A Place for Mom and Caring
Marketing strategy for both A Place for Mom (APFM) and Caring include service and brand awareness. APFM has also invested in online advertising and mobile advertising, just as Caring. In the first half of 2018, APFM spent $11.38 million on advertising while Caring, for the whole of the same year, spent $60.5 million in sales and marketing. The Senior leaders from both companies agree on the need for digital advertising as an essential tool in marketing.
Marketing strategy for A Place for Mom
- In 2014, A place for Mom (APFM) revamped its mobile strategy to boost its leads
- The strategy included; understanding consumer needs and mobile demand and adopting best mobile advertising practices
- It focused its marketing towards mobile devices and implemented mobile bid adjustments and call extensions, which were introduced click-to-call ads and optimized the ad copy and design of its mobile site.
- The strategy was a success with mobile calls from click-to-call ads rising by 59% and mobile leads increasing to 110%
- According to Huson (the Senior Manager of SEM), the company will keep on enhancing its mobile strategy in the future after realizing opportunities in the growing use of mobile phones.
- He also mentioned partnering with google for much understanding of mobile marketing.
- The main aim of marketing through mobile advertising was to attract families who need its services, draw more providers to its partner network, and position itself as a trusted source for senior living accommodation referrals.
- APFM, therefore, prioritized the rollout of campaigns based on volume, especially with their brand campaigns.
- Recently advertising was based on educative content and search, which requires a team-driven collaborative approach on the importance of assisted living for people's loved ones and the caregivers, targeting potential customers.
- In 2019, with the new CEO, Kutscher, the firm is reinventing to improve its brand as a trusted one by both their referrals and senior living providers. Kutscher says that he believes that building a company's value involves doing things in the right way that people are willing to pay a lot for the services provided.
- In 2017, APFM's U.S. advertising budget was $24.16 million, and in the first six months of 2018, the company spent $11.38 million.
- The firm's campaigns feature TV host Joan Lunden speaking directly about the need for preparing for safe accommodation for loved ones, what young people need for their old parents, and other company's services.
- Different TV adverts in the past two years included: "What I need" "memory care" (helping families get memory care) "parents living on their own" and "overwhelming" that feature Joan.
- This year the company launched a new advertising campaign featuring Joan Lunden to reach families on the free guidance and services it provides. The message will be delivered through TV spots, a radio campaign and digital campaigns such as billboards and mobile display banners
The marketing strategy for Caring
- Caring intend to create awareness on its services and brand through Television marketing, online advertising, and direct marketing
- The target audience of marketing activities such as demand generation, advertising conferences, customer awareness, and press relations are families and caregivers, especially women representing 94% of caregivers and 81% of family members.
- The company has invested in initiatives such as search engine optimization (“SEO”) and content development, which are designed to increase the visibility of their services
- Brand protection is another strategy that involves ensuring quality service provision and customer satisfaction.
- According to Jason Persinger, a digital marketing expert at Caring.com, 1 in 3 Baby Boomers use YouTube for information on products and services, showing that digital marketing and advertising are essential for companies.
- Marketing spend is usually weighted towards the high season of families seeking care.
- In 2018, the sales and marketing expenses, including TV advertising, branding, other advertising and public relation, consulting, and costs for sales and marketing employees, amounted to $60.5 million.
To answer the client's question, We searched through companies' websites, annual business reports, press releases, and relevant articles. We obtained information on the Caring marketing strategy from its annual report released in 2019. For APFM, information was not readily available; therefore, we searched using different strings on news articles and got details on marketing strategy. The scope of the search was extended to 2014 to help give more details on marketing.