Jaybird Senior Living Case Study

Description

OneDay is a business-to-business software platform that helps senior living and multifamily communities drive occupancy and meet company goals through video storytelling. With the rise of videos used in communication, senior living communities can often look to text and creative design for marketing collateral, but video has shown to be one of the top performers for reaching new audiences.

The Problem

Our case study question was “How can we show that video drives community occupancy, as to grow our future partnerships?”

Jaybird Senior Living Community has been one of OneDay’s long-time clients. We partnered with them on an initiative to leverage video throughout their sales process. Through this project, we also want to showcase the impact OneDay’s video storytelling platform has on growing senior living and multifamily communities, in turn, also helping us generate qualified leads.

Ideation

In this project, we held the sales team at Jaybird Senior Living accountable to activity goals and metrics to define campaign success and were able to show how with given metrics, occupancy and revenue have increased for Jaybird Senior Living. These were my specific tasks:

Worked under my direct manager, the Director of Demand Generation, and the VP of Strategic Development to support all marketing efforts related to the case study

Analyzed data results related to OneDay’s video service at the start and end of the quarter (e.g., occupancy at the beginning and end of the quarter, net move-ins and move-outs, number of videos sent, and revenue)

Broke down data into understandable metrics for case study webinar presentation slides

Collaborated with internal and external small and medium enterprises to help write the final Jaybird Marketing Case Study, drip email campaigns, and event promotion content

Repurposed content from webinars for other company marketing collateral

Jaybird Senior Living Video Case Study

Video consumption is increasing year over year, and is projected to continue.

Video is rising as a content source for businesses across many sectors from consumer goods to health care. In fact, more than 50% of consumers say they prefer video content over other types of content coming from businesses they support, according to research from global marketing platform HubSpot.

Additional research indicates that video strongly supports buying decisions, and by every metric, video consumption is increasing year over year, and is projected to continue, according to Cisco. Video is rising as a content source for businesses across many sectors. In senior living, there are some distinct ways it can support the business from marketing to prospects to supporting staff and sharing the stories of existing residents. We will discuss how video can help senior living providers grow and thrive, and how one provider used it in a selection of its communities during a three-month period to drive $800K+ annually to the company’s bottom line.

How Video Supports Operation

Video in senior living can serve many purposes, but providers today are finding it helps improve operations in three key areas: driving move-ins, supporting staff, and improving the resident experience.

Driving move-ins. Video can be a powerful tool with respect to follow-up communications with prospective residents and their family members. It can also be a deciding factor in some situations, such as those where a prospect’s adult children are not able to visit the community in person.

Video can be used:

• To reinforce specific community elements

• To expand the tour or fill any holes

• To bring the tour to remote family members

Supporting staffing initiatives. While many of the uses of video are traditionally consumer-facing, senior living communities also report success in using video to support their staff in many creative ways. This is of particular importance as operators continue to face staffing challenges related to low national unemployment and high rates of turnover industry-wide.

Video can support staff by:

• Celebrating staff milestones

• Introducing new residents

• Creating employee testimonials

• Providing recognition

Improving the resident experience. While video has measurable results in terms of senior living business operations, it also can carry intangible benefits from a resident satisfaction standpoint. Senior living video platform OneDay offers a resident-facing app designed to capture and share resident stories. This can provide peace of mind for family members who want to learn about how their loved ones are doing on a short-term basis, but it can also serve as a way for residents to provide a lasting legacy for their family members and others.

Approach

While the company had been using OneDay’s video storytelling platform in its communities since 2019, in 2022, Jaybird’s Director of Sales and Marketing worked in partnership with OneDay’s VP of Strategic Development to launch an initiative to further leverage video throughout the sales process.

We worked together to identify activity goals and metrics to hold Jaybird’s sales team accountable to:

• Send personalized follow-up videos after every community tour

• Send 4 to 6 videos a week per community building (varying based on building occupancy, size, and support)

• Hold meetings with top app performers and those with the opportunity to gain occupancy

• Incentivize top performers with a conference trip, and runner-ups with cash prices

Data and Performance

Within the first three months of this new initiative, the results had already been substantial.

1. In Q1, 10 Jaybird communities met and exceeded their video goals and produced a total of 190 OneDay videos, resulting in an occupancy increase of nearly 4% in Q1, with net move-ins/move-outs of +15.

2. The top three communities that had the highest growth in Q1 had an average occupancy increase of 9%.

3. Communities that did not hit their OneDay goals saw a 1.3% occupancy decrease over this same period, with net move-ins/move-outs of -13.

At the end of Q1, when looking at how the increase in occupancy has impacted revenue, it was concluded that $837K in annual revenue was generated in Q1 from the net positive move-ins. If the trend continues throughout 2022, the result would be $3.35M in annualized revenue.

Results

Communities that met OneDay goals saw:

• 3.8% occupancy increase

• Top 3 performers increased occupancy by 9%

• $837K in annual recurring revenue

Jaybird made a difference by giving its potential residents a personalized, meaningful experience throughout the sales process, making an incredible impact on their bottom line.

By setting measurable, attainable goals for the communities and holding meetings with top performers, Jaybird was able to give its team a platform that ultimately led to an increase in occupancy and Net Operating income (NOI).

My Final Project Takeaways

Case Study Data

Video has proven to have a direct impact on revenue. Through creative follow-ups, engaging video tours, and personalized messages, Jaybird was able to improve various metrics including move-ins, deposits, new leads to new visits, and new visits to move-ins.

Event and Webinar Marketing & Repurposing Content

OneDay was to deliver an industry webinar on how personalizing video marketing to the buyer’s journey can have a major impact on a company’s bottom line.

Following the webinars, I was able to repurpose the information we gathered and webinar clips into content for blog and social media pages, such as graphics of notable quotes from the webinar, data condensed into charts, short-form videos about the content, and webinar sound bites. Execution of case study and webinar collateral generated $460K+ Annual Recurring Revenue (ARR).

My takeaways from this campaign are that partnerships go a long way and repurposing content is key in social media marketing. This partnership helped other senior living communities envision themselves as a client of OneDay and how our software can be easily incorporated into their marketing plan and support company’s bottom line. Furthermore, being able to take a look at a and brainstorm content ideas can also be so helpful in optimizing our SEO, keywords, and the awareness of existing marketing pieces.