CASE STUDY — RETIREMENT & AGED CARE

The Henry

Premium retirement village, Canberra. 78 off-the-plan apartments. A sales team working from spreadsheets. No marketing system. No pipeline visibility.

BRAND STRATEGY | CRM BUILD | CAMPAIGN | MEDIA | AUTOMATION

THE BRIEF

Sell 78 off-the-plan retirement apartments to an audience that doesn't rush — and build the infrastructure to manage every conversation along the way.

01 Foundation

The Henry came to us with a website built around information, not conversion. They had a growing database of interested retirees and no system to communicate with them. Their sales team was managing leads manually via spreadsheet - no visibility, no consistency, no follow-up logic.

THE PROBLEM

A premium product with no sales and marketing strategy behind it. The website delivered information but no pathway to conversion. There was nothing in place to nurture prospects over what is, by nature, a long and considered decision-making process.

STRATEGY SESSION

We ran a deep-dive strategy session with the leadership and marketing team. We audited the existing brand, interrogated the product, mapped the sales process, and identified where opportunities were being lost.

POSITIONING & MESSAGING

We defined The Henry's position in the Canberra retirement market, identified their genuine point of difference, and developed the key messages that would resonate with a retiree audience - people who are considering one of the most significant lifestyle decisions of their lives, and need confidence, not pressure.

02

Insight

Selling to retirees isn't just a demographic exercise. It requires understanding the emotional architecture of the decision — what they're giving up, what they're moving towards, and what makes them trust a brand enough to act.

AUDIENCE RESEARCH

We conducted research into the retiree audience — their motivations, their hesitations, and the typical decision timeline. These are considered buyers. They research thoroughly, consult family, and move at their own pace. The marketing had to earn trust before it asked for anything.

COMPETITOR REVIEW

We reviewed the Canberra retirement village landscape and the broader aged care market. We identified how competitors were positioning themselves, where the category was congested, and where The Henry had space to own something distinctive.

THE INSIGHT THAT DROVE EVERYTHING

Retirees in this category aren't just buying an apartment. They're evaluating a lifestyle, a community, and a provider they'll trust with their next chapter. The decision triggers are emotional - safety, belonging, independence, legacy - not just financial or functional. Every piece of communication was built around this understanding.

03

System

The Henry's audience needed to trust before they'd consider, and consider before they'd commit. The entire marketing system was designed around that sequence — not around pushing for a sale.

Before we could activate any campaign, the infrastructure had to be right. The sales team needed to move from a spreadsheet to a real pipeline with full visibility - and the database needed an automated communication system that could run sequences without manual intervention.

Sales Pipeline Design — built a structured CRM pipeline in Go High Level that mapped every stage of The Henry's sales journey, from initial enquiry through to settlement.
Go High Level CRM Setup — full platform build including contact management, tagging, audience segmentation and lead source tracking. The sales team now had a live view of every prospect and where they sat in the journey.
Automation Flows — designed and built tailored automation sequences for each audience segment. New enquiries, warm leads, event registrants, and long-term nurture contacts each received communications relevant to where they were in the decision process.
Email & SMS Sequences — automated follow-up communications timed to mirror the retiree decision timeline. Designed to stay top of mind without applying pressure — education, reassurance, and value at every touchpoint.
Lead Management Rules — set up internal notification and task logic so no lead fell through the cracks. The sales team received the right alerts at the right time, removing the manual effort of monitoring the database.

04

Creation

With the strategy defined and the infrastructure in place, we built the full suite of creative assets — all aligned to the brand positioning, all designed to work as part of a connected customer journey, not as isolated one-off pieces.

Campaign Strategy & Tagline
Lead Magnet Brochure
Photography
Display Advertising
Broadcast Video On Demand (BVOD)

Website Design & Development
Email Marketing Templates
Video Production
Press Advertising
Programmatic Display

Landing Pages & Funnels
SMS Marketing Sequences
Meta Ads Creative
Television (TVC)
Sales Collateral

05

Activation

Creative without media strategy is noise. We planned and managed The Henry's full media budget — selecting channels based on where the retiree audience actually spends their time and attention, not just what's easy to buy.

MEDIA PLANNING

Built the full media strategy and channel mix. Retirees are active across television, print, and digital - our planning reflected that reality with a multi-channel approach designed to build awareness and drive enquiry across a longer consideration cycle.

MEDIA BUYING & MANAGEMENT

Managed all media buying and placement across TV (TVC), BVOD, programmatic display, Meta, press, and digital display. Every channel was actively managed — not set and left.

CHANNEL RATIONALE

The retiree audience over-indexes in TV consumption and print readership relative to younger demographics. BVOD ensured reach with the streaming segment. Meta allowed precise geographic and demographic targeting within the ACT. Display and programmatic maintained brand presence throughout the extended consideration period. All channels worked together to keep The Henry visible and credible at every stage of the journey.

06

Evolution

The work doesn't stop at launch. We monitor campaign performance and analytics on an ongoing basis — identifying what's working, what needs adjusting, and where the next opportunity is.

Analytics Monitoring — regular review of campaign performance data across all live channels, including website, funnel, and ad platform metrics.
Campaign Optimisation — ongoing refinement of media spend, creative performance, and audience targeting based on what the data shows.
CRM & Pipeline Reviews — regular review of lead flow and pipeline health to ensure the sales team's pipeline reflects reality and automation sequences are converting.
Ongoing Opportunity Identification — as the project evolves and more apartments sell, we adapt the strategy and messaging to reflect new phases, new offers, and new urgency triggers.

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The Henry

In a city where everyone knows someone who knows you, your reputation often arrives before you do. A drip-feed campaign - like a 10-part video series delivered over weeks - lets you shape that reputation deliberately. Each video shares your expertise, your thinking, your way of working.