Avanti Senior Living
Engagement Campaign / Account Direction
3rdThirdMarketing
Feb 2018 - Feb 2019
Early—within the senior living space—to appreciate the opportunity of social media as a lead generation tool, Avanti SL, a woman-led 7-community brand, approached 3rdThird with intent to increase mindshare and industry thought leadership.
Avanti understood that so called ‘vanity metrics’ could be used to build qualified, engaged audiences for targeting and outreach purposes, and that a robust social media presence was key to building customer trust and industry-education.
#AvantiEmpowered
Alongside yearlong, multi-channel marketing efforts that included IRL events, print media, and a web redesign, the intersectional #AvantiEmpowered campaign featured resident, employee, family member and leadership stories around how community members felt personally empowered by the brand—topics ranged from generous maternity leave to providing avenues for first time voter registration, on property.
Increased event attendance.
Strengthened employee/resident bonds.
Reinforced women-led brand identity.
As traffic increased, campaign shifted from traditional event marketing towards highlighting organic imagery and real resident and employee experiences and quotes, like the one below.
“I am more powerful and influential than I ever believed.”
- Dayna Stewart, Avanti Senior Living Family and Resident Advocate, on how she is #AvantiEmpowered. 💎💎💎 Stand up (like our lovely resident featured here!) for women’s rights at HelloAvanti.com/Events.
Building a Community
Developing heartwarming, authentic content that also truly manifested the brand identity and messaging was a significant effort and required serious collaboration and coaching.
I hosted multiple trainings throughout the course of the campaign, training leadership and workforce on best practices for content capture and engagement.
Avanti’s team would document events, activities and goings-on at their community level, and ship the raw images and videos back to my team. We’d filter, write copy, and promote appropriately, building the desired fun-and-femme brand narrative, and boosting event attendance.
On the ground, team members were excited to watch the images and stories they’d captured gain engagement and traction, and the campaign deepened daily fulfillment for many. (At 3rd, we were certainly enjoying watching the campaign take off, too.)
What it meant for Avanti:
Reputation.
From a Southern Senior Living Excellence Award to a consistent 20% engagement rate at a following that easily eclipsed national senior housing players, Avanti firmly established their position as an industry leader.
RSVPs.
A robust, engaged digital audience translated to increased event attendance, for both marketing events and organic ones.
Move-Ins.
At the end of the day, Avanti moved the needle where it mattered most: helping prospects through the complicated sales journey with engaging events, led by engaged team members.
Workforce Unity.
Resident families, team members & leadership all rallied around the brand’s storytelling—providing their own narratives and reveling in each other’s experiences, recognizing newfound commonalities.
