BrightStar Senior Living Campaign & Website

Creating senior living leads with a 500% increase in site traffic

A national leader in senior care, BrightStar Senior Living communities provide person-centered care for older adults with complex memory care needs. To introduce potential residents and their families to its newest community, BrightStar needed a new site and senior living marketing campaign that connect with audiences’ practical and emotional needs.


KW2’s in-depth persona development process turned key informant interviews and secondary research into a detailed portrait of Nancy, an adult child of aging parents and BrightStar’s most valuable prospect. We tracked Nancy’s motivations and needs throughout the senior living purchase funnel and learned that searching for assisted living options is time consuming and emotionally taxing for the loved ones of older adults with complex care needs. They need clear information and reassurance at every step.


Our UX designers turned BrightStar’s new user persona into the blueprint for an effective senior living web design. We converted Nancy’s customer journey into site navigation that reflects BrightStar’s sales cycle. We developed new landing pages and helpful tools to steadily advance visitors from researching their options and imagining a day at BrightStar to scheduling a community tour. And after site launch, KW2’s senior living marketing campaign used print ads, outdoor and a mix of native advertising, paid search and inbound marketing content to bring qualified leads to


Thanks to our close collaboration with the BrightStar team, BrightStar Senior Living’s newest community is on pace to exceed benchmarks for annual inquiries and new residents by 40%. Our media buying and planning services account for nearly 60% of visits to, where site traffic has increased almost 500% year over year and conversions have risen by 10%. Best of all, BrightStar can turn this initial success into an effective senior living marketing framework for launching new communities from coast to coast.

Site Traffic

Graphic indicated 200% increase in site traffic after website launch

Site Conversions

Graphic indicated 15% increase in site conversions post site launch

Annual Inquiries

Brightstar Results Annual Inquiries

Site Traffic Sources

Brightstar Results Traffic Sources
Laptop featuring 'See Life at BrightStar' page on BSL website
Print Ad promoting BrightStar Senior Living Waunakee location
Outdoor billboard featured BrightStar Senior Living collateral
Laptop featuring BrightStar Senior Living website
Mobile phone featuring display ad for BrightStar Senior Living

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