CASE STUDY

Sunrise & Gracewell

Increasing awareness and online presence for two leading care home brands
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Client

Sunrise and Gracewell

Sector

Social Care

Services provided

Digital Marketing

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The Situation

Sunrise Senior Living UK and Gracewell Healthcare are a residential care home provider. They wanted to improve their homes’ online presence, which performed lower in search rankings. PLMR were asked to help improve the search rankings for certain homes and monitor their customer journey analytics, in the hope of having higher conversion rates for those homes in a week’s trial focused on improving customer enquirers around four homes.

What we did

Our team put together a location-based Facebook advertising campaign targeting users above the ages of 30+ living within a 10-mile radius of four homes. The message of the campaign was simple –“Your nearest care home is 10 miles away”.

Each post was linked to the overview pages for each individual homes and journeys were independently tracked through Facebook and Google’s analytics platform.

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The Result

In only one week, our Facebook Ads campaign achieved the following:

  • 600,000+ views on ads
  • 274,000+ users reached
  • 6,000 clicks back to the selected community/home pages
  • 547% average increase in page views on selected community/home pages
  • 93% average increase in views on selected community’s/home’s contact pages

The selected homes overview pages on the main websites were the second and third most viewed page for both brands and most homes achieved more views than the Sunrise/Gracewell homepage – a huge achievement. Overall the four homes had a
significant number of conversions from the Facebook ads.

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.