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Merrill Gardens - A Relaborate Case Study
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Merrill Gardens - A Relaborate Case Study

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When people think of leaders in …

When people think of leaders in
online marketing, they don’t always think “Assisted Living industry
.” But one of Relaborate’s first customers was Seattle based Merrill Gardens. Here’s how
their Marketing team is leveraging Relaborate to solve a crucial missing piece of their online marketing mix

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  • We’re not just a simple static tool. Our roadmap is awesome.Email contribution: Enabling you, the executive, to reply via email and have the answers land right into the dashboard. Mobile: Opportunities for you, the busy executive, to contribute to the process in your gap time, from the road, taking a cab, or while waiting for a plane. Social Sharing:Signins and recommendations for contributions via LinkedIn, Quora and more.Semantic Search: Predicting the next questions to ask you based on your previous answers
  • Options for 5 game/ industry changersFront Page (Web Development)Photoshop (Design)Flickr (Photosharing)Blogger/Wordpress (Web Site Creation)YouTube (Video Publishing)Instagram (Photo Editing)LinkedIn (Connecting Business People)
  • Transcript

    • 1. Content Marketing, Simplified Andy Boyer | Co-Founder | andy@relaborate.com | @aboyer | @relaborate
    • 2. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate Merrill Gardens: A Relaborate Success StoryMerrill Gardens is a national leader in the assisted livingindustry. The company is the 7th largest senior living companyin the country, with 7,700 residents in 56 communities.
    • 3. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborateWhen people think of leaders in online marketing, they don’t always think “AssistedLiving industry.” But one of Relaborate’s first customers was Seattle based MerrillGardens. Here’s how their Marketing team is leveraging Relaborate to solve a crucialmissing piece of their online marketing mix.
    • 4. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate Why Is Content Important?• Online Marketing Lead Generation is an important part of an assisted living communities overall Marketing strategy. Often, leads start as inquiries from the children of prospective residents. These 30-50 year olds are web savvy, and use online channels to research as much information as they can about all the different options available to them.
    • 5. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate Why Content Marketing?• The potential resident begins their information gathering process using search engines and social referrals. Companies in the rental space employ an SEO agency to help them make their web site as search friendly as possible. But recent changes to these search engines make a blog more important.
    • 6. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate
    • 7. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate
    • 8. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate
    • 9. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate
    • 10. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate AddingContent Marketing to the Mix Adding Content To The Mix• The potential residents begins their information gathering process using search engines and social referrals. Most successful companies in the rental space employ an SEO agency to help them make their web site as search friendly as possible. But recent changes to these search engines make a blog more important.
    • 11. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate The Beginning• In 2010 the Merrill Gardens channels were built. In the beginning, there was no digital buzz and no fans or following.• Over a two year month content marketing strategy, engagement is happening daily, Twitter continues to grow, and their Facebook has grown to over 1,200 fans.
    • 12. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate Merrill Gardens & Facebook Merrill Gardens & Facebook• The company started their foray into social media like many companies do, with a Facebook presence (www.facebook.com/merrillgardens). This page serves as a hub for photos from all of communities around the country. The company finds this channel to serve a better purpose of retention and customer support, than as a source of new business.
    • 13. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate Merrill Gardens: A Relaborate Success Story Writers Block• The Merrill Gardens Marketing team was stuck. They knew they would benefit from writing more content. But they couldn’t figure out how to get it done.
    • 14. THE SOLUTION?
    • 15. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate Life With Relaborate Life With Relaborate• The agency would also use the research tools inside Relaborate to find background information or identify influencers who had written about similar topics.• Relaborate’s feature set would alert the Merrill Gardens team and ask them to provide answers to specific questions.• Once the post was completed, Merrill Gardens could circulate the post for approval or additional comments from the Merrill Gardens senior team.• The agency would finish up the edits, publish the post, and syndicate the link through social media channels like Facebook and Twitter.
    • 16. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate“Children of our residents love to see that their loved ones are in a happy, safeplace, doing interesting things and actively enjoying life,” says Merrill Gardens VPof Corporate Communication Loree Wagner. “More than 1,000 people arefollowing our page, but we see that most of these are already related in some wayto our residents, not potential customers.”
    • 17. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborateResults – Increased Content Results – Increased Content
    • 18. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborateResult : Increased Engagement
    • 19. Three Huge Trends Are SIMPLIFIED CONTENT MARKETING, Converging Which Can @relaborate @aboyer | SaveYou from Content Marketing FailureCompanies Now Ad DollarsRecognize This Need Are Being Shifted toto Create Social Media SoftwareTimely, Relevant, High and Content MarketingQuality Content Your Young Workforce Understands How to Expertly Use Social Channels
    • 20. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate Relaborate is the premier application being used by Marketing Managersto easily get information from subject matter experts that they can then usein online and social channels.
    • 21. Relaborate is a MARKETING, SIMPLIFIED creation application with CONTENT web based content @aboyer | @relaborate1 Writing Guides 2 Collaboration Tools 3 Trending Topics.These make it easy for marketing managers to Get Content Started. 1 2 3
    • 22. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborateWhere we are going next Email Contributions Mobile/Tablet Applications Social Log-in and Sharing Semantic Search
    • 23. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborateWho on Your Team Can Use RelaborateYour Content Managers, SocialMedia and Marketing ManagersYour Industry and Subject MatterExperts. Property Managers,Executives, even You
    • 24. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborateWho Has Endorsed Us So Far• Pillar Properties, Merrill Gardens and more than 100 other companies testing our current beta• Finalist at Northwest Entrepreneur Network and Washington Technology Alliance Tech Showcases• Angel Funded with Advisory board of CEO’s and CTO’s of Cranium, Zapd, Korrio and Classmates.com
    • 25. We’re not just a “tech” product. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborateWe’re a marketing product that makes life easier.Before Front Page… Before YouTube… Before Instagram…you had to be a you had to understand you needed a designWebmaster to how to configure a suite to add effects tounderstand how to build media server to post mobile photosa simple web site videos online Before Photoshop… Before Blogger and Writing is the most you needed a degree in Wordpress… common form of Graphic Design to You had to understand content, yet no one had manipulate images how to configure a web been able to successfully server to have your own develop a tool to make voice online this task easier for subject matter experts.
    • 26. Content Marketing, Simplified Thanks! Email me: Andy@Relaborate.com Signup at: www.relaborate.com Follow us on Twitter: @RelaborateThis presentation is available for download at www.relaborate.com/blog