Projects -Premier Senior Living Group &The Bridge Care Suites
PSLG and BCS are assisted living companies with a higher goal to enhance the lives of seniors by providing a cosy, home-like atmosphere, with all the advantages of living in an active community.
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Both companies were leaders in their industry and required more modern and refreshed websites with ongoing digital marketing support.
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Having completed a web re-design, our strategy was focused on developing blogs and social media that will benefit Clients' brands' visibility and brand awareness long term.
​My responsibilities in the project:​
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web development project management: working closely with the Client, dev team, designers and copywriters;
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content migration and preparing the website for launch;
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help desk support and website updates;
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blog development - content calendar, copywriting process management, blog publishing;
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social media channels - managing content creation and publishing.
Website Development
Premier Senior Living Group and Bridge Care Suites were already known in the industry, nevertheless, it was necessary to update their digital presence to make it look modern and enhance user experience with new tech features.
The Challenge: Both websites were quite large and even before the actual web development our marketing team's tasks were to simplify navigation, bring forward the most commonly used pages and remove outdated ones, source new graphics, review copy and transfer the blog. We had to agree on all the changes and mockups with the Client and work closely on the execution with developers. However, the biggest challenge was adding a technical virtual tour feature requiring extra client footage.
Our Solution: Having collected Clients'vision and requirements, it was extremely important to brief the team to develop the mockups. We used Google Analytics to identify the most and least visited pages to eliminate some of them to restructure and make the website more compact. Based on the new structure and layouts we had, we created new graphics for web pages and blogs and also developed more content for the new merged pages. Since the Clients did not have enough footage for the virtual tours, our experienced team of designers and developers created an interactive map of the facilities showcasing photos of each unit.
Client's Result: The Clients received what they were looking for extremely satisfied with the results. We completed and tested 2 websites under the agreed terms. We also provided web maintenance & support connecting Clients to our help desk platform and resolving any issues they had within 24-48 hours.
Blog development was at the heart of the long-term strategy for organic search ranking and brand awareness.
The Challenge: The biggest challenge in developing a blog for these Clients was the specifics of the content, which required experience in the industry and knowledge of medical terminology.
Our Solution: I started this project with topics research: analysing topics they already ranked for and wanted to rank for, and conducting a content gap analysis to see the opportunities. Once I had the topics list ready, the next step was to get feedback and approval from the Clients and put together a content calendar. However, since we did not have anyone on the team writing previously for the assisted living and healthcare industries, I had to bring a better-fit copywriter to the agency.
Once we had the topics approved, I ordered a few articles to test different writes and asked the Clients to pick the voice and style they liked the most.
Blog Development
Client's Result: The Clients received a developed content calendar strategically planned for a year and a dedicated writer who knew the subject. Blog pages were among the top driving traffic to the website bringing on average 150 monthly visits for Bridge Care Suits and over 1000 monthly visits for Premier Senior Living Group.
Social Media
Social Media was another pillar in building brand awareness and Clients wanted us completely take care of social media - from the strategy to the content publishing.
The Challenge: Due to the specifics of the industry - assisted living, the age group of the target audience was older, which required additional research. We also received minimal guidance from the Clients.
Our Solution: We already developed a new, refreshed style for the brands during the website development phase, and have been working on the content for the blog, we re-purposed all these elements to achieve consistency. A lot of attention we dedicated to the images and thematical content based on the seasons and holidays.
Client's Result: Clients received 20 posts monthly and we fully took care of the process - the content was researched, created and scheduled on social media. We also used social media for blog articles promotion creating additional visibility and extra web traffic. The Clients were happy with the look and feel of their social media presence and with growing engagement on the channels.