How Yardi Builds Buzz With Branded Content Series

Finding the right partner is just as important in business as it is in life. 

When it came to telling their story, integrated senior living management software provider Yardi found its perfect match in Senior Housing News. That union produced the Changemakers series that has helped Yardi expand its reach in the senior living space. Changemakers is a branded content series that Yardi sponsors. Senior Housing News handles the interviewing of each Changemaker as well as the production of the interview and promotion across email and social media.

Now in its sixth year, Changemakers has become a favorite among Senior Housing News readers because of the insightful interviews it offers with high profile senior living leaders. It’s also helped Yardi gain ground on a number of fronts. We recently spoke via email with Rochelle Throckmorton, Marketing Manager at Yardi, about the series, how it came about, and what it has done for the Yardi brand to date.

Why did Yardi decide to create a custom content series?

Yardi has long admired the exceptional content produced by Senior Housing News. Our decision to create a custom content series was driven by our desire to showcase industry leaders who foster innovation in their communities.

How did Yardi come up with the Changemakers concept?

The Changemakers concept emerged from recognizing the pivotal role many individuals play in advancing the industry. Our goal was to delve into their strategies and experiences, then share that knowledge to drive positive change.

What business problem was Yardi trying to solve? 

We intended to deepen our engagement in the senior living sector and support leaders who inspire change in their communities. We have recognized several industry visionaries, including Yardi clients, throughout the series each year. This recognition allows their valuable stories, advice and insights to reach a larger audience.

Was the series intended to help Yardi build brand awareness, generate leads or accomplish some other business goal?

It was a little bit of everything. Brand awareness is important for us, but so is thoughtful participation in the senior living sector. We created the Changemakers series to spread knowledge relevant to the current landscape, which helps inspire other leaders and move the industry forward. 

Seeing that Yardi has done this for multiple years, what made you want to continue after the first year?

Sponsoring the Changemakers series aligns well with our corporate motto, which is to take care of our clients, take care of our employees, take care of our communities, stay focused and grow. By recognizing and celebrating senior living leaders who drive innovation and positive change, Yardi demonstrates a commitment to taking care of the senior living industry and supporting its growth. Continuing the series ultimately helps us support the well-being of our clients, employees and communities while staying focused on providing senior living technology solutions.

What did you learn from the first year that helped you improve future efforts?

We solidified the assumption that senior living professionals are extremely busy and hardworking, and ample time is needed to get interviews to the finish line. We didn’t give as much lead time in the beginning, as we do now, to account for the honorees’ schedules. These Changemakers are leading their organization — they don’t have a surplus of time. It shows how important their roles are, and we’ve learned to better support that while still moving the series forward.

What results have you seen regarding the success of the series?

Regarding the impact of our Changemakers marketing approach, we’ve observed positive results across various channels. Our strategy each year includes email campaigns, social media posts and an ebook to conclude the series. Last year, in celebration of our fifth anniversary, we organized a special round-table webinar to promote the honorees’ insights further. Our panel of experts included Sevy Petras from Priority Life Care, Sarabeth Hanson from Harbor Retirement Associates (HRA), Earl Parker from Commonwealth Senior Living and Fil Southerland from our team.

Want to learn more about how WTWH Healthcare Branded Content Series can help you build more marketing buzz? Get in touch with us today.