An example of the success one of our Senior Housing Partners has had since joining with us.

1. Case Study
KEY HIGHLIGHTS
Industry
Senior Housing
Business Opportunities
• Extend reach and engage
prospective residents through
online marketing efforts
• Track the effectiveness of
all marketing efforts to
maximize spend
Solution
G5 Local Marketing Platform
• Developed an optimized website
• Provided insight into the
effectiveness of marketing
efforts through the G5
Media Dashboard
Results
• 4% increase in occupancy
• 150% increase in website traffic
• 46% increase in average
monthly leads Client: Kaplan Development Group (www.kapdev.com)
• 19% decrease in average cost
Founded in 2001, Woodbury, New York-based Kaplan Development Group owns and
per lead
operates a variety of senior communities throughout the eastern half of the U.S. The
• 67% conversion of online leads company has built a strong reputation by providing its residents with superior ameni-
into offline tours
ties, a wide range of activities, and a comprehensive program of customized care.
• Optimized spending to those
sources with the greatest
return on investment Challenge: Engaging Prospective Residents in a Tough Economy
Faced with a recession and declining occupancy rates, Kaplan Development knew it
had to do more to reach prospective residents. For Director of Development and
Marketing Ben Wells, that meant turning to the Internet.
“I’m on the Internet all the time,” Wells said. “And what I know is that the Internet and
social media are revolutionizing the advertising and marketing space.” Fueled by this
knowledge, Wells set out to transform Kaplan Development’s Web presence with two
primary objectives:
• Optimize the site to ensure that prospective residents actually land there and
begin a dialogue with the company
www.G5searchmarketing.com • Track the effectiveness of its marketing efforts

2. Case Study: Kaplan Development Group
Solution: G5 Local Marketing Platform G5 has also been vital in pinpointing the effectiveness of the
company’s marketing efforts. “Before G5, we weren’t able
Drives Traffic, Measures Results
to track anything,” said Wells. “Now, we can track every-
Kaplan Development’s site now utilizes the G5 Local Market- thing. Hiring G5 revolutionized our business. In the past, 90
ing Platform to drive traffic through search engine optimiza- to 100% of our advertising was in print media, where the
tion and paid advertising as well as measure the effectiveness response rate is low. Now, we’re seeing many leads come
of its online marketing efforts by tracking traffic generated, in, and the amount of activity is tremendous.” Better yet,
leads created, and lead quality. The G5 Platform also includes not only has the number of leads dramatically increased, the
a social media component, which allows Kaplan Development average cost per lead decreased by 19%.
to reach prospective residents via social channels like Face-
book and Twitter—a significant market-
ing tool considering Facebook users age
55+ increased five-fold in the period from
“Before G5, we weren’t able to track any-
January to July of 2009.
For Kaplan Development, the transition to
thing. Now we can track everything. Hiring
the G5 Platform couldn’t have been easier. G5 revolutionized our business. In the past,
“Everyone at Kaplan can use the G5 Client
Center,” said Wells. “They can view status 90 to 100% of our advertising was in print
and listen to calls. They can monitor their
campaigns to see how effective they are.
media, where the response rate is very low.
We get nothing but positive comments Now, we’re seeing leads come in, and the
from our employees at the properties. The
G5 solution is so user friendly that even amount of activity is tremendous.”
some of our less technology-savvy market-
ers can easily use it.” —Ben Wells, Director of Development and Marketing, Kaplan Development Group
Result: More Traffic, More
Qualified Leads, Increased Occupancy
About G5
“Before G5 optimized our website, people weren’t finding G5 Search Marketing, the leader in Local Marketing Solutions (LMS), gives
us,” said Wells. “Now, in contrast, if a couple in California business owners visibility into which advertising efforts produce their most
profitable customers. The G5 Local Marketing Platform is a proven single
is moving to the Northeast to be closer to their children, source for managing the shift from offline to online advertising. The Platform
they are able to find us. We wouldn’t have heard of these drives traffic to a client’s website, generates leads, measures marketing
situations in the past.” With the new website and online efforts – including Yellow Pages, direct mail, print, Internet – and optimizes
to those sources with the best return on marketing investment. The com-
marketing from G5, Kaplan has seen the number of average pany, which serves over 130 clients representing more than 1,800 locations
monthly leads increase by 46%. throughout the U.S. and Canada, was recently named the 146th Fastest
Growing Private Company in America by Inc. Magazine.
Additionally, over 67% of the local leads generated by the
website are taking the next step of touring one of the com- G5 Search Marketing
pany’s properties—an extraordinarily high rate. The explana- The Old Cigar Building
tion: “People are self-qualifying before they call,” Wells said. 906 NW Harriman Street
“With print ads and direct mail, there’s not much room to Bend, OR 97701
provide information, so people end up calling about nursing
or hospice service or other services we don’t provide. With 800.337.5534
the website, people are educated before they call.” www.G5searchmarketing.com