Senior Helpers

Kiddie Academy
June 3, 2019
Goldfish Swim School
May 30, 2019

SENIOR HELPERS IMPROVES CUSTOMER AND CAREGIVERS ACQUISITION by CHANGING MEDIA MIX

From offices in Philadelphia and Portland OR, Arkadas Group provides media planning and buying services for Senior Helpers and its franchisees. We use a unique buying tactic known as remnant media buying to purchase media for Senior Helpers at rates significantly below the traditional marketplace. On a daily basis, Arkadas group tracks all inbound inquiries to support New Client Acquisition and Caregiver Recruitment. We correlate that data to media activity to determine media efficiency and effectiveness.

What Senior Helpers Does

Senior Helpers provides care for Seniors through its network of more than 230 franchisees across the US. Our work in home care is about helping our clients and their families improve their quality of life during the aging process, maintain peace of mind, and enjoy independence in their own homes.

Senior Helpers' mission is to ensure a better quality of life for our elderly clients and their families by providing dependable and affordable care. We are a trusted and respected organization that takes a responsible role in supporting our clients and their families, our employees, and our community.

Problem

In late 2017, Senior Helpers was using a mix of digital video and audio to acquire clients and recruit caregivers. Over time, daily tracking data reported by Arkadas Group indicated that inbound activity was slowing. When the media program was initiated, Senior Helper was experiencing 15-20% year over year growth in all key measurement areas (web forms, inbound phone and new web users). By mid 2018, Senior Helpers was seeing flat to slightly negative year over year growth.

Solution

Arkadas Group changed the media mix to remnant National Cable Television providing blanket coverage for Senior Helpers in all franchise trading areas. Remnant Cable was purchased at less than $6.oo per thousand target consumers. That is much lower than the $12.00 to $20.00 cost per thousand when Senior Helpers deployed digital video and audio.

Results

The first week after converting Senior Helpers’ media mix to National Remnant Cable Television, year over year inquiries and sales went from -15.3 % to +23.1%. Almost a year after the shift in media, Senior Helpers is experiencing continued growth in Client, Caregiver and New Franchisees.