Citizen Marketing
Client-Centered Approach To Senior Living Success

CITIZEN Marketing, a full-service agency founded by Kevin Wilhelm (CEO) and Karim Ali (CFO) in 2021, specializes in delivering innovative marketing strategies tailored for senior living communities. With a focus on increasing local visibility and reaching the right target audience, CITIZEN uses cutting-edge, data-driven approaches to help senior living facilities thrive in competitive markets.

Originally launched as POD Marketing, the agency first catered to a wide variety of local industries. In 2015, it narrowed its focus to marketing for Eye Care Professionals (ECPs) and later expanded into dental marketing with SmileShop Marketing in 2018. By 2019, a pivotal shift occurred when POD Marketing began partnering with a client managing 14 senior living communities. This partnership introduced CITIZEN to the senior living sector, paving the way for its niche specialization.

The COVID-19 pandemic further accelerated this transition. As senior living communities faced unprecedented challenges—such as adapting to virtual tours and ensuring compliance with U.S. fair housing laws—CITIZEN’s expertise in digital marketing proved invaluable. In 2021, POD launched CITIZEN to reflect its singular focus on the senior living sector, providing customized marketing solutions designed to drive occupancy growth.

“Our primary focus is cultivating solid relationships with our clients. We aim to make informed decisions that best support their digital and overall marketing strategies, positioning ourselves as an integral part of their team rather than just a service provider,” says Joe van Kampen, VP of Business Development and Strategic Partnerships at CITIZEN.

Building Partnerships: CITIZEN’s Client-First Philosophy

At the heart of CITIZEN’s marketing strategy is a client-first approach that emphasizes partnership rather than just transactional services. CITIZEN invests in understanding the distinct needs of each senior living community it works with, making it a true extension of the client’s team.

Weekly meetings, constant communication, and a hands-on approach are foundational to how CITIZEN builds these relationships. Its marketing team spends time in each community, developing a firsthand understanding of the residents and staff. This intimate knowledge enables CITIZEN to create campaigns that resonate deeply with seniors and their families, ensuring that the marketing aligns with the community’s culture and mission.

“We believe in truly caring about the people we serve. Recognizing the challenges senior living teams face daily, we are committed to helping them improve the lives of their residents,” says Kampen.

Optimizing Results: Data-Driven Marketing for Senior Living Success

CITIZEN’s data-driven approach is one of the defining features that set it apart in the competitive senior living marketing landscape. Using advanced multi-touch attribution, the agency tracks every interaction potential residents have with a community’s brand—across platforms like Google Ads, Facebook, and Instagram. This comprehensive tracking is seamlessly integrated with CRM tools like WelcomeHome and Eldermark to allow easy tracking from the first click to move-in.

By analyzing this data, CITIZEN can adjust marketing strategies in real time to ensure the highest possible return on investment (ROI).

• Real-Time Campaign Optimization: CITIZEN constantly monitors the performance of each ad and makes adjustments to ensure maximum lead generation and conversion rates.

• Tailored Campaigns: By focusing on the platforms that drive the most qualified leads, CITIZEN ensures communities connect with the right residents at the right time.

All-in-One Marketing for Senior Living Communities

CITIZEN offers a robust set of bundled marketing services that provide end-to-end solutions for senior living communities. Branded as ‘Citizenship,’ these services include everything from website development to search engine optimization (SEO), Google Ads, and marketing automation.

Given the crucial role that adult children often play in the decision-making process for senior living, CITIZEN crafts targeted social media campaigns across Facebook, Instagram, and YouTube. These strategies aim to engage key decision-makers and ensure that communities are highly visible online where it matters most.

Results That Speak: CITIZEN’s Success in Senior Living

CITIZEN’s expertise is showcased through its remarkable success stories. One example is a senior living organization with eight communities across Texas and New Mexico. Before CITIZEN’s involvement, the organization’s occupancy rate struggled between 65 to 70 percent due to marketing missteps, including compliance issues with U.S. fair housing laws and inefficient ad approval processes.

After CITIZEN took over, they rebuilt the marketing campaigns from the ground up. This included implementing compliance strategies, refining messaging, and deploying high-conversion digital ads. The results were profound—today, the client boasts a 97 percent occupancy rate across their communities, a testament to CITIZEN’s effectiveness in the senior living market.

The Marketing Specialists Driving Innovation

With a team of over 140 professionals, CITIZEN brings together diverse expertise, including marketing scientists, SEO specialists, and web developers. Mariam Ali, a leading force in CITIZEN’s web development, understands the nuances of senior living and ensures that each community’s website is optimized for maximum impact. Another key player, Jonathan Hurst, brings over 12 years of experience in senior living marketing and previously worked with one of the largest agencies in the space. CITIZEN also brings in seasoned experts like Janet Dunford, a digital marketing veteran with over 20 years of experience, to keep the organization at the forefront of innovation in the field.

Shaping the Future of Senior Living Marketing

CITIZEN’s dedication to senior living marketing is grounded in its ability to blend empathy with innovation. By delivering data-driven campaigns that enhance visibility, increase occupancy rates, and strengthen community engagement, CITIZEN offers more than just marketing—it becomes a trusted partner in each community’s long-term success.

As senior living communities continue to evolve, CITIZEN remains committed to supporting them with personalized, high-impact marketing strategies that ensure sustainable growth and meaningful connections with residents and their families.