Spring Hills, a recognized leader in assisted living, memory care, and post-acute healthcare, was looking to expand brand awareness and increase inquiries across their network of care communities. Despite offering innovative wellness programs and person-centered care, Spring Hills faced challenges in reaching and engaging modern families researching senior living options online.
Challenge:
Spring Hills needed to strengthen their digital presence and improve conversion through marketing, but they were facing key issues:
- Inconsistent branding across locations and platforms
- Low inquiry rates from online marketing efforts
- Limited engagement on social media and lack of content tailored to adult children of aging parents
- Outdated lead generation practices not aligned with today’s digital-first buyers
- Difficulty measuring campaign effectiveness and marketing ROI
They were in search of a partner that could create a holistic strategy to modernize their digital approach and drive measurable results.
Solution:
Weather Vane partnered with Spring Hills to implement a full-funnel marketing strategy focused on storytelling, engagement, and conversion:
- Digital Brand Refresh:
We performed a comprehensive brand audit and implemented consistent messaging, visuals, and tone across web, social, and email. This ensured families experienced the same warmth and professionalism online as they would in person. - Content Strategy & SEO:
We created a targeted content plan including blog posts, video testimonials, and community spotlights optimized for high-intent search terms like “assisted living near me” and “memory care for mom.” Local SEO enhancements helped Spring Hills show up more frequently in searches within their service areas. - Paid Ad Campaigns:
Weather Vane launched geo-targeted ad campaigns across Google and Meta focused on adult children in decision-making roles. The messaging addressed emotional concerns and highlighted the Spring Hills difference—wellness, dignity, and compassion. - Lead Capture and Nurture System:
We built a custom landing page funnel and email nurture sequence that moved leads from inquiry to tour. Forms were streamlined, CTAs clear, and follow-up sequences designed to educate and build trust. - Analytics and Reporting:
Dashboards were installed to give the marketing and admissions teams real-time visibility into campaign performance. With accurate data, Spring Hills could double down on what worked and pivot quickly when needed.
Results:
- 40% increase in online inquiries across participating communities within 90 days
- 2.3x improvement in ad engagement, with more qualified leads driven from targeted ad sets
- Consistent brand presence across 10+ locations, helping build credibility and trust online
- Higher conversion rates from landing pages thanks to stronger storytelling and more personalized CTAs
- Empowered marketing team with new tools and reporting to continuously optimize performance
Conclusion:
Through its partnership with Weather Vane, Spring Hills was able to modernize its marketing strategy, improve brand trust, and drive meaningful results in a competitive senior care market. From storytelling to strategic lead nurturing, Weather Vane delivered a human-first approach to digital that resonated with families making some of life’s most important decisions.
