Rangeford Villages – Redefining the landscape for retirement living
THE GENERATION GAME
Redefining the landscape for retirement living.
- Audience Insight
- Brand Assets
- Brand Building
- Brand Performance
- Digital Content
- Digital Marketing
- Market Research
- Productivity Tools
- Website Development
The objective
Our plan was to craft an exemplary and cohesive inbound and outbound customer journey for Rangeford Villages estate of retirement homes at four locations across the UK.
Combining social and digital marketing expertise with a personalised and fully optimised website experience, our objective was to increase leads, generate more bookings and inspire greater conversion over time.
144
new enquiries created from the campaign
The research
Following a comprehensive analysis and audit of the website, social channels and CRM for three months and 100k+ sessions, four key audience groups and their motivations emerged:
Single Seniors: Finding community / New friends Combating loneliness / Pet-friendly
Young At Heart: Activities / Sports / New friends Freeing up equity / Security / Holidays
Life After Work: Dispelling preconceptions / Downsizing / Stress-free moving
Referring Relations: Wanting the best for mum and dad / Visiting with kids / Local convenience.
The messaging matrix
Our messaging framework was formed around the audience motivations and has been refined over time to centre around five recurring themes:
• Independent living with convenience and comfort
• Engaging community activities and events • Quality amenities and tailored services
• Peaceful and secure living environment • Customisable living to fit individual needs
16
ave. sales pcm
vs. 6 target
The integrated strategy
We turned the brand’s traditional, tactical selling approach towards a more compelling mix of lifestyle and authoritative voice content, with all activity directly addressing our audience segments.
Campaigns now stretch across social media, blog posts and landing pages alongside search and paid advertising, website optimisation and re-targeting via CRM and social channels.
The website
The site design prioritises simplicity and ease of navigation. Large fonts and intuitive menus ensure that visitors can effortlessly find the information they seek, whether it be about available amenities, floor plans, activities, or community events.
By showcasing real-life moments of joy and connection within the community, our aim is to evoke a sense of reassurance and excitement for prospective residents.
As a result, the website serves not only as a practical resource but also as a virtual extension of the welcoming atmosphere that defines life at a Rangeford Village.
As well as offering the customer more ways to search and interact with the brand, the website also answers key questions for each audience profile, offering a rich blend of testimonials, well-being and care quality content, supported by awards and accreditations.
258%
increase in SEO organic clicks
The results
The brand now ranks in positions one to five for the top twenty most popular search terms.
The website has outperformed expectations, with organic visits and enquiries up over 50%.
SEO organic clicks are up 258%, climbing from a previous high of 225 to 600 clicks pcm.
A focus campaign for one village generated 144 new enquiries, an all time record.