Case Study
Brightwater
Digital Advertising
Transformation
Overview
Brightwater Senior Living is dedicated to setting a new standard for retirement living through exceptional care and welcoming communities. Its strong reputation helped push occupancy to 89%, where it stagnated. Inconsistent lead quality from its digital advertising (DA) vendor was frustrating teams and stalling growth. Seeking a strategic partner to elevate its digital advertising, Brightwater found the solution in a collaborative partnership with Markentum and drove census to a consistent 96%.
The Challenge: Breaking Through The Stagnation
Senior living communities often struggle to connect with their audience online due to several obstacles:
- Prospects often sought the wrong care levels or didn’t meet the financial qualifications and the salespeople just dismissed or ignored lead notifications
- Lead needs varied by community and region, yet the digital ads strategy leveraged a “one size fits all” approach
- The previous marketing vendor had a “set it and forget it” mindset and ignored requests for a lead review for 18 months
The Brightwater team needed a more responsive and collaborative marketing partner that could offer strategic guidance and adapt to their specific needs.
The Markentum Solution
Markentum introduced a data-driven digital strategy for Brightwater that focused on dynamic, search-optimized campaigns. We introduced advanced conversion tracking to measure lead volume and lead quality, and applied more than 1,000 Markentum generated negative keywords to minimize unqualified leads. Markentum leveraged precise audience targeting and continuous optimization, and it varied its strategies by community and monthly care-level census.
Results.
The results, all achieved within just one year, were swift and remarkable:
Perhaps most vital was the quality of the partnership itself. Markentum’s responsive communication and strategic guidance fostered deep trust, leading Brightwater to expand the relationship to include a full website build, enhanced SEO, and lead nurturing.
“We chose Markentum because like me, they wanted a true partnership. They painted a picture of a relationship based on accessibility, guidance and attainable goals. They brainstormed with us and brought new ideas to the table. They sweat the details. And they produced a great product. When Markentum wins, I win–it’s that simple.”
Cassandra Grisar, Senior Director of Marketing & Brand Awareness, Brightwater Senior Living Group
Number Of Leads By Quarter:
Brightwater’s story proves that remarkable growth is attainable with the right strategy and a committed partner. Through precision targeting and high-touch support, Markentum helped transform Brightwater’s stagnant census into a portfolio of high-performing communities all within a single year.
2021-2025
