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June 10th, 2021

Case Study: Compelling Campaigns

St. John’s United is well known in the Billings community for nursing home care and assisted living residences for seniors. This strong reputation eclipsed some of the other great programs they offer. They asked Kinetic to develop a marketing campaign to highlight these lesser known programs. We developed distinct landing pages and new messaging for each program and executed a detailed cross-channel marketing campaign to get the word out.
 

Opportunity

Over the decades, St. John’s United has developed a strong reputation for its compassionate nursing home care and high-quality senior-living residences. Recognizing that the majority of the community simply associated the “St. John’s” name with long-term care, St. John’s leaders reached out Kinetic to develop a public-awareness campaign to promote and communicate the value and existence of additional programs available to people in Yellowstone County and the surrounding region.
 

Actions

The Kinetic team undertook a cross-channel marketing campaign to promote three of St. John’s lesser-known initiatives: Physical Therapy, Home Health and Hospice, and its newest program, At Home (which extends to home maintenance and health security).

Kinetic assisted in bringing clarity to the programs’ value and differentiators creating new language for them to talk about themselves. Each initiative received its own landing page emphasizing the selling points through new messaging. We also developed a content strategy encompassing print ads, paid search, display ads, paid social, social media content plan and radio ads. Finally, we executed keyword search audits to see how these efforts were competing in the digital space.

Results

St. John’s has seen a measurable increase in referrals and a spike in new admissions into its rehabilitation/physical therapy program (doubling in January and February of 2020) as well as hospice. The At Home campaign also achieved an impressive level of online engagement.

St. John’s continues to integrate this new design aesthetic and messaging beyond these campaigns, while continuing to tangibly grow public awareness and community connections.

Kinetic’s campaign struck a chord in the community. Referrals and new admissions to the highlighted programs spiked and the new messaging and design aesthetic continue to produce results long after the campaign ended. Download a PDF of our campaign development case study here.