The Living In Place Institute (LIPI) is dedicated to partnering with professionals to make homes safe – healthy – comfortable for everyone, regardless of the individual’s age or ability. LIPI provides world-class education, training and certifications to medical and non-medical housing industry professionals requiring home building, home design, and/or homecare solutions expertise. Seeking to expand their exposure and target industry professionals, LIPI turned to MVP for help developing a Pay-Per-Click (PPC) ad strategy that would improve awareness and generate engagement on Social Media and Google.
In order to better understand professionals that might value earning status as a Certified Living in Place Professional (CLIPP), MVP conducted interviews with key LIPI stakeholders to inform strategy development that would leverage the institute’s strengths and opportunities. Next, MVP performed an audit of LIPI’s online presence to identify properties that might best reach their target audience. This Discovery Phase revealed that the best return on ad investment would be through Google PPC and LinkedIn sponsored content. These audits and interviews equipped MVP with proper insight to target professionals most likely to invest in Living in Place’s professional development courses. Using this information, MVP created a strategy to best utilize LIPI’s budget for Google AdWords and LinkedIn success.
MVP developed an editorial content calendar to schedule posts most relevant to upcoming classes. Finally, MVP researched key words, ad groups, and ad copy that would engage target individuals seeking professional certifications on Google/LinkedIn. With due diligence in place, MVP launched campaigns on both LinkedIn and Google AdWords that helped the client engage with thousands of professionals who would have never otherwise heard of the Living in Place Institute’s valuable education and certification programs. View our engagement results below.