This week’s Roundtable spotlighted Varsity Media Director Jeremy Freeman, who offered a fresh, practical take on how a full funnel media strategy can help communities generate not just more leads, but better ones.
Jeremy broke down the realities of today’s fragmented media landscape, emphasizing that success doesn’t come from chasing the latest trend or relying on one magic bullet. Instead, it’s about thoughtful layering: building awareness, nurturing interest, and creating enough touchpoints to guide the right people from curious to committed. With clear, real-world examples and data-backed advice, he showed how effective media planning bridges the gap between brand visibility and actual move-ins.
Media strategy isn’t static, it’s a living, learning process. And when done right, it can be one of your most powerful tools for driving measurable results.
MULTI-CHANNEL MARKETING ISN’T OPTIONAL—IT’S ESSENTIAL
Gone are the days when a single channel could drive results. Today’s media landscape requires layered strategies that span TV, digital, direct mail, and more. When done right, this surround-sound approach leads to significantly higher lead quality and conversion.
MEDIA STRATEGY STARTS WITH THE MOVE-IN
Effective planning begins at the end—understanding who your residents are and how they got there. By reverse-engineering the journey, communities can identify which channels and messages work best at every stage, from awareness to action.
EVERY TOUCHPOINT MUST DO DOUBLE DUTY
Branding and lead generation aren’t separate goals, they work together. Whether it’s a video ad or direct mail piece, each message should build brand familiarity and drive the next step, like a form fill, RSVP, or website visit.
OLD MEDIA STILL WORKS—JUST USE IT STRATEGICALLY
TV, radio, print, and direct mail haven’t been replaced, they’ve been joined by digital. These channels still spark awareness and trust, especially in older audiences. Smart marketers blend formats based on message type, frequency needs, and budget.
YOUR CRM IS THE REAL SOURCE OF TRUTH
Forget gut feelings, data should drive your media decisions. UTM tracking and CRM integration reveal which channels actually deliver quality leads. That insight helps refine strategies, allocate budgets, and avoid wasting time on what doesn’t work.
STAY VISIBLE, EVEN WHEN TIMES ARE TOUGH
During downturns, the instinct may be to pull back, but staying present keeps your brand top of mind. Even low-level spending helps preserve awareness, while competitors who go dark struggle to recover when the market rebounds.
Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.
