Over the last 20 years, Phil Usher has made it his life’s work to innovate aged care for Australians. Today, Odyssey Lifestyle Care Communities offers a first-class seniors lifestyle, care and community model. So, how did Odyssey market its game-changing alternative?
Through a highly targeted digital strategy.
In collaboration with Odyssey’s broader external marketing team, we helped drive enquiries and online performance with an integrated, on-brand digital strategy.
Metrics: post-launch vs pre-launch of website redesign.
Even before Australia’s Royal Commission into Aged Care, they were innovating the aged care norm with a heart-centred approach. Since partnering with Odyssey in 2019, our challenge has been to introduce their model as an authentically different market alternative.
We collaborated with Odyssey’s PR and branding agencies to create an integrated digital strategy. From social ads to the website and content, our focus was to carve out compelling customer journeys—true to the brand and its audiences.
To establish strong inbound marketing, we created high-value blog and email content. Each piece supports Odyssey’s SEO while educating users and attracting new leads.
We supercharged paid search and social ads with audience-centric creative and targeting. Using a funnel-based strategy, we focused on reaching the right audiences at the right time.
What happens after the click-through? An ad’s potential can increase tenfold when we get the user experience right. We looked at the data and recommended optimisations to Odyssey’s user experience.
Odyssey will soon launch a new Chevron Island community, in addition to their flagship community in Robina. We will continue to tailor and adapt their strategy with ongoing data insights—testing new audiences and optimising their ad creative for ideal results.
Platform ad spend allocation is key to sustainable growth while maintaining good ROAS.
