Incompass Human Services
Expanding Access To Housing For An Underserved Community
Incompass, a Human Services provider, wanted to increase access to housing for adults in the disability community. With group homes filling up and a staffing shortage affecting providers across the county, they saw an opportunity to expand the use of the shared living model. Shared living programs enable caregivers to welcome adults in the disability community into their homes. Incompass partnered with Stirling Brandworks to communicate the benefits of this unique program to potential caregivers. The outcome was a targeted awareness and lead-generation campaign in key markets.
- Strategy Workshop
- Digital Marketing
- Messaging + Brand Positioning
- Media Planning + Buying
- Website Development
- Analytics + Reporting
Every year, adults in the disability community age out of the public education system and many require placement in ID/D programs for adults. With limited housing and the ongoing staffing crisis, not everyone gets access to the support they need.
Stirling leveraged a deep understanding of the Human Services industry and research on the target audience to build a three-dimensional campaign. This marketing campaign was designed to reach out and touch the heart of potential caregivers across the state, leading to a successful pilot program that drove awareness and sourced leads.
Applying Empathy Mapping for Audience Insights
Through the power of storytelling and an understanding of audience motivations, Stirling developed an empathy map to inform a communication plan.
Positioning a Campaign
Close to Home
With shared living, caregivers open up their private homes and provide services to adults in the disability community. Many are empty-nesters or people with older children looking for fulfillment and companionship. With this in mind, campaign slogans were developed and presented to the project team. The statement selected was: “Share Your House, Make A Home” following the audience insight that companionship was one of the biggest reasons shared living providers opened their homes.
Crafting A Strategy
The extensive playbook included a marketing and communication plan outlining each potential lead’s journey and key performance indicators (KPIs). The channel plan included: Google Ads, Facebook, Instagram, targeted display, and retargeting strategies.
Motivating An Audience
Stirling additionally developed variations to evaluate the creative and conduct A/B testing of messaging and visuals. Ads featured subtle motion and easing to ensure they would stand out across all channels, drawing the eye and increasing click-through rates.
A Landing Page Designed to Champion Discovery
This page served as a one-stop shop for information about the shared living program. Page views and other KPIs were captured, while the leads were filtered into a database.
Getting To Market and Proving Value
With the campaign creative finalized, the landing page complete and the positioning set, media flight dates were selected. Following the strategies detailed in the go-to-market (GTM) plan, the campaign officially launched. In addition to paid promotional vehicles, Incompass leveraged its CRM database and email marketing to connect with its existing audience. As the paid campaign kicked off, organic social promotion was also utilized to ensure caregivers and partners were aware of the program.
Generating Leads with
As the campaign ran, additional A/B tests were conducted to optimize the creative and adjust the media investment as needed.
See More like this
Check out more application success stories.