In this conversation, Jessica Freeburg, senior digital marketing analyst at Benedictine Living, walks through her experience leading a full website rebuild across 34 communities and additional brand properties.
She shares what she learned during the RFP and vendor selection process, how she established strong collaboration across departments, and how clear communication and tight deadlines helped her team launch 36 sites in just four months. The discussion also explores how marketers can better evaluate vendor partners, set expectations, and keep large web projects moving forward with both speed and accuracy.
Takeaways
- Website rebuilds should be revisited every 3 to 5 years to stay current
- Starting from scratch allowed the team to replicate a true marketing ecosystem
- Clear timelines and deadline tracking are critical to keep projects on pace
- Communication with vendors should be transparent and two-way
- The RFP process should be robust and customized to the org’s true needs
- Involving cross-functional stakeholders improves usability for all departments
- Speed should never replace thoughtful discovery and asset planning
- Budget realities matter, especially for nonprofit senior living orgs
- Soft launches can be followed by back-end refinements
- Marketers should be prepared to learn, adapt, and lead through uncertainty
Chapters
00:00 | Why Benedictine Needed a Website Rebuild
01:34 | Learning the RFP Process from Scratch
04:13 | Building a Customized and Useful RFP
07:10 | Evaluating Vendors and Budget Fit
09:55 | Communicating Expectations with Partners
11:18 | Launching 36 Websites in Four Months
12:50 | Lessons Learned and Final Advice
Playback options
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Mastering the Website RFP Process (with Jessica Freeburg)
March 18, 2025 • Episode #11
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Mastering the Website RFP Process
with Jessica Freeburg
March 18, 2025 • Episode #11
Clip 1 (33 sec.)
Perfection can wait. Learn how Jessica Freeburg’s team launched 36 senior living websites in four months by prioritizing functionality and cleaning up post-launch.
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Unlock Health • The Move In: Senior Living Marketing Podcast
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Clip 2 (37 sec.)
When your site is broken, speed matters. Hear how Jessica built an effective RFP, worked with vendors, and moved fast without sacrificing communication or quality.
Clip 3 (31 sec.)
From vendor vetting to cross-functional buy-in, Jessica shares actionable advice to help senior living marketers lead smarter, smoother website builds.
“Cross-functional input ensures your website works for the whole organization, not just marketing.”
More clips from this episode are available here.
Jessica Freeburg
Senior Digital Marketing Analyst
Benedictine Living