners that require no hand holding and have a similar sense of care for our brand as I do is hard to find. I trust ADage with our brand."
"The ADage team has proven themselves as tireless marketing strategists. They are well versed in their clients' industry trends and strive to regularly present marketing opportunities. The volume of work they handle is massive, and somehow always provide completed work by deadline needs."
“As a former regional director of sales and marketing, I've been involved in vetting and hiring agencies for 18 years. ADage stands out as the best among any agency that I've worked with to date. The industry veterans at ADage deliver an exceptional value. When you hire ADage, you know you have a senior living marketing partner that will be at your side through thick and thin. They are truly invested in your senior living organization's success.”
"Just wanted to pass along a little thank you for the great EQ training with Adrienne last week. Your engaging, humorous style makes the day go by quickly and makes learning easy. I still am in a bit of awe seeing how spot on they styles matched up to how I really am. Thanks again and keep up the great work. Hope to see you again soon!"
"ADage Marketing Group has been fantastic to work with! They are proactive and have resources for everything that can contribute to occupancy. Unlike some of the larger marketing firms, the ADage team treats us like partners rather than clients and are always quick to return calls. I'm grateful for their partnership!"
“Need to brainstorm an emergency occupancy recovery plan on a Friday afternoon, leading into a holiday weekend? ADage is there. Need to know how to integrate and leverage your senior living CRM with various marketing platforms? ADage has a plan for you. Do you need insight into how to allocate your marketing budget to achieve the greatest ROI? ADage will walk you through it.”
"In a previous role, over 30% of my clients were marketing agencies, including nearly every worthwhile agency in the senior living space. When I actually needed an agency to fulfill our own marketing objectives, there was only one I chose to work with: ADage."
“Personally and professionally they are refreshing and smart. They bring thoughtfulness of the senior market and an awareness of the changing cultural landscape to their work and push us to think not just about the next sale, but also about positioning ourselves for the future."
“Their expertise and knowledge of the market, along with their effective creative practices have helped us to get straight to the business of increasing census and brand awareness. This ultimately allows us to provide a higher level of community and caring for our residents. A total win!"
"It has been an absolute pleasure to work with Ms. Adrienne Mansfield. She and her team have done a stellar job of managing all aspects of creative marketing for our company over the past ten plus years. The success of our company would not have been possible without the services of Adrienne and her team. I would highly recommend her to anyone!"
"As a new small business owner serving senior living, ADage supported me in bringing focus to my brand and mission. The greatest tool they provided was a one-stop shopping list for all of the templates, brochures, flyers, and digital materials that they created. I don't have to search through my own files - I go to my pinned ADage list and have simple and quick access to them. If I need updates or changes, they do so and the links are instantly ready for me. Their services have been a game changer for my processes."
"We have worked with the ADage Group and they have been wonderful! They are extremely professional and an asset to our organization. Great partner."
“ADage stands out because they truly care about their client's success, are well versed on previous client campaigns, and provide insights and recommendations in developing new marketing strategies. A true business partner."
"As partners they are easy to work with - motivated and independent - able to implement tactics in the market with savvy and speed and great attention to detail. In many cases we have been able to repurpose their creative approaches that have been particularly successful for other communities in our organization - an added bonus to the inherent value they offer us!"
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