adPharos Response to Lenbrook RFP
Brand & Marketing Support Services
Submitted to
Kristine Cupid
Manager, Brand and Marketing
Submitted by
Jeffrey Nichols
President, adPharos
Date
March 13, 2026
Contact
Cover Letter
Dear Kristine and Allison,
Thank you for including adPharos in this RFP process. We recognize this represents a formal evaluation of your marketing partnerships, and we take that seriously.
Our response makes the case for why 12 years of embedded partnership has built something that cannot be replicated by starting over. I have worked with Lenbrook in some capacity since 2009, before adPharos even existed. Since founding the agency in 2013, Lenbrook has been one of our most significant and long-standing client relationships. Nicole Heaps, our Account Director, has managed your account for that entire period. Grant Sutherland, our lead developer, built and maintains the technology infrastructure that your digital marketing runs on. This team does not need to learn Lenbrook. We know it deeply.
Over the past 12 years, we have built more than a service relationship. We have built institutional memory. We understand your brand, your competitive position, your sales cycle, your residency counselors' challenges, and the data behind every channel we manage. The KPIs we developed together for FY26, including the MQL analysis, the lead quality assessment, and the attribution modeling, reflect a level of strategic alignment that takes years to develop.
We are your digital and technology marketing experts: paid media, website, SEO, analytics, AI, and marketing automation. We are also forward-thinking partners who are already developing strategies, including a comprehensive Answer Engine Optimization (AEO) plan designed specifically for Lenbrook, that will help you lead the senior living category in the next era of marketing.

We also believe we can help Lenbrook think through the optimal partner structure. Based on our experience within your marketing ecosystem, we see adPharos as your strategic anchor partner, providing digital execution, analytics infrastructure, and technology integration, while specialized partners handle brand, creative, and traditional media. This model leverages deep expertise in each discipline rather than asking one agency to be adequate at everything.
We are excited about FY2027 and the work ahead. Thank you for this opportunity.
Sincerely,
Jeffrey Nichols
President, adPharos | jnichols@adpharos.com | 865-465-9736
Section 1: Organization Profile
1.1 Overview of adPharos
adPharos is a digital marketing agency founded in 2013 and headquartered in the Atlanta, Georgia area. We are a privately held company with six full-time employees. Jeffrey Nichols is the founder, sole owner, and President.
Our Core Services
  • Paid digital advertising (search, display, social, programmatic)
  • Search engine optimization (SEO) and search engine marketing (SEM)
  • Website design, development, and management
  • Marketing analytics and attribution modeling
  • Social Media Marketing and content
  • Email marketing and marketing automation
  • AI-powered marketing technology and integration
  • CRM and marketing technology consulting
  • Reputation management
Industries Served
We serve clients in senior living, utilities/energy, financial services, law, and professional services. Our work is anchored by a philosophy of ROI accountability. Every initiative we run is measurable, and we hold ourselves accountable to business outcomes, not just marketing metrics.
SOC 2 Type 1 Certified
adPharos has completed a SOC 2 Type 1 examination audit, demonstrating that our systems and operations meet the standards for security, availability, processing integrity, confidentiality, and privacy. For a partner that handles sensitive prospect and resident data on behalf of Lenbrook, this certification is meaningful. It is not a credential most marketing agencies can claim.
1.2 Key Differentiators and Agency Philosophy
Deep Specialization Over Broad Coverage
We are not a generalist agency attempting to serve every client category. The majority of our senior living expertise has been built within the Lenbrook relationship, and that depth translates directly to category knowledge that no new agency can claim.
Accountability Through Data
We do not report just on impressions and clicks. We report on leads, lead quality, pipeline contribution, and the connection between digital activity and sales outcomes. Our work on Lenbrook's MQL analysis, lead attribution, and CRM integration reflects this orientation.
Technology Leadership
Most marketing agencies use technology. We build it, and we sell it to other agencies. adPharos develops and commercially distributes software products purpose-built for the senior living marketing industry. The ALINE Gravity Forms Connector, which adPharos launched in 2021 and updates monthly, automates lead capture from WordPress websites directly into ALINE CRM. This product carries a five-star user rating and is purchased by other senior living marketing agencies, including SageAge. When a competing senior living agency is buying software from adPharos, it says something about the depth of our technical expertise in this category.
Anchor Partner Positioning
We believe the best marketing ecosystems are coordinated, not consolidated. adPharos is built to serve as the strategic anchor for Lenbrook's marketing: the partner that provides data infrastructure, analytics, digital execution, and technology integration that makes every other partner's work measurable and accountable. We do not compete with creative agencies. We make their work more effective.
Infrastructure Over Campaigns
We invest in the systems that make marketing sustainable: clean data pipelines, proper tracking, integrated platforms, and attribution models that survive staff changes and platform updates. The foundation we have built for Lenbrook over 12 years is not a commodity.
Partnership, Not Vendor Management
Nicole Heaps and Jeff Nichols are reachable, responsive, and engaged. We do not manage Lenbrook from a distance. We are part of your team.
1.3 Experience with Life Plan Communities
adPharos brings experience with Life Plan Communities that is unusually specific: twelve consecutive years with Lenbrook. Jeffrey Nichols has worked with Lenbrook since 2009, predating the agency's formation and other communities such as Ignite Living and Masonic Villages of Pennsylvania. This is not category experience at arm's length. It is firsthand, sustained operational involvement with one of the leading Life Plan Communities in the country. Additionally, adPharos has led other senior living communities through successful digital and technology implementations to enhance their marketing.
Our experience covers every aspect of the digital marketing ecosystem for this category:
The Sales Cycle
We understand that a Life Plan Community inquiry-to-move-in timeline can extend 12 to 18 months or longer, and that different prospect segments require fundamentally different nurturing strategies. Our FY26 KPI work directly addressed the distinction between Marketing Qualified Leads and Sales Qualified Leads.
The Financial Model
We understand entrance fees, refundability, monthly fees, and the Fitch rating, and we know how to communicate financial stability and value in a way that resonates with prospects and their adult children without triggering anxiety or confusion.
The Dual Audience
We build campaigns and messaging that serve both the 62+ prospect (lifestyle-first, independence-oriented) and the adult child decision-influencer (safety, credibility, financial soundness).
The Compliance Environment
We operate with sensitivity to healthcare marketing regulations, fair housing requirements, and the reputational standards expected of a premium community.
The Competitive Landscape
We know who Lenbrook competes with in the Atlanta market and why Lenbrook wins, and we build that competitive intelligence into every campaign.
1.4 Additional Services of Value to Lenbrook
AI-Powered Marketing Technology
adPharos is significantly ahead of the marketing industry in practical AI implementation. We are not selling AI strategy. We are building AI systems.
Ellie, Lenbrook's conversational AI receptionist (currently in final testing), is a purpose-built tool that captures after-hours inquiries, qualifies prospect intent, and routes to residency counselors. It was designed and built by adPharos on ElevenLabs' conversational AI platform, integrated with Lenbrook's CRM workflow via our automation infrastructure.
Looking ahead to FY2027, we are developing a comprehensive Answer Engine Optimization (AEO) strategy for Lenbrook: a systematic approach to ensuring Lenbrook is the recommended answer when prospects and adult children use AI assistants (ChatGPT, Perplexity, Google Gemini) to research senior living options. This is a first-mover opportunity. The Life Plan Community category in Atlanta has essentially zero competition for AI recommendation slots today.
The broader arc of where we are heading is significant: marketing is being transformed by AI at a fundamental level. Lenbrook should have a guide who understands this transformation from the inside. adPharos is that guide.
Attribution and Analytics Consulting
We have built Lenbrook's attribution infrastructure from the ground up: GA4 implementation, custom event tracking, multi-channel attribution models, CRM integration via LeadCentre, call tracking, and quarterly executive reporting. We translate data into decisions, not just dashboards.
CRM and Marketing Automation
As a HubSpot Solutions Partner, adPharos provides certified expertise in CRM strategy, marketing automation, and sales enablement. Whether Lenbrook's future includes HubSpot or another platform, our team brings the technical depth and platform-agnostic perspective to evaluate, implement, and optimize marketing technology stacks. This complements the ALINE CRM and ActiveDEMAND integrations we already manage for Lenbrook.
Section 2: Service Team
2.1 Assigned Account Team
Jeffrey Nichols President and Founder
Jeff founded adPharos in 2013 after a decade of digital marketing work that included supporting Lenbrook beginning in 2009. He holds overall strategic responsibility for the Lenbrook account and is personally involved in major campaign decisions, technology development, analytics architecture, and strategic planning. Jeff is directly accessible to Allison and Kristine at any time, not as a figurehead, but as an active working partner on the account. His background spans digital strategy, web development, marketing analytics, and AI integration.
Nicole Heaps
Account Director
Nicole has been with adPharos since 2013 and has managed the Lenbrook account for the full duration of the relationship. She is Allison and Kristine's primary day-to-day contact: the person who knows what is in the queue, what is in progress, what was delivered, and what is coming next. Her 12-year tenure on this account means she carries institutional knowledge that cannot be onboarded. She manages project coordination, account communication, campaign execution oversight, and client reporting.
Grant Sutherland
Lead Developer
Grant has been with adPharos since 2013 and is the architect of Lenbrook's digital infrastructure: the website, technical integrations, CRM data flows, analytics implementation, and custom development work. His depth on the Lenbrook technology stack is irreplaceable.

2.2 Senior Leadership Involvement: Jeffrey Nichols, as President and sole owner, is directly assigned to the Lenbrook account. He is the strategic lead, the primary technology architect, and a reachable point of contact for the client at any level of urgency. This is not an account managed by junior staff with periodic executive check-ins. Jeff is in the work and represents the team in person at Lenbrook. For Lenbrook, there is no layer between the client and the owner of the agency.
2.3 Account Positioning: Lenbrook is one of adPharos's largest and longest-tenured client relationships. As a six-person agency, adPharos does not have hundreds of clients. Lenbrook receives dedicated attention from senior team members, not a pool of rotating staff. It is a strategically important account that receives senior-level attention and priority resource allocation. Within our client portfolio, Lenbrook represents the kind of partnership we value most: deep, long-term, and mutually invested.
2.4–2.6 Discovery, Collaboration & Availability
2.4 Discovery and Onboarding
For adPharos, discovery and onboarding is not a future exercise. Our onboarding is twelve years of continuous engagement. This minimizes any ramp-up period or transition in services; however the annual planning with the Sales and Marketing team which produces the strategic roadmap for the coming fiscal year does include many of the same goals as a discovery session. Identifying priorities, allocating budget across channels, defining KPIs, and establishing the measurement framework that determines whether the plan is working.
As part of renewing our partnership for FY2027, we are committed to producing formal account documentation: an account playbook covering all systems, integrations, credentials, campaign architecture, and historical context. Lenbrook will have complete, documented ownership of everything we manage on their behalf.
2.5 Collaboration Approach
We operate as embedded partners. Our communication structure with Lenbrook is structured across four cadences:
1
Weekly
Team check-ins covering progress reviews and planning for the week ahead, typically 30 to 60 minutes. This is where active projects move and immediate questions get answered.
2
Bi-Monthly to Monthly
Agency-to-agency touch-base on cross-functional or strategy and execution projects. These range from a quick 15-minute alignment to a full hour depending on what is in motion.
3
Quarterly
Strategic planning sessions covering OKR setting or review and major milestone evaluations. This is where we connect campaign performance to broader marketing goals.
4
Annually
Full planning session covering the prior year's performance and the year ahead. We kick off with actionable plans, project priorities, and the meeting cadence for the coming fiscal year. This session drives everything else.
In addition, Lenbrook has direct email and phone access to Nicole Heaps, and Jeff Nichols. Urgent matters do not wait for the next scheduled meeting.
Our coordination tools are built around accessibility and transparency. We use Asana for project and task tracking, Google Meet for video meetings and screen sharing, Google Drive as our shared file repository, Looker for reporting dashboards, and a dedicated support system at support@adpharos.com, powered by HelpScout, which ensures every request is logged, assigned, and resolved with full accountability.

2.6 Availability and Response Times: Our standard commitment is to respond to all client communications within 24 business hours. In practice, most requests receive a same-day response. When Allison or Kristine reaches out, they reach a person.
Section 3: Scope of Services
adPharos is responding to the following scope areas from the RFP: Digital Marketing (website strategy, design and management, SEO/SEM, paid digital advertising, email marketing and automation), Marketing Strategy and Planning Support (annual planning, go-to-market strategies), Analytics (campaign performance tracking, reporting, and optimization), and Additional Services (CRM/marketing technology support, AI, data, and automation). We are also addressing Project Management as it relates to our scope, including status meetings, strategy sessions, and production coordination for digital deliverables.

We are not responding to the Brand Strategy and Print Creative, Content and Communications, Traditional Media, Workforce/Recruitment and Employer Branding, or Print Production scope areas. As outlined in Section 3.9, we believe these disciplines are best served by a dedicated creative partner, and we are prepared to help Lenbrook define that partner profile and ensure seamless integration with our digital and analytics infrastructure.
3.1 Digital Marketing
Website Strategy and Management
adPharos designs visually compelling websites optimized for performance and usability. Our focus is on creating an online experience that engages your prospects, facilitates their needs, and ultimately drives lead generation.
Our approach: We treat the website as infrastructure, not a project. It is always monitored, always maintained, always compliant (ADA, security, performance), and always instrumented for analytics. Strategic recommendations for content and UX are data-driven. We use GA4 behavior data, search console performance, and conversion path analysis.
For FY2027, we are recommending a structured Answer Engine Optimization (AEO) overhaul of key site pages to ensure Lenbrook is positioned for AI-driven search discovery. This includes new content architecture, structured data implementation, and a machine-readable brand data layer that AI crawlers can read directly.
3.2 SEO Strategy and Execution
Our SEO approach combines technical optimization, intent-matched content strategy, and local search authority, targeting both informational queries ("what is a Life Plan Community") and high-intent local queries ("best senior living Buckhead Atlanta").
We implement strategic keyword optimization, quality content creation, and technical SEO, partnering with content and creative agencies to build onsite content to help drive SEO success.
For FY2027, AEO becomes a strategic priority alongside traditional SEO. GA4 already shows Lenbrook receiving sessions from ChatGPT, Claude, and Gemini with zero specific optimization effort, validating the opportunity. We are ready to build this out systematically.
3.3 Paid Digital Advertising
Performance (GA4, Last 90 Days)
3,037
Combined Paid Search Sessions
Microsoft/Bing: 1,838 sessions / Google Ads: 1,199 sessions
153
Paid Search Conversions
78 Microsoft + 75 Google
2,589
Unique Users Reached
1,579 Microsoft + 1,010 Google unique users
adPharos manages Google Ads (Google, YouTube), Microsoft Advertising and Social Media advertising programs. Our approach for Lenbrook is precision-targeting over volume: campaigns designed for high-intent searchers in the Buckhead/Atlanta market, not broad awareness.
The FY26 KPI work we completed together addressed a key tension in paid search: high lead volume with uneven conversion rates. Our MQL analysis demonstrated that paid search is performing correctly as a top-of-funnel channel. The lead quality challenge sits downstream in nurturing and RC alignment, not in ad targeting. This nuanced view, defending the channel while identifying the real problem, is the kind of analytical work that requires deep account knowledge to do properly.
3.4 Email Marketing
Performance (GA4, Last 90 Days)
Combined email channel: 695 sessions / 447 unique users / 24 conversions (17 phone calls, 7 form submissions). Email engagement rate: 61.9% (average session duration: 71 seconds for prospect emails, 119 seconds for blog subscribers).
Email marketing is essential for nurturing prospects in Senior Living. We develop the Journey Mapping & Program Strategy, develop Content, architect the Automation and Workflow, integrate with the CRM and Lead Management System, and ensure accurate Reporting for the ultimate goal of Optimizing the campaigns.
adPharos has managed Lenbrook's email programs, including list management, deployment, and performance tracking. Email is driving real pipeline activity between phone calls to residency counselors and form submissions. Blog subscribers in particular show strong engagement at nearly 2 minutes average session duration, indicating the content is resonating and driving deeper site exploration.
The ActiveDEMAND (MAP) implementation in FY26, which we have been involved in building out, extends our email capabilities into full marketing automation, including the 90-day MQL nurture sequence designed to move cooler leads toward sales readiness without consuming RC bandwidth. The system will also provide capabilities to better nurture SQLs with real-time data.
3.5 Creative Design for Digital Projects
Our recommendation for a coordinated partner model does not mean adPharos lacks creative capability. The digital channels we manage for Lenbrook each carry design requirements such as ad creative, landing pages, email layouts, web interfaces, and our team is equipped to execute that work as part of the engagement.
Where Creative Design Fits Within Our Scope
Paid Media Creative
Display ads, responsive ad units, and social ad creative across Google, Microsoft, and Meta platforms. We have the capability to design, test, and iterate creative assets based on performance data, not guesswork. When a display variant underperforms, we can identify it within days and adjust.
Landing Pages and Conversion-Focused Web Design
Campaign landing pages optimized for lead capture, ADA-compliant, and instrumented for conversion tracking from day one. The Kingsboro launch is an example of what this looks like in practice.
Email Design and Templates
Layout, visual hierarchy, responsive formatting, and CTA placement for programs like the Prospective Residents series and targeted campaign sequences.
Website UX and Interface Design
Beyond maintaining lenbrook-atlanta.org, we can design new page layouts, improve navigation and user flows, and build conversion-oriented interfaces informed by GA4 behavior data and search console insights.
Digital Event and Campaign Collateral
Supporting assets for initiatives like Taste of Lenbrook, digital invitations, event-specific landing pages, and promotional graphics for email and social distribution.

Why this matters in context: Every creative decision in a digital channel connects back to measurable outcomes: click-through rates, conversion rates, time on page, and downstream lead quality. This is not creative for creative's sake. It is creative built to perform, tested against real results, and refined continuously. Our design capability also benefits from something no outside creative vendor can replicate: direct access to the analytics and performance data that tells us what is working. We do not hand off a brief and wait for assets. We design, deploy, measure, and optimize in a single workflow.
Where the line is drawn: Brand identity, large-format campaign concepting, video and photography production, and traditional print design are best handled by a dedicated creative partner. We are not competing for that scope. What we are saying is that within the digital channels adPharos manages, creative design is not outsourced or bolted on, it is integral to how we execute.
3.6–3.8 Analytics, AI, and Marketing Strategy
3.6 Analytics and Attribution
We built and maintain Lenbrook's entire analytics infrastructure: GA4 configuration, custom event tracking, conversion measurement, multi-channel attribution, LeadCentre integration with ALINE CRM, CallRail call tracking, and quarterly executive reporting.
This is not a commodity analytics setup. It is a purpose-built measurement system that connects digital activity to actual leads and provides Allison and the team with visibility into what is driving occupancy and waitlist growth. When a creative campaign runs, we can tell you whether it drove leads. The analytics layer is not just a report, it is the accountability system for every dollar Lenbrook spends on marketing.
3.7 AI and Technology Services
Ellie: The AI Voice Assistant
Custom conversational AI agent built on ElevenLabs and the ALINE Connector, handling after-hours inquiries with warm, natural voice interaction. Collects qualification data (name, role, timeline, care level, referral source) and routes directly to residency counselors via CRM integration. Currently in final testing.
Answer Engine Optimization (AEO)
For 2027, a systematic strategy for becoming the AI-recommended answer for senior living research in Atlanta. Includes Answer Hub content development, structured data implementation, machine-readable brand data files, schema markup, and third-party citation building. GA4 already shows Lenbrook receiving 87 sessions from ChatGPT, Claude, and Gemini organically. This initiative would accelerate that growth and establish Lenbrook's dominance in AI search before competitors act.
3.8 Marketing Strategy and Planning Support
adPharos's role in Lenbrook's marketing strategy is not limited to execution. We participate in setting direction. Our annual planning process with the Sales and Marketing team produces the strategic roadmap for the coming fiscal year identifying priorities, allocating budget across channels, defining KPIs, and establishing the measurement framework that determines whether the plan is working.
This is not a one-time exercise. Throughout the year, we revisit the plan against actual performance. When a campaign underperforms, we diagnose it with data and adjust. When a new opportunity emerges, like the AEO initiative for FY2027, we evaluate it against current priorities and recommend how to integrate it. The FY26 KPI work, including the MQL analysis and lead quality assessment, is an example of mid-cycle strategic recalibration driven by what the data was telling us.
Our planning is grounded in what we can actually measure. We do not recommend strategies we cannot track. Every initiative connects to Lenbrook's analytics infrastructure, so performance is visible from day one. This is the difference between a marketing plan that reads well on paper and one that drives real pipeline outcomes.
3.9 Go-to-Market for New Initiatives
The Kingsboro at Lenbrook expansion is the clearest example. When Lenbrook brought a brand-new 53-unit building to market, adPharos stood up a dedicated digital infrastructure: a new site and landing pages, Google Ads campaigns that delivered over 1 million ad impressions, targeted email sequences with 60-70% open rates, and a private Facebook group for prospect and resident engagement. The result was full occupancy.
As Lenbrook continues to grow, whether through organic expansion, acquisition, or new service offerings, adPharos is positioned to activate a proven digital launch playbook quickly. We know how to build awareness for a new Lenbrook product, target the right audience, generate committed depositors, and measure results at every stage of the funnel. This capability is not something a new agency can develop on the fly. It is something we have already done.
3.10 Project Management
For the digital scope adPharos manages, project management is embedded in how we operate, not layered on top. Nicole Heaps serves as the day-to-day project coordinator for the Lenbrook account, managing timelines, deliverable queues, and communication across all active workstreams.
  • Status meetings and strategy sessions: We participate in weekly check-ins covering progress reviews, upcoming deliverables, and planning for the week ahead. Quarterly strategy sessions cover OKR review, milestone evaluations, and campaign performance against broader marketing goals.
  • Production coordination: For digital deliverables such as landing pages, email campaigns, ad creative, website updates, adPharos manages the full production cycle from brief through deployment. Tasks are tracked in Asana with full visibility for the Lenbrook team, so there is never ambiguity about what is in progress, what is next, and what is complete.
  • Print production: Print production coordination and management, including hard proofs and press checks, falls outside our current scope. That said, if Lenbrook needs support coordinating print production with a third-party vendor, we are happy to assist in ensuring alignment between print and digital campaigns.
3.11 A Recommended Partner Model
Lenbrook's RFP covers a broad scope: brand/creative, traditional media, content production, video/photography, employer branding, and digital marketing. Based on our 12 years working within Lenbrook's marketing ecosystem, we believe the optimal structure is a coordinated multi-partner model with adPharos as the anchor partner.
adPharos as Anchor Partner
We provide the strategic infrastructure that makes all marketing accountable:
  • Digital strategy and execution (paid, organic, email, website)
  • Analytics, attribution, and performance measurement across all channels
  • Marketing technology and AI integration
  • Data continuity and institutional knowledge
  • Cross-partner coordination and measurement
Specialized Creative Partner
A dedicated brand/creative agency handles:
  • Campaign creative development
  • Brand design and visual identity
  • Video and photography production
  • Traditional media planning and buying
Why This Model Works Better Than Consolidation
1
Specialization Over Generalization
Agencies that claim to do everything rarely excel at everything. The best creative shops are not the best data shops. The best technology partners are not the best video producers.
2
Accountability Through Measurement
When adPharos serves as the analytics anchor, every partner's work becomes measurable. Creative campaigns get attributed. Media buys get evaluated. The entire ecosystem is accountable to outcomes, not just deliverables.
3
Continuity
Creative partnerships may change. Campaigns evolve. What shouldn't change is the underlying data infrastructure, tracking architecture, and institutional knowledge. adPharos provides that continuity.
If Lenbrook's evaluation leads to restructuring the creative partnership, we are prepared to help define the right creative partner profile, establish integration protocols, and ensure new partners plug into the existing digital and analytics infrastructure without disruption.
Section 4: Relevant Work Samples
Case Study 1: Kingsboro at Lenbrook — Expansion Launch Campaign
Challenge
Lenbrook undertook its most significant expansion in recent history with the addition of Kingsboro at Lenbrook, a brand-new 53-unit building that required generating awareness, interest, and ultimately committed depositors and move-ins for units that did not yet exist. This was not marketing an established community. It was marketing a promise, to a specific audience, on an aggressive timeline.
Approach
adPharos built an entirely separate digital infrastructure for the Kingsboro launch. This included a dedicated website and landing page, targeted paid search campaigns on Google (over 1 million ad impressions in peak quarters), organic SEO strategy for Kingsboro-specific search terms, call tracking specific to the expansion, email campaigns to segmented prospect audiences, and a private Facebook group for Kingsboro Club members. The email campaigns consistently delivered 60-70% open rates for the Kingsboro audience, outperforming Lenbrook's already strong 50% benchmark. We also supported the Taste of Lenbrook referral event digitally, which became one of the highest-converting traffic sources for the campaign.
Outcome
Kingsboro at Lenbrook reached full occupancy. Today, all 53 units maintain near-100% occupancy as part of Lenbrook's overall 97%+ campus occupancy rate. The campaign successfully transitioned from acquisition to onboarding within its first full year, and the Kingsboro brand has since been folded into the unified lenbrook-atlanta.org under the "One Community, Many Great Living Options" framework.
Why This Matters
Lenbrook's growth is not finished. When the next expansion comes, adPharos has a proven, repeatable playbook. We know how to stand up a dedicated digital campaign for a new Lenbrook product, generate awareness among a targeted prospect audience, and drive deposits and move-ins on a defined timeline. No other agency responding to this RFP has done this for Lenbrook before. We have.
Case Studies 2 & 3: AI and Ignite Living
Case Study 2: AI Voice Receptionist (Ellie)
Challenge
Lenbrook was losing after-hours inquiry opportunities. Prospective residents and family members calling outside business hours received no response until the next business day, creating friction in an already long sales cycle.
Solution
adPharos designed and built Ellie, a custom conversational AI agent using ElevenLabs technology, integrated with Lenbrook's CRM workflow via our automation platform. Ellie handles after-hours calls with a warm, natural voice experience, collects lead qualification data (name, role, timeline, care level, referral source), and routes the information directly to residency counselors.
Status
In final testing. This case study reflects adPharos's capability to design and deliver custom AI solutions, not configure off-the-shelf tools.
Case Study 3: Ignite Living — Integrated Digital Marketing for Senior Living
Challenge: Ignite Living, a faith-based senior living organization operating two communities in Georgia (Hiawassee Park and Palmetto Park), lacked reliable marketing attribution and conversion tracking across its digital efforts. The existing analytics setup did not track leads effectively, making it difficult to evaluate marketing performance or determine which channels were generating inquiries. The organization needed to increase qualified inquiries, implement automated lead nurturing, and connect marketing efforts with the sales process, all within a modest annual budget.
Approach: adPharos implemented a fully integrated digital marketing framework: GA4 with conversion tracking and lead source attribution, targeted Google Ads campaigns optimized for high-intent search queries, local SEO improvements, automated five-email nurture sequences using Groundhogg marketing automation, and full CRM integration with WelcomeHome—routing qualified leads directly to community sales teams. Paid campaigns launched December 2025.
7,461
Website Sessions
2.75% conversion rate, 205 tracked lead events
77
Google Ads Leads
5.3% conversion rate, exceeding typical senior living benchmarks
52%
Email Open Rate
22% click-through rate across 909 emails sent, zero spam complaints
174
New Contacts Captured
82% engagement rate
Why this matters: This engagement demonstrates adPharos's ability to build a complete marketing infrastructure from scratch for a senior living organization—analytics, paid media, SEO, marketing automation, and CRM integration, and deliver measurable results quickly. The same disciplines, technology stack, and integration approach that we applied at Ignite Living are already in place and operating at a more advanced level for Lenbrook.
Section 5: Compensation
adPharos proposes a hybrid compensation model for FY2027 combining monthly retainers for ongoing services with defined project budgets for specific initiatives. Our total proposed budget for FY2027 is approximately $173,750, representing a reduction from FY2026. This reflects refined scoping, not reduced service—the core engagement is maintained and expanded with new capabilities including Answer Engine Optimization and continued AI development.
Fee Structure
Website Development, Hosting, and Support
Monthly retainer covering programming support and content updates, plus operational costs (hosting, ADA compliance, landing page hosting, domain management). Defined projects for new content pages budgeted separately.
Digital Advertising
Monthly management retainer for creative development, keyword optimization, auditing, and campaign management across Google and Microsoft platforms. Ad spend is a hard cost pass-through at $6,500 per month ($78,000 annually) with no markup.
Organic Traffic (SEO/AEO)
Monthly retainer for SEO content monitoring, site link management, and Answer Engine Optimization. Includes a one-time AEO setup and integration project in Q1.
Marketing Automation (ActiveDEMAND)
Monthly retainer for email builds, campaign creative and copy, and ActiveDEMAND platform support (workflows, call tracking, lead generation). Project budget for three program builds across the year (e.g., Advantage Club onboarding, SQL program, MQL nurture updates).
Other Marketing Support
Monthly retainer covering reputation management for Lenbrook and Menders by Lenbrook, Advantage Club survey facilitation, and AI voice agent (Ellie) maintenance.
Account Service
Monthly retainer of $1,150 for account and project management, including six client calls per month, project coordination, and status reporting. Includes an annual planning session and two team meetings per year.
Reporting and Tracking — Quarterly executive reports with summary analysis and performance charts, delivered four times annually.
FY2027 Budget Summary
Our detailed FY2027 budget proposal, including monthly breakdowns by service area, will be delivered separately as part of our annual planning process. We are happy to discuss specific line items directly with Allison and Kristine as part of the evaluation process.
Section 6: References
Reference 1
Sharalene Roper
Chief Operations Officer
Ignite Living (Baptist Retirement Communities of Georgia)
519 Perkins Road, Palmetto, Georgia 30268
Phone: 770-463-2460
sroper@igniteliving.com
www.igniteliving.com
Nature of engagement: adPharos serves as the digital marketing agency for Ignite Living, a faith-based senior living organization operating two communities in Georgia. Our work includes website management, paid digital advertising, lead capture and CRM integration, call tracking, and analytics.
Reference 2
Kate Fletcher
Founder, Taylor Reporting Solutions, LLC
817 Williams Street #60592, Longmeadow, MA 01106
kfletcher@taylorreportingsolutions.com
www.taylorreportingsolutions.com
Nature of engagement: Kate Fletcher is a senior living data and analytics specialist who works directly with Lenbrook on sales and marketing reporting, tracking move-ins, inventory, and conversion metrics. adPharos collaborates closely with Kate to ensure our digital marketing data integrates accurately with Lenbrook's broader sales reporting. She has observed the adPharos team's work in direct context on this account.
Client Feedback
"It has been so refreshing for the team to see the leads in WelcomeHome that are driven from your efforts. Thank you so much for all that you have done to help our ministry."
— Sharalene Roper, Ignite Living
"You have no idea how easy this experience has been. Normally, it would have taken months."
— Sharalene Roper, Ignite Living
"The adPharos team is incredibly smart and I have always been impressed with their commitment to clients' success. They are the kind of team who does what they say they are going to do. They never make excuses or blame anyone or any outside situation. Instead, they figure out how to make things work, when others have said that cannot be done, and they do it with an awesome attitude. Hands down, this is the smartest agency I have worked with and I would recommend them without hesitation to all of my clients. And they are just really, really good people, which makes working with them a totally enjoyable experience."
— Kate Fletcher, Taylor Reporting Solutions, LLC
Why adPharos for FY2027
Twelve years of embedded partnership has built something that cannot be replicated by starting over. We close with the case for continuity, and for what comes next.
Institutional Memory
We understand your brand, your competitive position, your sales cycle, your residency counselors' challenges, and the data behind every channel we manage. This cannot be onboarded.
Technology Leadership
From the ALINE Gravity Forms Connector to Ellie the AI voice receptionist to a first-mover AEO strategy, adPharos builds the tools that keep Lenbrook ahead of the category.
Anchor Partner Model
We provide the analytics infrastructure, digital execution, and technology integration that makes every other partner's work measurable and accountable. We do not compete with creative agencies. We make their work more effective.
Proven Results
Kingsboro at full occupancy. 97%+ campus occupancy. 61.9% email engagement. 87 organic AI sessions. A track record built over 12 years—not a pitch deck.

We are excited about FY2027 and the work ahead. Thank you for this opportunity.

Jeffrey Nichols | President, adPharos | jnichols@adpharos.com | 865-465-9736
Submitted March 13, 2026