As part of Adava Care's [1], Asymmetric is producing a comprehensive Wisconsin senior living guide to serve as the primary lead magnet for the campaign. The guide is designed to capture prospect emails during the early informational stage of the senior living search journey and move them further down the funnel toward an Adava Care tour or inquiry.
The strategic goal is to shift lead generation away from paid advertising toward organic, owned channels — with the guide acting as the anchor of that effort.
"This is the primary goal here — to inform people and gather emails as well. So they type in their email, we send them this kind of whole guide, they'll be more informed and hopefully move further down the funnel with Adava Care after being able to read that guide."
— Sebastian Gant, Asymmetric
| Milestone | Target Date |
|---|---|
| Outline sent to Adava Care for review | Early week of Dec 23, 2024 |
| First draft complete | January 7, 2025 |
| PDF finalized | Late January 2025 |
| Landing page built (email capture) | Late January 2025 |
| Full launch | February 1, 2025 |
The outline review step is intentional: Adava Care staff — particularly those who conduct tours — have direct insight into what questions prospects ask during the informational stage, and that input should shape the guide's sections.
Sebastian noted that Adava Care's tour and intake staff are well-positioned to identify the most common questions prospects ask before committing to a visit. The guide should address:
The final section list should be confirmed with Adava Care during the outline review.
A dedicated landing page will be built alongside the PDF to:
The landing page build is scoped to begin once the first draft is approved, targeting a simultaneous launch with the finalized PDF on February 1, 2025.
By the end of the 90-day plan (mid-March 2025), the guide will have been live for approximately six weeks. The Phase 3 review will assess:
These findings will inform Q2 recommendations.