Sunrise Senior Living

Sunrise Senior Living is a leading provider of assisted living services for seniors in the United States, Canada and the United Kingdom.

A photo of a laptop computer with the Sunrise Senior Living website on the screen

Services Provided:

  • Search Engine Marketing
  • Search Engine Optimization
  • Social Media Marketing
  • Web Analytics
  • CRM Integration
  • Custom Sitecore Development
  • Creative: Design and Copywriting
  • Digital Marketing Strategy
  • Account Management
  • Content Management
  • Affiliate Marketing
  • Display Marketing
  • Paid Search Marketing
  • Landing Page Optimization

Sunrise Senior Living is a leading provider of assisted living services for seniors in the United States, Canada and the United Kingdom. The Sunrise website provides visitors with information about different levels of senior care available at nearly 300 community locations. The Sunrise website presented a unique challenge in that the service decision-maker and the end user are frequently different people. Any solution had to address the information needs and browsing preferences of both audiences — from the desktop or a smartphone on the road. For this reason, Responsive Design was chosen.

A screenshot of the Sunrise Senior Living website on mobile devices
A screenshot of the Sunrise Senior Living website

As an Interactive Agency of Record, Delphic developed an on- and off-site digital marketing strategy to geotarget website visitors and improve conversions. The responsive website created a consistent content platform for viewers of any device, and also enhanced search, image and map features from tablets and mobile phones. Delphic's marketing team developed both on-site (homepage banners, sitewide promos and SEO) and off-site (Paid Search, Retargeting and Awareness) lead-generation to target visitors and drive conversions.

Delphic integrated with a custom CRM on a work-in-progress system to support the full-scale website, including microsites for every Sunrise community location. Delphic upgraded the back end to provide individualized, searchable content for community microsites, including photo galleries, calendars and more. Delphic's marketing team developed both on-site (like homepage banners, sitewide promos and SEO) and off-site lead-generation (like Paid Search, Retargeting and Awareness) to target visitors and drive conversions.

Delphic built custom Sitecore enhancements to geotarget visitors and direct them to the nearest Sunrise community locations.
A screenshot of the Sunrise Senior Living website

Care Questionnaire

Beginning with an insight that told us most people seeking care were unsure of the type of care they actually needed, we created a fun, easy–to–understand survey that would help them decide. By implementing the Care Questionnaire, we helped to turn a seemingly simple online experience into an in–person connection that spoke to a variety of audiences – from parents to healthcare workers to senior citizens. In less than five minutes, participants could determine:

  1. The type of care they needed
  2. The type of environment they most preferred
  3. Where to find a Sunrise community near them
A graphic of the conversion rate before and after the survey
A screenshot of the Sunrise Care Questionnaire

The Results

Following the launch of the responsive website, overall pages per visit on site increased 17% and overall bounce rate on site decreased 11%, while average time on site remained consistent. This combination of metrics tells us the responsive site is creating a more valuable user experience — viewers are able to find the content they came for more efficiently, and from the entry page are going on to view other related pages to create deeper engagement with the site in the same amount of time they spent viewing fewer pages previous to the launch.

Delphic continues to be successful in helping to drive leads, as well as conversions. As Sunrise's online presence grows, we work to create a better user experience from the top of the funnel through the bottom by implementing marketing strategies for the long–term, from technical solutions to SEO and beyond.

A graphic of the total leads increased by year from 2011 to 2014