Home Instead Senior Care

OVERVIEW:

Many senior citizens want to stay in their homes for as long as they can, but they may require some help with day-to-day tasks along the way. Home Instead Senior Care in the San Francisco, CA, area, a franchise of a nationwide network, was seeking to build local awareness and keep their services top of mind with an audience making decisions about elderly loved ones. A multi-screen advertising campaign from Comcast Spotlight enabled them to target that important group, primarily women aged 45-64.

STRATEGY:

Knowing their audience, Home Instead worked with the Comcast Spotlight team to find ways to reach them. TV networks like CNN, FOX News, Lifetime, and National Geographic, coupled with San Francisco Giants and Oakland A's baseball (covering both sides of the Bay). Commercials were customized and geographically targeted to distinct areas within the San Francisco region. Digital advertising incorporating the same commercials within in-banner video ads on Xfinity.com also provided links to learn more about the company, available services and resources, contact information and social media profiles.

SUCCESS:

Phone calls requesting information about Home Instead’s services grew 10% year-over-year. In fact, the franchise needed to add employees to meet the needs of an expanding client base. At the same time, annual revenue continued to grow at a 5% rate.

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