Ahead of a holiday season, the senior living advisory service A Place For Mom (APFM) has named Horizon Media its media agency of record in a move to consolidate its media mix. The independent U.S. agency, which has managed traditional media investments for the brand since 2020, won its digital business this month without a review and is already managing its digital channels.
The holidays are an especially pertinent time to advertise APFM’s services, according to its senior vice president of marketing, Lauren Radcliffe. The brand specializes in providing free, personalized and unbiased guidance to families and caregivers. It sees an uptick in awareness each holiday season, Radcliffe told Adweek, because its primary target audience—women in their 60s—are more likely to notice if their parent’s health has declined during holiday visits than other times of the year and decide to seek help.
“They may not have seen their mom and dad for a while and notice that there’s a change,” Radcliffe said.
The combined account size is between $75 and 100 million, APFM said, noting its media budget has been growing for three years. The brand’s two biggest channels are television and search, and it’s expanding its budgets in print and social.
“Our goal as a company is to enable caregivers to make the best decisions and to reach every single caregiver. We want every caregiver to know that our free service is available to them,” Radcliffe told Adweek, underscoring why targeting the right audience is crucial for the brand.
‘Finding the right combination of channels’
APFM is working with Horizon Next, a Horizon Media practice specializing in direct marketing. Radcliffe awarded Horizon Media its traditional media work in 2020.
When the agency nabbed that first chunk of business, APFM decided to keep its digital media account with digital marketing agency Kepler Group. It’s now parting with Kepler on good terms, according to Radcliffe, so…
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