The Woodlands at Furman
Challenge
The Woodlands at Furman is a senior living community located in Upstate South Carolina, between Greenville and Travelers Rest. This lively, best-in-class community is well-known for its skilled nursing and assisted living communities. In October 2017, as The Woodlands began construction of 28 independent living villas, they approached EVG to provide content to tell the story of the community, its residents, staff, and services.
Solution
Development of a holistic content plan provided a cost-effective strategy to tell the broader story of the community The blog was identified as being underutilized The community’s Facebook account was repositioned as a primary distribution channel for new content and a means of engaging directly with prospective residents A monthly editorial calendar was instituted to ensure content was offered on time Current residents were recruited to provide personal reviews of The Woodlands on Google My Business and Facebook Telling a More Personal Story The social media initiative was designed to share content that focused on the people of The Woodlands and to drive audience engagement. Posts that highlighted the work of a popular staff member and an award the community received from a local publisher garnered more than 60 likes, comments, and shares.
Results
76% Blog pageview increase in one year 90% Increase in average time on page for the blog During the engagement, the total number of page likes increased by 21% The total number of page followers increased by 22% EVG participated in weekly calls with the client to stay abreast of what was happening within the community EVG provided a monthly report with analysis of the key metrics and recommendations for changes to the strategy for improvement
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