Bridges Cornell Heights

Overview

Bridges Cornell Heights (BCH) is a unique assisted living residence for seniors, located in Ithaca, NY. It partnered with East Shore Marketing (ESM), whose goal was to drive more bookings to its residences through content marketing on Facebook and Instagram. At first, BCH wanted ESM to highlight their newly built active senior living residence, The Craftsman, however, as more bookings were being driven, ESM began to highlight BCH’s other residences as well.

Our primary objective was to develop original content to help drive the brand’s story while ensuring to drive more engagement in its already engaged community and increase social following. This strategy became, in particular, more prolific during the pandemic where the families were not able to visit their loved ones in person. Furthermore, it also helped boost employee’s morale and recognize the contributions and dedication of BCH’s staff as the front-line workers.

Strategy

Content Marketing

Facebook

• In-depth industry research to determine the brand’s target audience and senior living topics.
• Utilizing tools such as Facebook Page Insights and Google Analytics to research what content resonated previously.
• Crafted monthly content calendars to post content in form of news feed and story posts and optimized to increase posts’ engagement and social following.
• Implemented A/B testing by introducing new senior living topics that was not posted previously on Bridges’s Facebook page.

Instagram

• Created a new Instagram account and crafted monthly content calendars to post content in form of news feed and story posts and optimized to increase posts’ engagement and social following.
• In-depth industry research to determine the brand’s target audience and senior living topics.
• Created a strategy of maximizing each post’s reach by adding an array of hashtags (ranging from low trafficked to high trafficked).
• Implemented A/B testing by introducing new senior living topics and hashtags while utilizing tools such as Instagram Insights to view which content and hashtags continued to resonate well amongst the audience.

Result

Success Metrics

The Craftsman

90% booking rate at The Craftsman

Facebook

• 65% increase in followers
• 165% increase in page engagement
• 123% increase in page reach

Instagram

• 18,000% increase in followers