Project Description
During the height of the COVID-19 pandemic, Brookdale was actively seeking a way to remain engaged with consumer audiences that couldn’t visit physical community locations. We launched a national webinar series in 2020, with the focus being keeping our audience updated and engaged with Brookdale. However, it quickly evolved into a content marketing machine – building affinity for the Brookdale brand by giving our audience content that they wanted to engage with, and offering them a platform in which they could. With the help of our production agency, we brought in high profile speakers, curated fun topics that could improve the lives of seniors and those caring for them, and elevated our production platform from just another Zoom call to a self-hosted webcast with social media simulcasting, giving the whole production a sheen of “Live TV” polish. All while keeping audience engagement through live comments, questions and polls with our moderators and guest speakers. The result? Brookdale webinar and social media engagements grew by more than 200%.