CITIZEN Marketing

Joe van Kampen, VP of Business Development and Strategic Partnerships

CITIZEN Marketing, a full-service agency founded by Kevin Wilhelm (CEO) and Karim Ali (CFO) in 2021, specializes in optimizing marketing strategies for senior living communities to enhance local visibility and attract the right audience. Originally operating as POD Marketing, the company initially served a variety of local industries. In 2015, it shifted its focus to marketing for Eye Care Professionals (ECPs), later expanding into dental marketing with SmileShop Marketing in 2018.

A major turning point came in 2019 when POD Marketing began working with a company managing 14 senior living communities, introducing them to marketing automation. This paved the way for their focus on the senior living niche. The COVID-19 pandemic in 2020 further accelerated growth as senior living communities needed digital marketing expertise to navigate challenges like fair housing laws and virtual tours. In 2021, POD launched CITIZEN to reflect its specialization in senior living, using data-driven campaigns to boost occupancy rates.

“Our top priority is building strong relationships with clients. We strive to make the best decisions for their digital and overall marketing strategies and to be an extension of their team rather than just a vendor,” says Joe van Kampen, VP of Business Development and Strategic Partnerships at CITIZEN.

The CITIZEN Difference: Client-First, Empathy-Driven

At the heart of CITIZEN’s approach is its commitment to a client-first philosophy. The agency strives to become an extension of its clients’ teams rather than a typical marketing vendor. Weekly meetings, constant communication, and a hands-on approach to understanding each community’s needs create a partnership that feels less like business and more like a personal relationship. This approach allows CITIZEN to truly understand the communities it serves, crafting marketing strategies that align with their culture, values, and goals.

The company also distinguishes itself through its emphasis on empathy. Moving into a senior living community often follows a difficult life transition-whether due to the death of a spouse, health decline, or the sale of a long-time family home. CITIZEN approaches every campaign with a deep understanding of the emotional weight behind these decisions. It focuses on creating marketing materials that resonate not only with potential residents but also with the adult children who are helping their loved ones through this challenging time.

CITIZEN’s marketing approach is rooted in data, with a particular emphasis on multi-touch attribution-tracking every interaction a potential lead has with a brand, from Google Ads and Facebook to Instagram. This data is integrated into CRM systems like WelcomeHome or Eldermark, allowing easy tracking from the first click to move-in.

The detailed tracking enables CITIZEN to make real-time adjustments to marketing campaigns and ensure that every dollar is optimized for the highest return on investment. By analyzing which ads or platforms drive the most qualified leads, CITIZEN tailors its campaigns to ensure that communities fill their vacancies with the right residents at the right time.

All-In-One Marketing for Senior Living Communities

CITIZEN provides comprehensive marketing services that senior living communities need to succeed digitally. Its bundle of services, known as “Citizenship,” includes website development, Google Ads, search engine optimization (SEO), and marketing automation-all designed to work seamlessly to attract residents and their families.

The company also recognizes the importance of social media in reaching adult children, who are often key decision-makers in choosing a senior living community for their parents. Through targeted campaigns on platforms like Facebook, Instagram, and YouTube, CITIZEN ensures that communities stay visible where it matters most-driving engagement and ultimately increasing move-ins.

On the digital marketing front, CITIZEN represents its clients with websites that tell their stories and keep the user’s journey at the front of their mind every step of the way. In terms of Google Ads, CITIZEN charges a flat fee that aligns success with ad performance rather than ad spend. This structure ensures clients achieve more by spending less, improving both budget efficiency and ad quality.

The company also specializes in local SEO and marketing automation, tracking user behavior to ensure clients understand where leads come from and how they convert within their target communities.

Delivering on Promises: Proven Marketing Success

A perfect example of CITIZEN’s expertise is its partnership with a senior living organization operating eight communities in Texas and New Mexico. The client’s occupancy hovered between 65% and 70% due to ineffective marketing campaigns that didn’t comply with senior living industry regulations. Previous agencies failed to account for fair housing laws and important Google updates.

After CITIZEN took over the marketing efforts, the team rebuilt their campaigns from scratch and implemented strategies that aligned with industry regulations and senior living needs. Today, this client celebrates an impressive 97% occupancy rate across its communities, a testament to CITIZEN’s understanding of the market and its distinct challenges.

A Team That Understands Senior Living

CITIZEN prides itself on hiring and training the best talent to create a team that works collaboratively to deliver exceptional results for clients. The team includes over 140 professionals, including graphic designers, marketing scientists, SEO specialists, and website developers. Individuals like Mariam Ali, who helped build CITIZEN’s approach from the ground up, have been instrumental in understanding the specific needs of senior living organizations. Key hires like Jonathan Hurst, with over 12 years of senior living marketing experience, and Janet Dunford, who has spent two decades in digital marketing, contribute deep industry knowledge and expertise.

The Future of Senior Living Marketing

CITIZEN empowers senior living communities with cutting-edge, data-driven marketing strategies that boost visibility and occupancy. Its focus on personalized service, empathy, and innovation goes beyond traditional marketing, becoming a trusted extension of each community to deliver sustainable growth and meaningful connections with residents and families.