case studies
Comfort Keepers
Drive awareness, consideration & utilization: gain back market share from competitors
Comfort Keepers is one of the nation’s largest providers of in-home senior care, grounded in a mission to elevate the human spirit and help older adults live independently, safely, and with dignity.
Operating in a crowded and highly emotional category—where trust, credibility, and compassion drive decision-making—the challenge was not introducing a new product or service. It was sustaining visibility, differentiation, and growth year after year in a category defined by sameness, while supporting multiple business objectives at once: consumer demand, caregiver recruitment, franchise development, and industry leadership.
Comfort Keepers retained GOLD as PR and Social Media Agency of Record to build long-term relevance, strengthen national presence, and help advance the brand’s position within the in-home senior care category.
case studies | Comfort keepers
Results
over 6+ years
Reaching More than 13M Followers
Coverage Generated
Views Growth
Our Mandate
With no annual product launches and a mission that needed to be demonstrated, not marketed, the mandate was to create momentum through education, credibility, and consistent storytelling—while helping Comfort Keepers not only stay competitive, but steadily increase its share of voice and standing within the category.
Our Approach
GOLD led an integrated, always-on communications strategy designed to reinforce Comfort Keepers’ purpose while positioning the brand as a category leader in modern in-home care. The strategy focused on:
- Mission-led storytelling that elevated the human impact of care beyond transactional services
- Education as a growth driver, addressing complex topics such as aging, Alzheimer’s, caregiving, and quality of life
- Multi-stakeholder engagement, reaching seniors, families, caregivers, franchise prospects, referral partners, and industry media
- Programmatic consistency, creating original narratives, themes, and moments that sustained relevance year after year
- Business alignment, supporting direct-to-consumer marketing, caregiver recruitment, and franchise development in parallel
Our Execution
Over six years as AOR, GOLD has consistently created, planned, and executed PR, influencer, and social media programs that functioned as a long-term growth engine for the brand.
Key initiatives included:
- An always-on earned media strategy built around monthly pitch themes, complemented by tentpole activations such as National Day of Joy and Alzheimer’s Awareness Month
- National consumer, lifestyle, health, and trade media outreach across print, digital, and broadcast outlets—resulting in billions of earned media impressions
- Strategic partnership with expert Gerontologist Sherri Snelling to credential messaging, deepen thought leadership, and reinforce trust across audiences
- Manage consumer and B2B social media programs to engage prospective clients, caregivers, and job seekers
- Ongoing support of franchise development efforts through brand visibility, reputation building, and national category leadership
- Management of paid digital, SEO, and analytics across platforms including YouTube, TikTok, Instagram, Facebook, and Google—amplifying earned storytelling and driving measurable outcomes
Rather than relying on episodic campaigns, GOLD created a sustained communications ecosystem—continuously generating relevance and authority in a category where trust is earned over time.
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Our Impact
Through six years of strategic partnership, GOLD has helped Comfort Keepers strengthen and expand its position within the in-home senior care category—driving increased visibility, deeper credibility, and sustained growth across consumers, caregivers, and franchise development audiences. The brand emerged with greater national presence, stronger category authority, and a clearer point of differentiation in a crowded marketplace—reinforcing Comfort Keepers as a trusted leader in uplifting, in-home care.