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Marketing for a small startup is never a straightforward process. There was no roadmap to follow, or competitor to emulate. The solution: Start small, start cheap, and put in the work to build a foundation. From commerical video, to a podcast first strategy, and rebrand along the way to center on what made Grancare special in the first place.

We started with a brand shoot with both video and photo assets. This was used to pitch to investors, and attract our first clients.

Then we shifted to real people, real stories. Showcasing the work of our helpers, and the seniors in their day to day roles. Published on LinkedIn and across Meta platforms, our videos reached over 200,000 accounts over 6 months.

The video campaigns centered around senior clients such as Rosalba and Sandra. Clients who relied on family and friends for 90% of their day to day care. We interviewed them and heard their stories. Highlighting the relief they felt from Grancare, and the gratitude for the brand. The video campaigns were completed all in house, avoiding excessive production costs that our small startup couldn't afford.

2 years after the first founder videos, the brand needed a refresh. We were attracting clients by word of mouth, but couldn't scale effectively. Helperly Cares was the answer. Helping seniors not only with their daily needs, but fufilling lifelong dreams.

From concerts, to basketball games we brought seniors where they hadn't been in years. Showcasing the brands commitment to going above and beyond for our clients.
The highlight was bringing lifelong basketball fan to see the Utah Jazz, meet her favorite players, and do what she loved at 98 years old.

The podcast:

The bulk of our content strategy was built on the Helperly podcast. A tool to meet with industry experts, and form connections with local brands. The videos also produced organic content for social channels, and ads utilized across all platforms.

When I joined the website was dated, cheap and unintuitive. Our videos were sending prospective clients to half baked site that felt like a dead end.

The answer was to start over, from scratch, and build something our brand could be proud of.

The new website was built in webflow for flexibility and ease of editing. Working with an editor I built a brand new funnel, designed to feel less like a sales page, and more like home.

The website increased our brand recognition across the board, and laid the groundwork for a new SEO strategy to compete with larger competitors.

The results so far:

At the heart of the marketing strategy was our Meta Campaign. Our podcast showed our credibility, the video ads showed the emotions of the brand, and a Meta funnel that converted future clients. I built the funnel from scratch to be fully automated. It allowed our lean team to focus on the conversion, not the process.