Girling: w3 Awards 2024

Categories: Online Marketing, Branded Content, Age Group Marketing – Seniors

LANDING PAGES:
Dallas (family-directed)Houston (family-directed)San Antonio (family-directed)TylerWaco/TempleEl Paso (Spanish)

AD COPY:
GOOGLE SEARCH CAREGIVER GENERALGOOGLE SEARCH EL PASO SPANISH


Campaign Goals

The purpose of these campaigns was to reach veterans and their families who were in need of in-home caregiver assistance. The goal was to help veterans access their Veterans Affairs (VA) benefits that would help cover the expenses of Girling’s caregiver services.

Strategy + Design Process

The overall campaign initially targeted three major metropolitan areas in Texas: Dallas/Ft. Worth, Houston, and San Antonio. Later on as the campaign achieved success, three smaller territories (Tyler, Waco/Temple, and El Paso) were added. Due to the extremely niche audience we were trying to reach, we utilized the more precise targeting method of Google Search advertising for our ad spend. 

Our team designed custom landing pages for each territory, as well as specific tracking phone numbers. Ads either directed leads to call the Girling Call Center for more information, or else they directed to a landing page where leads could choose to call the tracking phone number or fill out a form to request a call back.

Over the course of the first six months, we made several adjustments to the landing page and ad copy (thanks to feedback from the client) to better optimize the campaign and help filter out inappropriate leads, such as those seeking employment.

Senior Citizen Marketing

The campaign exemplifies excellence in “Age Group Marketing – Seniors: Branded Content,” specifically tailored to meet the unique needs and preferences of senior citizens and their families. Recognizing the importance of accessibility and clear communication for the elderly demographic, the campaign’s design and content were meticulously crafted to resonate with seniors and their caregivers. 

The landing pages across different Texas territories speaks directly to the concerns and needs of seniors, emphasizing the dignity, comfort, and independence that Girling’s personalized care services offer. By focusing on the provision of in-home caregiver assistance and facilitating access to Veterans Affairs benefits for those who served, the campaign addresses the dual aspects of physical need and respect for the veterans’ service to their country. 

This thoughtful approach not only demonstrates a deep understanding of the target audience’s preferences, but also showcases Girling’s commitment to providing compassionate and comprehensive care to the senior community.

Final Results: Metrics below are across all six territories from launch (June 5, 2023) to today (April 9, 2024). 

CALLS:

1,687

FORM SUBMISSIONS:

321

TOTAL LEADS:

2,008

COST PER LEAD:

$33.57

About Client

Girling Personal Care is a Gentiva company that serves all of Texas. Girling provides at-home personal care, comfort, and companionship to those in need of it. They work closely with their clients to understand their particular needs, and then design a plan that offers precisely the right care with the right caregiver. 

Knowledgable Girling representatives can help veterans and their families contact the VA to determine if the veteran is eligible for personal care coverage.

Caregivers are available for flexible scheduling, and language requirements are accommodated when possible. All Girling caregivers are bonded, insured, and undergo a rigorous background check. 

Girling’s services may include personal care (bathing, dressing, grooming, meal prep, exercising, toileting, etc.), home management (assistance with house cleaning, laundry, shopping, washing dishes, changing bedsheets, etc.), escort (accompanying clients to physician appointments), and caregiver respite (short-term relief for primary caregivers).