Broughton House, with an excellent reputation and quality of care, has a capacity of 65, and occupancy was at 35.
But aside from having online directory listings, the home had never previously pursued digital marketing initiatives to attract more enquiries.
The home, a charity and care home for those who have served their country and their families, was averaging 10 enquiries a month from self-funding families.
Plus the home had intense competition from other homes in the area, and wanted to move away from an over-reliance on local authority referrals,
After a Diagnostics, Springup PR and Broughton House, decided to embark on a 4-pronged digital marketing campaign consisting of:
i) Google Pay Per Click Ad campaigns to drive traffic to website from families proactively searching for care home and related care/dementia services in and around Broughton’s catchment areas, and to increase inbound telephone enquiries and “live chats”.
ii) Dozens of different Facebook Ads – and rigorous follow up via phone and email of leads gains to qualify prospective families.
iii) Highly visible website Live Chat
iv) Systematic recording of all in-coming telephone calls
The digital marketing campaign’s focus was on self-funding families and wider military families in Greater Manchester and Salford catchment areas.
Broughton House also has a quick-response customer relationship team, and ongoing positive media exposure and PR.