Holiday Retirement - Milo
Serving the new senior
By 2030, for the first time in US history, older people will outnumber children; we’re witnessing a transformation of what older adults want, with almost 90% of seniors and Baby Boomers preferring to age at home.* In order to give them what they want, Holiday Retirement, which has more than 260 residential communities, created a pilot program to support seniors at home — Milo.
With Milo, trained companions visit seniors in their homes several times a week with healthy meals, tasks to attend to, and ways to record progress in strength and mobility. We created multiple applications to support each player in the Milo operation, developed marketing materials for print and digital audiences and built a social media following.
Building an ecosystem
We created a system of applications to support everyone in the Milo universe:
Creating senior-friendly tech
Each senior is given a tablet with the app installed for them to use. Companions show seniors how to use the app during their visits to note progress, well-being, and select meals.
“We designed our apps with speed to market and with maximum scalability in mind. So, rather than build end-to-end functionality, it was more efficient to leverage proven expertise when it came to OMS, routing, and subscription management — allowing us to add new features over time without negatively impacting the user”
— Hope, Product Manager
Showing the power of support
With seniors’ permission, family members have access to their own app, which accesses data from the senior and companion apps to give an accurate picture of each visit.
Recordkeeping made easy
Companions write their notes for each visit using their own app, which also keeps track of tasks.
“One of the biggest challenges was to design a cohesive system of apps - for companions, for seniors, for family members - all with different levels of tech savvy”
— Ricardo, Product Designer
Making sales instantaneous
Companions help members amend, cancel or add visits using the app.
The app for General Managers aggregates regional data for 24/7 oversight, with management of tasks and meal orders, routing logistics and companion performance.
Putting it all in one place
We created one central hub to hold data across all regions and track overall trends in membership, engagement and subscriptions.
Turning up the volume with telenovelas
By approaching a taboo topic with humor, we sparked a conversation around living options for older adults and boosted engagement on our social media pages.
“The response was massive. Everyone was tagging someone they knew, and finding comedy in something that’s really difficult to talk about”
— Erika, Copywriter
Offering peace of mind
We directed our efforts at family members who are juggling their responsibilities at home while also worrying about their parents’ well-being. By using AI to generate 78K unique ads over a 6-month period, we were able to see what resonated.
Letting seniors speak for themselves
We showed the program in action, and let the seniors speak for themselves in video shoots and interviews we conducted. This documentary approach was a way to capture the service and the lives of seniors authentically, and the resulting ads generated the most leads.
at home (pilot)
increase in leads over
decrease in cost per lead
over six-month period
We validated a new revenue stream for this client, invested in marketing, and showed that supporting seniors’ independence at home was a business worth pursuing
WHAT WE DID
110 East 25th Street
New York, NY 10010
+1 (646) 894.8236
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