Nebo Agency

BACKGROUND

Introduce your business and what you do there.

We are the nation's largest senior living provider. I am the manager of digital marketing for our entire marketing department at a corporate level. We have about 50,000 employees nationwide. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Nebo Agency?

The goal was to rebuild our PPC campaigns to hyperactively target at a geo-level. We wanted to get more sophisticated on individual areas and become more efficient with our spend. 

SOLUTION

What was the scope of their involvement?

They manage our paid search campaigns and also provide paid social advertising management. They also provide any landing page buildout and custom web development when we have needs pop up.

How did you come to work with Nebo Agency?

I started following their blog in 2013 because they have great content with awesome industry knowledge. Their CEO had a relationship with our marketing leaders. 

We needed to find a new agency because the previous agency was not delivering. Since we all knew of Nebo, we sought them out. They are wonderful, personal, and extremely intelligent with top talent.

What is the status of this engagement?

This is ongoing work that started January 1, 2016.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They started by doing an audit for us at the end of 2015 before we signed them on full-time. They created an entire account restructure that was very focused on geographic locations and multi-location units as well as the line of service. Lines of service for us include assisted living, independent living, and entry fee.

They restructured our accounts to mimic our geographies and service lines. Since then, we've seen a year over year 74% decrease in cost per move-in. Our primary metric is a new resident moving in. This comes just from the channels that Nebo is managing. They also produced a 210% lifetime value increase. This is the lifetime value of a customer for us. Our overall leads have also risen by over 200%.

How did Nebo Agency perform from a project management standpoint?

In terms of project management, we utilize Slack and work in Google Docs and Smartsheets. We also communicate with Nebo by email. We have two weekly meetings with them. We have a status call in the beginning of the week to go over project timelines and status. We have a strategy call every Thursday to talk about innovative ideas and how to improve our overall digital performance.

They do a lot of reporting. We have internal tracking and Nebo puts all their data in Abode Analytics. They pull all of our reporting from that Adobe product. We are needy so they always pull custom reports and measurements. We also have a separate internal data system that is the most painful for everyone.

What did you find most impressive about them?

Nebo is special because of their attention to detail. They have a genuine care about doing a good job and delivering good work on schedule. I've worked with many larger agencies that don't offer this genuine care. This attitude drives our success and I see it first-hand from Nebo.

Are there any areas they could improve?

They could improve by hiring more people and growing faster. Overall, they are great and that's just a nitpick. They get the best talent and people that care the most.