Alzheimer’s Association + Caring Co-Branded B2B Campaign

Objective:
This campaign aimed to raise brand awareness for Caring.com and generate new leads for our sales team by targeting memory care communities, with a secondary focus on senior living communities.

Campaign Overview:
Utilizing a mix of email marketing, LinkedIn posts, and a Zoom webinar, we developed a multi-channel approach to engage our audience. Key components included:

Pre- and post-webinar email drip: Promoted the event and nurtured leads afterward.
Donation incentive: Larger memory care communities were offered a donation to their Alzheimer’s Walk if they partnered with us.
Webinar collaboration: The Alzheimer’s Association provided an expert for the webinar and supported the campaign by emailing their contacts and hosting the webinar recording on their site.

Results:

600 webinar registrations, with 200 attendees – one of our highest engagement rates.
71 net new leads for our sales team.
An average 45% email open rate across the campaign.
The donation email reached 800 recipients and resulted in 1 sale.
Monthly newsletter mentions had a 21% open rate and a 4% CTR.
The Alzheimer’s Association’s promotion resulted in 10 additional leads from their hosted webinar recording.
This campaign won a Silver Award for Education/Training Programs in the National Mature Media Awards in 2024.