Marketing Case Studies

Rebuilding a Reputation

Ecumen knows reputation is everything. Ecumen took over an assisted living residence that it felt had untapped potential, but which had a horrible reputation and an occupancy that matched it – below 50%. Ecumen developed an aggressive marketing plan with an emphasis on relationship building with area referral sources and community events that became draws, such as an annual Oktoberfest celebration.

Ecumen also introduced new personal empowerment technology that empowered residents. Ecumen recast the story of this site for area residents and enhanced relationships to seed the best possible advertising – word of mouth. Ecumen also created a new memory care service that fit area needs and has become a trusted housing source for area health care providers. The last time occupancy dipped below 90% was several years ago.

Pre-Opening Marketing

What good is a new housing community that doesn’t draw customers? Ecumen’s pre-marketing made all the difference for this new 61-unit assisted living community in a very competitive marketplace. Ecumen’s pre-marketing strategy was built on seeding word-of-mouth, mixed with targeted direct mail, an online strategy and radio and newspaper advertising.

Ecumen’s grassroots marketing efforts included direct outreach throughout the community from Chamber of Commerce representatives to church groups and others who would help spread the word about this new housing and service option. Several special sneak preview luncheons and special events were held to build anticipation. That was followed by a local advertising campaign and media relations. The grand opening celebration included 700 people on the coldest day of the year. Tour guides included new residents who provided first-person testimonials. The community filled ahead of schedule and has become the most successful senior housing community in this area with an extensive waiting list.

Making it Easy for Customers

Ecumen has helped several rehabilitation centers become a community’s first resource for short-term rehabilitation services. One way Ecumen did this was developing a “Focus on the Healing” pre-admission process that empowers customers. In partnership with local physicians, Ecumen meets with a customer days or even weeks before that person’s surgery for the person to tour and see where he or she will be rehabilitating. The customer meets the therapists, completes all paperwork, and he or she can even drop off their packed suitcase, so that when the person comes for their rehabilitation all he or she needs to do is focus on getting better. Customers and physicians alike speak highly of our pre-planning option for its ease to them.