About Brightview
Brightview Senior Living is a hospitality-driven senior living company with more than 50 communities across 8 U.S. states. Known for its warm, personalized approach, Brightview creates vibrant living environments for older adults, combining top-tier care with lifestyle-focused amenities. With continued growth and a strong reputation in local markets, the brand is focused on delivering exceptional experiences both in person and online.
Intro
Managing thousands of assets is the number one nightmare of content managers. Keeping track of what's been created, where it's embedded, and different versions is enough to keep a person busy for the rest of their career. But what if you want to allocate your time to more strategic matters?
We chatted with Brendan Moore, Brightview Senior Living’s Digital Marketing Specialist, who explained how he manages all the company's content by synchronizing his tech stack through integrations.
Brendan explained that prior to putting these integrations in place, the company struggled on multiple levels:
- Content was scattered and hard to keep track of
- They were limited in the way they could track content performance
- Asset management was tedious and time-consuming
So far, to date, Brightview has:
“Foleon gave us the ability to put all of our content in one place and conveniently give it to the customer at any given time.”
Brendan Moore, Digital Marketing Specialist, Brightview Senior Living
The limitations of manual work
When you're so used to doing things a certain way, you don't question the status quo. And when Brendan joined Brightview's marketing team, he wanted to shake things up a little.
Scattered content assets
Brendan had to navigate a maze of links, outdated files, and disconnected tools. What now takes him a couple of clicks would take him hours.
“Everything was so spread out when I got here that I would have to search through our different assets for a while before I found the right piece to send out.”
Because so much content had already been created before he joined the team, getting an overview of everything required time-consuming audits.
“We had to do multiple rounds of audits just to make sure everything was live and easily accessible.”
Beyond finding content, he had to verify it was accurate, up to date, and accessible for different user needs.
“I had to make sure it was the newest version. I had to make sure that it was user-friendly. It was accessibility friendly... and I just had to make sure everything worked.”
Limited tracking through HubSpot
Brightview was already using HubSpot for email campaigns, but their method of sharing content had room for improvement. The setup made it difficult to track how prospects engaged with their content or at what point in the journey they dropped off.
“One of the biggest consequences would have been the ability to keep track of what we have out in the world.”
Manual asset management, wasted time, and bottlenecks
Brightview’s rich visual content is key to changing the narrative around senior living. But managing thousands of lifestyle and community pictures was painfully manual before Bynder and Foleon were connected.
“It was a lot of uploading, a lot of files and folders... I can tell you the process of going through all of those pictures and uploading them individually to Foleon would have taken a lot longer.”
And there was a lot of content to manage.
“We typically take about a thousand lifestyle shots per shoot. I know we've gotten a little over 2000 new pictures in the past year.”
Without a digital asset management system integrated with their design tool, content creation was slow and resource-heavy.
Integrating their tech stack for better performance
HubSpot + Foleon = cohesive lead journeys
Brightview’s integration of Foleon with HubSpot helped create a seamless, high-performing lead funnel.
“We use Foleon as the redirect at the end of our emails and landing pages, which connects the two ecosystems—HubSpot and Foleon—in a way that keeps them separate, but still working together as one.”
HubSpot and Foleon's tracking abilities gave Brendan and his team the insight they needed to understand their buyers' journey in the best possible way.
“We use a lot of HubSpot tracking links with our Foleon Docs just to get a better track of how many people are really going from our form submissions over to Foleon.”
Integrating Foleon data within HubSpot was a game-changer for the team.
“Foleon analytics tells us what content works best so we can replicate that in campaigns... time on page has been one of the most helpful aspects for us.”
This integration allowed Brendan’s team to follow the full customer journey and optimize accordingly, without building complex workarounds.
Bynder + Foleon = scalable content creation
Managing thousands of assets became radically more efficient with the Bynder-Foleon integration.
“Bynder combined with Foleon has been one of our most powerful tools.”
Since assets keep piling up, they built a more sustainable way of working with this integration.
“We typically take about a thousand lifestyle shots per shoot... going through all those pictures and uploading them individually to Foleon would have taken much longer than it did through the Bynder integration.”
Having direct access to their thousands of assets from within Foleon while building content has saved them dozens of hours each week.
“The Bynder workflow to Foleon has saved us countless hours in terms of the amount of work we've done.”
With Bynder’s metadata-rich asset tagging and Foleon’s intuitive interface, Brendan could quickly move from idea to launch.
Numbers that speak for themselves
The integrations made Brendan's work easier, but most importantly, they drove real business results.
“Our marketing click rate was only 5% initially. And we’re consistently at 7% now. And we have emails as high as an 83% click-through rate.”
“On an average day, we're getting about 100 form submissions through HubSpot.”
These numbers reflect a major shift: from scattered and static to streamlined and strategic.
Discover Brightview's beautiful brochure right here
The bottom line
Brightview understood that working smart was key to building a sustainable work-life. After implementing all these integrations, Brendan quickly gained back a lot more time that he could allocate to more strategic matters. Brightview’s journey proves that content marketing can be scalable and wildly effective with the right tech stack and integrations.
“You're not going to find a better partner. Foleon has helped us time and time again figure out what's new, help keep us up to date, and help keep us modernizing.” (His words, not ours 😎)
Tired of disconnected tools slowing you down? Build a smarter, integrated stack that drives results.
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