How Southminster Transformed Its Outreach with Digital Innovations in Senior Living

Innovating Senior Living Outreach: The Southminster Approach

For years, retirement communities relied on conventional marketing methods to attract potential residents. Southminster, a vibrant life plan community located in South Charlotte, recognized the shortcomings of these approaches, especially during the sudden shift caused by the Covid-19 pandemic. With in-person events halted, the community underwent an introspective review of their marketing strategies, discovering they were yielding only a 2-4% return on investment.

The management understood that an expanded digital presence was essential not just for cost savings but also for achieving greater engagement with prospective residents. Today, Southminster is at the forefront of utilizing digital communications, thanks in large part to their decision to hire a new Content Creator, Elizabeth Banks.

Under Banks’s leadership, Southminster has harnessed the power of social media, especially platforms like TikTok, to engage with younger audiences and promote their vibrant community life. Their unique “Granfluencer” initiative has garnered considerable attention; a costume contest video from Halloween amassed a staggering seven million views. This innovative approach highlights the creative engagement methods Southminster is using to reshape perceptions of retirement communities.

Banks elaborated, saying, “I am focused on managing Southminster’s various social media channels including Cubigo content, and assisting with public relations and blog posts.” Cubigo is a platform that enhances the quality of life for older adults around the world. At Southminster, it connects residents, staff, and families, facilitating vital communication and services spanning activities, maintenance, dining, and more. This synergy fosters a community where residents receive timely information, thereby enriching their living experience.

Furthermore, Southminster collaborates with a specialized public relations firm to hone their outreach skills, ensuring they stay visible in an increasingly competitive market. Stewart Wiley, the Vice President of Sales and Marketing at Southminster, illustrated this point: “We’re competing for attention among baby boomers looking for high-quality apartments in life plan communities. When individuals join multiple lists at different communities, being on ‘the list’ can provide significant advantages right from the start.”

Throughout 2024, targeted public relations efforts accentuated events such as the Southminster Olympic Games, as well as collaborations with institutions like Memory and Movement Charlotte, which specializes in dementia care. The developments continue to evolve, as their website Southminster.org grows to cater to the needs of residents, prospective residents, and the wider community, enhanced by email marketing initiatives that aim to educate and inform.

Susanne Shaw, Southminster's Communications and Public Relations Manager, remarked on the positive shifts since hiring a dedicated social media specialist. “Since 2022, our social media following and engagement levels have surged,” she noted. The numbers speak volumes—between January and March of 2023, Southminster attracted 54 new Instagram followers, extending their reach to nearly 21,000, complemented by nearly 10,000 on Facebook. By September of 2024, the non-Facebook audience alone surpassed 5,200, with an organic reach of 309. This robust social media strategy not only breaks old stereotypes about nursing homes but acts as a catalyst for deeper engagement on their website.

The impact of this digital strategy is quantifiable:
1. Leads generated from online inquiries surged 27%, climbing from 35.7% to over 45.4%.
2. Deposits for Southminster’s residency list, known as The Compass Club, increased by 87%.
3. The conversion rate of website inquiries to deposits for the Compass Club climbed from 2.8% to an impressive 6.8% per year, over the past three years.

Those seeking insight into how a dedicated retirement community is redefining outreach can find inspiration in Southminster’s example. This forward-thinking community is actively engaging seniors, their adult children, and even grandchildren through tailored digital strategies that resonate in today’s ecosystem.

About Southminster

Southminster is a nonprofit, charitable Life Plan community, leading the way in innovative living solutions for aging. It prioritizes overall well-being by valuing independence, inspiring creativity, and promoting lifelong learning. For more information on Southminster, please visit www.southminster.org.