Brandywine Case Study

Brandywine Senior Living, which operates multiple locations throughout the Northeast, was looking to expand their digital presence and drive more tours and residents to all their properties. The biggest competition was not other properties, but aggregation sites like Places For Mom and Caring.com. The team at Brandywine approached M&P to help drive direct leads and reduce commission costs from aggregator sites.

the brief

The M&P marketing team was thrilled to have partnered with Brandywine, a distinguished senior living organization, in enhancing their search marketing campaigns to reach and engage a broader audience. Leveraging their expertise in digital marketing and strategic optimization, M&P was dedicated to devising tailored strategies that aligned with Brandywine’s unique brand identity and goals. By conducting comprehensive audits of Brandywine’s existing search marketing efforts, M&P aimed to identify areas for improvement and implement targeted solutions to drive meaningful results.

With a focus on maximizing visibility and conversion rates, the M&P team dove deep into keyword research, ad targeting, and campaign optimization to ensure Brandywine’s message resonated with potential residents and their families. Through data-driven insights and continuous monitoring, M&P strove to refine and fine-tune Brandywine’s search marketing campaigns, adapting to shifting trends and audience preferences in real-time.

By staying ahead of industry changes and emerging trends, M&P helped Brandywine maintain a competitive edge, driving sustained traffic, leads, and conversions.

Services Mission Summary

SEO

Optimize community web content to rank higher for general search terms like “assisted living philadelphia.”
Improve the site speed and technical performance of the new website.
Build long-term content strategies that captured informational search traffic to catch potential residents higher up the search cycle.

Paid Search

Identify low-cost, high-volume keywords that could help Brandywine compete with large aggregation sites with significant marketing budgets.
Geo-Target high-volume zip codes to help customize message and drive residents to the correct community.
Write compelling ad copy that highlighted the unique benefits of Brandywine communities.

Analytics

The M&P Impact

+53% Tours Scheduled

+312% Phone Calls

+304% Search Traffic

+65% Organic Traffic

-94% Cost Per Lead

+224% Campaign ROI

OUR PAID SEARCH CAMPAIGN STRATEGY?

Geo-Targeting & Ad Messaging

Location is everything when it comes to senior living – for both residents and adult children of residents. That’s why our team worked to target particular zip codes surrounding communities. So we can improve the quality of users and customize messaging with location-based information to improve CTR.

Keyword Opportunity Research

With the implementation of any paid search campaign run by M&P, our first step is establishing the need for branded vs. non-branded search. If your website is ranking organically for your brand name, we dedicate the paid search budget to non-branded, general keywords. For Brandywine, our emphasis became bidding on non-branded keywords with low CPC costs.

Campaign Optimizations

Never a set-it-and-forget-it campaign, our team worked tirelessly to analyze campaign data and improve performance. From high-level keyword targets to granular time of day ad scheduling was optimized to ensure the campaign continued to improve and provide Brandywine ROI for their marketing spend.