Aviva is a Jewish faith-based “rental campus for senior life” providing a range of housing options from independent living to assisted living to skilled nursing and memory care. Located in Sarasota, Florida, the not-for-profit community celebrated its 25th (Silver) anniversary in 2018.

The Challenge

While Aviva’s occupancy rate for people needing assisted living care and for those ages 75 and older was in the 90th percentile, they wanted to significantly increase the number of vibrant, active residents in their independent living apartments. Aviva contacted the Gilbert & Sheppard and Immersion Active team half way into their fiscal year. Our challenge was to make a positive impact in less than 6 months.

Our Solution

The team proposed a strategic plan to redistribute the remaining marketing budget to deploy a combination of traditional print advertising, direct mail, SEO and digital advertising that leveraged strong creative and hands-on, flexible campaign management.

The Results

During this 5 month campaign, the marketing team was able to:

  • Drive over 600 inquiries from the website and advertising
  • Lower the perceived age of new prospects, with a noticeable shift in the organization’s Facebook audience and in the Google analytics of people searching for the client
  • Increase non-branded, organic search visitors to Aviva’s website to an average of 60% each month
  • The team was able to flex strategy and shift focus to attract both Independent and Assisted Living leads in a timely manner while remaining within the available budget.

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