Facebook Advertising Case Study: Pritikin
The Company:
The Pritikin Longevity Center & Spa offers an all-inclusive health resort program held in Doral, FL on the Trump National Doral campus.
More than 100,000 people worldwide have come to Pritikin for one-week programs, two-week programs or longer. For some, the primary goal is losing weight while others want to prevent and address health issues. Still others seek the ultimate spa-health vacation. Everyone leaves feeling better and best of all – living better. Oprah has called Pritikin the “gold standard in health and wellness support.”
The Challenge:
The Pritikin Program was established in the 1970s and enjoyed great success through the years helping people improve their health. In recent years several new health resort programs have entered the market. The Pritikin team reached out to Green Dot Advertising for help re-establishing themselves in a now competitive marketplace to grow brand awareness with high net worth individuals.
Photo Caption: Educational Content Used to Nurture Leads
The Solution:
Green Dot Advertising launched a Facebook marketing and advertising campaign to make use of the excellent, well researched content on the Pritikin website.
This premium content was used to establish authority in the marketplace and grow brand awareness with high net-worth individuals who can afford a trip to the Pritikin Center.
Over time the Pritikin Facebook community has become a valuable source for not only increasing brand awareness but also generating leads and staying in touch with former guests who go on to become influential brand advocates.
The Results:
Over the course of the last three years (plus) the Pritikin Facebook Page community (number of Likes) has grown quarter over quarter and is now five times the size it was in Q1 2013.
Photo Caption: Facebook Page Growth Over Time
Each month Green Dot works on optimizing two key aspects of the Facebook marketing campaign:
Facebook Ads – which includes community growth, boosted posts to drive targeted website traffic and sometimes direct links to specific landing pages on site as needed (promoting seasonal specials or offers).
Facebook Posts – includes testing and optimizing the best times of day to post for maximize click-through and engagement, and also what type of content to post at specific times (example: shareable graphics vs. articles vs recipes).
From the time that Green Dot Advertising took over management of the Facebook Page and ad campaigns, the paid media budget has remained the same. However, through our optimization efforts, paid website traffic from Facebook has increased quarter over quarter while the cost-per-click has decreased.
We have continued to see positive gains while reducing the CPC thus driving overall higher traffic numbers.
Photo Caption: Increase in Facebook Visits Over Time
Photo Caption: Decrease in Facebook Ad CPC Over Time
The Facebook community has increased in size by over 500% since Green Dot took over resulting in a much bigger brand awareness umbrella. Facebook traffic to the website has increased by over 1000% and average time on site from Facebook went from under a minute to over 4 minutes on medical based articles – which are of key importance for lead generation purposes.