Kevala was looking for guidance entering and navigating 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 have their product seen by the decision-makers in the industry.
Our partnership began with discovering more about the product they developed and the problems it aimed to solve. We conducted in-depth discovery sessions focusing on the team, the product, and the vision. We wanted to understand the product perfectly so we could craft the marketing language and strategy that conveyed its unique aspects and design.
Digitally-driven solutions to healthcare administration and staffing were on the rise, but it wasn’t clear whether 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.
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.
We were able to increase the HubSpot contacts by 760% in 8 months. Lead generation has also doubled in that time, with an increasing average.
Our first step was to make sure the messaging for the product was well-designed, clear, and concise. We built a core messaging document as a guide to be used in their messaging. It created a hierarchy of core brand statements, built an understanding of value, and elevated their brand from their competition.
Culture and Mission
Senior living can feel traditional and conventional, so our team helped Kevala outshine the competition by being the cool new kids on the block. The goal was, and still is, to modernize long-term care while focusing on the industry.
Not Just Another App
Sleek graphics showcase the app’s features and why Kevala’s product is a better solution than others in the market. This also shows what sets Kevala apart, the problems the customer is looking to solve, and why the app is perfect for 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
Kevala does not just have a pretty app. They have created a complete change in how employees engage with one another, how they find employment, access HR resources, and so much more.
With a solid foundation built on an understanding of the product, we built the strategic plan to launch the app to the desired market. There are many pieces to this process. Building comprehensive marketing campaigns that can be distributed through various marketing channels that work together is one of the most important pieces. Another, is looking at each marketing channel opportunity and creating a plan customized for each one.
Email marketing was a critical avenue to keep their audience up to date on their progress. Email marketing has been one of the most consistent ways to reach a desired audience over the past 20 years. Curating a good list from your audience can be as valuable as gold, since and active audience, means more leads generated from each marketing campaign.
We developed a campaign that surpassed the industry average open rate within 3 months and now averages around 60%, which is three times larger than the industry average. Additionally, our average click-through rate was 9.6%, which is also three times higher than the industry average. You can see industry benchmark averages here.
Using social media helps reach a larger audience outside the current email list and keep Kevala top-of-mind for anyone who isn't yet a customer. LinkedIn is our primary channel of choice, putting the content directly in front of their core business audience. However, we utilize all content avenues to increase reach and lead generation through an active audience base. We increased Kevala’s primary channel followers by an average of 30 new followers per month by producing valuable content, regularly posting, and following a consistent theme across all channels.
However, just being seen by their audience is not enough. We generate an active audience that will generate leads and create brand loyalty. Our strategy increased audience interactions and now averages over 500 per month.
SEO and Content Strategy
When developing a content strategy and the content itself, it is important to focus on keywords that the industry is searching around to find similar products. Sometimes, even in this case, searches didn’t include the original keywords the client thought. Detailed research identified keywords that would bring the most traffic. Implementing those keywords across their website and into their content strategy, generated more traffic which led to more leads in their sales funnel.
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 PR message was packaged and distributed, allowing Kevala to capture national attention both in the tech and healthcare industries.
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.
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. Each 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, highlighted below.
· Give each lead a positive experience across all channels.
· No feeling of harassment or pressure to commit before they are ready.
· Takes the burden off of the sales team.
· Qualifies each lead before it reaches a team member.
Custom Photo & Video
In accordance with our strategy, we produced content shoots to capture custom photos and videos to use in marketing efforts custom tailored to their brand and audience. Examples are shown here.
Getting leadership introduced with the decision makers, we suggested not just attending trade shows but developing relationships and partnerships through networking events and cocktail hours. We assisted this by producing collateral, marketing, and planning of events to attend.
Introduction to Senior Living
When entering a new to the client market, it is extremely beneficial for the leadership and team to learn more about the industry they are working to serve. We created a senior living boot camp where we held a full-day meeting with the team to talk about their product, the industry, and best practices on merging both together.
We want our clients to have the best access to the decision-makers and organizations in the senior living space, so we work with clients, the Kevala team included, on the most influential thought leaders in the industry. With the event recommendations, we created a plan to have Kevala get the most beneficial introductions to generate business more quickly after their launch.
We continue to hold ongoing bi-weekly meetings to discuss progress, strategy, and insights. Each month we evaluate the marketing strategy and pivot, as needed, to assist the company in the best GMT plan!