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Retirement Villages

Overview

Retirement Villages Group are one of the oldest providers of retirement communities for the over 65s, they are experts at building communities that support wellbeing and positive ageing.

RVG recognised some time ago that the shifting dynamics in the sector and wider society meant it was time for change – they knew that community, wellbeing, sustainability and a sense of purpose are all huge factors in realising a healthy and fulfilled later life.

So, moving away from a core focus in property sales, they developed a new proposition for the market, kick-starting their mission to change and they partnered with us to help them transform their marketing, their digital assets and build a strategy to match their growth ambitions for the next 5 years.

We were asked to deliver a phased relaunch strategy for the recently redeveloped brand identity and proposition. It needed to be efficient, measurable and effective at moving the proposition on from the now outdated marketing plan which was built around property, not lifestyle.

SERVICES

  • Digital Strategy
  • Media Planning
  • Website Design
  • Web Development
  • Copywriting
  • Content Creation
  • Online Paid Media
  • Search Engine Optimisation
  • Social Media Marketing

We delivered a digital-first strategy to manage a transition to the new brand proposition whilst driving an increase in leads.

We worked on two areas of the marketing funnel initially delivering the ‘brilliant basics’:

1) We focused on driving quality leads to our new enhanced website, whilst defining and building a new customer nurture sequence and comms plan to ensure the customer experience matched that of the offline experience.

2) We tested the effectiveness of the current media mix, rationalising what worked and what costed in for driving the necessary brand awareness to stimulate consideration.

All this paving the way to a new phase of activity delivering growth in visibility and stronger conversion via a Conversion Rate Optimisation programme, SEO and Digital PR.

A new website to sell the lifestyle

We revisited the user journeys, content structure as well as the look and feel to build a solid foundation that focuses more on the community, lifestyle, and wellbeing. The transition away from the property-led approach meant we could place sitewide emphasis on the main selling point, which is the wonderful lifestyle in the villages.

You’ll also notice smarter, more intuitive navigation and important prompts for users.

A clearly defined journey to nurture the visitors’ initial interest before giving them more detailed information about what moving into a home with us entails, then encouraging the decision-making actions to begin – Contact us, Download a brochure, Arrange a viewing.

Over time we managed to increase social reach by 92%, overall traffic to site by 73% and a stronger quality of leads arriving to the Sales team. We provided greater understanding of the audience through audience persona and customer journey mapping which defined the key moments that matter for our audience up to 20 years prior to their readiness for later living.

This is just the beginning with an integrated programme of marketing planned for the next 3 years. Watch this space!

Other Work

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