Greenfield Senior Living

The Challenge

A Brand Experience to Stand Out from the Industry’s “Sea of Sameness.”

 

Greenfield Senior Living came to Garfield seeking a way to differentiate their brand from the staid, overly corporate “sea of sameness” plaguing the senior living space — offering a compassionate, human touch to families making an important decision about their loved ones’ care.

The Solution

A Welcoming, Relatable, Caring Brand and Web Experience.

 

Our strategy focused on one simple, transformational word. “Stay” became the focus of the brand — implying that when seniors stay with us, they never lose their sense of self. They can stay who they are. Stay active. Stay loved. This theme formed the foundation of their new corporate site, as well as 21 community websites that highlight the unique charm of each location. We also carried the new brand and “stay” message into social, email, search, display, and video content.

  • The Greenfield Senior Living homepage highlights the streamlined user experience Garfield leveraged for the redesign.

  • Screenshots of the new web experience, which uses photography to convey the strong sense of community that sets Greenfield apart in the senior living space.

    The new web experience uses photography to convey the strong sense of community that sets Greenfield apart in the senior living space.

  • Screenshots of the new web experience, which makes it easy to learn more about the Greenfield team and contact them for more information.

    The new web experience makes it easy to learn more about the Greenfield team and contact them for more information.

  • Screenshot shows how copy and imagery throughout the new Greenfield site highlight the “Stay” message theme.

    Copy and imagery throughout the new Greenfield site highlight the “Stay” message theme.

  • A photo of a person using an iPad to access the Greenfield Senior Living website.

    The new Greenfield site is optimized for a frictionless experience across all devices and maximum usability.

The Brand Action

 

724% Increase in Lead Generation Calls, and a W3 Best in Show Award.

The post-launch results exceeded all expectations — with huge jumps in lead generation and conversions. In addition to the increase in lead generation calls, Greenfield saw a 38% increase in unique visitors, a 22% increase in conversions, and a 10% decrease in conversion costs.

The Stay message resonated with a wide audience, earning the new Greenfield site a Communicator’s Award of Distinction in the Digital Category (Website) from the Academy of Interactive and Visual Arts, a Silver award for Websites – Branding from the Davey Awards, and the 2017 Best In Show award — the highest honor from the W3 Awards — for the Healthcare category.

“Garfield Group has become a part of our family, and their inspiration and hard work has brought our brand to life from within. We are thrilled with all we have done together and by what lies ahead. Together, we are paving a new way forward leveraging all aspects of our brand, and most importantly building a first-class, award-winning web experience that all users can love.”

Jonathan Barbieri
VP of Marketing, Greenfield Senior Living