Case Stories - Home Instead

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In 2008, Home Instead Senior Care, the world’s leader in non-medical, in-home care for seniors, approached Immersion Active looking to leverage the Internet in a way that would increase consumer awareness of their industry (which was only 5%), increase service leads at both the national and local level, and achieve significant growth in their employee recruitment efforts (they hire approximately 57,000 caregivers each year).

Because Home Instead Senior Care is a franchise-based organization, we started by making sure their national, regional, and local online marketing efforts were aligned. To do this, we had to develop a local e-marketing strategy for their 700+ franchises, which would ensure a consistent brand message and didn’t cannibalize their efforts at the national level. We provided the individual Home Instead Senior Care franchise owners with the tools and tactics, such as website optimization, email, and PPC campaign management, necessary to combat long-tail competitors – a previously unidentified, yet significant, threat to their network.

Any marketer knows that a campaign is only as good as your ability to measure its success. By applying a set of consumer-specific key performance indicators, implementing an enterprise level analytics package, and performing ongoing reporting and analysis, we empower Home Instead Senior Care to optimize their marketing dollars.

At Home Instead Senior Care, they take their job very personally (The company was inspired by Paul’s experiences caring for his grandmother). By developing and implementing meaningful online engagement campaigns that connect with their target audience (boomer women), we’ve established a deeper relationship that has motivated those women to share helpful resources, refer friends, and inquire for senior care services.

Within the first twelve months as their agency of record, Home Instead Senior Care’s service leads doubled and category awareness increased by 30 percent. Additionally, Home Instead Senior Care was able to completely eliminate their national employee recruitment spends, allowing them to reallocate those funds to other objectives.

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