Project
A Tech Startup Launch
Category
Marketing Strategy
Client
Kevala

The Client

Kevala came to us looking for access to the senior living industry. They had a great product that was primed to succeed, but it was missing the critical aspect of a perfectly crafted message for the audience, along with a deep understanding of how to get in front of the true decision-makers.

Discovery

The first step in our partnership together was to discover more about their product and the problems that it aimed to solve. We did this by conducting in-depth discovery sessions into the team, the product, and the vision. We wanted to understand the product perfectly so we could better craft the marketing language and strategy.

Problems

It was clear that new digitally-driven solutions to healthcare administration and staffing were on the rise. Still, it wasn’t clear whether most healthcare professionals would adopt this software, especially in the senior living industry. This presented an opportunity; how do we craft messaging to influence thought leaders and decision-makers on the need for this type of software — and that Kevala had the solution.

Solutions

Leveraging our subject matter expertise as senior living experts, we devised a comprehensive message and positioning platform. We defined the culture, tailored it to fit the senior living industry, and created resources to educate their audience through authoritative content.

Channels

Owner Groups

REITs

Messaging

Our first step before even getting to the strategy was to make sure the messaging for the product was completely thought through, clear, and concise. For this, we built out a core messaging document. It served as a guide to their messaging. It created a hierarchy of core brand statements, built an understanding of value, and separated them from their competition.

Culture and Mission

Senior living can sometimes feel traditional and conventional. Our team helped Kevala outshine the competition by being the cool new kids on the block. The goal is to modernize long-term care while focusing on the industry.

Not Just Another App

The sleek graphics showcase the app’s features and why Kevala’s product is a better solution than others in the market. We showed what sets Kevala apart? What are the answers the customer looking to solve? And why is the app perfect for senior living?

Senior Living

We show how our solution perfectly solves senior living’s specific issues. Using customer-led content, we establish Kevala as an authority and have communities give their experience and success stories.

Best Practices & Resources

Bringing Silicon Valley to Senior Living. It’s not just a pretty app—Kevala is a complete sea change in how employees engage with one another, how they find employment, access HR resources, and so much more.

Strategy

Then we started building out the strategy. With a solid foundation already built on an understanding of the product, we had to build out the plan to market. There are many pieces to this process. First, we want to build out comprehensive marketing campaigns. These are larger ideas that can be distributed through various marketing channels that work together. Secondly, we look at each marketing channel opportunity and build a plan around each one.

Email Marketing

Email marketing was a critical platform to keep their audience up to date on their progress and updates as a tech platform. It is even more crucial today than before. Email marketing has been one of the most consistent avenues to reach your audience over the past 20 years. When you have curated a good list from your audience it can be as valuable as gold.

During this time, we maintained an open rate 61% higher than average senior living industry emails, with an average of 34% open rate, and up to 64% select emails.  Additionally, our average click-through rate was 6.26%, 3x higher than average.
See industry benchmark averages here

Social Media

Then using social media, we can reach a larger audience outside the current email list and keep Kevala shelf-of-mind for anyone who isn't yet a customer. LinkedIn is our primary channel of choice, putting the content directly into the gaze of their core audience. Through our messaging and high-quality graphics, we increased Kevala’s primary channel followers by 2% on average by producing valuable content, regularly posting, and following a consistent theme across all channels.

SEO and Content Strategy

For a proper content strategy, it is important to focus on keywords that the industry is searching around to find products like this. It wasn't the original keywords the client thought. It took some detailed research and data to find the exact keywords that would bring the most traffic.

We then implemented those keywords across their website and into their content strategy plan.

PR

The PR strategy was first outlined in a House of Messages, where we strategized on big announcements and plans to gain earned media. A custom-crafted PR message was packed and distributed, allowing Kevala to capture national attention both in the tech and healthcare industry.

Gated Content

Producing gated content is a great way to gather new contacts and increase the perception of an industry thought leader. We created ebooks around senior living staffing, employee scheduling, questionnaires, and product demos.

Workflows

We want potential leads to turn into loyal, long-term customers who recommend our clients to those they know. To aid this process, we built automated workflows in Hubspot that send out time-based emails to prospects nurturing them through the process. The lead is then provided with valuable content to aid them in the buyer's journey and give them opportunities to connect with Kevala’s experts.

  

This strategy has a few advantages.

·   Give the lead a positive experience across all channels.
·   The lead doesn’t feel harassed or pressured to commit before they are ready.
·   Takes the burden off the sales team prospecting their leads.
·   Qualifies the lead before ever reaching a team member.

Custom Photo & Video

Then we travelled to their headquarters in Seattle to capture custom photo and video to use in their marketing efforts. Here are a few examples.

Event Marketing

To get leadership shaking hands with the right people, we suggested not just attending trade shows but developing relationships and partnerships through networking events and cocktail hours. We assisted is this by producing collateral, marketing, and planning of events to attend.

Introduction to Senior Living

We also thought it’d be helpful to educate leadership and team even further on the industry they were working to serve. For this, we created a senior living boot camp where our team members flew out to Seattle to have a full-day meeting with the team to talk about their product and the industry.


Network Access

In addition to all of this, we also wanted to give them better access to the decision-makers and organizations in this space. We worked with the Kevala team on the best people to talk to in order to move their business forward.

What's Next

We continue to hold ongoing bi-weekly meetings to discuss progress, strategy, and insights. Each month we evaluate the marketing strategy and pivots needed to assist the company in the best GMT plan!

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