__Background:__

A new senior care living and rehabilitation facility being built from the ground up needing to hire staff and elder residents based on the “Green House care model”.

Audience:
Seniors, Seniors’ family members, Healthcare industry professionals, culinary professionals.

Research:
Interviews with corporate staff, employees and residents from other communities.
Statistical data.
Surveys and Questionnaires.

Competitive Analysis:
Traditional nursing care.

Opportunities:
A brand redesign by creating a new color scheme while continuing with the company preferred logo.
Building a WordPress CMS to host content, drive resident entries and new employee hiring through digital processes, facilitate events, blog and engage with users.
Help the company to hire RNs, LPNs, and various other staff through the company website as well as the Indeed platform.
Monitor Google Analytics to confirm best usability outcomes, page count and user-flow.
Create content story-telling via imagery, written, and video media.
Tradeshow support.
Print material.

Challenges:
Nurses are in very high-demand in the healthcare industry, especially in Arkansas.

Soulutions:
Hyper targeted marketing approach was implemented via Google Ads, Social Media, Radio and TV, and employment platforms such as Indeed.

Summary:
We were able to fill over 80% of the clients open employment positions and created a back-log of elder residents seeking stay. Our biggest driver for hiring was through Indeed via our marketing strategy through digital and traditional advertising. Advertisements directed all traffic to the website to consume company content(video, company information, PDF, images, etc.) that then gave the option to either apply through the website itself or pass through to Indeed’s platform where we had a company branded landing. Our conversion rate was 400% of Indeed’s conversion average.

View Site: poplargrove.care