Case Study: The Sonnet at Tennyson
From 50% to 80% Occupancy in 7 Months with SGIS Marketing
How CCR Growth Tripled The Sonnet’s Lead Pipeline, Boosted Occupancy from 50% to 80% & Rebuilt Its Reputation from the Ground Up in Just 7 Months
Brand Snapshot
Community
The Sonnet at Tennyson
Location
Madison, Wisconsin
Care Levels
Assisted Living & Memory Care
About the Client
The Sonnet at Tennyson (formerly Tennyson Assisted Living) is a 59-unit assisted living and memory care community managed by Koru Health. After years of poor reviews and declining occupancy, the property changed ownership in late 2024. Koru invested heavily in renovations, staff, and resident experience — but the local market still associated the community with its former struggles. When CCR Growth partnered with The Sonnet in February 2025, occupancy hovered around 50%, and inbound interest had nearly stalled.
The Challenge
When The Sonnet at Tennyson joined CCR Growth’s SGIS program, the community was caught in a trust deficit.
Key Challenges:
- Damaged reputation: Years of negative reviews from previous ownership eroded community trust.
- Low occupancy & weak lead flow: Averaging only 14 inquiries and one tour per month.
- Perception lag: Even with improved leadership and care, families were unaware of the transformation.
The Strategy
CCR Growth implemented a multi-channel Senior Growth Innovation Suite (SGIS) framework to rebuild credibility, generate qualified leads, and convert them into move-ins.
We broke the strategy into three phases:
PHASE 1
Rebrand &
Storytelling
- Partnered with Koru Health to announce The Sonnet at Tennyson rebrand.
- Highlighted new ownership, leadership, and amenities through PR outreach, blogs, and social storytelling.
- Reframed the community’s identity around compassion, care, and renewal.
PHASE 2
SEO &
Local Presence
- Revamped the Google Business Profile with new photos, posts, and review management.
- Optimized site and landing pages for “assisted living Madison” and “memory care Madison” keywords.
- Ensured complete visibility across search, maps, and local directories.
PHASE 3
Paid Ads &
Retargeting
- Launched targeted Google and Meta campaigns promoting “new management, new experience.”
- Added retargeting layers to stay top-of-mind for previous visitors.
- Messaging focused on transparency and improved care — not discounts.
PHASE 4
Conversion System &
CRM Automation
- Built conversion-optimized landing pages with embedded CRM forms and CallRail tracking.
- Segmented leads by care level and urgency for smarter nurturing.
- Automated email + SMS follow-ups to re-engage cold leads and drive tour scheduling.
CCR GROWTH’S SECRET SAUCE
Creative Execution
We combined emotional storytelling with conversion science.
Creative Highlights:
Developed ad headlines like “See the New Tennyson — Where Care Meets Compassion”.
Shared before-and-after visuals of remodeled spaces and engaged residents.
Posted authentic resident and family testimonials to rebuild trust.
Crafted social ads that humanized caregivers and featured positive resident moments.
Impact:
CTR and engagement improved within weeks, and families began recognizing The Sonnet as newly transformed — not its old reputation.
The Results
(Mar – Aug 2025)
Occupancy Rate
IMPACT
+30 pts
Conversion Rate
IMPACT
+79 pts & +42 pts respectively
Weekly Website Traffic
IMPACT
2× growth
Monthly Statistics
IMPACT
Inquiries per/month peaked at 42, which makes for a +12 to +28 gain.
Pipeline Expansion
- R~199 active leads generated by August 2025 (+8 related contacts).
- Tripled the size of the original lead pipeline.
Occupancy Growth
- From ~50% to 80% occupancy in just 7 months, adding 18+ new residents.
- By October 2025, 48 residents occupied the 59-unit community.
Reputation Turnaround
- New reviews praised cleanliness, engaged staff, and warm atmosphere.
- Community perception shifted from avoid to trusted care provider.
The “Aha” Moment
The pivotal shift came when families started visiting after seeing authentic storytelling campaigns.
The “See the Difference” campaign — featuring real staff and resident images — reconnected the community with its local audience. The CRM workflows then ensured every inquiry received a warm, immediate response.
By June, the first new deposits confirmed that trust had been rebuilt — and occupancy growth accelerated from there.
The Synergy Effect
Each component of the SGIS system worked in harmony:
SEO + GBP
Brought new discovery traffic.
Paid Ads
Delivered quick wins and remarketing lift.
CRM Automation
Nurtured leads until they were ready to move in.
Storytelling Content
Amplified brand authenticity across every channel.
The Outcome
CCR Growth didn’t just fill rooms — we rebuilt trust, redefined perception, and created a repeatable growth engine for long-term stability.
